文章基本信息

标题：Brand Loyalty and Determinates of Perceived Quality and Willingness to Order
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作者：Mohammad Falahat ; Chong Shyue Chuan ; Sia Bik Kai 等
期刊名称：Academy of Strategic Management Journal
印刷版ISSN：1544-1458
出版年度：2018
卷号：17
期号：4
页码：1-10
语种：English
出版社：The DreamCatchers Group, LLC
摘要：Due to intense competition within the global market place, companies have shifted their marketing strategies towards branding (Krystallis and Chrysochou, 2014). Marketing strategies for brands have been diverted towards relationships and value creation that is directly linked to brand loyalty (Maheshwari et al., 2014). For decades, brand loyalty has been gaining recognition as an important component of marketing literature (Howard and Sheth, 1969). By focusing on brands as an effective marketing tool in business strategies, manufacturers have successfully persuaded end consumers to purchase their products. Distributors, on the other hand, conduct business-to-business (B2B) commercial transactions focusing on distribution control and building and developing relationships with customers (Steenkamp and Kumar, 2007). By utilizing appropriate merchandising strategies, present-day retailers hold significant positions in the marketplace through managing customer relationships and loyalty. Therefore, it is crucial for manufacturers to understand and fulfil retailers’ needs in building brand loyalty. Brand loyalty is essential in the hardware tools industry for retailers and manufacturers alike as product turnover rates are high. With technical developments and strong consumer preferences for the latest products, many hardware items are quickly outdated and replaced with newer versions. Hardware tool manufacturers need to constantly innovate their products to remain at the forefront of this increasingly competitive industry. When consumers perceive a brand to be of high quality, they are more willing to purchase the latest version of a particular product if the company has high brand equity (Kim and Hyun, 2011), which leads to retailer loyalty. Brand loyalty has played an important role in creating long-term advantages for companies because loyal customers do not need any promotional efforts to make them purchase products. Indeed, they are willing to pay a premium to secure the benefits and quality sought from their favourite brand (Gilaninia and Mousavian, 2010). In particular, the aim of this study is to develop an understanding of the driving forces behind customers’ willingness to order and the contributing factors that affect perceived quality toward brand loyalty among Malaysian hardware retailers.
关键词：Brand Association;Brand Loyalty;Hardware Tools;Perceived Quality;Retailers