Brand image, satisfaction, and loyalty among Malaysian female consumers
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Date
2009
Authors
Stephen Laison, Sondoh Jr
Journal Title
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Abstract
The purpose of this study is to examine the effect of brand image on overall customer
satisfaction and consumer loyalty intention in the context of colored cosmetic
products (i.e. makeup). The study also examines the mediating effect of overall
customer satisfaction on the relationship between brand image and loyalty intention.
Additionally the moderating effect of personality traits and dwelling areas on the
relationship between brand image and overall customer satisfaction has also been
explored. In this study, brand image is conceptualized as a multidimensional
construct which consists of eight dimensions of image attributes (i.e. price-value for
money, brand reputation, brand’s origin, advertising credibility, brand’s sales
personnel, channel reputation, after-sales service and product ingredients) and four
dimensions of image benefits (i.e. functional, social, symbolic and experiential
benefits).
Women who had purchased and personally used colored cosmetics products
were participants in this study. Data from 583 women were used for the statistical
analysis. The data were collected from different territories in Selangor, Kuala
Lumpur, Penang, Johor Bahru and Sabah using the snowballing sampling approach.
Multiple regression analyses were employed to test the relationships between brand
image, overall customer satisfaction and loyalty intention. The results show that
brand images related to brand reputation, brand origin, after-sales service, sales
personnel, product ingredients, functional benefits, symbolic benefits, and
experiential benefits have a significant influence on loyalty intention. In addition,
there is evidence that brand images related to price-value for money, brand
reputation, brand origin, product ingredients, functional benefits, symbolic benefits
and experiential benefits also have a significant effect on overall customer
satisfaction. It is also evident that overall customer satisfaction does influence loyalty
intention. The hierarchical regression analysis results show that overall customer
satisfaction fully mediates the relationships between the brand’s country of origin
image and loyalty intention and between symbolic benefits and loyalty intention.
Overall customer satisfaction likewise partially mediates the relationship between
four dimensions of brand image (brand reputation, product ingredients, functional
benefits, experiential benefits) and loyalty intention. In addition, dwelling area and
personality moderate the relationship between several dimensions of brand image
and overall customer satisfaction. Specifically, the study found that the perceived
level of brand reputation, advertising credibility, brand origin and experiential
benefits of the cosmetic brand generates higher levels of satisfaction effects for urban
women consumers than for rural women consumers in Malaysia. The effect of sales
personnel on overall satisfaction is slightly greater for rural consumers than for urban
consumers. In terms of the moderating role of personality traits, the findings suggest
that high dominance consumers are more satisfied with a brand that has high
symbolic benefits, whereas low dominance and low defiance consumers are more
satisfied with a brand that has high social value. Furthermore, low dominance and
high social compliance consumers are satisfied with the brand that has high
experiential values. The results imply that marketers should focus on brand image
attributes and benefits in their effort to achieve customer satisfaction and loyalty. By
maintaining and strengthening the brand images and values, it will position the brand
positively in the minds of consumers. Limitations of the study and recommendations
for future researchers are also are included in this study.
Description
PhD
Keywords
Management , Brand image , Female consumers , Dwelling area