Consumers’ Perceptual Experiences of the Prices and their Relevance to Brand Image and Brand Loyalty
The Case of Kago Laundry Consumers at Pakubuwono Terrace Apartment
Keywords:
Brand Image, Brand Loyalty, Phenomenology, Perceived price, Price
Abstract
How consumers perceive a price is believed to have certain value has become the focus of firm strategies in recent years. This study explores on how Consumers’ Perceptual Experiences of the Prices and their Relevance to Brand Image and Brand Loyalty. The findings suggest that price is not the main star of the price itself. There are so many things revolving around price that have relevance with Brand Image & Brand Loyalty. This research found that customers memorize prices better when they have a good experience with the price & memorize it as a positive memory and it locks the image of a good-quality brand with good-quality price for their subjective affordability. This thesis also creates several follow-up questions as this thesis found, information received by customers affects the way they justify a price, several questions are then created such as what kind of communication is the most effective in communicating added value or what kind of information can justify added value.
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References
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Brand experience’s influence on customer satisfaction and loyalty: a mirage in marketing research. International Journal of management research and business strategy, 2(1), 133-144. (Journal Article)
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Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31), 55-65.
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William B. Dodds and Kent B. Monroe (1985) ,"The Effect of Brand and Price Information on Subjective Product Evaluations'', in NA - Advances in Consumer Research Volume 12, eds. Elizabeth C. Hirschman and Moris B. Holbrook, Provo, UT : Association for Consumer Research, Pages: 85-90. (e-book)
William C. Martin, Nicole Ponder, Jason E. Lueg, Price fairness perceptions and customer loyalty in a retail context, Journal of Business Research, Volume 62, Issue 6, 2009, Pages 588-593. (Journal Article)
Zeithaml, V. A. (1988). Consumer
perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22. (Journal Article)
brand equity across products and
markets. California management
review, 38(3). (Journal Article)
Anselmsson, J., Bondesson, N. V., & Johansson, U. (2014). Brand image and customers' willingness to pay a price premium for food brands. Journal of Product & Brand Management. (Journal Article)
Denzin, N. K. (2012). Triangulation 2.0. Journal of mixed methods research, 6(2), 80-88. (Journal Article)
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113. (Journal Article)
Gecti, F. (2014). Examining price
perception and the relationships among its dimensions via structural equation modeling: a research on Turkish consumers. British Journal of Marketing Studies, 2(1), 1-11. (Journal Article)
Haroz, S., & Whitney, D. (2012).
How capacity limits of attention influence information visualization effectiveness. IEEE Transactions on Visualization and Computer Graphics, 18(12), 2402-2410. (Journal Article)
Kashyap, R., & Bojanic, D. C. (2000).
A structural analysis of value, quality, and price perceptions of business and leisure travelers. Journal of travel research, 39(1), 45-51.
Kotler, P. (1964). Marketing mix
decisions for new products. Journal of marketing research, 1(1), 43-49. (Journal Article)
Leszinski, R., & Marn, M. V. (1997).
Setting value, not price. Industrial Launderer, 48, 51-58. (e-article, online media)
Li, C. P. (2017). Effects of brand
image, perceived price, perceived quality, and perceived value on the purchase intention towards sports and tourism products of the 2016 Taichung international travel fair. The Journal of International Management Studies, 12(2), 97-107. (Journal Article)
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price
perceptions and consumer shopping behavior: a field study. Journal of marketing research, 33(2), 234-245. (Journal Article)
Loyalty, B. (2013). Study on the relationships among customer satisfaction, brand loyalty and repurchase intention. Journal of theoretical and applied information technology, 49(1). (Journal Article)
Pambudi, K. S., & Suhanti, I. Y. (2017). Penelitian Studi Kasus Fenomenologi Persepsi Keadilan Pelaku Pembunuhan Anggota Pki 1965. Jurnal Sains Psikologi, 6(1), 22-33. (Journal Article)
Ponty, M. M. (1996). Phenomenology
of perception. Motilal Banarsidass Publisher. (e-book)
Razy, F. F., & Lajevardi, M. (2015).
Investigating relationship between brand image, price discount and purchase intention. Journal of Marketing and Consumer Research, 17, 49-56. (Journal Article)
Setiawan, E. B., Kartini, D., Afiff, F., & Rufaidah, P. (2016). Impact of Price
Fairness on Brand Image and Purchase Intention for Low Cost Car in Indonesia. Int. J. Econ. Commer. Manag, 4(9), 300-308. (Journal Article)
Virvilaite, R., Saladiene, V., & Skindaras, D. (2009). The
relationship between price and loyalty in the services industry. Engineering Economics, 63(3). (Journal Article)
Walter, N., Cleff, T., & Chu, G. (2013).
Brand experience’s influence on customer satisfaction and loyalty: a mirage in marketing research. International Journal of management research and business strategy, 2(1), 133-144. (Journal Article)
Widagdo, H. A. (2013). Pengaruh Perceived Price terhadap Customer Loyalty melalui Perceived Quality dan Customer Satisfaction pada Produk Handphone Blackberry di Surabaya. Jurnal Ilmiah Mahasiswa Manajemen, 2(1). (Journal Article)
Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31), 55-65.
Wijaya, B. S. (2015). From Selection to Proposition: Qualitative Data Analysis Models and Methods. Journal Communication Spectrum: Capturing New Perspectives in Communication 5(1), 1-12.
William B. Dodds and Kent B. Monroe (1985) ,"The Effect of Brand and Price Information on Subjective Product Evaluations'', in NA - Advances in Consumer Research Volume 12, eds. Elizabeth C. Hirschman and Moris B. Holbrook, Provo, UT : Association for Consumer Research, Pages: 85-90. (e-book)
William C. Martin, Nicole Ponder, Jason E. Lueg, Price fairness perceptions and customer loyalty in a retail context, Journal of Business Research, Volume 62, Issue 6, 2009, Pages 588-593. (Journal Article)
Zeithaml, V. A. (1988). Consumer
perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22. (Journal Article)
Published
2023-01-21
How to Cite
Khairunnisa, S. F. (2023). Consumers’ Perceptual Experiences of the Prices and their Relevance to Brand Image and Brand Loyalty: The Case of Kago Laundry Consumers at Pakubuwono Terrace Apartment. Jobmark: Journal of Branding and Marketing Communication, 4(2), 109-124. https://doi.org/10.36782/jobmark.v4i2.200
Section
Articles
