Convergent Validity Essay

Regarding to the two independent variables, we have three measures including purchase intention, brand awareness and brand loyalty. Purchase intention refers to that a customer would potentially buy a product due to the certain need, or their specific perception towards the product. (Madahi et al., 2012) Brand awareness presents the fundamental degree of the involved brand knowledge, that is to say, the extent to which

Construct validity is the extent to which suggestion can be made from a broad view standpoint lining ideas to observations in the research to the hypothesis on which those ideas are based. Content validity reflect on a personal pattern of measurement because it transmit on people’s insight for measuring hypothesis, which is complicated to measure if the test-to retest type was to performed. Convergent is the degree

It has been acknowledge (Romaniuk & Sharp 2004) that Brand salience can be defined as the propensity of the brand to be thought of by buyers when they are in a buying situations. A brand awareness strategy depends on how well known the brand is, Brand Salience is forming image to refresh their memory about the brands that can linked to consumer mind as well as the quantity and quality of the cue to brand links (Olson & Peter 2005), it is very important that consumer can connect to their mind as many cues as possible . The level of consumers’ brand awareness necessary to induce purchase varies depending on how and where they make their purchase decision for that product category or form. The brand attitude is focus on evaluating the brand, according to Schiffman and Kanuk (2007) “attitudes are relevant to purchase behavior are formed as a result of direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet, and various forms of direct marketing”

The measurement of the dependent variable was apparent. Structural equation modeling with both manifest and latent measures were used. The author reported a using a chi-square test with a nonsignificant chi-square indicating good model fit.

Different authors have given many ideas, perceptions about those factors according to their experiences. Henceforth, an explanation about each factor and the relationship of each factor with the brand loyalty based on prior studies can be shown as

Brand loyalty is a competitive advantage for the brands. Brand loyalty is found to have a positive influence on the performance of the product. it is known to increase the financial benefits associated with the product. brand loyalty has a positive and direct relation with the financial performance of the company. The revenue generated from a product increases. When a customer buys a product and product satisfies the consumer need, the customer become satisfied. The satisfactory post purchase behavior of a consumer propels the consumer for buying a product again and again. This repurchasing behavior of a consumer increases the sales of a product and ultimately increases the revenue of a product. The financial performance of a product enhances as the revenue increases, the profitability of the product also increases. Brand loyalty sticks consumer to a brand and does not switch to other

In order to determine the construct validity, factor analysis was carried out with Principal Component Method and Varimax rotation. The purpose of factor analysis was to obtain theoretically meaningful dimensions pertaining to the study.

There are no studies which touched on the topic of “loyalty” to hotel brand in Riyadh City in the Kingdom of Saudi Arabia but there are some studies which had discussed the “loyalty” to a brand in other production sectors. For example, the study of (Salh, 2010 ) as it aimed to study the psychological and social factors and its effect on loyalty of mobiles’ buyers to the brand as the study concluded that there is relation between the psychological and social factors of user and mobile brand. The study of (Hasen, 2017) aimed to know the factors which lead to prefer a specific brand and concluded that there are several factors of preference of a specific brand such as quality, price, specifications and mental image of the brand. The study of (Al-Zabi, 2013 ) strived to examine the effect of concepts relevant to the nature of purchasing decisions, mechanism to make these decisions, methods of its evaluation, explain the types reference groups which affect purchasing decision of consumer of automotive goods and identify the types of effect (informative and standard) and degree of their effect on purchasing decision of consumer of automotive goods. The study of (Al-Khusroom, 2011 ) aimed to know the effect of perceived difference and perceived quality of on consumer’s loyalty to a brand. The study concluded that there is big effect of perceived difference which is created by brand in consumer’s mind in his loyalty towards this brand. Also, the perception of

Brand loyalty, long a central construct in marketing, is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change, either in price or in product features. As brand loyalty increases, the vulnerability of the customer base to competitive action is reduced. It is one indicator of brand equity which is demonstrably linked to future profits, since brand loyalty directly translates into future sales.

According to Assael, a favorable view about brand results in higher purchase intent. In addition, a new alliance between brands would invoke consumers to evaluate it from different perspective. Since CRM’s main purpose is to increase the purchase intent from customer, the researches mostly in CRM falls into two categories: the effect of positive attitude on purchase intent and the relationship between brand and cause could arouse purchase

According to Bennett, Brand Loyalty has been existence since the 1920’s (Bennett & Rundle-Thiele, 2002). Brand loyalty can simply be defined as the prejudiced behavioural purchase by consumers over the time with respect of one brand in comparison of other brands with similar functions due to psychological

According to Aaker (1991), “brand equity is the set of brand assets and liabilities that is linked to a brand, its name, and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firms customers”. Some academics have given the components of brand equity. It consists of “perceived quality, brand associations, brand awareness and brand loyalty “(Aaker, 1991; Baldauf et al., 2003; Keller, 1993; Selase Asamoah, 2014), and this is the first version of components of it; regarding it as the “consumer 's behavior” toward a make, Keller (1993) proposes two elements: “brand awareness and brand knowledge”; Kim et al.(2008) argue that strong brand equity boosts “consumer satisfaction, repurchasing intent, and degree of loyalty”. Thus, past

The concept of Brand loyalty is defined in terms of 6 necessary and sufficient conditions. These conditions are as follows: -

Customers usually develop associations and consider other factors such as the image or meaning of the brand during purchase (Keller, 2003), therefore it is important to create positive brand meaning via favourable brand associations, which is the second step of the model (Keller, 2003). Brand association is a widely accepted aspect of brand equity (Aaker, 2009) and includes all brand-related perceptions or attitudes that customers

According to above literature review, this conceptual model build exhibits three variables including corporate brand image, customer satisfaction and customer loyalty. This research sets up hypotheses H1, H2, H3, confirm how these factors to influence and relate to each other. (Figure 1)