Intensive distribution and sales promotion for improving customer-based brand equity (CBBE), re-purchase intention and word-of-mouth (WOM)
Journal of Economic and Administrative Sciences
ISSN: 1026-4116
Article publication date: 10 November 2020
Issue publication date: 22 October 2021
Abstract
Purpose
Investigating the influence of intensive distribution and sales promotion towards customer-based brand equity, repurchase intention and word-of-mouth (WOM) (study on Suzuki car owners in PT Surya Batara Mahkota Wilayah Nusa Tenggara Timur).
Design/methodology/approach
The research was conducted in East Nusa Tenggara (NTT) and the analysis unit was customers of PT. Surya Batara Mahkota NTT (PT SBM NTT) as the owner of the Suzuki car. The population is 1,782 Suzuki car owners who bought their cars from PT SBM NTT, based on data from 2015. The sampling technique is the multi-stage area sampling.
Findings
Incentives distribution had significant and positive influence towards brand equity and repurchase intention. Sales promotion had significant and positive influence towards word-of-mouth (WOM), but it did not have influence towards brand equity. Brand equity had significant influence towards repurchase intention and WOM. On the other hand, repurchase intention did not have influence towards WOM.
Originality/value
The originality of this study was that the researchers did not find a previous study that discussed the relationship between intensive distribution and repurchase intention, between sales promotion and WOM and between customer-based brand equity and WOM. Previous studies used different variables as determinants of positive WOM.
Keywords
Acknowledgements
Retraction notice: The publisher of the Journal of Economic and Administrative Sciences wish to retract the article Langga, A., Kusumawati, A. and Alhabsji, T. (2021), “Intensive distribution and sales promotion for improving customer-based brand equity (CBBE), re-purchase intention and word-of-mouth (WOM)”, Journal of Economic and Administrative Sciences, Vol. 37 No. 4, pp. 577-595. It has come to our attention that large portions of this article are taken, without attribution, from Langga Anderias Siwa Wunu, Alhabsji Taher, Notosubroto Suharyono, Kusumawati Andriani (2018), Effects of intensive distribution and sales promotion on corporate image and consumer-based brand equity: a study of Suzuki car consumers of PT. Surya Mahkota, East Nusa Tenggara, Indonesia, Russian Journal of Agricultural and Socio-Economic Science, Vol. 9(81) DOI https://doi.org/10.18551/rjoas.2018-09.20 Despite numerous attempts to contact the authors, the journal has received no response; the response of the authors would be gratefully received. The Journal of Economic and Administrative Sciences submission guidelines make it clear that articles must be original and must not infringe any existing copyright. The publishers of the journal sincerely apologise to the readers.
Citation
Langga, A., Kusumawati, A. and Alhabsji, T. (2021), "Intensive distribution and sales promotion for improving customer-based brand equity (CBBE), re-purchase intention and word-of-mouth (WOM)", Journal of Economic and Administrative Sciences, Vol. 37 No. 4, pp. 577-595. https://doi.org/10.1108/JEAS-03-2019-0041
Publisher
:Emerald Publishing Limited
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