Browsing by Author "Han, Kyuhong"

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    Customer satisfaction, loyalty behaviors, and firm financial performance: what 40 years of research tells us
    (Springer Nature, 2023) Mittal, Vikas; Han, Kyuhong; Frennea, Carly; Blut, Markus; Shaik, Muzeeb; Bosukonda, Narendra; Sridhar, Shrihari
    The authors synthesize research on the relationship of customer satisfaction with customer- and firm-level outcomes using a meta-analysis based on 535 correlations from 245 articles representing a combined sample size of 1,160,982. The results show a positive association of customer satisfaction with customer-level outcomes (retention, WOM, spending, and price) and firm-level outcomes (product-market, accounting, and financial-market performance). A moderator analysis shows the association varies due to many contextual factors and measurement characteristics. The results have important theoretical and managerial implications.
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    The Dual Role of Advertising in Brand Management
    (2019-04-17) Han, Kyuhong; Mittal, Vikas
    Brand equity is one of the most valuable intangible assets a firm possesses. Yet the underlying process through which advertising increases brand equity and the outcomes of brand equity is not well understood. Chapter 1 provides a systematic review of studies examining the association between advertising and brand equity along with the outcomes of brand equity. To do so, I review research on (1) the dimensions of brand equity, (2) the association of advertising with brand equity, and (3) their association with customer purchase and firm performance. By doing so, Chapter 1 uncovers areas that need further investigation in the stream of research, thereby suggesting future research directions. Chapter 2 empirically investigates the association between advertising, brand equity, customer purchase, and firm sales. Specifically, advertising builds a firm’s brand by (1) increasing brand awareness and (2) enhancing brand image. These, in turn, increase customer purchase and firm performance. Extant research has not disentangled advertising spending’s relative impact on each of the two paths, which is important for managers when deciding both advertising budgets and allocations across multiple media. I leverage a unique dataset of .84 million observations representing 1,999 brands to examine how advertising affects awareness and familiarity (i.e., brand awareness) as well as perceived quality (i.e., brand image). Moreover, I estimate advertising effectiveness separately by national, regional, and online media, which is important for resource-allocation implications. I also account for potential endogeneity in advertising using the identification strategy of partially overlapping peer groups. I find that national advertising contributes to brand building by not only increasing brand awareness but also enhancing perceived quality. In contrast, regional advertising simultaneously enhances and damages a brand—that is it enhances brand awareness but harms perceived quality. Online advertising does not have a significant association with the brand-equity components. Importantly, the results show, in total (i.e., through brand awareness and perceived quality), national advertising has a positive association with purchase intention, whereas regional and online advertising have a nonsignificant association with purchase intention. To further provide managers with insights, I investigate how these effects of advertising translate into sales.