Purpose- The purpose of this study is to propose and test an integrative model of Customer-Based Brand Equity pyramid (CBBE) (Keller, 2001) by conceptualizing that brand resonance is influenced by value, satisfaction and multidimensional aspects of e-service quality.
Design/methodology/approach- This research is based on two main frameworks: the CBBE model and Electronic Service Quality scale (Parasuraman et al. 2005). The E-S-QUAL model is the first comprehensive model which goes beyond website functionality or system quality aspects. However, the authors claimed that there is no hedonic aspect in e-service. In the light of substantial empirical studies, I believe both utilitarian value and hedonic value are consequences of brand meaning. Therefore, a consideration of hedonic aspect is added into the journey of e-service in this thesis. Through the empirical study of exploratory sequential design of mixed method, this thesis aims to accomplish the goal of finding consumer perceived value from Danish grocery retailer's website and the resulting brand resonance.
Findings- An easy to use, effective website is the core of an e-service experience. The aesthetic appeal of
the website is strongly related to the evaluation of the functionality, usability and quality of that website.
The tight relationship between the visual appeal of the website design and its efficiency of that website is proved. Furthermore, customers seek for utilitarian benefit (i.e. efficiency) and hedonic benefit (i.e. enjoyful) in this important touch point of Website. Regarding to brand resonance, word-of-mouth, repeat purchase and attitudinal attachment are influenced by value and satisfaction. Irma.dk is used as an example of the application for this thesis. However, findings from other brands will be illustrated as well.
Research limitations- The quantitative results have small and non-significant structural coefficients. Therefore, further research is recommended, either to modify the construct of the model or enlarge the sample size. Brand trust and other consideration of further research will be discussed.
Originality/value – This thesis provides a new insight into e-service era by emphasizing on the means-end theory, which leads from concrete brand attributes to the higher-level of abstract consequences, and ultimately brand loyalty.
|Educations||MSc in Brand and Communications Management, (Graduate Programme) Final Thesis|
|Number of pages||120|