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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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