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Article
Publication date: 28 February 2019

Ahmed Suhail Ajina, Arnold Japutra, Bang Nguyen, Sharifah Faridah Syed Alwi and Ali H. Al-Hajla

The purpose of this paper is to examine how the perception of CSR influences different aspects of consumer behaviour, specifically focussing on the antecedents of…

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1995

Abstract

Purpose

The purpose of this paper is to examine how the perception of CSR influences different aspects of consumer behaviour, specifically focussing on the antecedents of perceived value, customer support and loyalty.

Design/methodology/approach

A total of 418 completed responses were obtained and provided the data to analyse and test the hypothesised research model. To test the hypotheses, structural equation modelling using PLS was employed.

Findings

Findings reveal that customer awareness of the current CSR initiatives to different stakeholder groups significantly influences their perceptions of what social initiatives are actually undertaken by firms for their economic, legal, ethical and philanthropic responsibility. In addition, customer views of what firms actually do in respect to social initiatives are significantly related to their level of CSR expectations. This indicates that the customers will always expect more from banks compared to what they actually do. Surprisingly, CSR perception is not directly related to customers’ loyalty, which contradicts the majority of previous studies indicating that CSR perception influences consumer behaviour.

Originality/value

This study provides an original contribution to the CSR body of knowledge, especially for developing countries where the awareness level is low. It also provides a deep understanding of the influence of CSR into consumer behaviour, as it investigates the influence of the full construct of CSR into customer loyalty. Finally, the study investigated the relationship between the perception and the expectation of CSR; this relationship has been neglected in previous studies, where either CSR perceptions or CSR expectations have been examined separately.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 3
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 15 May 2017

Khian Sin Ong, Bang Nguyen and Sharifah Faridah Syed Alwi

The purpose of this paper is to develop and test a consumer-based virtual brand personality (CBVBP) concept by examining its sub-dimensions in the context of online…

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3752

Abstract

Purpose

The purpose of this paper is to develop and test a consumer-based virtual brand personality (CBVBP) concept by examining its sub-dimensions in the context of online banking, thus extending existing brand personality research. In addition, it examines the relationship between CBVBP with customer satisfaction and brand loyalty.

Design/methodology/approach

A survey method was employed and data were collected from 219 online banking users in Malaysia. A series of hypotheses were tested using both multiple and hierarchical regression analyses to determine the direct and mediating effects of CBVBP, customer satisfaction and brand loyalty.

Findings

The dimensions that comprise CBVBP are found to include Excitement, Sophistication and Competence. These dimensions help online bankers to strategise, communicate and position their online banking sites better in order to compete against other online banking services. The study confirmed positive relationships between CBVBP, customer satisfaction and brand loyalty. Specifically, in the online banking context, customer satisfaction partially mediates the relationship between CBVBP and brand loyalty, extending the current understanding of online branding, consumer satisfaction and brand loyalty.

Originality/value

The major contribution of this study lies in the development of the CBVBP concept and to study its direct and mediating effects with customer satisfaction and brand loyalty. The study emphasises the importance of measuring the virtual brand personality traits as part of an overall online banking brand strategy in the virtual environment in order to better understand how to position against competitors.

Details

International Journal of Bank Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 29 March 2013

Sharifah Faridah Syed Alwi and T.C. Melewar

The purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have…

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2962

Abstract

Purpose

The purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have gained widespread recognition amongst practitioners and academics in this country.

Design/methodology/approach

Inter alia, this paper examines six facets of branding across different industries and contexts. The first study examines issues of branding in the Islamic financial services. The second paper investigates airline brand reputation. The third paper explores employer branding in the context of hotels. The fourth study explicates online brand personality in the banking sector. The fifth project evaluates the aspect of brand loyalty in the telecommunication industry and the final paper unfolds the industrial brand loyalty and ethical brand.

Findings

The paper highlights six findings across six different industries in Malaysia.

Originality/value

The paper gives a Malaysian perspective on branding in Asia.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 2
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 13 June 2016

Sharifah Faridah Syed Alwi, Bang Nguyen, TC Melewar, Yeat Hui Loh and Martin Liu

The purpose of this paper is to explore brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand…

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6167

Abstract

Purpose

The purpose of this paper is to explore brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business-to-business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediation effects of trust and brand attributes on industrial buyers’ responses such as loyalty and long-term commitment.

Design/methodology/approach

Using a survey approach, the study includes respondents working in the heating, ventilating and air-conditioning (HVAC) industry in Malaysia, and data are collected in the industrial air-conditioning segment. The research model was tested with SEM.

Findings

Findings show that brand performance and industrial brand image directly affect brand trust but with different effects on buyers’ commitment and loyalty. Interestingly, industrial brand image only mediates the responses via brand trust, while brand performance has a direct effect. Thus, both brand performance and industrial brand image build buyer trust. But in this context, it is brand performance rather than industrial brand image that influences long-term commitment and loyalty. The study concludes that in the HVAC industry, brand performance, industrial brand image, buyer trust, industrial loyalty and commitment build brand equity.

Originality/value

Significant research reveals that, in business-to-business contexts, brand equity depends on the supplier’s brand trust and attributes of the brand such as brand image and brand performance. While useful in guiding a supplier’s or industry’s brand strategy, the study of both brand trust and brand attributes has led to only a partial explanation of the supplier’s or industry’s brand equity. The present research explores industrial brand equity, focussing on tangible assets (performance) and intangible assets (brand image), and their joint consequences.

Details

Industrial Management & Data Systems, vol. 116 no. 5
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 1 August 2006

Rui Vinhas Da Silva and Sharifah Faridah Syed Alwi

The main aim of the present study is to empirically test a model of antecedents and consequences of corporate brand image (CBI) in two book retailers, one selling…

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16539

Abstract

Purpose

The main aim of the present study is to empirically test a model of antecedents and consequences of corporate brand image (CBI) in two book retailers, one selling exclusively online, and the other selling exclusively offline in a British context.

Design/methodology/approach

The study employed a survey to investigate the relationships of the antecedents and consequences of the CBI. The sample (n=511) comprised experienced customers of these two bookstores (visitors and shoppers of the site or bookstore). The antecedents of CBI which were the functional aspects of brand attributes (such as ease of use, secured web site, interactivity/building relationship, customer care and reliability) were combined with the CBI itself (emotional aspects of the corporate brand or personality traits of the company) and, further, the consequences of these emotional aspects such as customer satisfaction and loyalty were tested using a cross‐sectional study.

Findings

Using two separate structural equation models, the study found an empirical relationship between the brand attributes and the corporate brand image (the emotional values). This relationship in turn influences the customer's responses (loyalty).

Research limitations/implications

By combining two methodological approaches of brand image evaluation: cognition (assessed through tangible and intangible brand attributes) and affect/emotion (assessed through brand personality scale) this study intends to add to the current understanding of consumer brand knowledge, in particular when the consumer is assessing a company's brand image (the CBI) and also learn how important the effect of cognitive attributes (such as brand attributes of a store and web site) is in explaining the subsequent CBI, and the integration effect on consumer responses such as brand loyalty. Do cognitive evaluations drive conative, behavioural actions in retail buying decision making? Are cognitive evaluations directly related with satisfaction with the retailer and consumer loyalty?

Practical implications

Explicitly, the present study offers practitioners a research framework, aimed at guiding them as to how they could understand their defined or desired brand values (the corporate core values) among their consumers.

Originality/value

In general, the present study adds to the existing literature in cognitive and affective attributes in consumer judgement and corresponding conative or behavioural attitudes in branding and reputation management. It brings together the concept of functional brand attributes, emotional brand attributes (the CBI), and the dependent variables such as customer satisfaction and loyalty in a unique context (internet), and compares this with the bricks and mortar context.

Details

Journal of Product & Brand Management, vol. 15 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 20 July 2012

Rusnah Muhamad, T.C. Melewar and Sharifah Faridah Syed Alwi

The purpose of this paper is to explore the different segments of consumers in the Islamic financial services industry (IFSI) and their relationship with product/brand…

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6740

Abstract

Purpose

The purpose of this paper is to explore the different segments of consumers in the Islamic financial services industry (IFSI) and their relationship with product/brand positioning for Islamic financial services (IFS).

Design/methodology/approach

In‐depth interviews were conducted with individuals in managerial positions among the key market players in the IFSI to explore the segmentation of consumers and their buying motives.

Findings

Four segments of IFS consumers emerged, namely, Religious conviction group; Religious conviction and economic rationality group; Ethical observant group; and Economic rationality group. These segmentation groups were appropriately categorized through a psychographic (value)‐based approach.

Research limitations/implications

The empirical findings of this study pave the way for embarking on promising and relevant future research, which is needed to substantiate and enrich the academic understanding and managerial practice of linking market segmentation and brand positioning for IFS in the global market. Future research should focus on analysing these issues from the perspective of consumers of IFS to identify the purchase trend.

Practical implications

The study provides empirical evidence of the bases or initial dimensions of consumer segmentation for IFS. The findings are useful in guiding the management of institutions offering IFS in making decisions relating to the marketing communication and promotion strategy as well as product and brand positioning strategy.

Originality/value

For both academia and the IFSI, this study provides useful knowledge in strategically using market segmentation to position IFS in the global market.

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Article
Publication date: 19 September 2008

Rui Vinhas Da Silva and Sharifah Faridah Syed Alwi

The purpose of this paper is to examine which brand attributes need to be emphasised/addressed by retailers in order to achieve a positive representation of the corporate…

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12034

Abstract

Purpose

The purpose of this paper is to examine which brand attributes need to be emphasised/addressed by retailers in order to achieve a positive representation of the corporate brand images in an online setting. Using bookstores as the research context, the research's main aim is to investigate the association between the functional brand evaluation (represented by brand attributes in this study) and emotional brand evaluation (represented by the corporate brand image). Specific research questions are: Are there any associations between the brand attributes and corporate brand image of an online e‐tailer?; What are the most important corporate brand attributes/drivers of online corporate brand image?

Design/methodology/approach

Using the brand triangle framework developed by de Chernatony and Christodoulides, the current study investigates the associations between brand attributes and corporate brand image of an online e‐tailer.

Findings

The findings show that factors such as ease of use, “personalisation”, security and customer care are significant in determining the corporate brand image of the online e‐tailer.

Practical implications

The practical contribution of the study and its managerial implications are in the provision of strategic directions and positioning the corporate brand in an online context.

Originality/value

It has been suggested by recent branding literatures that both functional and emotional brand characterizations should be adopted in order to better model consumer responses. Ailwadi and Keller pointed out that the priority of research should be to understand how corporate brand image and retailer brand attributes interact. The impact of corporate brands on the internet has been the object of study (e.g. Phillips; Lindstrom). The originality of the work is in linking online brand attributes and online corporate brand images and the role of functional and emotional attributes in brand evaluation in an online context.

Details

European Journal of Marketing, vol. 42 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 28 January 2014

Philip J. Kitchen, Sharifah Faridah Syed Alwi, Norbani Che-Ha and Pei Yee Lim

The purpose of this paper is to examine differing attitudinal characteristics (attitude and subjective norms) and perceptions of coupon characteristics (coupon value and…

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1096

Abstract

Purpose

The purpose of this paper is to examine differing attitudinal characteristics (attitude and subjective norms) and perceptions of coupon characteristics (coupon value and coupon expiration date) towards coupon redemption based on psychological and demographic segments of consumers who may well differ in their purchase motivations and accompanying decision making.

Design/methodology/approach

Following a detailed literature review, the characteristics are examined by means of a structured questionnaire administered via “mall intercept” to a convenience sample in major shopping areas in Malaysia.

Findings

Following a variety of statistical tests, the findings support the use of coupon proneness, value consciousness, price consciousness and brand involvement as separate variables underpinning coupon usage propensity and indicated the value of coupons if used judiciously in relation to pre-identified segments.

Research limitations/implications

The limitations associated with convenience sampling apply here, that is the findings cannot be generalised.

Practical implications

The basis for sound parameters for the use of coupons are of value to marketing management.

Originality/value

The paper offers an unique insight into coupon propensity and usage from a little-known economy. Its value lies in the degrees of support offered to findings from more advanced economies and a basis for differentiation in the Malaysian context.

Details

Marketing Intelligence & Planning, vol. 32 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 30 May 2008

Rui Vinhas Da Silva and Sharifah Faridah Syed Alwi

The purpose of this paper is to look into the relationship between the physical aspect of a retail store, product‐related attributes, personal interaction with customers…

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3962

Abstract

Purpose

The purpose of this paper is to look into the relationship between the physical aspect of a retail store, product‐related attributes, personal interaction with customers and perceived reliability and corporate brand image in an offline or bricks and mortar context.

Design/methodology/approach

The study is based on 511 interviews conducted in various bookstores and uses structural equation modelling as a statistical tool for concluding the above.

Findings

The paper argues that physical aspect of a retail store, product‐related attributes and personal interaction with customers will have a significant and positive direct effect on the offline corporate brand image whilst there was no significant connection between reliability and corporate brand image.

Research limitations/implications

The research has been conducted in one organisation, albeit a number of bookstores were scrutinized.

Practical Implications

The paper's managerial contribution lies in its lessons for practitioners who want to understand what are the key drivers of corporate brand image in an offline context. It also provides a background for further studies which can extrapolate the current thinking into other sectors in order to validate or refute the results presented here.

Originality/value

The paper scrutinizes the impact of: physical aspects; product related information; reliability; and personal interaction in the corporate brand image of a retail organisation.

Details

Journal of Product & Brand Management, vol. 17 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 27 April 2020

Rosmayani and Annisa Mardhatillah

The purpose of this paper is to examine the effect of company brand image on consumer confidence in the online purchase of Muslim fashion products, to assess the influence…

Abstract

Purpose

The purpose of this paper is to examine the effect of company brand image on consumer confidence in the online purchase of Muslim fashion products, to assess the influence of company brand image on Muslim fashion online behavior and to assess the influence of the company brand image on the intention to behave online on Muslim fashion products through consumer trust.

Design/methodology/approach

This paper’s objective is to study the e-marketing online sales of Muslim fashion products. This paper is descriptive verification in nature. The paper is carried out through data collection in the field. Descriptive survey methods and explanatory survey methods were used in its implementation. The sample of this paper is a group of 97 UIR FISIPOL students who have purchased Muslim fashion products online. Structural equation modeling is used as a natural analysis in this paper.

Findings

Brand image has a significant effect on consumer trust which has been proven by the value of t-count being greater than the value of t-table. Simultaneously, brand image and consumers’ trust have a significant effect on intention to behave which has been proven by the value of F-count being greater than the value of F-table. Simultaneously, brand image and consumers’ trust have a significant effect on intention to behave which has been proven by the t-count value being greater than the value of F-table. By using mediation test, it has been revealed that consumers’ trust cannot mediate the brand image on the intention to behave significantly. The magnitude of the influence of brand image on consumer trust is 0.482, the effect of consumer trust on intention to behave is 0.239, while the effect of brand image on intention to behave through consumer trust is 0.077. Hence, the total influence jointly is 0.797.

Originality/value

This is one of the few papers that investigate the model of behavioral intentional of online purchase of Muslim clothing products. Fashion products are important for teenagers because they like to present themselves through their appearance. Fashion products are fashion clothing, including all accessories such as belts, shoes, hat, bag, socks and underwear. Watches and cell phones can also be products that have their own mode; it is not surprising if some people consider them as fashion products.

Details

Journal of Islamic Marketing, vol. 11 no. 6
Type: Research Article
ISSN: 1759-0833

Keywords

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