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BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS

Yıl 2022, Cilt 9, Sayı 3, 156 - 171, 30.09.2022
https://doi.org/10.17261/Pressacademia.2022.1627

Öz

Purpose- The importance of concepts such as brand loyalty, brand equity and customer satisfaction towards brands has been dramatically shown in marketing literature throughout recent decades. Current study aims to examine the mediating role of consumer satisfaction in relation to consumer-based brand equity and brand loyalty in the medical cosmetics industry, whilst empirically investigating the interrelationships between dimensions of brand equity. Methodology- A theoretical model was adopted using Structural Equation Modeling (SEM) relying on data collected from 275 respondents. Moreover, the scales of this study borrowed from the literature were modified using validity and reliability tests. Findings- The empirical results reveal a significant inter-relationship between dimensions of brand equity-perceived quality, brand knowledge and brand trust. Further, the result remarkably indicates the three dimensions having a positive effect on consumer satisfaction and brand loyalty, and customer satisfaction partially mediates the relationship between brand equity and brand loyalty. Conclusion- The study findings may be applied to the cosmetics market, building, and enhancing long-term relationships with customers by focusing on brand equity culminating in successful brand loyalty.

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Yıl 2022, Cilt 9, Sayı 3, 156 - 171, 30.09.2022
https://doi.org/10.17261/Pressacademia.2022.1627

Öz

Kaynakça

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Ayrıntılar

Birincil Dil İngilizce
Konular Beşeri Bilimler, Ortak Disiplinler, İşletme
Bölüm Articles
Yazarlar

Mohammad KARAMI Bu kişi benim (Sorumlu Yazar)
NEAR EAST UNIVERSITY
0000-0003-1903-828X
Cyprus

Yayımlanma Tarihi 30 Eylül 2022
Yayınlandığı Sayı Yıl 2022, Cilt 9, Sayı 3

Kaynak Göster

Bibtex @araştırma makalesi { rjbm1180142, journal = {Research Journal of Business and Management}, eissn = {2148-6689}, address = {}, publisher = {PressAcademia}, year = {2022}, volume = {9}, number = {3}, pages = {156 - 171}, doi = {10.17261/Pressacademia.2022.1627}, title = {BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS}, key = {cite}, author = {Karamı, Mohammad} }
APA Karamı, M. (2022). BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS . Research Journal of Business and Management , 9 (3) , 156-171 . DOI: 10.17261/Pressacademia.2022.1627
MLA Karamı, M. "BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS" . Research Journal of Business and Management 9 (2022 ): 156-171 <https://dergipark.org.tr/tr/pub/rjbm/issue/72691/1180142>
Chicago Karamı, M. "BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS". Research Journal of Business and Management 9 (2022 ): 156-171
RIS TY - JOUR T1 - BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS AU - MohammadKaramı Y1 - 2022 PY - 2022 N1 - doi: 10.17261/Pressacademia.2022.1627 DO - 10.17261/Pressacademia.2022.1627 T2 - Research Journal of Business and Management JF - Journal JO - JOR SP - 156 EP - 171 VL - 9 IS - 3 SN - -2148-6689 M3 - doi: 10.17261/Pressacademia.2022.1627 UR - https://doi.org/10.17261/Pressacademia.2022.1627 Y2 - 2022 ER -
EndNote %0 Research Journal of Business and Management BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS %A Mohammad Karamı %T BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS %D 2022 %J Research Journal of Business and Management %P -2148-6689 %V 9 %N 3 %R doi: 10.17261/Pressacademia.2022.1627 %U 10.17261/Pressacademia.2022.1627
ISNAD Karamı, Mohammad . "BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS". Research Journal of Business and Management 9 / 3 (Eylül 2022): 156-171 . https://doi.org/10.17261/Pressacademia.2022.1627
AMA Karamı M. BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS. RJBM. 2022; 9(3): 156-171.
Vancouver Karamı M. BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS. Research Journal of Business and Management. 2022; 9(3): 156-171.
IEEE M. Karamı , "BRAND EQUITY, BRAND LOYALTY AND MEDIATING ROLE OF CUSTOMER SATISFACTION: EVIDENCE FROM MEDICAL COSMETICS BRANDS", Research Journal of Business and Management, c. 9, sayı. 3, ss. 156-171, Eyl. 2022, doi:10.17261/Pressacademia.2022.1627

Research Journal of Business and Management (RJBM) is a scientific, academic, double blind peer-reviewed, quarterly and open-access online journal. The journal publishes four issues a year. The issuing months are March, June, September and December. The publication languages of the Journal are English and Turkish. RJBM aims to provide a research source for all practitioners, policy makers, professionals and researchers working in all related areas of business, management and organizations. The editor in chief of RJBM invites all manuscripts that cover theoretical and/or applied researches on topics related to the interest areas of the Journal. RJBM publishes academic research studies only. RJBM charges no submission or publication fee.

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