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Presented by Jun-Yen Lee, Ph.D.

The Relationships among Marketing Forces, Corporate Brand Equity, Trust, and Customer Loyalty: An Empirical Study of Taiwan Lumber Import Market Tse-Wen Hsieh, Tsui-Ying Huang, and Jun-Yen Lee. Presented by Jun-Yen Lee, Ph.D. Professor, Department of Bio-industry & Agribusiness Administration

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Presented by Jun-Yen Lee, Ph.D.

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  1. The Relationships among MarketingForces, Corporate Brand Equity, Trust, and Customer Loyalty:An Empirical Study of Taiwan Lumber Import Market Tse-Wen Hsieh, Tsui-Ying Huang, and Jun-Yen Lee Presented by Jun-Yen Lee, Ph.D. Professor, Department of Bio-industry & Agribusiness Administration National Chai-Yi University, Taiwan Email:leejy@mail.ncyu.edu.tw

  2. INTRODUCTION Background • The importance of customer loyalty • Can the marketing forces lead to customer loyalty? • What are the mediators in this relationship? Objectives • To understand the relationships of marketing forces, corporate brand equity, trust, and customer loyalty • To explore the mediating effects of corporate brand equity and trust

  3. LITERATURE REVIEW 1. Marketing forces Kotler (1999) ;McCarthy (1960) ;Booms and Bitner(1981) 2. Corporate brand equity Mudambi (1997) ;Allard et al. (2005) 3.Trust Sako (1992) ;Anderson and Narus (1990) ; Moorman et al. (1993);Morgan and Hunt (1994) 4. Customer loyalty Oliver (1997); Rubinson (1996);Simeon Chow (1997); Chaudhuri and Holbrook (2001);Taylor(2004)

  4. Taylor(2004) H4 H6 H1 H5 H2 H3 Aaker(1991) Allard(2005) MODEL Conceptual model Trust Customer loyalty Marketing forces Brand equity

  5. MODEL Rival model Marketing forces H7 Customer loyalty H8 Trust H9 Brand equity

  6. METHOD • Samples:259 companies • Survey method: questionnaire sent by mail and e-mail • Data analysis method: Structure Equation Modeling (SEM)

  7. EMPERICAL RESULTS Descriptive statistics Respondent status

  8. EMPERICAL RESULTS Reliability and validity analysis 1. Reliability:

  9. EMPERICAL RESULTS 2. Validity: • Content validity • Construct validity :Validating by the Confirmatory factor analysis( CFA)

  10. Construct validity analysis ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ EMPERICAL RESULTS 1. Brand equity : 2. Marketing forces: CMIN/DF=0.043 , GFI=1.000 , CFI=1.000 , RMSEA=0.000 CMIN/DF=0.877 , GFI=0.941 , CFI=1.000 , RMSEA=0.000

  11. 3. Trust:4. Customer loyalty ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ EMPERICAL RESULTS CMIN/DF=0.157 , GFI=0.999 , CFI=1.000 , RMSEA=0.000 MIN/DF=0.742 , GFI=0.987 , CFI=1.000 , RMSEA=0.000

  12. 5. Construct validity analysis for whole constructs ˇ ˇ ˇ ˇ EMPERICAL RESULTS MIN/DF=1.470 , GFI=0.840 , CFI=0.944 , RMSEA=0.073

  13. EMPERICAL RESULTS Goodness of fit and Hypotheses tests • Conceptual model MIN/DF=1.470 , GFI=0.840 , CFI=0.944 , RMSEA=0.073

  14. 2.Adjusted model-ModelⅠ EMPERICAL RESULTS MIN/DF=1.460 , GFI=0.840 , CFI=0.944 , RMSEA=0.073

  15. 3.Adjusted model- ModelⅡ EMPERICAL RESULTS MIN/DF=1.521 , GFI=0.835 , CFI=0.937 , RMSEA=0.077

  16. 4. Adjusted model- ModelⅢ ˇ ˇ ˇ ˇ EMPERICAL RESULTS MIN/DF=1.515 , GFI=0.834 , CFI=0.937 , RMSEA=0.076

  17. 5. Rival model ↓ ㄨ ↓ ↓ EMPERICAL RESULTS MIN/DF=1.929 , GFI=0.796 , CFI=0.886 , RMSEA=0.103

  18. EMPERICAL RESULTS Research hypotheses

  19. CONCLUSIONS Conclusions -Hypothesis tests show that marketing forces are positively related to corporate brand equity and trust. -Also, trust and corporate brand equity are positively related to customer loyalty, respectively. -Corporate brand equity and trust are the mediating factors between marketing forces and customer loyalty. -Corporate brand equity has higher effect on customer loyalty than trust has. -To increase wood raw material buyers’ loyalty, the suppliers should build brand equity and customer trust.

  20. Thank you!

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