The impact of online and offline experiences on McDonald's customers' brand equity
Keywords:
brand equity, offline experience, online experience
Abstract
This study aims to analyze the effect of online and offline experiences on brand equity among consumers in Padang City. The population in this study is comprised of consumers who have shopped directly at restaurants and through applications or websites. The number of samples in this study was 200. Data collection was carried out by distributing questionnaires online. Data processing is done using SmartPLS software. The results of this study indicate that (1) Offline Experience has a positive and significant effect on Brand equity; (2) Online Experience has a positive and significant effect on Brand equity; and (3) Offline Experience has a positive and significant effect on Online experience.
Downloads
Download data is not yet available.
References
Al-Hawari, MA, & Mouakket, S. (2012). Do offline factors trigger customers' appetite for online continuous usage?: A study of online reservations in the airline industry. Asia Pacific Journal of Marketing and Logistics, 24(4), 640–657. https://doi.org/10.1108/13555851211259061
Assegaff, S. (2015). The Influence of Trust and Online Shopping Experiences on Consumer Behavior in Online Shopping: Consumer Perspectives in Indonesia. Journal of Management Applications (JAM), 13(Number 3), 463–473.
Brakus, JJ, Schmitt, BH, & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Chen, P.-Y., Wu, S., & Yoon, J. (2004). The impact of online consumer reviews on sales. International Conference on Information Systems, 711–724. http://aisel.aisnet.org/icis2004/58
Christodoulides, G., & Chernatony, L. (2004). Dimensionalizing on- and offline brands' composite equity. Journal of Product & Brand Management, 13(3), 168–179. https://doi.org/10.1108/10610420410538069
Davis, DF, Golicic, SL, & Marquardt, A. (2009). Measuring brand equity for logistics services. The International Journal of Logistics Management, 20(2), 201–212. https://doi.org/10.1108/09574090910981297
Huang, X., Zhao, L., Long, Y., Wang, P., Chen, D., Yang, Z., Liang, H., Xue, M., Weng, H., Fang, Z., Dai, X., & Chen, G. (2015). Observation of the chiral-anomaly-induced negative magnetoresistance: In 3D Weyl semimetal TaAs. Physical Review X, 5(3), 1–9. https://doi.org/10.1103/PhysRevX.5.031023
Keller, KL (2001). Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530
Kim, WG, Jin-Sun, B., & Kim, HJ (2008). Multidimensional Customer-Based Brand Equity and Its Consequences in Midpriced Hotels. Journal of Hospitality and Tourism Research, 32(2), 235–254. https://doi.org/10.1177/1096348007313265
Kumar, RS, Dash, S., & Purwar, PC (2013). The nature and antecedents of brand equity and its dimensions. Marketing Intelligence and Planning, 31(2), 141–159. https://doi.org/10.1108/02634501311312044
Lassar, W., Mittal, B., & Sharma, A. (1995). Lassar 1995. Journal of Consumer Marketing, Measuring (1995).
Nambisan, P., & Watt, JH (2011). Managing customer experiences in online product communities. Journal of Business Research, 64(8), 889–895. https://doi.org/10.1016/j.jbusres.2010.09.006
Rahman, A. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi'an University of Architecture & Technology, XII(III), 4935–4946. https://doi.org/10.37896/jxat12.03/452
Ray, A., Bala, PK, Chakraborty, S., & Dasgupta, SA (2021). Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms. Journal of Retailing and Consumer Services, 59(October), 102351. https://doi.org/10.1016/j.jretconser.2020.102351
Salehi, M., Salimi, M., & Haque, A. (2013). The impact of online customer experience (OCE) on service quality in Malaysia. World Applied Sciences Journal, 21(11), 1621–1631. https://doi.org/10.5829/idosi.wasj.2013.21.11.1681
Sanz, C., Vázquez, P., Blázquez, C., Barrio, PA, Alvarez, MDM, & Blázquez, E. (2010). Signaling and biological effects of glucagon-like peptide 1 on the differentiation of mesenchymal stem cells from human bone marrow. American Journal of Physiology - Endocrinology and Metabolism, 298(3). https://doi.org/10.1152/ajpendo.00460.2009
Silva, D. (2022). International Journal of Information Management Data Insights Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh : A moderated mediation analysis of brand experience and perceived uniqueness. International Journal of Information Management Data Insights, 2(2), 100140. https://doi.org/10.1016/j.jjimei.2022.100140
Verhagen, T., & van Dolen, W. (2009). Online purchase intentions: A multi-channel store image perspective. Information and Management, 46(2), 77–82. https://doi.org/10.1016/j.im.2008.12.001
Wang, Y., Kim, J., & Kim, J. (2021). The financial impact of online customer reviews in the restaurant industry: A moderating effect of brand equity. International Journal of Hospitality Management, 95(December 2020), 102895. https://doi.org/10.1016/j.ijhm.2021.102895
White, RC, Josephmathews, S., & Voorhees, CM (2013). The effects of service on multichannel retailers' brand equity. Journal of Services Marketing, 27(4), 259–270. https://doi.org/10.1108/08876041311330744
Willyard, C. (2012). Race heats up for first-to-market drugs for resistant tuberculosis. Nature Medicine, 18(8), 1157. https://doi.org/10.1038/nm0812-1157
Wu, D., Ray, G., Geng, X., & Whinston, A. (2004). Implications of reduced search costs and free riding in e-commerce. Marketing Science, 23(2), 255–262. https://doi.org/10.1287/mksc.1040.0047
Yang, Y., Gong, Y., Land, LPW, & Chesney, T. (2020). Understanding the effects of physical experience and information integration on consumer use of online to offline commerce. International Journal of Information Management, 51(December 2019), 102046. https://doi.org/10.1016/j.ijinfomgt.2019.102046
Yansah, N., Wahab, Z., & Shihab, MS (2018). Analysis of Brand Equity and Purchasing Decisions (Study on Islamic Pawnshops in Palembang City). Journal of Management and Business Review, 15(1), 33–53. https://doi.org/10.34149/jmbr.v15i1.113
Assegaff, S. (2015). The Influence of Trust and Online Shopping Experiences on Consumer Behavior in Online Shopping: Consumer Perspectives in Indonesia. Journal of Management Applications (JAM), 13(Number 3), 463–473.
Brakus, JJ, Schmitt, BH, & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Chen, P.-Y., Wu, S., & Yoon, J. (2004). The impact of online consumer reviews on sales. International Conference on Information Systems, 711–724. http://aisel.aisnet.org/icis2004/58
Christodoulides, G., & Chernatony, L. (2004). Dimensionalizing on- and offline brands' composite equity. Journal of Product & Brand Management, 13(3), 168–179. https://doi.org/10.1108/10610420410538069
Davis, DF, Golicic, SL, & Marquardt, A. (2009). Measuring brand equity for logistics services. The International Journal of Logistics Management, 20(2), 201–212. https://doi.org/10.1108/09574090910981297
Huang, X., Zhao, L., Long, Y., Wang, P., Chen, D., Yang, Z., Liang, H., Xue, M., Weng, H., Fang, Z., Dai, X., & Chen, G. (2015). Observation of the chiral-anomaly-induced negative magnetoresistance: In 3D Weyl semimetal TaAs. Physical Review X, 5(3), 1–9. https://doi.org/10.1103/PhysRevX.5.031023
Keller, KL (2001). Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530
Kim, WG, Jin-Sun, B., & Kim, HJ (2008). Multidimensional Customer-Based Brand Equity and Its Consequences in Midpriced Hotels. Journal of Hospitality and Tourism Research, 32(2), 235–254. https://doi.org/10.1177/1096348007313265
Kumar, RS, Dash, S., & Purwar, PC (2013). The nature and antecedents of brand equity and its dimensions. Marketing Intelligence and Planning, 31(2), 141–159. https://doi.org/10.1108/02634501311312044
Lassar, W., Mittal, B., & Sharma, A. (1995). Lassar 1995. Journal of Consumer Marketing, Measuring (1995).
Nambisan, P., & Watt, JH (2011). Managing customer experiences in online product communities. Journal of Business Research, 64(8), 889–895. https://doi.org/10.1016/j.jbusres.2010.09.006
Rahman, A. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi'an University of Architecture & Technology, XII(III), 4935–4946. https://doi.org/10.37896/jxat12.03/452
Ray, A., Bala, PK, Chakraborty, S., & Dasgupta, SA (2021). Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms. Journal of Retailing and Consumer Services, 59(October), 102351. https://doi.org/10.1016/j.jretconser.2020.102351
Salehi, M., Salimi, M., & Haque, A. (2013). The impact of online customer experience (OCE) on service quality in Malaysia. World Applied Sciences Journal, 21(11), 1621–1631. https://doi.org/10.5829/idosi.wasj.2013.21.11.1681
Sanz, C., Vázquez, P., Blázquez, C., Barrio, PA, Alvarez, MDM, & Blázquez, E. (2010). Signaling and biological effects of glucagon-like peptide 1 on the differentiation of mesenchymal stem cells from human bone marrow. American Journal of Physiology - Endocrinology and Metabolism, 298(3). https://doi.org/10.1152/ajpendo.00460.2009
Silva, D. (2022). International Journal of Information Management Data Insights Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh : A moderated mediation analysis of brand experience and perceived uniqueness. International Journal of Information Management Data Insights, 2(2), 100140. https://doi.org/10.1016/j.jjimei.2022.100140
Verhagen, T., & van Dolen, W. (2009). Online purchase intentions: A multi-channel store image perspective. Information and Management, 46(2), 77–82. https://doi.org/10.1016/j.im.2008.12.001
Wang, Y., Kim, J., & Kim, J. (2021). The financial impact of online customer reviews in the restaurant industry: A moderating effect of brand equity. International Journal of Hospitality Management, 95(December 2020), 102895. https://doi.org/10.1016/j.ijhm.2021.102895
White, RC, Josephmathews, S., & Voorhees, CM (2013). The effects of service on multichannel retailers' brand equity. Journal of Services Marketing, 27(4), 259–270. https://doi.org/10.1108/08876041311330744
Willyard, C. (2012). Race heats up for first-to-market drugs for resistant tuberculosis. Nature Medicine, 18(8), 1157. https://doi.org/10.1038/nm0812-1157
Wu, D., Ray, G., Geng, X., & Whinston, A. (2004). Implications of reduced search costs and free riding in e-commerce. Marketing Science, 23(2), 255–262. https://doi.org/10.1287/mksc.1040.0047
Yang, Y., Gong, Y., Land, LPW, & Chesney, T. (2020). Understanding the effects of physical experience and information integration on consumer use of online to offline commerce. International Journal of Information Management, 51(December 2019), 102046. https://doi.org/10.1016/j.ijinfomgt.2019.102046
Yansah, N., Wahab, Z., & Shihab, MS (2018). Analysis of Brand Equity and Purchasing Decisions (Study on Islamic Pawnshops in Palembang City). Journal of Management and Business Review, 15(1), 33–53. https://doi.org/10.34149/jmbr.v15i1.113
Published
2023-06-30
How to Cite
Nurhad , N., & Thabrani, G. (2023). The impact of online and offline experiences on McDonald’s customers’ brand equity . Marketing Management Studies, 3(2), 100-111. https://doi.org/10.24036/mms.v3i2.336
Section
Articles
