The Effect of Advertising on Expectations and Perception of the Brand with Emphasis on the Mediating Role of Customer Experience Management in the Insurance Industry
الموضوعات :
Esmaeil Kiyomarsi
1
(PhD student, Department of Business Administration, U.A.E Branch, Islamic Azad University, Dubai, United Arab Emirates)
Hamid Reza Saeednia
2
(Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran)
Zahra Alipour Darvishi
3
(Associate Professor, Faculty of Management, Islamic Azad University of Tehran North Branch, Tehran, Iran)
الکلمات المفتاحية: customer experience, Brand Perception, Advertising, Brand Expectation,
ملخص المقالة :
This study aims to investigate the effect of advertising on expectations and perception of the brand with emphasis on the mediating role of customer experience management in the insurance industry. The present study is an applied research in terms of purpose. In terms of data collection method, it is a descriptive correlation and because the data were collected at a specific time, it is cross-sectional. Also, the main data for testing research hypotheses were collected in the field using a questionnaire. The statistical population of the present study consisted of customers of the insurance industry in Tehran. In order to determine the sample size, the principles of sample size in multivariate regression analysis were used to determine the sample size in structural equation modeling. The sample size was 385. The reliability and validity of the questionnaire were confirmed using face validity and reliability using confirmatory factor analysis, Cronbach's alpha coefficient and combined reliability. SPSS and LISREL software were used to analyze and test the research hypotheses. Findings from this study showed that advertising has a positive and significant effect on perception, brand expectation and customer experience management. Customer experience management also has a positive and significant effect on brand perception and expectation. Other findings of this study pointed to the positive and significant effect of the mediating role of customer experience management variable in the relationship between advertising and perception and expectations of the brand. Considering the findings of this study, advertising had the greatest effect on the customer experience. Also, the mediating effect of customer experience management variable in the relationship between advertising and brand perception was greater than the direct effect of advertising on brand perception.
Afrasiabi, N. (2017), Investigating the Effect of Customer Experience Quality and Demographic Variables on Consumer Purchasing Intention in Isfahan Citizen Store, M.Sc. Thesis, Payam-e-Noor University, Tehran Province.
Appalayya, M. Justin P.( 2018), Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future, Journal of Retailing and Consumer Services, Volume 40, Pages 261-269.
Arabic, E. (2016), The Effect of Customer Experience on Customer Purchasing: A Study of the Role of Modifying Perceived Value and Customer Loyalty (Study of Food Industry Customers), M.Sc. Thesis, Tarbiat Modares University.
Asadi, B. (2012), The effect of brand image and attitude on the intention of consumers to buy Kaleh products, Master Thesis, Islamic Azad University.
Asgharpour Leshkami, K. (2017), The Effect of Innovation Capabilities and Customer Experience on Organizational Reputation and Customer Loyalty, M.Sc. Thesis, Nima Educational Institute.
Aslani Balsini, F. (2014), Evaluating the Effect of Experimental Marketing and Customer Satisfaction on Customer Commitment in Tehran Chain Stores, M.Sc. Thesis, and Islamic Azad University.
Ayush,T, Pankaj,D. Umang,S., Neel,Mi.( 2018), Demographic variables and Online Customer Experience of Educational Websites users, Procedia Computer Science, Volume 132, Pages 965-970.
Bansal, P. S., Goh, P. K., Lee, C. A., & Martel, M. M. (2020). Conceptualizing Callous-Unemotional Traits in Preschool through Confirmatory Factor and Network Analysis. Journal of Abnormal Child Psychology, 1-12.
Buil,I. Leslie.C. Martínez, E. (2013), Examining the role of advertising and sales promotions in brand equity creation, Journal of Business Research, Volume 66, Issue 1, Pages 115-122.
Chang, J. H., & Wang, S. H. (2019). Different levels of destination expectation: The effects of online advertising and electronic word-of-mouth. Telematics and Informatics, 36, 27-38.
Christoph,B. MarcJ., Nicola,R. (2009), Towards an identity-based brand equity model, Journal of Business Research, Volume 62, Issue 3, Pages 390-397.
Da Motta, J., & Hamilton, M. (2019). Brand Expansion vs. Strong Consumer Relationships.
Du, R. Y., Joo, M., & Wilbur, K. C. (2019). Advertising and brand attitudes: Evidence from 575 brands over five years. Quantitative Marketing and Economics, 17(3), 257-323.
Erna,A.(2015), Understanding Customer Experience Management in Retailing,Procedia - Social and Behavioral Sciences,Volume 211, Pages, 629-633.
Gharde, Y. R., Choure, S., & Ahmad, K. (2019). Customer Expectation and Satisfaction towards Hygiene Hatrick through Mission Happinessin Pantaloons Store. Our Heritage, 67(2), 1505-1521.
Haidar Ali, H. (2008), Structural Equation Modeling Using LISREL Software, Tehran, Samat Publications.
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their effect on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366-376.
Klaus,P. Gorgoglione M. Buonamassa,D. Panniello, U. Nguyen, B. (2013), "Are you providing the “right” customer experience? The case of Banca Popolare di Bari", International Journal of Bank Marketing, Vol. 31 Issue: 7, pp.506-528, (Base Article(.
Martínez, E.(2010),Brand extension feedback: The role of advertising, Journal of Business Research, Volume 62, Issue 3, Pages 305–313.
Mirzaei, K. (2009), Research, Research and Journalism Writing, Volumes I and II, Tehran, Sociologists Publications.
Mousavi, M. (2017), The Relationship between Customer Experience and Customer Loyalty and Recommended Advertising with Considering Customer Satisfaction Variables in Insurance Companies, M.Sc. Thesis, Allameh Tabatabai University.
Nyström, A. G., & Mickelsson, K. J. (2019). Digital advertising as service: introducing contextually embedded selling. Journal of Services Marketing.
Olumi Yazdi, A. (2013), The effect of brand experience, trust, satisfaction on brand loyalty, Master Thesis, Islamic Azad University.
Pandey, S. Deshwal, P.( 2018),The Influence of Medical Course Experience on Satisfaction, Loyalty, and Word-Of-Mouth in Indian Medical Colleges, Procedia Computer Science, Volume 132, Pages 84-91.
Raeisi Nafchi, B. (2015), The effect of factors related to sales promotion and advertising on brand equity, Master Thesis, Islamic Azad University.
Rasouli, H., & Rasuli, H. (2020). Study the effect of advertising effectiveness on the CRM and loyalty with the mediating role of providing the quality of services. Revista Gestão & Tecnologia, 20(1), 7-32.
Reyhani Shirvan, N. (2016), The Effect of Customer Experience Management on Customer Satisfaction through Customer Feeling and Cognition (Case Study: Chain Stores in Mashhad), M.Sc. Thesis, Tabaran Higher Education Institute.
Satish,L. Norazah, Y. (2017), A Review: Big Data Analytics for enhanced Customer Experiences with Crowd Sourcing, Procedia Computer Science, Volume 116, Pages 274-283.
Scherpen,F.Draghici,A. Niemann, J. (2018), Customer Experience Management to Leverage Customer Loyalty in the Automotive Industry,Procedia - Social and Behavioral Sciences,Volume 238,Pages 374-380.
ShinYoung,H. Kim, S.( 2018). Does mIM experience affect satisfaction with and loyalty toward O2O services? Computers in Human Behavior, Volume 82, Pages 70-80.
