Corporate Brand Image, Satisfaction and Store Loyalty - Essay Example

The hypotheses were acknowledged through an analysis of the auto industry of China and the validation was carried out by taking into account the auto brand of Honda of Japan.
The questionnaire was divided into two parts, the first part weighed the COO image, purchase intention, brand personality and subjective knowledge that the consumer possessed about the product; the second part was the registering of information the persons.

Main conclusions and contribution to marketing literature and practice
The result that came out was that it was clearly established that the purchase intention is positively affected by the brand personality and the COO image. It was found that the positive COO image acted as an encouraging sign between the brand personality and purchase intention and so it would tend to increase positive brand personality and its impact on purchase intention. However, if there was a negative COO image then this tends to lower the positive impact of brand personality on the purchase intention. Further, it was found that if a company had a negative COO and had a weak brand personality it would still have a higher purchase intention than that of a company with a positive COO image and a weak brand personality.
The report clearly suggests that there are issues like COO image which adversely affect the relationship between brand personality and purchase intention. Further, it clearly identifies when not to put emphasis on the origin of the brand that is when it is of a weak brand personality and COO image.
Limitations and future research direction.
However, the research has been kept limited to an analysis of two countries. This might be a consideration that would be detrimental. Further, it is quite easy to get away with the COO image when there is a lower price. Thus it can be said that the price also comes into play which makes the point of the country of origin a bit weak. Thus it can be said with ease that the research will tend to be ineffective once the generality of causes affecting the intention of the consumers is taken into account.
The limitations that can be ascertained are the exclusion of the control variable in the product. The prices of the product have not been included. The research just plainly says that many points have not been considered. This is a great detriment.
Corporate brand image,
Satisfaction and store loyalty
Background of the paper
The article has clearly been written to establish the possible impact of a corporate store image on the satisfaction of the customer and the devotion that has been placed on grocery retailers.
Conceptual framework and theory
The corporate (store) image shows the impact of a retailer as a brand, production brands and brands of the store is alleged. The brand store and manufacturer store are included because of the fact that the quality of the product brand is dependent on these brands.
Research design and implementation
The tests were carried out through a survey via mail to consumers of answers which were usable. The test was apparently based on a model that related the hidden variables to the obvious variable and showed how to store loyalty was dependent on these.
Main conclusions and contribution to marketing literature and practice
It was found that retailers should be truly good at their work and so signified that the most important cause was that the store acted as a brand. Further, it was stated that the store should be maintained and kept clean and that the needs and desires of consumers are satisfied accordingly. The store brands were of significance to a minority of consumers. Thus the customers whose wants were accorded with were found to be loyal.
The limitations of the research have been said to be the minute emphasis being placed upon the amount of expenditure of a consumer. Further, the research has not dealt with specific real brands, but rather kept itself constrained to manufacturer brands and store brands.
The practical aspect of the research is that store brands are massive in growth in grocery retailing than manufacturer brands. The net margins tend to be the same. Thus it becomes vital to find out the significance of the store brands for the consumers. It is therefore due to customer needs being satisfied by the retailer.
Limitations and future research direction.
In the article, it has been stated that it has been very closely based on the definition of the corporate image. However, it can be said that previous studies have acted to diversify, rather keeping themselves limited to the definition of the corporate image.
In conclusion, it can be said that the limitation that has been laid down clearly do not demonstrate how the customers remain loyal, that is even if they do buy one product from the store at a particular time, it is not necessary that they would remain loyal to that specific store for that specific product, the loyalty can be termed in just being a frequent customer. Further, the amount of expenditure would make it clear whether brand loyalty has increased or decreased. Read More