Volume 5, Issue 2, Spring 2018, Page 78-139


Repurchase Intention: The Effect of Service Quality, System Quality, Information Quality, and Customer Satisfaction as Mediating Role: A PLS Approach of M-Commerce Ride Hailing Service in Vietnam

Nguyen Ngoc Duy Phuong; Tran Thi Dai g

Marketing and Branding Research, 2018, Volume 5, Issue 2, Pages 78-91
DOI: 10.33844/mbr.2018.60463

This study employs DeLone and McLean’s information
system success model to measure the effect of service quality, system quality, information quality on repurchase intention of the
smartphone-based ride hailing service in Vietnam. Data were gathered by
surveying 427 customers using Grab and Uber services. PLS
was employed to analyze the measurement and structural model. The statistical
results supported all five proposed hypotheses. The study confirmed that
electronic service quality of information system were significant predictors of
overall perceived service quality. Additionally, this
study reported a significant positive effect of perceived service quality
and customer satisfaction on repurchase intention. The
study also confirmed the relationships of the three variables representing the
electronic service quality on the overall service quality, which directly
effects customer satisfaction, considering a more comprehensive model for
service in m-commerce context. This paper extends the knowledge on the service
factors and customer satisfaction of repurchase intention.

Perception of Advertising and Expectations of Advertising in terms of Gender Differences

Zuzana Birknerová; Miroslav Frankovský; Lucia Zbihlejová; Valéria Parová

Marketing and Branding Research, 2018, Volume 5, Issue 2, Pages 92-99
DOI: 10.33844/mbr.2018.60294

The aim of this paper is to specify the links between expectations of advertising and perception of advertising according to the gender differences. The fact that individuals create their subjective cognitive image of these advertisement attributes serves as a basis for the conceptualization of this paper. The data were collected from two research samples, 99 respondents (58 women and 41 men) and 206 respondents (113 women and 93 men). The analyses, conducted in two research stages, indicated significant correlations between the selected attributes of expectations of advertising and the factors of subjective perception of advertising. The results also revealed an existence of significant differences in perception of advertising and expectations of advertising between men and women. Women paid more attention to the music and visuals of the advertisement and appreciate the humorous aspects in advertising. They also had greater expectations of advertising – they expect it to be memorable, informative, intelligent, genuine and visually stunning.

Use of Viral Marketing by Universities

Adriana Grencíková; Karol Krajco; Jakub Sokol

Marketing and Branding Research, 2018, Volume 5, Issue 2, Pages 100-110
DOI: 10.33844/mbr.2018.60440

This study is an attempt to use a viral marketing at universities in Slovak and Czech Republics. Social networks have become an everyday part of life. Permanent communication takes place on social networks and it can be used by private companies as well as other organizations. The social network can serve any organization to provide up-to-date information, respond to customer inquiries, and get quick feedback from them, which is a huge asset. Social networks are becoming a means for companies to find their customers opinions about products. This helps to improve products and adapt to current market needs. The aim of this study was to compare the use of social networks by universities as a modern marketing communications tool and to identify the success of social networking. The basic methods were analysis, comparison and evaluation with the Social Scorecard. The final findings suggested the use of viral marketing by universities and the improvement of viral marketing in the area of education.  A marketing strategy that is appropriately chosen and implemented on social networks can be much more successful and more effective than the use of traditional marketing communication tools. 

Economic Effects and Invasion of Low-Cost Carriers on the Bulgarian Air Market

E. Rancheva; T. Petkov; Stela Todorova

Marketing and Branding Research, 2018, Volume 5, Issue 2, Pages 111-121
DOI: 10.33844/mbr.2018.60206

Low cost aviation carriers already occupied a significant share of the Bulgarian aviation market for passenger transportation. The reality is that, thanks to the emergence of low-cost carriers, the number of passengers transported through airports is increasing. This, of course, is due to the low transportation prices offered by these carriers. The availability of such prices is related to the measures taken to reduce the operating costs and the successful tariff management policy achieved by the carriers. At the same time, some non-market methods are used to de facto subsidize the activity of carriers. Some intentions are declared or already established for setting up development funds for airports that redirect public funds to the carrier. The state approves airport charges that are lower than the actual costs of covering the fees in order to attract cheap operators. Tax relief is introduced for airlines that do not benefit from these concessions and take unfairly allocated airport charges for all carriers. The present report analyzes the policy related to the activities of low cost airlines on the Bulgarian market, including examples of dumping, inconvenience for passengers related to the step between the seats (quality of service that is due to low prices, something no organization or institution protects). Some suggestions and proposals are given in order to solve the raised problems. 

Hotel Customer Loyalty: The Effect of Individual’s Similarity to Brand, Lifestyle Congruency and Cultural Brand Asset

Shahnaz Nayebzadeh; Maryam Farmani

Marketing and Branding Research, 2018, Volume 5, Issue 2, Pages 122-139
DOI: 10.33844/mbr.2018.60288

The main aim of this study was to investigate the factors affecting on customer loyalty of Mehr chain hotels in Yazd. Independent variables of this study included cultural brand asset, individual’s similarity to brand, lifestyle congruency, intermediate variables of study included brand awareness, perceived quality, brand association, and customer satisfaction, and the dependent variable of study included brand loyalty. The population of this study included Iranian and non-Iranian quests of Mehr chain hotels of Yazd. Simple and stratified random sampling methods were used. Four hundred and thirty-five questionnaires (325 Persian questionnaires, and 110 English questionnaires) were distributed and gathered.  Data were analyzed using the SPSS 18 Software.  The relationships between variables and factors were confirmed through confirmatory factor analysis and structural equation modeling techniques using LISREL8.72 software. The results confirmed the impact of cultural brand assets on perceived quality, brand awareness, and brand association. Additionally, it was found that there was significant correlation between brand awareness, perceived quality, and brand association. Perceived quality, brand association, and customer satisfaction also have a positive impact on brand loyalty. Lifestyle congruency and individual’s similarity to brand have impact on customer satisfaction. In this research after investigating the factors affecting on customer loyalty of Mehr chain hotels in Yazd, university sector entered in such research areas until both marketers as well as researchers to use the findings for increasing consumer loyalty.