The brand equity's role in e-loyalty formation and the effects of customer relations management quality (A research on the basis of consumer perception)

This study aimed to find out the effects of brand equity and, customer relations management quality on e-loyalty for a well-known brand MIELE within a brand purchase funnel approach. Survey participants were chosen from customers in a sales branch of the brand. Brand equity is measured by its sub-dimensions such as brand identity, brand association, brand awareness, brand loyalty, brand image and brand quality. Data gathered with structured questionnaires are analyzed by using correlation and regression techniques. Findings showed that customer relations management quality has no determination on e-loyalty. But, brand identity dimension of brand equity had moderate level of positive determination on e-loyalty. On the other side, perceived brand quality had negative effect on e-loyalty. Regarding research findings, brand managers are advised to pay special attention to brand identity and perceived product quality in the management of durable goods in electronic market. Keywords: Brand purchase funnel, brand equity, customer relations management, e-loyalty, home appliances, Miele