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MEASURING THE IMPACT OF THE CUSTOMER-BASED BRAND EQUITY (CBBE) DIMENSION ON BRAND LOYALTY: A STUDY ON SELECTED SMARTPHONES IN BANGLADESH 衡量基于客户的品牌资产（CBE）维度对品牌忠诚度的影响：对孟加拉国部分智能手机的研究

Khulna University Studies Pub Date : 2023-11-29 DOI: 10.53808/kus.2023.20.02.1015-mb

Shahed Ahmed, Md. Mazedul Haque

{"title":"MEASURING THE IMPACT OF THE CUSTOMER-BASED BRAND EQUITY (CBBE) DIMENSION ON BRAND LOYALTY: A STUDY ON SELECTED SMARTPHONES IN BANGLADESH","authors":"Shahed Ahmed, Md. Mazedul Haque","doi":"10.53808/kus.2023.20.02.1015-mb","DOIUrl":"https://doi.org/10.53808/kus.2023.20.02.1015-mb","url":null,"abstract":"One of the most vital issues in brand building is Customer-based brand equity. Any brand can measure its brand equity grounded on some proportions like salience, performance, imagination, judgment, feelings, and resonance. This study aims to measure the effect of the customer-based brand equity dimension on brand loyalty and investigate the effects of those dimensions on their purchasing intentions. Both online and offline surveys were conducted through a self-structured questionnaire that was distributed randomly and conveniently among young consumers in Bangladesh, and data were collected from 220 respondents, whereas 200 completed final questionnaires were considered for the final study. All of the needed reliability and validity have been tested. Structured Equation Modeling (SEM) has been applied to examine the proposed hypothesis of the study with the help of SPSS (version 21). The results of this study show that, in the case of a few selected Smartphone categories, the salience, judgment, and feelings dimensions of customer-based brand equity have direct positive influences on enhancing customer loyalty, while performance and imagination have a negative impact. The study's findings will aid Smartphone marketers in developing effective marketing strategies to capitalize on market opportunities. This study was limited in sample size and geographically focused. End","PeriodicalId":509057,"journal":{"name":"Khulna University Studies","volume":"24 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139212685","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

DOES DYSFUNCTIONAL PRESENTEEISM AFFECT ACADEMIC PERFORMANCE? EVIDENCE FROM UNDERGRADUATE STUDENTS IN KHULNA REGION 功能失调性旷课会影响学习成绩吗？来自库尔纳地区本科生的证据

Khulna University Studies Pub Date : 2023-11-02 DOI: 10.53808/kus.2023.20.02.1000-ss

Pinkey Sikdar, Fauzia Hamid, Sajib Chowdhury

{"title":"DOES DYSFUNCTIONAL PRESENTEEISM AFFECT ACADEMIC PERFORMANCE? EVIDENCE FROM UNDERGRADUATE STUDENTS IN KHULNA REGION","authors":"Pinkey Sikdar, Fauzia Hamid, Sajib Chowdhury","doi":"10.53808/kus.2023.20.02.1000-ss","DOIUrl":"https://doi.org/10.53808/kus.2023.20.02.1000-ss","url":null,"abstract":"With respect to performance, presenteeism can be functional if the individual can continue to work without leading to any significant lessening of work performance, or dysfunctional if one is unable to continue working at the expected performance level. At academic level, dysfunctional presenteeism refers to the situation when students are physically present in class but are to some extent unable to connect themselves mentally with academic affairs. This study tries to identify the factors responsible for such situation and trace its effect on academic performance among university students. A total of 168 students from Khulna University are taken as samples by applying systematic random sampling procedure. Dysfunctional presenteeism score (DPS) for students are estimated to measure productivity loss and the GPA score has been used to capture students’ academic performance. Different statistical measures and econometric models like ordinary least squares (OLS) and Tobit model have been used as analytical tools to reach the research objective. OLS analysis demonstrates that, social media usage, involvement in organizations, late night sleeping habits and exhaustion score have significant positive impact on DPS score and habit of hygiene practices and lifestyle scores have significant negative impacts on DPS scores. Tobit regression analysis demonstrates that, mother’s education level, residence type, study hours and lifestyle score have significant positive impact on academic performance but time needed to go to university, exhaustion score and DPS have significant negative impacts on academic performance. Therefore, this study suggests improving food quality, reducing class pressure and maintaining regular study routine for developing healthy lifestyle; and, thus, improves academic performance of the students.","PeriodicalId":509057,"journal":{"name":"Khulna University Studies","volume":"97 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139290608","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

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