Exploring the Mediating Effect of Brand Relationship Quality in the Service Brand Equity and Brand Resonance Linkage (Meninjau Kesan Kualiti Hubungan Jenama sebagai Pengantara dalam Kaitan antara Ekuiti Jenama Perkhidmatan dengan Kecenderungan Jenama)

Sharizal Hashim, Norjaya Mohd Yasin

Abstract


ABSTRACT

This study attempts to explore the mediating role of brand relationship quality in predicting the effects of service brand equity towards brand resonance in Malaysia’s mobile communication service. The reliability test on all these constructs produce satisfactory reliability coefficients. Correlation analysis is conducted and the results indicate that there are positive and significant relationships among the constructs. Then, Sobel’s test is used to investigate the occurrence of mediation in the study. The result shows service brand equity and brand resonance is significantly related through the mediating effect of brand relationship quality. This is in line with the assumption of social exchange theory that anticipates the central discipline of human behaviour is about the quality of the relationship that emerges in the exchange process. Therefore, it is hoped that the findings and discussion will contribute to the theory of consumer behavior, branding and relationship marketing, as well as to offer insightful knowledge for practical consideration.

ABSTRAK

Kajian ini bertujuan untuk melihat peranan kualiti hubungan jenama sebagai faktor penghubung antara ekuiti jenama perkhidmatan dengan kecenderungan jenama dalam konteks perkhidmatan telekomunikasi mudah alih di Malaysia. Tahap kesahihan ujian mencatatkan keputusan yang memuaskan terhadap kesemua konstruk yang diuji. Keputusan ujian korelasi menunjukkan wujud hubungan yang positif antara konstruk. Seterusnya, ujian Sobel telah digunakan untuk memeriksa kewujudan faktor penghubung dalam model yang diuji. Keputusan mengesahkan bahawa hubungan antara ekuiti jenama perkhidmatan dengan kecenderungan jenama dipengaruhi oleh kualiti hubungan jenama. Keputusan ini adalah seiring dengan andaian teori pertukaran sosial yang menyatakan bahawa gelagat manusia terhadap sesebuah jenama adalah berpaksikan kepada kualiti hubungan yang terbentuk dalam proses jual beli. Diharapkan hasil dan perbincangan kajian ini dapat menyumbang kepada teori gelagat pengguna, penjenamaan dan pemasaran perhubungan; dan seterusnya menawarkan pengetahuan yang berguna untuk dipraktikkan.


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