Influences of marketing mix on brand image, perceived value, satisfaction and customer loyalty of Intel chip products
Keywords:
Marketing MIX, brand image, perceived value, customer satisfaction, customer loyaltyAbstract
The objectives of this research were to develop and validate
a causal relationship model of marketing MIX on brand image, perceived value, satisfaction and customer loyalty of Intel chip products with empirical data. The researchers used quantitative methods which involved empirical research. The instrument of this research was a questionnaire used to collect data from 552 customers, who use Intel chip products. The statistics used in data analysis were frequency, percentage, mean, standard deviation and structural equation model analysis.
It was found that the model was consistent with the empirical data. Goodness of fit measures was found to be: Chi–square = 338.93 (df = 356, p–value = 0.734); Relative Chi–square (2/df) = 0.952; Goodness of Fit Index (GFI) = 0.963; Adjusted Goodness of Fit Index (AGFI) = 0.945; and Root Mean Square Error of Approximation (RMSEA) = 0.000. It was also found that:
1) product dimension had a positive and direct influence on brand image;
2) price dimension had a positive and direct influence on brand image;
3) promotion dimension had a positive and direct influence on brand image;
4) product dimension had a positive and direct influence on perceived value;
5) price dimension had a positive and direct influence on perceived value;
6) promotion dimension had a positive and direct influence on perceived value; 7) price dimension had a positive and direct influence on customer satisfaction; 8) brand image had a positive and direct influence on perceived value; 9) brand image had a positive and direct influence on customer satisfaction;
10) perceived value had a positive and direct influence on customer satisfaction; and 11) customer satisfaction had a positive and direct influence on customer loyalty
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