Palabras clave
Mohammad Golbadam
internal structure
mystical – spiritual
Cómo citar
Resumen
Nowadays, it is always a good place to be searched by customers for doing their business and financial affairs and their decisions are constantly changing and comparing with various questions of themselves and the viewing and touching services and advertisements by banks in order to focus on financial and banking activities. Banks are attracting customers' satisfaction by providing effective and creative services and advertisements and focus their loyalty towards themselves. The effective factors on the effect of advertising on customer loyalty were tested and the mediator variable of brand preference was analyzed for a more in-depth study. A questionnaire was distributed among banking customers in Isfahan in order to test the hypotheses. The collected data were analyzed by path analysis model. Advertising and brand preference were identified as effective variables on customer loyalty to the bank. The Positive Role of the mediator variable of the brand preference on increasing brand loyalty was confirmed using the route analysis model, SmartPLS 3.2.10, the partial least squares method. According to the results of this study, although advertising can be introduced as an effective factor in relation with the effect of brand preference on brand loyalty, but the customers distinguish satisfaction with banking services and professionalism of the bank on its advertising. In this way, bank advertising in the long run can”™t guarantee customers loyalty.
Referencias
Lee, YK, Back, KJ, J.Y. (2009) Family restaurant brand personality and it's impact on consumer's emotion, satisfaction, and brand loyalty. Journal of hospitality and Tourism Research,33(3),305-328.
Aaker DA, (1991). Managing Brand Equity, The Free Press, New York.
Aaker DA, (1991). Managing Brand Equity, The Free Press, New York.
Aaker DA, (1991). Managing Brand Equity, The Free Press, New York.
Agrawal, D. (1996), “Effect of brand loyalty on advertising and trade promotions: a game theoretic analysis with empirical evidence”, Marketing Science, Vol. 15 No.1, pp. 86-108
Amin Foroughi, A and Esfahani, M.J (2012). An empirical study for ranking risk factors using linear assignment: A case study of road construction. Management Science Letters 2 (2012) 615-622
Bennett, R. and Rundle-Thiele, S. (2002, January), “A comparison of attitudinal loyalty measurement approaches”, Journal of Brand Management, pp. 193-209.
Blasberg, J. and Vishwanath, V. (2003), “Making cool brands hot”, Harvard Business Review, Vol.81 No.6, p. 20.
Buttle, F.A., Ahmad, R. and Aldlaigan, A. (2002), “The theory and practice of customer bonding”, Journal of Business-to-Business Marketing, Vol. 9 No. 2, pp. 3-27.
Cengiz, E., Ayyildiz, H. and Er, B. (2007), “Effect of image and advertising efficiency on customer loyalty and antecedents of loyalty: Turkish banks examples”, Banks and Banking System, Vol. 2 No 1, pp. 56-83.
Estelami, H. (2012), Marketing financial services, 2nd Edition, Dog Ear, Indianapolis, USA.
Farquhar, P. H. (1989) ”˜Managing Brand Equity”™, Marketing Research, Vol.1 No.3 pp. 24–33 (September).
Fishbein, Martin, and Icek Ajzen (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley
Hatami, M., and Ameri Siahooei, E. (2013), “Examines criteria applicable in the optimal
Heath, R., Brandt, D. and Nairn, A. (2006), "Brand Relationships: Strengthened by Emotion, Weakened by Attention", Journal of Advertising Research, Vol. 46 No. 4, pp. 410-419.
Hellier PK, Geursen GM, Carr RA, Rickard JA. Customer repurchase intention: a general structural equation model. Eur J Market 2003;37(11/12):1765–800.
Jalilvand, M.R., Pool, J.K., Vosta, S.N. and Kazemi, R.V. (2015),” Antecedents and consequences of consumers”™ attitude towards brand preference: evidence from restaurant industry”, An International Journal of Tourism and Hospitality Research. DOI: 10.1080/13032917.2015.1075223.
Keller, K. L. (2012), Strategic brand management: building, measuring, and managing brand equity, 3rd Edition, Pearson, Prentice Hall, Upper Saddle River, NJ.
Kermani, B., Xiao, M., Stoffels, S. M., and Qiu, T. (2017). “Measuring the migration of subgrade fine particles into subbase using scaled accelerated flexible pavement testing–a laboratory study.” Road Materials and Pavement Design, 1-22. DOI: 10.1080/14680629.2017.1374995.
Kermani, B., Xiao, M., Stoffels, S. M., and Qiu, T. (2018). “Reduction of subgrade fines migration into subbase of flexible pavement using geotextile.” Geotextiles and Geomembranes, Vol. 46, Issue 4, pp.377-383.
Kirmani, A. and Wright, P. (1989), “Money talks: perceived advertising expenditures and expected product quality”, Journal of Consumer Research, Vol.16 No.3, pp. 344-353
Kirmani, A. and Wright, P. (1989), “Money talks: perceived advertising expenditures and expected product quality”, Journal of Consumer Research, Vol.16 No.3, pp. 344-353
Korgaonkar, P.K. and Bellenger, D.N. (1985), “Correlates of successful advertising campaigns: the manager”™s perspective”, Journal of Advertising Research, Vol.25 No.4, pp.34-9.
Li, Hairong, and John D. Leckenby (2004), “Internet Advertising Formats and Effectiveness,” Center for Interactive Advertising, University of Texas at Austin, available at www.ciadvertising. org/studies/reports/measurement/ad_format_print.pdf (accessed February 26, 2010).
location new cities, with approach for sustainable urban development”, Middle-East Journal of Scientific Research, Vol.14 No.5, pp.734-743.
Mishra, A. (2009), “Indian perspectives about advertising appeal”, International Journal of Marketing Studies, Vol.1 No.2, pp.23-34.
Mitchell, A. and Olson, J. (1981), “Are product attribute beliefs the only mediator of advertising effects on brand attitude”, Journal of Marketing Research, Vol. 18 No. 3, pp. 318-32.
Morwitz, V. and Schmittlein, D. (1992), “Using segmentation to improve sales forecasts based on purchase intent: which intenders”™ actually buy?” Journal of Marketing Research, Vol. 29 No.4, pp. 391-405.
Moscardelli, D. and Liston-Heyes, C. (2005), “Consumer socialization in a wired world: the effects of internet use and parental communication on the development of skepticism to advertising”, Journal of Marketing Theory & Practice, Vol. 13 No. 3, pp. 62-75.
Oliver, R. L. (1997), Satisfaction; A Behavioral Perspective on the consumer, Mc Graw- Hill, New York, P. 17.
Olsen, S.O. (2002).”Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty”, Journal of Academy of Marketing Science, Vol.30 No.3, pp. 355-368.
Poiesz, T.B.C. and Robben, H.S.J. (1994), “Individual reactions to advertising: theoretical and methodological developments”, International Journal of Advertising, Vol.13 No.1, pp. 25-53.
Reinartz, W.J. and Kumar, V. (2002), “The mismanagement of customer loyalty”, Harvard Business Review, Vol. 80 No. 7, pp. 4-12.
Roberts, C. and Alpert, F. (2010), “Total customer engagement: designing and aligning key strategic elements to achieve growth”, Journal of Product and Brand Management, Vol. 19 No. 3 pp. 198-209.
Rodgers, Shelly, and Esther Thorson (2000), “The Interactive Advertising Model: How Users Perceive and Process Online Downloaded by [Dalhousie University] at 13:04 04 October 2014 Fall 2010 53 Ads,” Journal of Interactive Advertising, 1 (1), available at http://jiad.org/article5/ (accessed June 5, 2010)
Roy, A. (2011), “Strategic positioning and capacity utilization: factors in planning for profitable growth in banking”. Journal of Performance Management, Vol. 23 No. 3, pp. 23-58.
Schiffman L G and Kanuk L. L. (2007), Consumer behavior, 9th edition, Pearson, Prentice all, New Jersey.
Tolba, A.H. and S.S. Hassan, (2009). Linking Customer based brand equity with brand market performance: A managerial approach. J. Prod. Brand Manage.Vol.18 No.5 pp.356-366.
Usted es libre de:
Compartir — copiar y redistribuir el material en cualquier medio o formato
Adaptar — remezclar, transformar y construir a partir del material
La licenciante no puede revocar estas libertades en tanto usted siga los términos de la licencia
Bajo los siguientes términos:
Atribución — Usted debe dar crédito de manera adecuada, brindar un enlace a la licencia, e indicar si se han realizado cambios. Puede hacerlo en cualquier forma razonable, pero no de forma tal que sugiera que usted o su uso tienen el apoyo de la licenciante.
NoComercial — Usted no puede hacer uso del material con propósitos comerciales.
CompartirIgual — Si remezcla, transforma o crea a partir del material, debe distribuir su contribución bajo la lamisma licencia del original.