Corporate brand experience: Its relationship with corporate brand attributes, corporate image, customer satisfaction and customer loyalty in an online setting / Zalfa Laili Bt Hamzah

• Main Author: Hamzah, Zalfa Laili
• Format: Thesis
• Published: 2014
• Subjects: HB Economic Theory
• Online Access: http://studentsrepo.um.edu.my/4601/

The emerging literature in corporate branding suggests that marketing the values associated with a corporation is thought to be more relevant and comprehensive, particularly when addressing today’s business environment, than marketing the values associated with a product brand (Balmer, 2012; Balmer and Gray, 2003; Kapferer, 2012; Hatch & Schultz, 2013). Arguably, once corporate brand experience (CBE), which is a source of a company’s added value, is understood, it could help in the effective positioning strategy and overall marketing strategy, inasmuch as the Internet is thought to be an effective way of delivering the brand experience of a corporation. This is because of the medium’s ability to address the values of the corporation to the various stakeholders, entities, subsidiaries and groups of companies. However, as the concept of CBE has received very little consideration by previous researchers, thereby limiting the understanding of the concept, it needs further investigation. This study advances the current knowledge in the corporate brand and brand experience area by exploring the construct of CBE. In general, the study investigates the antecedent of CBE, its consequences concerning corporate image and consumer responses (i.e., customer satisfaction and customer loyalty) in an online setting and the financial services industry in Malaysia. Three previous theories underpin the conceptual model of the current study: (1) Brand Triangle Framework (de Chernatony, 2002; Christodoulides and de Chernatony, 2004), (2) Tri-component Model of Attitude (Schiffman and Kanuk, 2003; Rosenberg and Hoveland 1960), and (3) Service Brand Equity Model (from Berry, 2000). A mixed-method approach was employed by using qualitative data (four focus group discussions) (FGD) as well as quantitative data (through survey). FGD is used to explore the under-researched CBE concept, which is later used to assist the items and measure development for the study’s second phase method – a survey (questionnaires). A survey was then undertaken among experienced online banking customers in Peninsular Malaysia, represented by four major cities – Klang Valley, Johor Bahru, Penang and Kuantan – with 1,220 responses (93.8%). The type of sampling was multisampling; that is, quota sampling, area sampling and judgment sampling. The structural equation model was performed using a two-step approach to test the hypotheses of the study: measurement model and structural model using AMOS 18.0. The findings suggest that the definition provided in this research of corporate brand experience is strongly derived from the qualitative data. Corporate brand experience embedded five dimensions: corporate visual identity, functionality, emotional experience, lifestyle and corporate/self-identity. Whilst previous brand experience studies generally found that sensory, cognitive, affective, behavioural and social experiences represent the product brand level, the current quantitative data quantify and validate that corporate visual identity (CVI), lifestyle and corporate/self-identity represent the CBE construct in an online setting and the financial services industry. The main differences between the two were apparent, particularly relating to the corporate identity of the corporation. This study revealed that corporate brand attributes (efficiency, security, responsiveness and compensation) is a key determinant of corporate brand experience (corporate visual identity, lifestyle and corporate/self-identity). In respect of the consequences, this study found that these three dimensions have a positive influence on corporate image individually. However, lifestyle was not found to influence customer loyalty. CVI and corporate/self-identity were not found to iv influence customer satisfaction. In relation to the mediation effect, all three dimensions – CVI, lifestyle and corporate/self-identity – were found to mediate between corporate brand attributes and corporate image, with CVI and lifestyle having the most effect. Lifestyle was found to mediate between corporate brand attributes and customer satisfaction. CVI and corporate/self-identity were found to mediate between corporate brand attributes and customer loyalty. The present study has contributed to the existing knowledge in several ways. Theoretically, this study offers a valid definition for corporate brand experience, which emphasises the corporation level as well as its measurement scales. Furthermore, this study tests the comprehensive model of corporate brand experience empirically through an extensive exploratory phase and validation stage (quantitative). The practical contribution can be seen in the context of defining the marketing strategy and positioning the corporate brand experience in an online setting and in the corporate banking sector. This study provides managers with a deeper understanding of the prevalence of antecedent corporate brand attributes in influencing individual dimensions of corporate brand experience. Additionally, managers can benefit from this study by understanding the consequences of corporate brand experience on corporate image, customer satisfaction and customer loyalty.