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Full-Text Articles in Business
How Do Brand Communication And Brand Personality Shape Consumer Loyalty?, Emilija Heleta Švrakić, Maja Arslanagić-Kalajdžić
How Do Brand Communication And Brand Personality Shape Consumer Loyalty?, Emilija Heleta Švrakić, Maja Arslanagić-Kalajdžić
Economic and Business Review
The concept of brand personality plays a crucial role in brand literature as consumers tend to anthropomorphize brands by attributing human characteristics to them. The creation of a brand personality that resonates with consumers leads to greater customer satisfaction and loyalty over the long term. This study investigates the mediating potential of brand personality dimensions, specifically Competence and Sophistication, in the relationship between brand communication (both controlled and uncontrolled) as an antecedent and brand loyalty as an outcome. Using a sample of 340 users of a cosmetic brand, we employed structural equation modeling to analyze the data. Our results indicate …
Relationship Between Customer Expectations And Financial Performance Of Food Industry Businesses In A Customer Satisfaction Model, Petr Suchanek, Maria Kralova
Relationship Between Customer Expectations And Financial Performance Of Food Industry Businesses In A Customer Satisfaction Model, Petr Suchanek, Maria Kralova
Economic and Business Review
Research on customer satisfaction in repeat purchases shows that the relationship between customer expectations and customer satisfaction can be inverse to what is commonly reported. This also has an impact on the financial performance of an enterprise, which is therefore directly influenced by customer expectations. The goal of this paper is to determine whether customer satisfaction affects customer expectations and whether these expectations have a direct impact on the financial performance of an enterprise. The variables representing factors of customer satisfaction, including customer expectations, are measured using a customer survey. Business financial performance (BFP) was measured using the ROA, ROE, …