Understanding the relationship between brand experience, brand personality,
brand value, brand satisfaction, and brand loyalty is a critical issue for both
academics and brand marketers. A sample of 889 respondents Middle-Class Millenial
took part in this study. An Empirical investigation was carried out to validate the
framework through measurement reliability and validity using PLS SEM model. The
findings show very tight competition between TV brands in providing brand
experience, value, and satisfaction to consumers. Korean TV brands were able to
defeat Japanese TV brands in the millennial middle-class market. The result for this
research is direct effect shows brand experience has a positive and significant effect
on brand personality, brand value, and brand loyalty. Brand experience has no
significant effect on band satisfaction. Indirect Path Coefficient shows brand
personality is a mediating variable between brand experience, brand value, brand
satisfaction, and brand loyalty. Brand Value also a mediating variable between brand
experience, brand satisfaction, and brand loyalty. Brand satisfaction is not mediating
variable between brand experience and brand loyalty. This paper also recommends
empirical and practical implication.
Impact of electronic commerce in marketing and brand developingIAEME Publication
This document summarizes a paper presented at the International Conference on Emerging Trends in Engineering and Management. The paper discusses the impact of electronic commerce on marketing and brand development. It notes that electronic commerce allows businesses to reduce costs by eliminating physical storefronts and operating online 24/7. Brands play an important role in electronic commerce by helping customers identify quality and value. The paper also examines strategies for creating an effective online presence and leveraging brands on the web. It concludes that electronic commerce provides cost-effective ways for businesses to identify, market to, and build relationships with customers compared to traditional commerce methods.
This dissertation summarizes a document about the automobile industry. It discusses how the industry experienced constant growth until the mid-1980s, but then demand depressed in North America, Europe and Japan, leaving industry profitability in recession. It analyzes the industry using Porter's Five Forces model, noting that competition is intense between established firms and that bargaining power has increased for both buyers and suppliers. It predicts that rivalry will continue and managing excess capacity relative to demand will be challenging, especially as bargaining power remains strong for buyers and suppliers.
Consumer behaviour towards small car segment in Indian marketSaurav Mann
This document presents a study on consumer behavior towards small cars in the Indian market. It discusses a review of past literature on customer satisfaction studies and the impact of technology on vehicle manufacturers. The study used an online survey of 70 residents in Delhi and surrounding cities to understand perceptions of various small car features and consumer expectations. The survey examined demographic profiles and ratings of features like aesthetics, cost, space, and trust/reliability on a scale of 1 to 5. The results provide insight into what most influences Indian consumers when purchasing a small car.
project on consumer buying decision process in purchasing economy class cars Guruprasad Upadhya
This document summarizes a dissertation submitted for a Master's degree in Business Administration. The dissertation studies the consumer buying decision process for economy class cars in Bengaluru, India. It includes an introduction to the automobile industry and its history and growth in India. It discusses factors influencing consumer behavior and the consumer decision making process. The document outlines the literature review, problem statement, objectives, methodology, and limitations of the study. Tables and figures presented in the dissertation are listed. The dissertation aims to understand consumer preferences and factors impacting purchases of economy class cars through a survey of 100 respondents in urban areas of Bengaluru.
A factorial study of consumer buying behavior of laptops of post graduateIAEME Publication
This document summarizes a research study on factors influencing the buying behavior of post-graduate students purchasing laptops in Pune, India. The study used a survey questionnaire to collect data from 152 respondents. Factor analysis identified five key factors: 1) Brand and features 2) Price, visibility, and service centers 3) Reliability and responsiveness 4) Store atmospherics and assurance 5) Warranty, guarantee, and after-sales service. The analysis provides insight into the important considerations for this target market when purchasing laptops.
Final report on Consumer Buying Behavior and Factors Affecting their Buying B...Pran Mahato
This document is a project report submitted by Pran Kumar Mahato to the Central University of Jharkhand in partial fulfillment of an Integrated Master of Business Administration degree. The report studies consumer buying behavior and factors affecting buying behavior at Big Bazaar in Bokaro, India. It includes sections on objectives, scope, importance, company profile, literature review, research methodology, analysis and evaluation, recommendations, and conclusions. The report was conducted under the guidance of Shikha Sharma, an HR executive at Big Bazaar.
This document provides details about an internship project report submitted by Jaswinder Singh to Accurate Institute of Management and Technology. The report examines the buying behavior and customer satisfaction of electronic products at LG Electronics in Dehradun, India. The report includes chapters on the company profile, project details, data collection and analysis, findings/conclusions and recommendations. It also includes certificates, acknowledgements, an executive summary and table of contents. The goal of the study is to compare LG Electronics to competitors like Samsung, Haier and Videocon in the Dehradun region in terms of sales, consumer perceptions and factors influencing buying decisions of color televisions.
Impact of electronic commerce in marketing and brand developingIAEME Publication
This document summarizes a paper presented at the International Conference on Emerging Trends in Engineering and Management. The paper discusses the impact of electronic commerce on marketing and brand development. It notes that electronic commerce allows businesses to reduce costs by eliminating physical storefronts and operating online 24/7. Brands play an important role in electronic commerce by helping customers identify quality and value. The paper also examines strategies for creating an effective online presence and leveraging brands on the web. It concludes that electronic commerce provides cost-effective ways for businesses to identify, market to, and build relationships with customers compared to traditional commerce methods.
This dissertation summarizes a document about the automobile industry. It discusses how the industry experienced constant growth until the mid-1980s, but then demand depressed in North America, Europe and Japan, leaving industry profitability in recession. It analyzes the industry using Porter's Five Forces model, noting that competition is intense between established firms and that bargaining power has increased for both buyers and suppliers. It predicts that rivalry will continue and managing excess capacity relative to demand will be challenging, especially as bargaining power remains strong for buyers and suppliers.
Consumer behaviour towards small car segment in Indian marketSaurav Mann
This document presents a study on consumer behavior towards small cars in the Indian market. It discusses a review of past literature on customer satisfaction studies and the impact of technology on vehicle manufacturers. The study used an online survey of 70 residents in Delhi and surrounding cities to understand perceptions of various small car features and consumer expectations. The survey examined demographic profiles and ratings of features like aesthetics, cost, space, and trust/reliability on a scale of 1 to 5. The results provide insight into what most influences Indian consumers when purchasing a small car.
project on consumer buying decision process in purchasing economy class cars Guruprasad Upadhya
This document summarizes a dissertation submitted for a Master's degree in Business Administration. The dissertation studies the consumer buying decision process for economy class cars in Bengaluru, India. It includes an introduction to the automobile industry and its history and growth in India. It discusses factors influencing consumer behavior and the consumer decision making process. The document outlines the literature review, problem statement, objectives, methodology, and limitations of the study. Tables and figures presented in the dissertation are listed. The dissertation aims to understand consumer preferences and factors impacting purchases of economy class cars through a survey of 100 respondents in urban areas of Bengaluru.
A factorial study of consumer buying behavior of laptops of post graduateIAEME Publication
This document summarizes a research study on factors influencing the buying behavior of post-graduate students purchasing laptops in Pune, India. The study used a survey questionnaire to collect data from 152 respondents. Factor analysis identified five key factors: 1) Brand and features 2) Price, visibility, and service centers 3) Reliability and responsiveness 4) Store atmospherics and assurance 5) Warranty, guarantee, and after-sales service. The analysis provides insight into the important considerations for this target market when purchasing laptops.
Final report on Consumer Buying Behavior and Factors Affecting their Buying B...Pran Mahato
This document is a project report submitted by Pran Kumar Mahato to the Central University of Jharkhand in partial fulfillment of an Integrated Master of Business Administration degree. The report studies consumer buying behavior and factors affecting buying behavior at Big Bazaar in Bokaro, India. It includes sections on objectives, scope, importance, company profile, literature review, research methodology, analysis and evaluation, recommendations, and conclusions. The report was conducted under the guidance of Shikha Sharma, an HR executive at Big Bazaar.
This document provides details about an internship project report submitted by Jaswinder Singh to Accurate Institute of Management and Technology. The report examines the buying behavior and customer satisfaction of electronic products at LG Electronics in Dehradun, India. The report includes chapters on the company profile, project details, data collection and analysis, findings/conclusions and recommendations. It also includes certificates, acknowledgements, an executive summary and table of contents. The goal of the study is to compare LG Electronics to competitors like Samsung, Haier and Videocon in the Dehradun region in terms of sales, consumer perceptions and factors influencing buying decisions of color televisions.
Reviewing the Impact Brand Centric Elements on Customer Satisfaction in the I...ijtsrd
Nowadays, companies make use of various strategies to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most critical and practical approach to influence consumer behaviour in the product selection is emphasizing the "brand name" of the products. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer's ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Since marketing and brand managers often have limited resources in terms of money, time, and human resources to implement branding strategies, these findings can help them prioritize and allocate resources across the dimensions. Mr. Divyaprakash Pandey | Dr. Bharti Shukla | Ms. Anumita Agarwal "Reviewing the Impact Brand Centric Elements on Customer Satisfaction in the Indian FMCG Sector" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-4 , June 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31199.pdf Paper Url :https://www.ijtsrd.com/management/marketing/31199/reviewing-the-impact-brand-centric-elements-on-customer-satisfaction-in-the-indian-fmcg-sector/mr-divyaprakash-pandey
This document discusses a study examining how brand awareness, perceived value, perceived quality, and flagship models impact trust and purchasing decisions for smartphones. The study analyzed data from 200 smartphone consumers in Medan, Indonesia using structural equation modeling. The results found an insignificant influence of the factors on trust, a significant influence of brand awareness on purchasing decisions, and an insignificant influence of perceived value, perceived quality, and flagship on purchasing decisions. The document provides background on each factor and discusses the smartphone market share of major brands like Samsung, Huawei, Apple, and others.
A study of consumer behavior on small carsProjects Kart
This document is a study on consumer behavior for small cars in India. It includes an executive summary that outlines the objectives of analyzing brand personality and measuring customer satisfaction for selected car brands. The introduction defines the importance of word-of-mouth recommendations and measuring customer willingness to recommend products. The overview provides context on the growth of the Indian auto industry and market segments.
A project report on consumer preferences in selected brands (whirlpool, video...Projects Kart
This document is a dissertation report submitted to Kurukshetra University in partial fulfillment of an MBA degree. It examines consumer preferences for refrigerators between 200-liter brands (Whirlpool, Videocon, LG) in Yamuna Nagar based on price, brand name, quality, and after-sales service. The introduction provides background on consumer behavior and defines relevant terms. It also gives an overview of refrigerators and the brands studied. The document includes sections on objectives, literature review, research methodology, results and findings, recommendations, and references. The primary research method was a questionnaire survey of 100 refrigerator consumers in the Yamuna Nagar region.
Brand Equity and Customer Satisfaction as the Mediation of Advertisement infl...IOSRJBM
This research includes explanatory research, samples are taken form Garuda Indonesia Airline international Passenger inbound and outbound flight conducted at several Indonesian International Airport Soekarno Hatta Jakarta, Ngurah Rai Denpasar, Airport Hongkong and Changi Airport Singapore, altogether there are 350 respondents. The Design of non probability sample selection is accidental sampling with the criteria : those who fly international route at least twice a year, Indonesian citizen (not foreigner), and they may also fly non Garuda flights as well, the exogenous variables are advertisement and service quality, the endogenous variables are brand equity and customer satisfaction. Analysis methoed using SEM-PLS and software SmartPLS. The result has several conclusion, First, Advertisement and service quality will increase brand equity, Service quality is very dominant to explain brand equity compared to advertisement, Second, Service quality and brand equity will increase customer satisfaction. Brand equity plays an importamt role to explain consumer’s satisfaction compared to service quality. Third, service quality, brand equity, and customer satisfaction will increase consumer’s loyality. The Loyality of the international passenger of Garuda Indonesia Airline will remain high if supported by strong brand equity and high consumer satisfaction, as a result from service quality granted and the effect of advertisement program which is carried out intensively. Consumer satisfacti
Indian Car Industry - Consumer Behaviour Presentation!Krupesh Shah
The document summarizes the Indian car industry. It notes that India is now Asia's fourth largest exporter of passenger cars and the sixth largest manufacturer of passenger and commercial vehicles. However, the industry also faces challenges like a slowdown in sales growth in recent years for some manufacturers, environmental issues, and high fuel prices. Looking ahead, the global automobile market is projected to more than double by 2030, with India becoming the third largest car market behind China and the US and accounting for 12% of total global registrations. The industry will need to focus on developing new green technologies, smaller engines, and electric vehicles to sustain its growth.
Perception and buying behaviour of modern consumers towards personal care pro...Swamit Gupta
The document discusses the background and history of the personal care products industry in India. It outlines how the industry has grown rapidly in recent decades as demand has increased. More Indians now have greater purchasing power and are exposed to advertising through television and internet. While Indians spend less on personal care than other countries, the industry still has significant growth potential. Popular personal care categories in India include skin whiteners, hair oils, and color cosmetics. The ancient Egyptians, Greeks and Romans also used early forms of personal care products made from natural ingredients.
A study on marketing promotion of JK tyre pvt industryBiswajit Borah
The document provides an acknowledgement and thanks to various individuals and organizations who helped in completing a project. It expresses gratitude to Dibrugarh University, NERIM group of institutions, and the faculty and staff there. It also thanks the project supervisor and family for their support. Finally, it acknowledges the respondents who provided data to complete the project.
The document discusses the retail industry in India, focusing on the mobile retail store The Mobile Store. It provides details on the company's history, business strategy, target markets, store formats, product offerings, pricing, promotions, and strengths and weaknesses. The Mobile Store is India's first nationwide chain of telecom retail stores, with over 1300 outlets, but it faces challenges in providing consistent customer service and competing with local retailers.
This document provides an overview of a research project conducted on the consumer behavior and perception of women towards Lakme cosmetic products. It includes an acknowledgement section thanking those who supported and guided the research. It also includes a certificate verifying the completion of the project. The document consists of 16 chapters that cover topics such as an introduction to consumer behavior and perception, a literature review on the cosmetic industry and Lakme, the research methodology used which involved surveys, an analysis and interpretation of the survey results, findings of the research, suggestions based on the findings, and a conclusion. The overall purpose of the research was to understand the consumer behavior and perception of women regarding awareness and purchase of Lakme cosmetic products.
Customer Satisfaction Survey of Maruti Suzuki Ltd. Vijay Yadav
Maruti Suzuki is an Indian automaker that was established in 1981 and began production in 1983. It is now 56.21% owned by Japanese automaker Suzuki Motor Corporation. The survey presented analyzes customer satisfaction with Maruti Suzuki through questionnaires and secondary research. It finds that most customers are satisfied but some want new features or design changes. The SWOT analysis identifies Maruti Suzuki's strengths in brand image and distribution but weaknesses in quality, SUV market share, and international presence. Recommendations include more advertising, addressing maintenance costs and mileage/performance issues.
- Vivo was founded in 2009 as a sub-brand of BBK Electronics, which originally manufactured landline and wireless phones
- Vivo entered the smartphone industry in 2011 and the Indian market in 2014
- It has flagship V and X series of phones as well as concept Nex series phones
- The company has over 20,000 employees across R&D centers in China developing hardware, software, and an ecosystem for its Android-based Funtouch OS
This document summarizes a study conducted on consumer buyer behavior for Titan Eye + showrooms in India. The study used questionnaires and interviews to understand customers' purchase decision-making process and the external and internal influences affecting their choices. Key findings included that customers go through stages of need, information search, alternative evaluation, purchase and post-purchase evaluation. External influences like culture, household and social groups impact decisions, while internal factors relate to individual psychology. The small sample size limited quantitative analysis, but qualitative responses provided insights into improving brand perception and store performance to maximize customer reach and sales.
This document provides a literature review on consumer behavior in the two-wheeler industry in India. It summarizes several research articles and reports on marketing strategies and customer relationship management (CRM) programs used by major two-wheeler companies in India like Hero MotoCorp, Honda, Bajaj, and TVS. The review finds that companies are increasingly focusing on CRM, loyalty programs, and after-sales service to gain a competitive advantage in the growing but highly competitive two-wheeler market in India.
How E-commerce Creates New Opportunities for Entrepreneurs- TutorsIndiaTutors India
The present article helps the USA, the UK, Europe and the Australian students pursuing their master’s degree to identify the best data analysis, which is usually considered to be challenging. Tutors India offers UK dissertation in various Domains.
When you Order any reflective report at Tutors India, we promise you the following
Plagiarism free
Always on Time
Outstanding customer support
Written to Standard
Unlimited Revisions support
High-quality Subject Matter Experts.
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Website: www.tutorsindia.com
Email: info@tutorsindia.com
United Kingdom: +44-1143520021
India: +91-4448137070
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This document summarizes a research study exploring the popularity of branded apparel among youth. A sample of 52 youth ages 17-27 from major Indian cities were surveyed. The objectives were to determine brand preferences, most preferred brands, factors influencing purchase of brands, and the relationship between brands and social status. Data collection methods included a literature review and primary data from questionnaires. Statistical analysis included charts, findings, and techniques like correlation, mean, standard deviation, and t-tests. Key findings were that Levis was the most popular brand, quality and design most influenced purchases, and no significant difference was found between brand preference and social status perception.
This document provides an overview of the automobile industry in India. It discusses the history and development of the industry since 1947 when India gained independence. In the early years, the industry was stagnant due to government restrictions and policies focused on self-sufficiency rather than quality and efficiency. Liberalization in 1993 opened the industry to international manufacturers. It also discusses the growth of major domestic manufacturers like Tata and Mahindra. The automobile industry is now an important driver of the Indian economy and continues to grow rapidly.
The document discusses a project on measuring the brand awareness of Mahindra Xylo vehicles in and around Siliguri, India. It was prepared by Pramit Chhetri for partial fulfillment of a Bachelor of Business Administration degree. The project aims to study the current level of brand awareness for Mahindra Xylo and identify ways to increase awareness. Mahindra & Mahindra is introduced as a leading Indian automaker that started by assembling Willys Jeeps and now produces a range of vehicles and tractors with a global market.
The document provides an introduction and overview of a project report on consumer buying behaviour of Sony products in Gurdaspur, India. It includes a title page, certificate from supervisors, acknowledgments, declaration, table of contents and list of tables. The introduction discusses Sony's operations in India since 1994 and its distribution network across major towns and cities. It also covers Sony's strong service presence in India with company-owned and authorized service centers. The report aims to understand factors influencing consumer buying behaviour and Sony's commitment to improving customers' lifestyles through its products and marketing activities.
DETERMINANTS OF TRUST AND CUSTOMER LOYALTY ON C2C E-MARKETPLACE IN INDONESIAIAEME Publication
Stakeholders in C2C e-marketplace in order to optimize the category of groceries.
One way to do this is through customer equity management. Therefore, it is very
important to conduct research on the analysis of customer equity, customer loyalty in
the context of c2c e-marketplace in Indonesia (study in the product groceries
category) which aims to partially determine the effect of brand equity, value equity
and relationship equity on trust and customer loyalty and the influence of trust on
customer loyalty. The design of this study uses an explanatory approach. The data
analysis technique uses structural equation model (SEM) and sampling is limited to
certain criteria (purposive sampling). This study used 200 respondents. The results of
this study show that there is a partial influence of brand equity and value equity on
constructs of trust and customer loyalty. Meanwhile, relationship equity has a direct
effect on trust, but not on customer loyalty. Trust affects consumer loyalty. Companies
must focus on rewarding systems through cash back reward programs, virtual loyalty
cards, incentive programs, and virtual communities that have been proven to be able
to increase customer loyalty.
DETERMINANTS OF TRUST AND CUSTOMER LOYALTY ON C2C E-MARKETPLACE IN INDONESIA IAEME Publication
Stakeholders in C2C e-marketplace in order to optimize the category of groceries. One way to do this is through customer equity management. Therefore, it is very important to conduct research on the analysis of customer equity, customer loyalty in the context of c2c e-marketplace in Indonesia (study in the product groceries category) which aims to partially determine the effect of brand equity, value equity and relationship equity on trust and customer loyalty and the influence of trust on customer loyalty. The design of this study uses an explanatory approach. The data analysis technique uses structural equation model (SEM) and sampling is limited to certain criteria (purposive sampling). This study used 200 respondents. The results of this study show that there is a partial influence of brand equity and value equity on constructs of trust and customer loyalty. Meanwhile, relationship equity has a direct effect on trust, but not on customer loyalty. Trust affects consumer loyalty. Companies must focus on rewarding systems through cash back reward programs, virtual loyalty cards, incentive programs, and virtual communities that have been proven to be able to increase customer loyalty.
This document discusses a research article about a customer experience model that examines the influence of social environment and retail brand on customer experience and positive word-of-mouth (WOM). The model proposes that a customer's social environment and perceptions of a retail brand can impact their overall customer experience. It also suggests that positive customer experiences may lead to positive WOM about the retailer. The research aims to empirically test these relationships between social environment, retail brand, customer experience, and positive WOM.
Reviewing the Impact Brand Centric Elements on Customer Satisfaction in the I...ijtsrd
Nowadays, companies make use of various strategies to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most critical and practical approach to influence consumer behaviour in the product selection is emphasizing the "brand name" of the products. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer's ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Since marketing and brand managers often have limited resources in terms of money, time, and human resources to implement branding strategies, these findings can help them prioritize and allocate resources across the dimensions. Mr. Divyaprakash Pandey | Dr. Bharti Shukla | Ms. Anumita Agarwal "Reviewing the Impact Brand Centric Elements on Customer Satisfaction in the Indian FMCG Sector" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-4 , June 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31199.pdf Paper Url :https://www.ijtsrd.com/management/marketing/31199/reviewing-the-impact-brand-centric-elements-on-customer-satisfaction-in-the-indian-fmcg-sector/mr-divyaprakash-pandey
This document discusses a study examining how brand awareness, perceived value, perceived quality, and flagship models impact trust and purchasing decisions for smartphones. The study analyzed data from 200 smartphone consumers in Medan, Indonesia using structural equation modeling. The results found an insignificant influence of the factors on trust, a significant influence of brand awareness on purchasing decisions, and an insignificant influence of perceived value, perceived quality, and flagship on purchasing decisions. The document provides background on each factor and discusses the smartphone market share of major brands like Samsung, Huawei, Apple, and others.
A study of consumer behavior on small carsProjects Kart
This document is a study on consumer behavior for small cars in India. It includes an executive summary that outlines the objectives of analyzing brand personality and measuring customer satisfaction for selected car brands. The introduction defines the importance of word-of-mouth recommendations and measuring customer willingness to recommend products. The overview provides context on the growth of the Indian auto industry and market segments.
A project report on consumer preferences in selected brands (whirlpool, video...Projects Kart
This document is a dissertation report submitted to Kurukshetra University in partial fulfillment of an MBA degree. It examines consumer preferences for refrigerators between 200-liter brands (Whirlpool, Videocon, LG) in Yamuna Nagar based on price, brand name, quality, and after-sales service. The introduction provides background on consumer behavior and defines relevant terms. It also gives an overview of refrigerators and the brands studied. The document includes sections on objectives, literature review, research methodology, results and findings, recommendations, and references. The primary research method was a questionnaire survey of 100 refrigerator consumers in the Yamuna Nagar region.
Brand Equity and Customer Satisfaction as the Mediation of Advertisement infl...IOSRJBM
This research includes explanatory research, samples are taken form Garuda Indonesia Airline international Passenger inbound and outbound flight conducted at several Indonesian International Airport Soekarno Hatta Jakarta, Ngurah Rai Denpasar, Airport Hongkong and Changi Airport Singapore, altogether there are 350 respondents. The Design of non probability sample selection is accidental sampling with the criteria : those who fly international route at least twice a year, Indonesian citizen (not foreigner), and they may also fly non Garuda flights as well, the exogenous variables are advertisement and service quality, the endogenous variables are brand equity and customer satisfaction. Analysis methoed using SEM-PLS and software SmartPLS. The result has several conclusion, First, Advertisement and service quality will increase brand equity, Service quality is very dominant to explain brand equity compared to advertisement, Second, Service quality and brand equity will increase customer satisfaction. Brand equity plays an importamt role to explain consumer’s satisfaction compared to service quality. Third, service quality, brand equity, and customer satisfaction will increase consumer’s loyality. The Loyality of the international passenger of Garuda Indonesia Airline will remain high if supported by strong brand equity and high consumer satisfaction, as a result from service quality granted and the effect of advertisement program which is carried out intensively. Consumer satisfacti
Indian Car Industry - Consumer Behaviour Presentation!Krupesh Shah
The document summarizes the Indian car industry. It notes that India is now Asia's fourth largest exporter of passenger cars and the sixth largest manufacturer of passenger and commercial vehicles. However, the industry also faces challenges like a slowdown in sales growth in recent years for some manufacturers, environmental issues, and high fuel prices. Looking ahead, the global automobile market is projected to more than double by 2030, with India becoming the third largest car market behind China and the US and accounting for 12% of total global registrations. The industry will need to focus on developing new green technologies, smaller engines, and electric vehicles to sustain its growth.
Perception and buying behaviour of modern consumers towards personal care pro...Swamit Gupta
The document discusses the background and history of the personal care products industry in India. It outlines how the industry has grown rapidly in recent decades as demand has increased. More Indians now have greater purchasing power and are exposed to advertising through television and internet. While Indians spend less on personal care than other countries, the industry still has significant growth potential. Popular personal care categories in India include skin whiteners, hair oils, and color cosmetics. The ancient Egyptians, Greeks and Romans also used early forms of personal care products made from natural ingredients.
A study on marketing promotion of JK tyre pvt industryBiswajit Borah
The document provides an acknowledgement and thanks to various individuals and organizations who helped in completing a project. It expresses gratitude to Dibrugarh University, NERIM group of institutions, and the faculty and staff there. It also thanks the project supervisor and family for their support. Finally, it acknowledges the respondents who provided data to complete the project.
The document discusses the retail industry in India, focusing on the mobile retail store The Mobile Store. It provides details on the company's history, business strategy, target markets, store formats, product offerings, pricing, promotions, and strengths and weaknesses. The Mobile Store is India's first nationwide chain of telecom retail stores, with over 1300 outlets, but it faces challenges in providing consistent customer service and competing with local retailers.
This document provides an overview of a research project conducted on the consumer behavior and perception of women towards Lakme cosmetic products. It includes an acknowledgement section thanking those who supported and guided the research. It also includes a certificate verifying the completion of the project. The document consists of 16 chapters that cover topics such as an introduction to consumer behavior and perception, a literature review on the cosmetic industry and Lakme, the research methodology used which involved surveys, an analysis and interpretation of the survey results, findings of the research, suggestions based on the findings, and a conclusion. The overall purpose of the research was to understand the consumer behavior and perception of women regarding awareness and purchase of Lakme cosmetic products.
Customer Satisfaction Survey of Maruti Suzuki Ltd. Vijay Yadav
Maruti Suzuki is an Indian automaker that was established in 1981 and began production in 1983. It is now 56.21% owned by Japanese automaker Suzuki Motor Corporation. The survey presented analyzes customer satisfaction with Maruti Suzuki through questionnaires and secondary research. It finds that most customers are satisfied but some want new features or design changes. The SWOT analysis identifies Maruti Suzuki's strengths in brand image and distribution but weaknesses in quality, SUV market share, and international presence. Recommendations include more advertising, addressing maintenance costs and mileage/performance issues.
- Vivo was founded in 2009 as a sub-brand of BBK Electronics, which originally manufactured landline and wireless phones
- Vivo entered the smartphone industry in 2011 and the Indian market in 2014
- It has flagship V and X series of phones as well as concept Nex series phones
- The company has over 20,000 employees across R&D centers in China developing hardware, software, and an ecosystem for its Android-based Funtouch OS
This document summarizes a study conducted on consumer buyer behavior for Titan Eye + showrooms in India. The study used questionnaires and interviews to understand customers' purchase decision-making process and the external and internal influences affecting their choices. Key findings included that customers go through stages of need, information search, alternative evaluation, purchase and post-purchase evaluation. External influences like culture, household and social groups impact decisions, while internal factors relate to individual psychology. The small sample size limited quantitative analysis, but qualitative responses provided insights into improving brand perception and store performance to maximize customer reach and sales.
This document provides a literature review on consumer behavior in the two-wheeler industry in India. It summarizes several research articles and reports on marketing strategies and customer relationship management (CRM) programs used by major two-wheeler companies in India like Hero MotoCorp, Honda, Bajaj, and TVS. The review finds that companies are increasingly focusing on CRM, loyalty programs, and after-sales service to gain a competitive advantage in the growing but highly competitive two-wheeler market in India.
How E-commerce Creates New Opportunities for Entrepreneurs- TutorsIndiaTutors India
The present article helps the USA, the UK, Europe and the Australian students pursuing their master’s degree to identify the best data analysis, which is usually considered to be challenging. Tutors India offers UK dissertation in various Domains.
When you Order any reflective report at Tutors India, we promise you the following
Plagiarism free
Always on Time
Outstanding customer support
Written to Standard
Unlimited Revisions support
High-quality Subject Matter Experts.
Contact:
Website: www.tutorsindia.com
Email: info@tutorsindia.com
United Kingdom: +44-1143520021
India: +91-4448137070
Whatsapp Number: +91-8754446690
This document summarizes a research study exploring the popularity of branded apparel among youth. A sample of 52 youth ages 17-27 from major Indian cities were surveyed. The objectives were to determine brand preferences, most preferred brands, factors influencing purchase of brands, and the relationship between brands and social status. Data collection methods included a literature review and primary data from questionnaires. Statistical analysis included charts, findings, and techniques like correlation, mean, standard deviation, and t-tests. Key findings were that Levis was the most popular brand, quality and design most influenced purchases, and no significant difference was found between brand preference and social status perception.
This document provides an overview of the automobile industry in India. It discusses the history and development of the industry since 1947 when India gained independence. In the early years, the industry was stagnant due to government restrictions and policies focused on self-sufficiency rather than quality and efficiency. Liberalization in 1993 opened the industry to international manufacturers. It also discusses the growth of major domestic manufacturers like Tata and Mahindra. The automobile industry is now an important driver of the Indian economy and continues to grow rapidly.
The document discusses a project on measuring the brand awareness of Mahindra Xylo vehicles in and around Siliguri, India. It was prepared by Pramit Chhetri for partial fulfillment of a Bachelor of Business Administration degree. The project aims to study the current level of brand awareness for Mahindra Xylo and identify ways to increase awareness. Mahindra & Mahindra is introduced as a leading Indian automaker that started by assembling Willys Jeeps and now produces a range of vehicles and tractors with a global market.
The document provides an introduction and overview of a project report on consumer buying behaviour of Sony products in Gurdaspur, India. It includes a title page, certificate from supervisors, acknowledgments, declaration, table of contents and list of tables. The introduction discusses Sony's operations in India since 1994 and its distribution network across major towns and cities. It also covers Sony's strong service presence in India with company-owned and authorized service centers. The report aims to understand factors influencing consumer buying behaviour and Sony's commitment to improving customers' lifestyles through its products and marketing activities.
DETERMINANTS OF TRUST AND CUSTOMER LOYALTY ON C2C E-MARKETPLACE IN INDONESIAIAEME Publication
Stakeholders in C2C e-marketplace in order to optimize the category of groceries.
One way to do this is through customer equity management. Therefore, it is very
important to conduct research on the analysis of customer equity, customer loyalty in
the context of c2c e-marketplace in Indonesia (study in the product groceries
category) which aims to partially determine the effect of brand equity, value equity
and relationship equity on trust and customer loyalty and the influence of trust on
customer loyalty. The design of this study uses an explanatory approach. The data
analysis technique uses structural equation model (SEM) and sampling is limited to
certain criteria (purposive sampling). This study used 200 respondents. The results of
this study show that there is a partial influence of brand equity and value equity on
constructs of trust and customer loyalty. Meanwhile, relationship equity has a direct
effect on trust, but not on customer loyalty. Trust affects consumer loyalty. Companies
must focus on rewarding systems through cash back reward programs, virtual loyalty
cards, incentive programs, and virtual communities that have been proven to be able
to increase customer loyalty.
DETERMINANTS OF TRUST AND CUSTOMER LOYALTY ON C2C E-MARKETPLACE IN INDONESIA IAEME Publication
Stakeholders in C2C e-marketplace in order to optimize the category of groceries. One way to do this is through customer equity management. Therefore, it is very important to conduct research on the analysis of customer equity, customer loyalty in the context of c2c e-marketplace in Indonesia (study in the product groceries category) which aims to partially determine the effect of brand equity, value equity and relationship equity on trust and customer loyalty and the influence of trust on customer loyalty. The design of this study uses an explanatory approach. The data analysis technique uses structural equation model (SEM) and sampling is limited to certain criteria (purposive sampling). This study used 200 respondents. The results of this study show that there is a partial influence of brand equity and value equity on constructs of trust and customer loyalty. Meanwhile, relationship equity has a direct effect on trust, but not on customer loyalty. Trust affects consumer loyalty. Companies must focus on rewarding systems through cash back reward programs, virtual loyalty cards, incentive programs, and virtual communities that have been proven to be able to increase customer loyalty.
This document discusses a research article about a customer experience model that examines the influence of social environment and retail brand on customer experience and positive word-of-mouth (WOM). The model proposes that a customer's social environment and perceptions of a retail brand can impact their overall customer experience. It also suggests that positive customer experiences may lead to positive WOM about the retailer. The research aims to empirically test these relationships between social environment, retail brand, customer experience, and positive WOM.
The article analyzes the concept of the brand, the advantages and disadvantages of the brand, the best brands in the world. The article states that a brand is a graphic mark, word or phrase that denotes and distinguishes goods belonging to one company from goods belonging to another company. The brand is one of the elements of marketing, advertising. Brand may include various symbols, their combinations, and other visual information. Brand can consist of a brand name and a brand symbol. Brand should not be confused with the company logo, which identifies the company itself, but the company may use a common mark, in which case both the logo and the brand are as follows itself. Margarita Išoraite "Best Brand in the World" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd46351.pdf Paper URL : https://www.ijtsrd.com/management/marketing/46351/best-brand-in-the-world/margarita-išoraite
The Influence of Sales Promotion and Brand Image toward the Purchasing Decisi...YogeshIJTSRD
The aim of this research is to know the influence of sales promotion and brand image to Shopee platform toward consumer purchasing decision by students in FISIP Slamet Riyadi Surakarta. The method uses survey. This research includes as quantitative explanative research. Research population is students of FISIP Slamet Riyadi Surakarta who buy products through Shopee. Technique sampling in nonprobability uses accidental sampling with 96 respondents. Technique of collecting data is questionnaire as primer data and files, documents as seconder data. Validity data test uses moment product test and reliability data test uses cronbach alpha test. Analysis technique uses multiple regressions analysis by doing classic assumption test. The result shows that, as simultanouesly, both of free variables influence purchasing decision, while, as individually, sales promotion does not give influence to purchasing decision as 0,848. Then, brand image gives significant influence to purchasing decision as 0,004. Nurnawati Hindra Hastuti | Andri Astuti Itasari "The Influence of Sales Promotion and Brand Image toward the Purchasing Decision in Shopee Platform" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd43905.pdf Paper URL: https://www.ijtsrd.com/humanities-and-the-arts/social-science/43905/the-influence-of-sales-promotion-and-brand-image-toward-the-purchasing-decision-in-shopee-platform/nurnawati-hindra-hastuti
The writing of this thesis aims to explain data analysis using the structural equation
modeling method which is then used as a method of data analysis to measure the trust
and purchase decisions of smartphones. In this study structural equation modeling is
used to analyze the relationship between brand awareness, perceived value, perceived
quality, trust and purchasing decisions. SEM analysis will be used to determine the best
model of trust and purchasing decisions for Samsung products. The method used in
collecting data is a quantitative method that is supported by SEM. Data was collected
by distributing questionnaires to Samsung smartphone users, to analyze the data using
the SEM method. SEM analysis has seven stages, such as (1) development of theoretical
models, (2) development of path diagrams, (3) conversion of path diagrams into
structural equations, (4) selecting input matrices and types of estimates, (5) identifying
models, (6 ) assess the criteria of goodness of fit, (7) interpret results. Based on the
results of the study, brand awareness and perceived value significantly influence trust,
but perceived quality does not have a significant effect on trust, then brand awareness,
perceived value, and perceived quality do not have a significant impact on purchasing
decisions, then trust has a significant influence on purchasing decisions.
This document discusses the effects of advertising on brands and consumer durable products. It provides background on marketing and advertising, defining advertising as a paid form of non-personal mass media promotion to communicate with large groups. Advertising can be product-oriented or institutional. The document examines how advertising positively impacts brand awareness but has no significant effect on perceived quality. It aims to analyze the relationship between advertising, brand perception, and product sales, hypothesizing that advertising helps create brand image and guides consumer decisions based more on brand than price.
FACTORS AFFECTING THE SERVICES QUALITY AND REPURCHASE INTENTIONIAEME Publication
This study aim is to examine the factors effecting the consumer satisfaction and
repurchase intention. The population is consumer from all 22 branches of One Mart
mini market in Bengkulu Province. Samples are 200 respondents. Data were collected
using a five-point Likert scale. The data analysis tool used is Structural Equation
Model (SEM) using AMOS 22 software. The research shows the following results.
First, service quality does not affect on customer satisfaction. Second, good service
quality affects on customer value. Third, good customer value affect on customer
satisfaction. Fourth, customer satisfaction does not affect on repurchase intention.
Fifth, good customer satisfaction affects on brand choices. Sixth, a good brand choice
affect on consumer repurchase.
An empirical analysis consumer perception towards branded trousersIAEME Publication
This document summarizes a research study on consumer perception of branded trousers in Coimbatore City, India. The study used a survey of 215 male respondents and statistical analysis to understand factors influencing brand preferences and perceptions of retail showrooms. Key findings include:
1. Raymond, Peter England, and John Player were the most preferred branded trouser brands. Other popular brands included Louis Philippe, Basics, and Arrow.
2. Factor analysis showed relationships between 20 factors influencing branded trouser preferences that were grouped into 6 components explaining over 50% of the variance.
3. Convenient store hours and offers/discounts were found to predict consumers' overall satisfaction with retail garments showrooms.
The Role Of Endorser Credibility And Advertising Shampoo Pantenecreativity In...inventionjournals
This dissertation analyzes the role of endorser and creativity Pantene shampoo advertisement in Attitude, Intention and consumer purchasing decisions (a case study in Mulawarman) Based on the data that has been processed and tested using smart PLS showed that: 1. there is positive but not significant influence between creativity endorser of the brand attitude, 2. there is a positive and significantrelationship between the endorser credibility with advertising attitude, 3. there is positive and significant correlation between creativity of advertising on brand attitudes, 4. there is positive and significant correlation between creativity of advertising on ad attitude, 5. there is positive and significant correlation between brand attitudes toward purchase intent, 6. there is positive and significant correlation between ad attitude toward purchase intent, 7. there is positive and significant correlation between purchase intention on purchasing decisions.
Comparative Analysis of Brand Performance and Financial Gains a Case Study of...inventionjournals
Digital marketing is a term for interactive marketing using digital techniques. The main objective is to create brand awareness and to raise sales. This paper finds the effects of mobile marketing of sportswear companies (Nike, Adidas and Puma) by the comparison of their fans/followers on internet and financial gains. In this study, it is found that mobile marketing helps to create awareness and to raise sales of company. Nike spends more on mobile marketing as compared to its both rivals and is also getting more profit and brand value than Adidas and Puma. Nike leads in digital market; the company has more fans and followers on internet(Facebook, Twitter and Youtube). Adidas also made strategies for mobile marketing that helped them to raise brand value and profit in recent years. Statistics shows that Puma is relatively far behind in this race. The company should develop strategies better than its rivals to raise its enterprise value and to compete in the world market
1) The document discusses Yonly Glass, a company that processes and installs sheet glass for construction projects in Indonesia. It analyzes Yonly Glass's marketing strategy during the COVID-19 pandemic, which includes segmenting, targeting, positioning, and marketing mix strategies.
2) Yonly Glass implements segmentation based on customer groups' buying habits and the company's brand reputation within each group. It then determines which customer segments to target using methods like cluster analysis.
3) The study finds that Yonly Glass's segmenting, targeting, positioning, and marketing mix strategies have helped the company remain competitive during the pandemic and take advantage of increased construction material demands.
The document investigates the relationships between corporate social responsibility (CSR), customer loyalty, and customer satisfaction in the Indian banking sector. A survey was administered to 1,067 bank customers. Data analysis using partial least squares structural equation modeling found that:
1) CSR has a significant positive relationship with customer satisfaction and customer loyalty.
2) Customer satisfaction positively influences customer loyalty.
3) Both customer satisfaction and loyalty positively impact perceptions of a bank's CSR.
The study provides evidence that CSR initiatives can strengthen customer relationships and benefit banks in India by improving satisfaction and loyalty.
The Effect of CSR on Brand Equity in the IT Solutions Industry; the Case of A...frank acheampong
This document summarizes a research paper on the effect of corporate social responsibility (CSR) on brand equity in the IT solutions industry. It provides background on the shift toward recognizing brands and intangible assets as valuable corporate resources. It also discusses how CSR has become increasingly important and can help differentiate brands. The research aims to analyze customer awareness of CSR activities at Alsale Service Limited, an IT solutions company, and examine how CSR creates brand equity. It outlines three research questions regarding customer awareness, Alsale's CSR activities, and how CSR impacts its brand equity.
MKT 4800Fall 2022Tesla Answer FormStudent Name GradIlonaThornburg83
MKT 4800 Fall 2022
Tesla: Answer Form
Student Name:
Grading Criteria
1) This assignment requires
formal business writing. Your writing tone should be formal.
2)
All sentences must be complete. Bullet points are not acceptable.
3) Use proper grammar.
4) You must
use your own words in your answers. Do not copy and paste sentences from the textbook case or the assigned articles.
5) The majority of your grade will be based on correctness and quality. Regarding quality,
an answer with fewer than four (4) lines on computer viewing (not on smartphone viewing) will be considered as a poor-quality answer.
Q1) Identify
key players (e.g., customer groups, supplier companies, major organizations) that Tesla deals with in its operation and, from the marketing perspective, describe what Tesla exchanges with each of the key players in order to make money in its business.
Q2) What are the three (3) strengths in Tesla’s
product strategy? [Visit
www.tesla.com to browse specifics of Tesla car models. Your answers must be related to Tesla cars. Do not mention non-car products, accessories, or merchandise that Tesla sells on its website.]
Strength 1:
Strength 2:
Strength 3:
Q3) What are the (a) advantages and (b) disadvantages of Tesla’s
distribution strategy, compared with that of other car manufacturers (e.g., GM, Ford)?
(a)
(b)
Q4) Why has Tesla been successful with its “no-advertising” promotion strategy in the auto industry, where typically advertising drives consumers’ attention and actual sales?
Q5) What are the two (2)
major similarities between Tesla and Apple? [Your answers must be
directly related to
marketing.]
Similarity 1:
Similarity 2:
Q6) What are the two (2) biggest challenges that Tesla will face in the next 10 years? How should Tesla address those challenges? [Your answers must be
directly related to
marketing.]
Challenge 1:
Challenge 2:
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Extending
Customer Experience
and
Value
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Unit Lesson
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Unit Lesson
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Unit VI: Extending Customer Experience and Value
The Customer Experie ...
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...paperpublications3
Abstract: The study investigate the impact of service quality and brand awareness on brand loyalty. The participants of the survey were 400 mobile telecommunication subscribers from the fourteen local government areas of Zamfara state derived using Taro Yamane sample size formula. Regression analysis was the statistical tools used to test for the two hypotheses using version 22 SPSS. The findings suggested that that there exist significant positive influence between brand awareness and brand loyalty, service quality and brand loyalty. The present research provides resourceful and clear findings for telecommunication companies which can be harnessed in their effort to create and implement successful customer loyalty strategies. Future research can also look into other sub-variables under brand awareness like traditional advertisement, non-traditional advertising, sales promotion, leveraging on the web, sponsoring local and social events and their ratio of relative significance on brand loyalty.
An empirical analysis on consumer perception towards branded trousersIAEME Publication
This document summarizes a study that examined men's perceptions of branded trousers in Coimbatore City, India. The study investigated which trousers brand was most preferred and what factors influenced men's preferences. It also examined consumer perceptions of retail garments showrooms. Primary data was collected through surveys of 215 men and analyzed using statistical tests. Key findings were that certain factors significantly impacted men's preferences for particular trousers brands. Retailers could use these findings to better understand consumer behaviors and develop effective branding strategies.
The purpose of this study is to analyze effect of brand image and product quality on the iPhone
smartphone purchase decision with lifestyle as intervening variables. The research technique used quantitative,
data collection uses a questionnaire method and the sample in this study amounted to 100 people with
purposive sampling
Marketing And Integrated Marketing Communications StrategyRachel Phillips
Advantage Kayaks is a small boutique kayak manufacturer that has experienced growth over 10 years. It is seeing increased competition and wants to expand by hiring another employee. The company's management team has requested a strategic marketing and integrated marketing communications plan to help guide future objectives. The plan will analyze the current market situation and future goals to develop a clear strategy.
This document is a research report submitted for a Master's degree that studies consumer behavior towards car brands in Mathura city, India. It provides an introduction to the topic of consumer behavior and determinants that influence purchasing decisions. It reviews relevant literature on India's automobile industry and the roles of dealers. The objectives are to understand customer attitudes and perceptions of brands like Tata, Maruti, Hyundai and Honda, determine choice criteria, and examine post-purchase behavior. The methodology discusses using a cross-sectional study of 100 car owners in the area to collect data at a single point in time.
Submission Deadline: 30th September 2022
Acceptance Notification: Within Three Days’ time period
Online Publication: Within 24 Hrs. time Period
Expected Date of Dispatch of Printed Journal: 5th October 2022
MODELING AND ANALYSIS OF SURFACE ROUGHNESS AND WHITE LATER THICKNESS IN WIRE-...IAEME Publication
White layer thickness (WLT) formed and surface roughness in wire electric discharge turning (WEDT) of tungsten carbide composite has been made to model through response surface methodology (RSM). A Taguchi’s standard Design of experiments involving five input variables with three levels has been employed to establish a mathematical model between input parameters and responses. Percentage of cobalt content, spindle speed, Pulse on-time, wire feed and pulse off-time were changed during the experimental tests based on the Taguchi’s orthogonal array L27 (3^13). Analysis of variance (ANOVA) revealed that the mathematical models obtained can adequately describe performance within the parameters of the factors considered. There was a good agreement between the experimental and predicted values in this study.
A STUDY ON THE REASONS FOR TRANSGENDER TO BECOME ENTREPRENEURSIAEME Publication
The study explores the reasons for a transgender to become entrepreneurs. In this study transgender entrepreneur was taken as independent variable and reasons to become as dependent variable. Data were collected through a structured questionnaire containing a five point Likert Scale. The study examined the data of 30 transgender entrepreneurs in Salem Municipal Corporation of Tamil Nadu State, India. Simple Random sampling technique was used. Garrett Ranking Technique (Percentile Position, Mean Scores) was used as the analysis for the present study to identify the top 13 stimulus factors for establishment of trans entrepreneurial venture. Economic advancement of a nation is governed upon the upshot of a resolute entrepreneurial doings. The conception of entrepreneurship has stretched and materialized to the socially deflated uncharted sections of transgender community. Presently transgenders have smashed their stereotypes and are making recent headlines of achievements in various fields of our Indian society. The trans-community is gradually being observed in a new light and has been trying to achieve prospective growth in entrepreneurship. The findings of the research revealed that the optimistic changes are taking place to change affirmative societal outlook of the transgender for entrepreneurial ventureship. It also laid emphasis on other transgenders to renovate their traditional living. The paper also highlights that legislators, supervisory body should endorse an impartial canons and reforms in Tamil Nadu Transgender Welfare Board Association.
BROAD UNEXPOSED SKILLS OF TRANSGENDER ENTREPRENEURSIAEME Publication
Since ages gender difference is always a debatable theme whether caused by nature, evolution or environment. The birth of a transgender is dreadful not only for the child but also for their parents. The pain of living in the wrong physique and treated as second class victimized citizen is outrageous and fully harboured with vicious baseless negative scruples. For so long, social exclusion had perpetuated inequality and deprivation experiencing ingrained malign stigma and besieged victims of crime or violence across their life spans. They are pushed into the murky way of life with a source of eternal disgust, bereft sexual potency and perennial fear. Although they are highly visible but very little is known about them. The common public needs to comprehend the ravaged arrogance on these insensitive souls and assist in integrating them into the mainstream by offering equal opportunity, treat with humanity and respect their dignity. Entrepreneurship in the current age is endorsing the gender fairness movement. Unstable careers and economic inadequacy had inclined one of the gender variant people called Transgender to become entrepreneurs. These tiny budding entrepreneurs resulted in economic transition by means of employment, free from the clutches of stereotype jobs, raised standard of living and handful of financial empowerment. Besides all these inhibitions, they were able to witness a platform for skill set development that ignited them to enter into entrepreneurial domain. This paper epitomizes skill sets involved in trans-entrepreneurs of Thoothukudi Municipal Corporation of Tamil Nadu State and is a groundbreaking determination to sightsee various skills incorporated and the impact on entrepreneurship.
DETERMINANTS AFFECTING THE USER'S INTENTION TO USE MOBILE BANKING APPLICATIONSIAEME Publication
The banking and financial services industries are experiencing increased technology penetration. Among them, the banking industry has made technological advancements to better serve the general populace. The economy focused on transforming the banking sector's system into a cashless, paperless, and faceless one. The researcher wants to evaluate the user's intention for utilising a mobile banking application. The study also examines the variables affecting the user's behaviour intention when selecting specific applications for financial transactions. The researcher employed a well-structured questionnaire and a descriptive study methodology to gather the respondents' primary data utilising the snowball sampling technique. The study includes variables like performance expectations, effort expectations, social impact, enabling circumstances, and perceived risk. Each of the aforementioned variables has a major impact on how users utilise mobile banking applications. The outcome will assist the service provider in comprehending the user's history with mobile banking applications.
ANALYSE THE USER PREDILECTION ON GPAY AND PHONEPE FOR DIGITAL TRANSACTIONSIAEME Publication
Technology upgradation in banking sector took the economy to view that payment mode towards online transactions using mobile applications. This system enabled connectivity between banks, Merchant and user in a convenient mode. there are various applications used for online transactions such as Google pay, Paytm, freecharge, mobikiwi, oxygen, phonepe and so on and it also includes mobile banking applications. The study aimed at evaluating the predilection of the user in adopting digital transaction. The study is descriptive in nature. The researcher used random sample techniques to collect the data. The findings reveal that mobile applications differ with the quality of service rendered by Gpay and Phonepe. The researcher suggest the Phonepe application should focus on implementing the application should be user friendly interface and Gpay on motivating the users to feel the importance of request for money and modes of payments in the application.
VOICE BASED ATM FOR VISUALLY IMPAIRED USING ARDUINOIAEME Publication
The prototype of a voice-based ATM for visually impaired using Arduino is to help people who are blind. This uses RFID cards which contain users fingerprint encrypted on it and interacts with the users through voice commands. ATM operates when sensor detects the presence of one person in the cabin. After scanning the RFID card, it will ask to select the mode like –normal or blind. User can select the respective mode through voice input, if blind mode is selected the balance check or cash withdraw can be done through voice input. Normal mode procedure is same as the existing ATM.
IMPACT OF EMOTIONAL INTELLIGENCE ON HUMAN RESOURCE MANAGEMENT PRACTICES AMONG...IAEME Publication
There is increasing acceptability of emotional intelligence as a major factor in personality assessment and effective human resource management. Emotional intelligence as the ability to build capacity, empathize, co-operate, motivate and develop others cannot be divorced from both effective performance and human resource management systems. The human person is crucial in defining organizational leadership and fortunes in terms of challenges and opportunities and walking across both multinational and bilateral relationships. The growing complexity of the business world requires a great deal of self-confidence, integrity, communication, conflict and diversity management to keep the global enterprise within the paths of productivity and sustainability. Using the exploratory research design and 255 participants the result of this original study indicates strong positive correlation between emotional intelligence and effective human resource management. The paper offers suggestions on further studies between emotional intelligence and human capital development and recommends for conflict management as an integral part of effective human resource management.
VISUALISING AGING PARENTS & THEIR CLOSE CARERS LIFE JOURNEY IN AGING ECONOMYIAEME Publication
Our life journey, in general, is closely defined by the way we understand the meaning of why we coexist and deal with its challenges. As we develop the "inspiration economy", we could say that nearly all of the challenges we have faced are opportunities that help us to discover the rest of our journey. In this note paper, we explore how being faced with the opportunity of being a close carer for an aging parent with dementia brought intangible discoveries that changed our insight of the meaning of the rest of our life journey.
A STUDY ON THE IMPACT OF ORGANIZATIONAL CULTURE ON THE EFFECTIVENESS OF PERFO...IAEME Publication
The main objective of this study is to analyze the impact of aspects of Organizational Culture on the Effectiveness of the Performance Management System (PMS) in the Health Care Organization at Thanjavur. Organizational Culture and PMS play a crucial role in present-day organizations in achieving their objectives. PMS needs employees’ cooperation to achieve its intended objectives. Employees' cooperation depends upon the organization’s culture. The present study uses exploratory research to examine the relationship between the Organization's culture and the Effectiveness of the Performance Management System. The study uses a Structured Questionnaire to collect the primary data. For this study, Thirty-six non-clinical employees were selected from twelve randomly selected Health Care organizations at Thanjavur. Thirty-two fully completed questionnaires were received.
Living in 21st century in itself reminds all of us the necessity of police and its administration. As more and more we are entering into the modern society and culture, the more we require the services of the so called ‘Khaki Worthy’ men i.e., the police personnel. Whether we talk of Indian police or the other nation’s police, they all have the same recognition as they have in India. But as already mentioned, their services and requirements are different after the like 26th November, 2008 incidents, where they without saving their own lives has sacrificed themselves without any hitch and without caring about their respective family members and wards. In other words, they are like our heroes and mentors who can guide us from the darkness of fear, militancy, corruption and other dark sides of life and so on. Now the question arises, if Gandhi would have been alive today, what would have been his reaction/opinion to the police and its functioning? Would he have some thing different in his mind now what he had been in his mind before the partition or would he be going to start some Satyagraha in the form of some improvement in the functioning of the police administration? Really these questions or rather night mares can come to any one’s mind, when there is too much confusion is prevailing in our minds, when there is too much corruption in the society and when the polices working is also in the questioning because of one or the other case throughout the India. It is matter of great concern that we have to thing over our administration and our practical approach because the police personals are also like us, they are part and parcel of our society and among one of us, so why we all are pin pointing towards them.
A STUDY ON TALENT MANAGEMENT AND ITS IMPACT ON EMPLOYEE RETENTION IN SELECTED...IAEME Publication
The goal of this study was to see how talent management affected employee retention in the selected IT organizations in Chennai. The fundamental issue was the difficulty to attract, hire, and retain talented personnel who perform well and the gap between supply and demand of talent acquisition and retaining them within the firms. The study's main goals were to determine the impact of talent management on employee retention in IT companies in Chennai, investigate talent management strategies that IT companies could use to improve talent acquisition, performance management, career planning and formulate retention strategies that the IT firms could use. The respondents were given a structured close-ended questionnaire with the 5 Point Likert Scale as part of the study's quantitative research design. The target population consisted of 289 IT professionals. The questionnaires were distributed and collected by the researcher directly. The Statistical Package for Social Sciences (SPSS) was used to collect and analyse the questionnaire responses. Hypotheses that were formulated for the various areas of the study were tested using a variety of statistical tests. The key findings of the study suggested that talent management had an impact on employee retention. The studies also found that there is a clear link between the implementation of talent management and retention measures. Management should provide enough training and development for employees, clarify job responsibilities, provide adequate remuneration packages, and recognise employees for exceptional performance.
ATTRITION IN THE IT INDUSTRY DURING COVID-19 PANDEMIC: LINKING EMOTIONAL INTE...IAEME Publication
Globally, Millions of dollars were spent by the organizations for employing skilled Information Technology (IT) professionals. It is costly to replace unskilled employees with IT professionals possessing technical skills and competencies that aid in interconnecting the business processes. The organization’s employment tactics were forced to alter by globalization along with technological innovations as they consistently diminish to remain lean, outsource to concentrate on core competencies along with restructuring/reallocate personnel to gather efficiency. As other jobs, organizations or professions have become reasonably more appropriate in a shifting employment landscape, the above alterations trigger both involuntary as well as voluntary turnover. The employee view on jobs is also afflicted by the COVID-19 pandemic along with the employee-driven labour market. So, having effective strategies is necessary to tackle the withdrawal rate of employees. By associating Emotional Intelligence (EI) along with Talent Management (TM) in the IT industry, the rise in attrition rate was analyzed in this study. Only 303 respondents were collected out of 350 participants to whom questionnaires were distributed. From the employees of IT organizations located in Bangalore (India), the data were congregated. A simple random sampling methodology was employed to congregate data as of the respondents. Generating the hypothesis along with testing is eventuated. The effect of EI and TM along with regression analysis between TM and EI was analyzed. The outcomes indicated that employee and Organizational Performance (OP) were elevated by effective EI along with TM.
INFLUENCE OF TALENT MANAGEMENT PRACTICES ON ORGANIZATIONAL PERFORMANCE A STUD...IAEME Publication
By implementing talent management strategy, organizations would have the option to retain their skilled professionals while additionally working on their overall performance. It is the course of appropriately utilizing the ideal individuals, setting them up for future top positions, exploring and dealing with their performance, and holding them back from leaving the organization. It is employee performance that determines the success of every organization. The firm quickly obtains an upper hand over its rivals in the event that its employees having particular skills that cannot be duplicated by the competitors. Thus, firms are centred on creating successful talent management practices and processes to deal with the unique human resources. Firms are additionally endeavouring to keep their top/key staff since on the off chance that they leave; the whole store of information leaves the firm's hands. The study's objective was to determine the impact of talent management on organizational performance among the selected IT organizations in Chennai. The study recommends that talent management limitedly affects performance. On the off chance that this talent is appropriately management and implemented properly, organizations might benefit as much as possible from their maintained assets to support development and productivity, both monetarily and non-monetarily.
A STUDY OF VARIOUS TYPES OF LOANS OF SELECTED PUBLIC AND PRIVATE SECTOR BANKS...IAEME Publication
Banking regulations act of India, 1949 defines banking as “acceptance of deposits for the purpose of lending or investment from the public, repayment on demand or otherwise and withdrawable through cheques, drafts order or otherwise”, the major participants of the Indian financial system are commercial banks, the financial institution encompassing term lending institutions. Investments institutions, specialized financial institution and the state level development banks, non banking financial companies (NBFC) and other market intermediaries such has the stock brokers and money lenders are among the oldest of the certain variants of NBFC and the oldest market participants. The asset quality of banks is one of the most important indicators of their financial health. The Indian banking sector has been facing severe problems of increasing Non- Performing Assets (NPAs). The NPAs growth directly and indirectly affects the quality of assets and profitability of banks. It also shows the efficiency of banks credit risk management and the recovery effectiveness. NPA do not generate any income, whereas, the bank is required to make provisions for such as assets that why is a double edge weapon. This paper outlines the concept of quality of bank loans of different types like Housing, Agriculture and MSME loans in state Haryana of selected public and private sector banks. This study is highlighting problems associated with the role of commercial bank in financing Small and Medium Scale Enterprises (SME). The overall objective of the research was to assess the effect of the financing provisions existing for the setting up and operations of MSMEs in the country and to generate recommendations for more robust financing mechanisms for successful operation of the MSMEs, in turn understanding the impact of MSME loans on financial institutions due to NPA. There are many research conducted on the topic of Non- Performing Assets (NPA) Management, concerning particular bank, comparative study of public and private banks etc. In this paper the researcher is considering the aggregate data of selected public sector and private sector banks and attempts to compare the NPA of Housing, Agriculture and MSME loans in state Haryana of public and private sector banks. The tools used in the study are average and Anova test and variance. The findings reveal that NPA is common problem for both public and private sector banks and is associated with all types of loans either that is housing loans, agriculture loans and loans to SMES. NPAs of both public and private sector banks show the increasing trend. In 2010-11 GNPA of public and private sector were at same level it was 2% but after 2010-11 it increased in many fold and at present there is GNPA in some more than 15%. It shows the dark area of Indian banking sector.
EXPERIMENTAL STUDY OF MECHANICAL AND TRIBOLOGICAL RELATION OF NYLON/BaSO4 POL...IAEME Publication
An experiment conducted in this study found that BaSO4 changed Nylon 6's mechanical properties. By changing the weight ratios, BaSO4 was used to make Nylon 6. This Researcher looked into how hard Nylon-6/BaSO4 composites are and how well they wear. Experiments were done based on Taguchi design L9. Nylon-6/BaSO4 composites can be tested for their hardness number using a Rockwell hardness testing apparatus. On Nylon/BaSO4, the wear behavior was measured by a wear monitor, pinon-disc friction by varying reinforcement, sliding speed, and sliding distance, and the microstructure of the crack surfaces was observed by SEM. This study provides significant contributions to ultimate strength by increasing BaSO4 content up to 16% in the composites, and sliding speed contributes 72.45% to the wear rate
ROLE OF SOCIAL ENTREPRENEURSHIP IN RURAL DEVELOPMENT OF INDIA - PROBLEMS AND ...IAEME Publication
The majority of the population in India lives in villages. The village is the back bone of the country. Village or rural industries play an important role in the national economy, particularly in the rural development. Developing the rural economy is one of the key indicators towards a country’s success. Whether it be the need to look after the welfare of the farmers or invest in rural infrastructure, Governments have to ensure that rural development isn’t compromised. The economic development of our country largely depends on the progress of rural areas and the standard of living of rural masses. Village or rural industries play an important role in the national economy, particularly in the rural development. Rural entrepreneurship is based on stimulating local entrepreneurial talent and the subsequent growth of indigenous enterprises. It recognizes opportunity in the rural areas and accelerates a unique blend of resources either inside or outside of agriculture. Rural entrepreneurship brings an economic value to the rural sector by creating new methods of production, new markets, new products and generate employment opportunities thereby ensuring continuous rural development. Social Entrepreneurship has the direct and primary objective of serving the society along with the earning profits. So, social entrepreneurship is different from the economic entrepreneurship as its basic objective is not to earn profits but for providing innovative solutions to meet the society needs which are not taken care by majority of the entrepreneurs as they are in the business for profit making as a sole objective. So, the Social Entrepreneurs have the huge growth potential particularly in the developing countries like India where we have huge societal disparities in terms of the financial positions of the population. Still 22 percent of the Indian population is below the poverty line and also there is disparity among the rural & urban population in terms of families living under BPL. 25.7 percent of the rural population & 13.7 percent of the urban population is under BPL which clearly shows the disparity of the poor people in the rural and urban areas. The need to develop social entrepreneurship in agriculture is dictated by a large number of social problems. Such problems include low living standards, unemployment, and social tension. The reasons that led to the emergence of the practice of social entrepreneurship are the above factors. The research problem lays upon disclosing the importance of role of social entrepreneurship in rural development of India. The paper the tendencies of social entrepreneurship in India, to present successful examples of such business for providing recommendations how to improve situation in rural areas in terms of social entrepreneurship development. Indian government has made some steps towards development of social enterprises, social entrepreneurship, and social in- novation, but a lot remains to be improved.
OPTIMAL RECONFIGURATION OF POWER DISTRIBUTION RADIAL NETWORK USING HYBRID MET...IAEME Publication
Distribution system is a critical link between the electric power distributor and the consumers. Most of the distribution networks commonly used by the electric utility is the radial distribution network. However in this type of network, it has technical issues such as enormous power losses which affect the quality of the supply. Nowadays, the introduction of Distributed Generation (DG) units in the system help improve and support the voltage profile of the network as well as the performance of the system components through power loss mitigation. In this study network reconfiguration was done using two meta-heuristic algorithms Particle Swarm Optimization and Gravitational Search Algorithm (PSO-GSA) to enhance power quality and voltage profile in the system when simultaneously applied with the DG units. Backward/Forward Sweep Method was used in the load flow analysis and simulated using the MATLAB program. Five cases were considered in the Reconfiguration based on the contribution of DG units. The proposed method was tested using IEEE 33 bus system. Based on the results, there was a voltage profile improvement in the system from 0.9038 p.u. to 0.9594 p.u.. The integration of DG in the network also reduced power losses from 210.98 kW to 69.3963 kW. Simulated results are drawn to show the performance of each case.
APPLICATION OF FRUGAL APPROACH FOR PRODUCTIVITY IMPROVEMENT - A CASE STUDY OF...IAEME Publication
Manufacturing industries have witnessed an outburst in productivity. For productivity improvement manufacturing industries are taking various initiatives by using lean tools and techniques. However, in different manufacturing industries, frugal approach is applied in product design and services as a tool for improvement. Frugal approach contributed to prove less is more and seems indirectly contributing to improve productivity. Hence, there is need to understand status of frugal approach application in manufacturing industries. All manufacturing industries are trying hard and putting continuous efforts for competitive existence. For productivity improvements, manufacturing industries are coming up with different effective and efficient solutions in manufacturing processes and operations. To overcome current challenges, manufacturing industries have started using frugal approach in product design and services. For this study, methodology adopted with both primary and secondary sources of data. For primary source interview and observation technique is used and for secondary source review has done based on available literatures in website, printed magazines, manual etc. An attempt has made for understanding application of frugal approach with the study of manufacturing industry project. Manufacturing industry selected for this project study is Mahindra and Mahindra Ltd. This paper will help researcher to find the connections between the two concepts productivity improvement and frugal approach. This paper will help to understand significance of frugal approach for productivity improvement in manufacturing industry. This will also help to understand current scenario of frugal approach in manufacturing industry. In manufacturing industries various process are involved to deliver the final product. In the process of converting input in to output through manufacturing process productivity plays very critical role. Hence this study will help to evolve status of frugal approach in productivity improvement programme. The notion of frugal can be viewed as an approach towards productivity improvement in manufacturing industries.
A MULTIPLE – CHANNEL QUEUING MODELS ON FUZZY ENVIRONMENTIAEME Publication
In this paper, we investigated a queuing model of fuzzy environment-based a multiple channel queuing model (M/M/C) ( /FCFS) and study its performance under realistic conditions. It applies a nonagonal fuzzy number to analyse the relevant performance of a multiple channel queuing model (M/M/C) ( /FCFS). Based on the sub interval average ranking method for nonagonal fuzzy number, we convert fuzzy number to crisp one. Numerical results reveal that the efficiency of this method. Intuitively, the fuzzy environment adapts well to a multiple channel queuing models (M/M/C) ( /FCFS) are very well.
CHINA’S GEO-ECONOMIC OUTREACH IN CENTRAL ASIAN COUNTRIES AND FUTURE PROSPECTjpsjournal1
The rivalry between prominent international actors for dominance over Central Asia's hydrocarbon
reserves and the ancient silk trade route, along with China's diplomatic endeavours in the area, has been
referred to as the "New Great Game." This research centres on the power struggle, considering
geopolitical, geostrategic, and geoeconomic variables. Topics including trade, political hegemony, oil
politics, and conventional and nontraditional security are all explored and explained by the researcher.
Using Mackinder's Heartland, Spykman Rimland, and Hegemonic Stability theories, examines China's role
in Central Asia. This study adheres to the empirical epistemological method and has taken care of
objectivity. This study analyze primary and secondary research documents critically to elaborate role of
china’s geo economic outreach in central Asian countries and its future prospect. China is thriving in trade,
pipeline politics, and winning states, according to this study, thanks to important instruments like the
Shanghai Cooperation Organisation and the Belt and Road Economic Initiative. According to this study,
China is seeing significant success in commerce, pipeline politics, and gaining influence on other
governments. This success may be attributed to the effective utilisation of key tools such as the Shanghai
Cooperation Organisation and the Belt and Road Economic Initiative.
ACEP Magazine edition 4th launched on 05.06.2024Rahul
This document provides information about the third edition of the magazine "Sthapatya" published by the Association of Civil Engineers (Practicing) Aurangabad. It includes messages from current and past presidents of ACEP, memories and photos from past ACEP events, information on life time achievement awards given by ACEP, and a technical article on concrete maintenance, repairs and strengthening. The document highlights activities of ACEP and provides a technical educational article for members.
Electric vehicle and photovoltaic advanced roles in enhancing the financial p...IJECEIAES
Climate change's impact on the planet forced the United Nations and governments to promote green energies and electric transportation. The deployments of photovoltaic (PV) and electric vehicle (EV) systems gained stronger momentum due to their numerous advantages over fossil fuel types. The advantages go beyond sustainability to reach financial support and stability. The work in this paper introduces the hybrid system between PV and EV to support industrial and commercial plants. This paper covers the theoretical framework of the proposed hybrid system including the required equation to complete the cost analysis when PV and EV are present. In addition, the proposed design diagram which sets the priorities and requirements of the system is presented. The proposed approach allows setup to advance their power stability, especially during power outages. The presented information supports researchers and plant owners to complete the necessary analysis while promoting the deployment of clean energy. The result of a case study that represents a dairy milk farmer supports the theoretical works and highlights its advanced benefits to existing plants. The short return on investment of the proposed approach supports the paper's novelty approach for the sustainable electrical system. In addition, the proposed system allows for an isolated power setup without the need for a transmission line which enhances the safety of the electrical network
KuberTENes Birthday Bash Guadalajara - K8sGPT first impressionsVictor Morales
K8sGPT is a tool that analyzes and diagnoses Kubernetes clusters. This presentation was used to share the requirements and dependencies to deploy K8sGPT in a local environment.
Harnessing WebAssembly for Real-time Stateless Streaming PipelinesChristina Lin
Traditionally, dealing with real-time data pipelines has involved significant overhead, even for straightforward tasks like data transformation or masking. However, in this talk, we’ll venture into the dynamic realm of WebAssembly (WASM) and discover how it can revolutionize the creation of stateless streaming pipelines within a Kafka (Redpanda) broker. These pipelines are adept at managing low-latency, high-data-volume scenarios.
Redefining brain tumor segmentation: a cutting-edge convolutional neural netw...IJECEIAES
Medical image analysis has witnessed significant advancements with deep learning techniques. In the domain of brain tumor segmentation, the ability to
precisely delineate tumor boundaries from magnetic resonance imaging (MRI)
scans holds profound implications for diagnosis. This study presents an ensemble convolutional neural network (CNN) with transfer learning, integrating
the state-of-the-art Deeplabv3+ architecture with the ResNet18 backbone. The
model is rigorously trained and evaluated, exhibiting remarkable performance
metrics, including an impressive global accuracy of 99.286%, a high-class accuracy of 82.191%, a mean intersection over union (IoU) of 79.900%, a weighted
IoU of 98.620%, and a Boundary F1 (BF) score of 83.303%. Notably, a detailed comparative analysis with existing methods showcases the superiority of
our proposed model. These findings underscore the model’s competence in precise brain tumor localization, underscoring its potential to revolutionize medical
image analysis and enhance healthcare outcomes. This research paves the way
for future exploration and optimization of advanced CNN models in medical
imaging, emphasizing addressing false positives and resource efficiency.
Advanced control scheme of doubly fed induction generator for wind turbine us...IJECEIAES
This paper describes a speed control device for generating electrical energy on an electricity network based on the doubly fed induction generator (DFIG) used for wind power conversion systems. At first, a double-fed induction generator model was constructed. A control law is formulated to govern the flow of energy between the stator of a DFIG and the energy network using three types of controllers: proportional integral (PI), sliding mode controller (SMC) and second order sliding mode controller (SOSMC). Their different results in terms of power reference tracking, reaction to unexpected speed fluctuations, sensitivity to perturbations, and resilience against machine parameter alterations are compared. MATLAB/Simulink was used to conduct the simulations for the preceding study. Multiple simulations have shown very satisfying results, and the investigations demonstrate the efficacy and power-enhancing capabilities of the suggested control system.
2. Brand Experience Analysis – How it Relates to Brand Personality, Value, Satisfaction and
Loyalty in TV Brands?
http://www.iaeme.com/IJCIET/index.asp 853 editor@iaeme.com
1. INTRODUCTION
The development of digital technology, stimulate businesses to be more creative and
innovative in offering products to fulfill consumer expectations. One of the products that
developed in the field of electronics and technology is digital television. This is very
reasonable, considering that there are so many people who buy and use these devices,
currently the digital TV market has been enlivened by the presence of flat-screen television
technology called LED TV (Light Emitting Diode). In Indonesia, LED TV is a favorite for
families at middle class consumers. This is due to the sophistication offered and saving
electricity so that it can save electricity expenses, which has made the competition in the
digital television market increasingly fierce. For consumers who are entry-level, prices are
the commander. The emergence of various TV brands makes consumers have more choices
to get their favorite TV. TV is no longer a luxury item, this causes manufacturers to sell at
cheap and affordable prices. Some of the best-selling LED TV brands in Indonesia such as
LG, Sharp, Polytron, Panasonic, Toshiba, Sony, and Samsung. A number of these big brands
are competing to offer consumers with the luxury and sophistication of their products. Tight
business competition triggers the risk of price wars. This was triggered by the tendency of
consumers to choose the cheapest products as well as TV manufacturers who increasingly
dared to reduce prices with thin profit margins. Some LED TV manufacturers use different
strategies by working on the premium TV market. The risk of price wars can be avoided by
providing clear brand differentiation such as experience, differentiation, value and
personality. Keller (2013) states that consumer knowledge of a brand is based on associations
related to features, user benefits, and overall brand attitudes. The manufacturers ought to
package brands that not only provide benefits and costs but also offer a unique experience by
incorporating key elements value. In the form of positive emotions and experience. Customer
value is made when the perception of benefits received from the transaction exceeds the cost
of ownership. Increasing customer value can be conducted by increasing the benefits
perceived by consumers (Marhayanie et al., 2017 & Dilham et al., 2018). Kim et al, (2010)
research shows that brand value which consists of social value, emotional value and
utilitarian value affect brand loyalty. On the other hand, the growing middle class in
Indonesia makes consumers' purchasing power increase. Consumers middle class like to buy
branded products (Situmorang et al, 2016a, Situmorang et al, 2017). Molahoseini and
Tajoddini's. (2015) showed an increase in economic status (income) in Iran has resulted in
increased needs and attitudes towards luxury brands. Luxury brands are increasingly
affordable, but the growth in the middle class is also accompanied by changes in increasingly
intelligent and critical consumer behavior. They tend to be disloyal and try new brands, eager
to shop in modern retail, ready to pay more for the brands they want and willing to owe and
credit to get a brand that they want to buy (Situmorang, 2016b). In order to survive,
producers must innovate products so that provide the expected value of consumers.
Behavioral changes in seeking information and purchasing decisions of a brand in the
digital era have been introduced by Lechinski (2011) with the concept of Zero Moment of
Truth (ZMOT) where consumers will search for information about a product through the
internet. Moment of Truth is used to explain important moments of interaction between
consumers and brands. Kotler, Kartajaya, and Setiawan (2017) mention that in the digital era
customer path patterns changed from 4A (Aware, Attitude, Act, and Act Again) to 5A,
(Aware, Appeal, Ask, Act, and Advocate). According to them, every industry also has
different customer paths: Gold Fish, Door Knob, Trumpet, and Funnel. Relying on a brand's
big name alone will not be enough to win the hearts of consumers. Brands must provide
experience to consumers (Schmitt, 1999, 2003). Experience is not just about getting products
3. Syafrizal Helmi Situmorang, Sirojuzilam, Endang Sulistya Rini & Arlina Nurbaity Lubis
http://www.iaeme.com/IJCIET/index.asp 854 editor@iaeme.com
that consumers want, but also the activities of the processes that consumers feel when
interacting with brands. The experience is required to connect brands with consumers both
rationally and emotionally (Schmitt, 2011). Consumer behavior can also be predicted through
brand experience (Zarantonello and Schmitt, 2010). Besides having value, Brand must also
be able to represent the user's personality (Brand Personality) (Aaker, 1997). Fournier (1998)
states that Brand personality can also help build relationships with customers. Brand
personality is considered one of the key factors in branding theory. Researchers and
practitioners alike realize that brands are just like humans having certain personalities that
might make them different in the minds of customers. Thus, it is important for all companies
to concentrate on making their brands different from other competitors to create consumer
preferences (Bennett and Rundel-Thiele 2005). Furthermore, Brakus, Schmitt, &
Zarantonello (2009) stated brand experience and brand personality affect brand satisfaction
and brand loyalty.
2. LITERATURE REVIEW
2.1. Brand Experience
Experience is a personal event that occurs in response to some stimulation. Brands
requirement provide an incentive that generates customer experience. Experience can be seen
as a complex and developing structure (Holland, 1998). The experience marketing concept,
first introduced in Pine and Gilmore's work on economic experience (1997) and Schmitt in
experiential marketing (1999), has gained significant appeal, both in marketing academics
and among practitioners. Pine and Gilmore (1999) argue that service economics offers
'intangibles', so customers demand benefits in a service economy. While the experience
economy offers “memorable” so customers want a sensation in an experience economy. So,
Service providers should ultimately aim to deliver beyond customer expectations (Oliver,
1997). Schmitt (1999) introduced the concept of Experiential marketing that a new approach
to providing information about brands and products to consumers. Schmit recommends that
companies create a consumer experience through five stages, namely, sense, feel, think, act
and relate. Brakus (2008) propose several a theory of consumer experiences. (1) Experiential
modules; (2) primary vs. secondary experiences; and (3) the hierarchy of experiential
modules.
The term brand experience was first created by Brakus et al. (2009). Brakus et al. (2009)
stated that with a better understanding of brand experience, the entire range of experience
generated by brand-related stimuli can be understood. Zarantonello et al., (2007) have
developed Brand Experience Scale to measures consumers‟ experiences generated by brands,
given that „consumer experiences with a brand arise when consumers are interacted to brands
and pay attention to the experiential aspects of brands‟ executions‟. Khan and Rahman (2015)
state that Brand experience is increasingly important in the marketing literature because
marketers consider it an important strategy in building long-term consumer-brand
relationships.
2.2. Brand Personality
The idea that brands have a personality like humans has existed in the 1960s. The concept of
brand personality is 'one of the most common metaphors in the branding literature' (Davies
and Chun, 2003) and Although brand personality has been popular between practitioners and
academics, it is still very limited due to the lack of a uniform, empirical definition, and
structure (Kassarjian, 1971). However, a reliable, valid and generalize measurement scale is
4. Brand Experience Analysis – How it Relates to Brand Personality, Value, Satisfaction and
Loyalty in TV Brands?
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proposed by Aaker (1997). Aaker (1997) has developed a five-dimensional brand personality
consisting of Sincerity, Excitement, Competence, Sophistication, and Ruggedness. Each of
brand personality factor includes a series of traits, which are summarized by one or more
facets. In total, there are 42 traits and 15 facets. According to Brakus et al. (2009), Brand
personality will affect brand satisfaction and loyalty. Brand personality allows companies to
create unique and profitable impressions in the minds of consumers and then build and
increase brand equity. Brand personality is also an important strategy for building long-term
consumer-brand relationships. Thus, marketers can consider brand personality as an effective
way of differentiating from their competitors and increasing marketing effectiveness (Sung &
Kim, 2010).
2.3. Brand Value
Value is defined as an overall assessment of the utility of an offering according to perceptions
of what is received and what is given (Zeithaml, 1988) Gobe (2001) states that brands are
created to help people. Brands must create value through interaction with consumers and
provides solutions to their lives. According to Kumar & Reinartz (2016) the main tasks that
must be completed are (1) measuring the perceived value as a whole, (2) measuring the
relationship between attributes and benefits, and (3) determining the relative weights that
relate attributes/benefits to the overall perceived value. Customers look for offers that
produce the highest expected value or utility. Communicating value to consumers effectively
influencing satisfaction, loyalty, and profitability. Aaker (2015) states that the values built
must exceed the benefits of functions, such as emotional values and social values. Chattalas
and Shukla (2015) state that social values, personal values, and functional values will bring
positive behavioral intentions to the company's brand. Salehzadeh and Pool (2016) also stated
that the perceived value, social (social value), personal (personal value), and functional
(functional value) influence the purchasing decision.
2.4. Brand Satisfaction
Brands that can provide value beyond customer expectations, will satisfy customers. Satisfied
customers will have a high level of loyalty to the brand than dissatisfied customers. Anderson
et al (1994) also suggested three Satisfaction forming factors, namely: Perceived Quality,
Perceived Value, and Market Expectation. The concept of customer satisfaction is designed
and used to estimate the level of customer satisfaction and measure the quality of products
and services based on the experience of customers who consume these products and services
(Fornell et al. 1996). Previous studies have shown that satisfaction is often regarded as an
important determinant of repurchase intention (Liao, Palvia, and Chen, 2009) and customer
loyalty (Eggert & Ulaga, 2002). This research focuses on overall satisfaction because it is
expected that customers will rely on their experience when making purchasing decisions.
Although satisfaction is an important predictor of loyalty, it does not guarantee loyalty
automatically (Lam et al., 2004). Customer satisfaction is important because it helps
companies achieve financial and market goals (Oliver, 1997).
2.5. Brand Loyalty
Brand loyalty is a very important factor for marketers and consumer researchers because it
has great benefits for marketing such as greater trade leverage, reducing marketing costs
(Aaker 1991), favorable word of mouth, resistance to opponent persuasion (Dick & Basu
1994), repeated brand purchases (Oliver, 1999 ; Mabkhot et al. 2016), retention, customer
share of wallet and recommendation (Reicheld, 1996, 2011) willingness to pay premium
prices (Ganesh et al, 2000; Yeh et al., 2016) and increase shareholder value (Larivière et al.
5. Syafrizal Helmi Situmorang, Sirojuzilam, Endang Sulistya Rini & Arlina Nurbaity Lubis
http://www.iaeme.com/IJCIET/index.asp 856 editor@iaeme.com
2016). Thus, although the literature on brand loyalty becomes substantial, results regarding
its predecessors are highly variable and contradictory (Kim et al. 2009; Biedenbach et al.,
2015).
3. METHODOLOGY
3.1. Research Goal
The aim of the study is to identify the mediating effect of Personality, Value, and satisfaction
between Experience and Loyalty in brand digital television at middle-class millennials. To
test propositions, a structured survey was used as a research instrument. Structured surveys
are used because it allows researchers to reach larger samples and measure various factors.
3.2. Sample, Measure, Data Collection and Research Model
Data were collected from 890 sample from the respondent Middle-Class Millenials who have
TV digital. Measurement theory specifies how the latent variables (constructs) are measured.
We measured the questionnaire‟s construct of Brand Experience, Brand Value, Brand
Personality and Brand Satisfaction with seventh points Likert scale anchored by strongly
disagree and strongly agree. While the questionnaire‟s construct of Brand Loyalty with ten
points scale. The collected data initially processed by factor and reliability analysis We
pretest the questionnaires to 100 customers. Item used for our measurement scales on an
empirically validated scale from the previous study. The mediating effect of Brand
Personality, Brand Value, and satisfaction between Experience and Loyalty was tested by
structural equation model. Data processing technique were conducted through partial least
square-structural equation model (PLS-SEM) by using Smart PLS 3.0 program. With
multiple reflective indicators, the direction of the arrows is from the construct to the indicator
variables, indicating the assumption that the construct causes the measurement of the
indicator variables :
Sources: SmartPLS Result, (2018).
Figure 1. Research model
6. Brand Experience Analysis – How it Relates to Brand Personality, Value, Satisfaction and
Loyalty in TV Brands?
http://www.iaeme.com/IJCIET/index.asp 857 editor@iaeme.com
4. RESULT AND DISCUSSION
4.1. Result
Table 1. Descriptive Respondent
Brand User Education Background
Frequency Percent Frequency Percent
LG 278 31.3 Primary school 8 .9
Samsung 214 24.1 Junior high school 15 1.7
Sharp 174 19.6 High school 336 37.8
Sony 65 6.9 Diploma 101 11.4
Toshiba 158 17.8 Undergraduated 396 44.5
Total 889 100.0 Post Graduated 33 3.7
Income Total 889 100.0
Frequency Percent Age
2-3 Millions 194 21,8% Frequency Percent
3-4 Millions 233 26,2% 21-25 200 22.5
4-5 Millions 222 25,0% 26-30 268 30.1
5-7 Millions 134 15,1% 31-35 262 29.5
7-10 Millions 68 7,6% 36-38 159 17.9
10 more than Millions 38 4,3% Total 889 100.0
Total 889 100.0
Source: Results of Research, 2018 (Processed Data).
Based on Table 1. It can be seen that the most TV subscribers are brand LG, as much as
278 respondents (31.3%), Samsung 214 respondents (24.1%), Sharp 174 respondents
(19.6%), Toshiba 158 respondents (17, 8), Sony 65 respondents (6.9%). The respondents'
income ranges from 3-4 million (26.2%) 4-5 million (25%), 2-3 million (21.8%), 5-7 million
(15.1%), 7-10 million (7.6 %).
Table. 2. Brand Experience, Value and Satisfaction
Experience sensory Affective Intelectual Behavioral Total
LG 4,92 4,81 4,85 4,85 19,43
Samsung 4,89 4,75 4,97 5,01 19,62
Sharp 4,96 4,74 4,94 4,88 19,52
Sony 5,17 4,96 4,98 4,85 19,96
Toshiba 4,89 4,77 4,86 4,69 19,21
Value Function Emotion Self Expression Social Total
LG 5,27 5,27 4,83 4,8 20,17
Samsung 5,61 5,57 5,13 4,99 21,30
Sharp 5,61 5,59 5,27 4,64 21,11
Sony 5,44 4,5 4,46 4,18 18,58
Toshiba 5,47 5,34 4,99 4,83 20,63
Satisfaction Quality Value Perceived Based Expectation Total
LG 5,33 5,37 5,26 5 20,96
Samsung 5,55 5,61 5,62 5,36 22,14
Sharp 5,54 5,53 5,43 5,16 21,66
Sony 5,44 5,13 5,31 4,84 20,72
Toshiba 5,69 5,67 5,52 5,36 22,24
Sources: Data Processing (2018).
7. Syafrizal Helmi Situmorang, Sirojuzilam, Endang Sulistya Rini & Arlina Nurbaity Lubis
http://www.iaeme.com/IJCIET/index.asp 858 editor@iaeme.com
Table 2 shows, based on Brand Experience, Sony has the highest average count for
sensory, affective and intellectual dimensions. While Samsung accepts the most leading
position for the behavioral dimension. Overall Sony typically obtains the most excellent score
for Brand Experience. Based merely on Brand Value, Sharp typically has the highest point
for the Function, emotion and self-expression dimensions. Samsung has in common the
highest score for function and social status dimensions. Overall Samsung has precisely the
top rank score for Brand Value. Allegedly based on Brand Satisfaction, Toshiba assuredly
has the lead outcome for Quality, Value, and Expectation dimensions. The Samsung brand
assuredly has the maximum score for the Perceived Based and Expectation dimensions.
Overall Toshiba undoubtedly gains the overwhelming result for Brand Satisfaction.
Table. 3. Brand Personality and Brand Loyalty
Personality sincerity Excitement Competence Sophistication Rugedness Total
LG 5,48 5,53 5,63 5,45 5,43 27,52
Samsung 5,55 5,70 5,77 5,65 5,48 28,15
Sharp 5,35 5,43 5,4 5,38 5,33 26,89
Sony 5,25 5,4 5,37 5,38 5,35 26,75
Toshiba 5,50 5,65 5,57 5,53 5,45 27,7
Loyalty Retain Repurchase Share of Wallet Recommend Advocate Total
LG 6,28 6,34 5,74 7,22 5,64 31,22
Samsung 7,18 6,47 6,14 7,35 5,63 32,77
Sharp 6,38 6,44 5,56 7,3 5,39 31,07
Sony 6,00 6,44 5,64 7,22 4,77 30,07
Toshiba 6,63 6,68 5,92 7,43 5,52 32,18
Source: Results of Research, 2018 (Processed Data).
Table 3 shows, Samsung excels in all dimensions brand personality. Based on Brand
Loyalty, Samsung is unrivaled in dimensions of Retain and Share of Wallet. Toshiba is
superior in the Repurchase and Recommendation aspect. While LG excels in the Advocate,
overall Samsung has precious the highest total Brand Loyalty score
4.1.2. SEM with PLS
Measurement is a fundamental concept in conducting social science research. According to
(Hair et al., 2017) Measurement is the process of assigning numbers to variables based on a
set of rules. The measurement of latent variables such as Brand Experience, Personality,
Value, Satisfaction, and Loyalty cannot directly measure abstract concepts. For that, we need
a set of indicators that function as proxy variables. The indicators, also called items or
manifest variables, are the directly measured proxy variables that contain the raw data. A PLS
path model consists of two elements. First, Structural model (inner model) that represents the
constructs and displays the relationships (paths) between the constructs. Second, there are the
measurement models (outer models) of the constructs that display the relationships between
the constructs and the indicator variable.
4.1.3. Measurement models
Before performing hypothesis testing to predict relationships in the inner model, the outer
model testing should be performed first for verification of indicators and latent variables that
can be tested further. According to Hair et al., (2017) Reflective indicators can be viewed as
a representative sample of all the possible items available within the conceptual domain of
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the construct. Therefore, since a reflective measure dictates that all indicator items are caused
by the same construct indicators associated with a particular construct should be highly
correlated with each other. Construct validity shows how well the results obtained from the
use of a measurement fit the theories used to define a construct. A strong correlation between
the construct and the question items and the weak relationship with other variables is one way
to test the validity of the construct. Construct validity consists of convergent validity and
discriminant validity. Convergent validity is related to the principle that the measurements of
a construct should be highly correlated. The first criterion to be evaluated is typically internal
consistency reliability. The traditional criterion for internal consistency is Cronbach's alpha,
which provides an estimate of the reliability based on the intercorrelations of the observed
indicator variables. Cronbach's alpha assumes that all indicators are equally reliable but PLS-
SEM prioritizes the indicators according to their individual reliability. Based on Table 4. All
values Cronbach's alpha between 0. 70 and 0.90. According to Nunally & Bernstein, (1994)
values between 0.70 and 0.90 can be regarded as satisfactory. The composite reliability varies
between 0 and 1, with higher values indicating higher levels of reliability. It is generally
interpreted in the same way as Cronbach's alpha. Based On Table 4. All values composite
reliability between 0. 70 and 0.90. Outer loadings on a construct indicate that the associated
indicators have much in common, which is captured by the construct. This characteristic is
also commonly called indicator reliability. Outer loading represents how much of the
variation in an item is explained by the construct and is described as the variance extracted
from the item. According to Hair et al (2017) An established rule of thumb is that a latent
variable should explain a substantial part of each indicator's variance, usually at least 50%.
This also implies that the variance shared between the construct and its indicator is larger
than the measurement error variance. This means that an indicator's outer loading should be
above 0.708 since that number squared (0.7082) equals 0.50. When indicators with outer
loadings between 0.40 and 0. 70 should be considered for removal from the scale only when
deleting the indicator leads to an increase in the composite reliability. To establish convergent
validity, researchers consider the outer loadings of the indicators, as well as the average
variance extracted (AVE). It indicates that, on average, the construct explains more than half
of the variance of its indicators
Table 4. Construct Reliability and Validity
Cronbach's Alpha rho_A Composite Reliability AVE
experience 0,736 0,752 0,833 0,556
loyalty 0,887 0,890 0,917 0,689
personality 0,884 0,887 0,915 0,684
satisfaction 0,730 0,730 0,831 0,552
value 0,747 0,737 0,843 0,577
Sources: SmartPLS Result, (2018).
Discriminant validity is the extent to which a construct is truly distinct from other
constructs by empirical standards. This criterion is generally considered rather liberal in
terms of establishing discriminant validity (Hair, et al, 2017). That is, it is very likely to
indicate that two or more constructs exhibit discriminant validity.
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Table 5. Cross Loading
experience loyalty personality satisfaction value
Competence 0,337 0,347 0,851 0,359 0,283
Exitement 0,293 0,320 0,839 0,407 0,274
Perceived Based 0,223 0,240 0,368 0,777 0,340
Recommend 0,312 0,820 0,364 0,255 0,293
Ruggedness 0,329 0,352 0,755 0,304 0,213
Shopistication 0,348 0,304 0,862 0,416 0,307
Sincerity 0,354 0,401 0,824 0,345 0,311
Share Of Wallet 0,329 0,873 0,306 0,227 0,336
Advocate 0,369 0,801 0,366 0,251 0,351
Affective 0,707 0,156 0,222 0,218 0,284
Emotion 0,367 0,280 0,213 0,217 0,789
Expectation 0,256 0,286 0,361 0,708 0,394
Function 0,180 0,271 0,350 0,504 0,579
Intellectual 0,806 0,318 0,327 0,211 0,289
Behaviour 0,784 0,416 0,380 0,205 0,322
Quality 0,174 0,278 0,285 0,728 0,292
Repurchase 0,346 0,842 0,359 0,362 0,336
Retention 0,232 0,814 0,328 0,345 0,257
Self-Expression 0,350 0,316 0,198 0,306 0,822
Sensory 0,678 0,202 0,236 0,199 0,333
Social 0,350 0,272 0,229 0,286 0,822
Value 0,153 0,219 0,287 0,755 0,297
Sources: SmartPLS Result, (2018).
The Fornell-Larcker criterion is a second and more conservative approach to assessing
discriminant validity. It compares the square root of the AVE values with the latent variable
correlations. Specifically, the square root of each construct's AVE should be greater than its
highest correlation with any other construct (Sadalia et al., 2018). The logic of this method is
based on the idea that a construct shares more variance with its associated indicators than
with any other construct.
Table 6. Fornell-Larcker Criterion
experience loyalty personality satisfaction value
experience 0,745
loyalty 0,386 0,830
personality 0,402 0,417 0,827
satisfaction 0,277 0,347 0,443 0,743
value 0,410 0,382 0,337 0,452 0,760
Sources: SmartPLS Result, (2018).
4.1.4. Structural Model
Structural theory shows how the latent variables are related to each other. The most
commonly used measure to evaluate the structural model is the coefficient of determination
(R Square value). This coefficient is a measure of the model's predictive accuracy and is
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calculated as the squared correlation between a specific endogenous construct's actual and
predicted values (Handoko et al., 2017). The coefficient represents the exogenous latent
variables' combined effects on the endogenous latent variable. In scholarly research that
focuses on marketing issues, R Square values of 0.75, 0.50, or 0.25 for endogenous latent
variables can, as a rule of thumb, be respectively described as substantial, moderate, or weak
(Hair, et al. 2017). Selecting a model based on the R Square value is not a good approach.
The more paths pointing toward a targeting construct, the higher its R Square value. As with
multiple regression, the adjusted R Square value can be used as the criterion to avoid bias
toward complex models. Based on Table 7 adjusted R Square Brand Personality (0,161) and
Brand Value (0,202) < (0, 25) it means weak. The adjusted R2 Brand satisfaction (0,297) and
Brand Loyalty (0,272) < 0, 5 it means moderate. The higher the R Square value means the
better the predictive model from the proposed research model. However, R Square is not an
absolute parameter in measuring the accuracy of predictive models because the basis of
theoretical relationships is the main parameter in explaining the relationship between
variables.
Table 7. R Square
R Square R Square Adjusted
Loyalty 0,276 0,272
Personality 0,162 0,161
Satisfaction 0,300 0,297
Value 0,204 0,202
Sources: SmartPLS Result, (2018).
Theory and logic should always determine the sequence of constructs in a conceptual
model. Mediation effects are made when a third mediator variable intervenes between two
other related constructs. The mediation effect path model works, consisting of direct and
indirect effects. The direct effect is the relationship that connects two variables directly. The
indirect effect is a relationship that involves the order of relationships of at least one variable
involved. From a theoretical perspective Analyzing the strength of the mediator variable‟s
relationships with the other constructs allows substantiating the mechanisms that underlie the
cause-effect relationship between an exogenous construct and an endogenous construct.
Table 8, Path Coefficient direct effect shows Brand experience has positive and
significant effect on Brand Personality, Brand Value and Brand Loyalty. Unfortunately Brand
experience has no significant effect on Brand Satisfaction. On the whole, Brand Personality
has a positive and significant effect on Brand Value, Brand Satisfaction, and Brand Loyalty.
Generally, Brand Value has a significant effect on Brand Satisfaction and Brand Loyalty. The
critical relationship between Brand experience and Brand Loyalty are positively mediated by
Brand Personality, Brand value, and brand satisfaction.
Table 8. Path Coefficient
t Statistics p Values Hypothesis
Direct
experience -> loyalty 5,972 0,00 Accepted
experience -> personality 14,235 0,00 Accepted
experience -> satisfaction 0,186 0,85 Rejected
experience -> value 8,714 0,00 Accepted
personality -> loyalty 6,936 0,00 Accepted
11. Syafrizal Helmi Situmorang, Sirojuzilam, Endang Sulistya Rini & Arlina Nurbaity Lubis
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t Statistics p Values Hypothesis
personality -> satisfaction 10,551 0,00 Accepted
personality -> value 5,623 0,00 Accepted
satisfaction -> loyalty 3,412 0,00 Accepted
value -> loyalty 5,14 0,00 Accepted
value -> satisfaction 9,671 0,00 Accepted
Indirect
experience -> personality -> loyalty 5,946 0,00 Accepted
experience -> satisfaction -> loyalty 0,171 0,86 Rejected
experience -> personality -> satisfaction -> loyalty 3,096 0,00 Accepted
experience -> value -> satisfaction -> loyalty 2,964 0,00 Accepted
experience -> personality -> value -> satisfaction -> loyalty 2,417 0,02 Accepted
experience -> value -> loyalty 4,439 0,00 Accepted
experience -> personality -> value -> loyalty 3,474 0,00 Accepted
experience -> personality -> satisfaction 8,397 0,00 Accepted
experience -> value -> satisfaction 7,49 0,00 Accepted
experience -> personality -> value -> satisfaction 4,13 0,00 Accepted
experience -> personality -> value 4,792 0,00 Accepted
Total Indirect
experience -> loyalty 9,748 0,00 Accepted
experience -> satisfaction 13,954 0,00 Accepted
experience -> value 4,792 0,00 Accepted
personality -> loyalty 5,239 0,00 Accepted
personality -> satisfaction 4,582 0,00 Accepted
value -> loyalty 3,079 0,00 Accepted
Total effect
experience -> loyalty 14,664 0,00 Accepted
experience -> personality 14,235 0,00 Accepted
experience -> satisfaction 7,357 0,00 Accepted
experience -> value 12,847 0,00 Accepted
personality -> loyalty 9,894 0,00 Accepted
personality -> satisfaction 12,821 0,00 Accepted
personality -> value 5,623 0,00 Accepted
satisfaction -> loyalty 3,412 0,00 Accepted
value -> loyalty 6,532 0,00 Accepted
value -> satisfaction 9,671 0,00 Accepted
Sources: SmartPLS Result. (2018).
4.2. Discussion
TV brand competition in Indonesia is extremely tight. Currently, Korean TV brands are
competing fiercely with Japanese, Chinese and Indonesian TV brands. Presently, Korean TV
brands like LG and Samsung undoubtedly dominate the local market compared to other
brands. The considerable success of Korean TV brands cannot be properly separated from
productive years of extensive work. This empirical study naturally strengthens the direct
effect of brand experience with brand personality, value, satisfaction, and loyalty and also the
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causal structure of multi-dimensional aspects of brand experience in connection to other
variables. Firstly, this study concludes that brand experience directly produces a significant
effect on brand personality, Brand value and brand loyalty. Experience occurs when
consumers consume and interact with the brand. In the midst of competition, TV brands can
only survive if they are able to provide more experience to consumers. A strong brand
experience is a profitable prediction of brand results like customer satisfaction and loyalty.
Brand experience will connect consumers with company brands. Brand experience will
gently stimulate the customer's emotions. A study by Ran et al., (2015) shows that relational
experience through sensory, affective and cognitive brand experiences in the multiple-
channel setting allows a tremendous business potential consumer and brand value.
Secondly, Path Coefficient Indirect effect shows brand personality represent a mediating
variable between Brand Experience and Brand Value, Brand Satisfaction, Brand Loyalty.
Brand experience is the most powerful driving factor for brand personality. Therefore, the
more the brand is associated with human characteristics, the more consumers will appreciate
it. Maehle et al., (2011) additionally noted that the assessment of the personality dimension
of sincerity, joy, competence, brand sophistication, or manhood of a brand can be facilitated
when consumers follow certain sensory, affective, intellectual, or behavioral aspects. Brand
Value represents a mediating variable between Brand Experience and Brand Satisfaction,
Brand Loyalty. The results of this study show that brand value is influenced by brand
experience. This result is in line with Christopher's (1996) opinion that the concept of
customer value recognizes that market success in a modern competitive environment does not
only require continued investment in brands but also investments for customers. Holt (2003)
states that to develop relationships with customers, brands must be able to provide value. The
value of the customer has a relationship with the desire to order a product, the desire to
recommend the product and not expect a problem from the product. If the value perceived by
the customer towards a brand is high then the customer will have more desire to purchase the
brand and recommend it to others (Sweeney & Soutar, 2001). Chattalas and Shukla (2015)
state that social values, personal values, and functional values will convey positive behavioral
intentions to the company's brand. Companies that focus on customer value will maintain a
sustainable competitive advantage, gain credibility, gain trust from consumers so that it can
reduce the value of risk from the company.
Thirdly, brand experience does not have a significant influence on brand satisfaction.
Brand satisfaction additionally does not become a mediating variable between Brand
Experience and Brand Loyalty variables. This means that customer experience in managing a
brand has not been able to meet customer satisfaction. This research is not in line with
Mulyono and Situmorang (2018) which states customer satisfaction represent a mediating
variable between Brand Experience and Brand Loyalty. Brand satisfaction has a significant
influence on brand loyalty. Joseph and Joachim (2009) suggested that customer satisfaction
positively affects customer retention and switching costs cause a significant effect on
customer retention rates. By satisfying their customers, companies expect to achieve their
loyalty (Del Delguila-Obra et al., 2013). Bravo, Matute and Pina (2011) added that satisfied
customers will develop loyalty intentions or willingness to buy back a brand. Fourth,
Empirical study equally developed a brand experience research model from Brakus et al.,
(2009) by scarcely calculating the brand value as a mediating variable. The results of this
analysis recommend to marketers see the mediating effect of brand personality between brand
experience and brand value. The practical implications of the empirical findings of critical
study indicate precisely unique brands are able to allegedly provide unique experience to
consumers.
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5. CONCLUSION
The result for this research is direct effect shows brand experience has a positive and
significant effect on brand personality, brand value, and brand loyalty. Brand experience has
no significant effect on band satisfaction. Indirect Path Coefficient shows brand personality is
a mediating variable between brand experience, brand value, brand satisfaction, and brand
loyalty. Brand Value also a mediating variable between brand experience, brand satisfaction,
and brand loyalty. Brand satisfaction is not mediating variable between brand experience and
brand loyalty. This paper also recommends empirical and practical implication.
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