Small Medium Enterprises Brand Gestalt: A Key Driver of Customer Satisfaction and Repurchase Intention

• Autores: Danny Ivan Rantung, Deske Wenske Mandagi, Nikolas Fajar Wuryaningrat, Abraham Leslie Petir Lelengboto
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 8, Nº. 6, 2023 (Ejemplar dedicado a: Continuous publication; e01278)
• Idioma: inglés
• DOI: 10.26668/businessreview/2023.v8i6.1463
• Enlaces
  • Texto completo (pdf)
• Resumen

  • Purpose:  There has been a lack of empirical research examining the relationship between brand gestalt, customer satisfaction, and repurchase intention. The present study aims to fill this theoretical gap by analyzing the influence of brand gestalt on customer satisfaction and repurchase intention in the context of Small and Medium Enterprises (SMEs).

      Theoretical framework:   Brand gestalt is a crucial construct that explains the comprehensive perception of a brand held by customers, and its importance in constructing brand meaning is paramount.

      Design/methodology/approach:  The study employed a quantitative survey approach, using purposive sampling to collect data from 344 SME customers in Manado, Indonesia. The hypotheses were tested using partial least squares structural equation model (PLS-SEM).

      Findings:  The empirical results demonstrated that the four dimensions of brand gestalt (namely, story, sensescape, servicescape, and stakeholder) are significant predictors of customer satisfaction. Additionally, both brand sensescape and servicescape exert a significant impact on customer intention to repurchase, both directly and through the mediating effect of customer satisfaction. While the direct relationship between the story and repurchase intention was not found to be significant, this result provides support for the complete mediating role of customer satisfaction.

      Research, Practical & Social implications: These findings provide valuable insights for SME practitioners in formulating brand strategies, highlighting that an effective story, sensescape, and servicescape can lead to customer satisfaction and repurchase intention.

      Originality/value:  This study contributes to the existing literature on SME branding by providing the first empirical evidence on the link between brand gestalt, customer satisfaction, and repurchase intention. Moreover, it can aid in the development of effective branding strategies and improve the competitiveness and performance of small businesses, which can have a positive impact on local economies and communities.

• Referencias bibliográficas
  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).
  • Abimbola, T., & Kocak, A. (2007). Brand, organization identity and reputation: SMEs as expressive organizations: A resources‐based perspective....
  • Abin, D. G., Mandagi, D. W., & Pasuhuk, L. S. (2022). Influence of brand image on customer attitude, intention to purchase and satisfaction:...
  • Agostini, L., Caviggioli, F., Filippini, R., & Nosella, A. (2015). Does patenting influence SME sales performance? A quantity and quality...
  • Ahmad, Z., Jun, M., Khan, I., Abdullah, M., & Ghauri, T. A. (2016). Examining mediating role of customer loyalty for influence of brand...
  • Ajzen, I., & Kruglanski, A. W. (2019). Reasoned action in the service of goal pursuit. Psychological review, 126(5), 774.
  • Al Haraisa, Y. E. (2022). The Impact of Open-Book Management on Customer Satisfaction: the Mediating Role of Trust. International Journal...
  • Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2018). Make it delightful: Customers' experience, satisfaction and loyalty in Malaysian...
  • Anees-ur-Rehman, M., Wong, H. Y., & Hossain, M. (2016). The progression of brand orientation literature in twenty years: A systematic...
  • Anees-ur-Rehman, M., Wong, H. Y., Sultan, P., & Merrilees, B. (2018). How brand-oriented strategy affects the financial performance of...
  • Ashfaq, M., Yun, J., Waheed, A., Khan, M. S., & Farrukh, M. (2019). Customers’ expectation, satisfaction, and repurchase intention of...
  • Barrett, P. (2007). Structural equation modelling: Adjudging model fit. Personality and Individual differences, 42(5), 815-824.
  • Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
  • Bosma, N., Content, J., Sanders, M., & Stam, E. (2018). Institutions, entrepreneurship, and economic growth in Europe. Small Business...
  • Brechman, J. M., & Purvis, S. C. (2015). Narrative, transportation and advertising. International Journal of Advertising, 34(2), 366-381.
  • Calder, B. J., Hollebeek, L. D., & Malthouse, E. C. (2018). Creating stronger brands through consumer experience and engagement. Customer...
  • Carlson, J., Rahman, M. M., Taylor, A., & Voola, R. (2019). Feel the VIBE: examining value-in-the-brand-page-experience and its impact...
  • Centeno, D., & Mandagi, D. (2022). Destination brand gestalt and its effects on brand attachment and brand loyalty. Philippine Management...
  • Centeno, E., Cambra-Fierro, J., Vazquez-Carrasco, R., Hart, S. J., & Dinnie, K. (2019). The interplay between SME owner-managers and the...
  • Chang, Y., Wang, X., & Arnett, D. B. (2018). Enhancing firm performance: The role of brand orientation in business-to-business marketing....
  • Cheng, F. F., Wu, C. S., & Chen, Y. C. (2020). Creating customer loyalty in online brand communities. Computers in Human Behavior, 107,...
  • Cheng, Y., Wei, W., & Zhang, L. (2020). Seeing destinations through vlogs: implications for leveraging customer engagement behavior to...
  • Chiu, W., & Cho, H. (2021). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention...
  • Conejo, F., & Wooliscroft, B. (2015). Brands defined as semiotic marketing systems. Journal of Macromarketing, 35(3), 287-301.
  • Cronbach, L. J., & Furby, L. (1970). How we should measure" change": Or should we?. Psychological bulletin, 74(1), 68.
  • Diamond, N., Sherry Jr, J. F., Muñiz Jr, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009). American Girl and the brand gestalt:...
  • Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics.
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4),...
  • Gilmore, A., & Carson, D. (2018). SME marketing: efficiency in practice. Small Enterprise Research, 25(3), 213-226.
  • Hirvonen, S., & Laukkanen, T. (2014). Brand orientation in small firms: an empirical test of the impact on brand performance. Journal...
  • Hsu, K. T. (2012). The advertising effects of corporate social responsibility on corporate reputation and brand equity: Evidence from the...
  • Huang, P. L., Lee, B. C., & Chen, C. C. (2019). The influence of service quality on customer satisfaction and loyalty in B2B technology...
  • Hwang, J., Choe, J. Y. J., Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand...
  • Jain, N. K., Gajjar, H., & Shah, B. J. (2021). Electronic logistics service quality and repurchase intention in e-tailing: Catalytic role...
  • Kaur, H., Paruthi, M., Islam, J., & Hollebeek, L. D. (2020). The role of brand community identification and reward on consumer brand engagement...
  • Keller, K. L. (2020). Consumer Research Insights on Brands and Branding: A JCR Curation. Journal of Consumer Research, 46(5), 995–1001.
  • Keller, K. L., & Kotler, P. (2015). Holistic marketing: a broad, integrated perspective to marketing management. In Does Marketing Need...
  • Khalifa, M., & Liu, V. (2007). Online consumer retention: contingent effects of online shopping habit and online shopping experience....
  • Khamitov, M., Wang, X., & Thomson, M. (2019). How well do consumer-brand relationships drive customer brand loyalty? Generalizations from...
  • Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer...
  • Kim, J. E., Lloyd, S., & Cervellon, M. C. (2016). Narrative-transportation storylines in luxury brand advertising: Motivating consumer...
  • Laukkanen, T., Tuominen, S., Reijonen, H., & Hirvonen, S. (2016). Does market orientation pay off without brand orientation? A study of...
  • Law, C. C., Zhang, Y., & Gow, J. (2022). Airline service quality, customer satisfaction, and repurchase Intention: Laotian air passengers’...
  • Lebo, T. C., & Mandagi, D. W. (2023). Integrating service quality, customer satisfaction, and brand gestalt in the context of multi-level...
  • Lee, J. Y., Kozlenkova, I. V., & Palmatier, R. W. (2015). Structural marketing: Using organizational structure to achieve marketing objectives....
  • Lin, C., & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(3), 361-380
  • Mandagi, D. W. (2023). Pemasaran Media Sosial, Gestalt Merek Dan Loyalitas Pelangan: Studi Empiris Pada Tomohon International Flower Festival....
  • Mandagi, D. W., & Aseng, A. C. (2021). Millennials and Gen Z's Perception of Social Media Marketing Effectiveness on the Festival's...
  • Mandagi, D. W., Centeno, D. D. & Indrajit (2021). Brand gestalt scale development and validation: A takeoff from tourism destination branding....
  • Mandagi, D. W., Centeno, D. D. & Indrajit (2022). Destination brand gestalt and its effects on brand attachment and brand loyalty. Philippine...
  • Mandagi, D.W. & Sondakh, D.K. (2022). Exploring the Multi-Dimensionality of Tourism Destination Brand Story. African Journal of Hospitality,...
  • Mitchell, R., Hutchinson, K., Quinn, B., & Gilmore, A. (2015). A framework for SME retail branding. Journal of Marketing Management, 31(17-18),...
  • Mitchell, S., O’Dowd, P., & Dimache, A. (2020). Manufacturing SMEs doing it for themselves: Developing, testing and piloting an online...
  • Moreira, A. C., Fortes, N., & Santiago, R. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention....
  • Morris, M. H., Neumeyer, X., & Kuratko, D. F. (2015). A portfolio perspective on entrepreneurship and economic development. Small Business...
  • Muhonen, T., Hirvonen, S., & Laukkanen, T. (2017). SME brand identity: its components, and performance effects. Journal of Product &...
  • Nasir, M., Adil, M., & Dhamija, A. (2021). The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase...
  • Odoom, R., Narteh, B., & Boateng, R. (2017). Branding in small-and medium-sized enterprises (SMEs): Current issues and research avenues....
  • Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.
  • Reijonen, H., Laukkanen, T., Komppula, R., & Tuominen, S. (2012). Are growing SMEs more market‐oriented and brand‐oriented?. Journal of...
  • Renton, M., Daellenbach, U., Davenport, S., & James E, R. (2016). Finding fit: An exploratory look at SME brand orientation and brand...
  • Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of...
  • Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research...
  • Siddik, A. S., Mandagi, D. W., & Lelengboto, A. L. (2022). Pemasaran Sosial Media Dan Gestalt Merek Pada Perusahaan Indoor Theme Park....
  • Ting, C. W., Chen, M. S., & Lee, C. L. (2013). E-satisfaction and post-purchase behaviour of online travel product shopping. Journal of...
  • Toding, J. S., & Mandagi, D. W. (2022). dimensi brand gestalt sebagai prediktor kepuasan pelanggan dan niat membeli ulang pelanggan UMKM....
  • Warbung, C. J. E., Wowor, M. C., Walean, R. H., & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity:...
  • Urde, M., Baumgarth, C., & Merrilees, B. (2013). Brand orientation and market orientation—From alternatives to synergy. Journal of Business...
  • Walean, R. H., Wullur., L & Mandagi, D. W., (2023). Constructing a destination gestalt model: Brand gestalt, brand attitude, and revisit...
  • Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I see it, I want it, I buy it’: The role of social media marketing in shaping...
  • Wilson, N., Keni, K., & Tan, P. H. P. (2019). The effect of website design quality and service quality on repurchase intention in the...
  • Yieh, K., Yeh, C. H., Tseng, T. H., Wang, Y. S., & Wu, Y. T. (2018). An investigation of B-to-B brand value: evidence from manufacturing...