Browsing by Author "Elyadini, Sami"
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- The impact of crunchyroll´s service quality on its brand image in the portuguese anime streaming marketPublication . Elyadini, Sami; Figueiredo, RonnieThis study investigates the influence of Crunchyroll’s service quality dimensions on its brand image within the Portuguese anime streaming market. Identifying how service characteristics of distinct platforms influence consumer opinions will drive successful brand strategy and competitive separation in the anime market. The research analyses four essential variables, which include content quality alongside platform usability, customer support quality, and pricing/subscription model, to determine their effects on Crunchyroll's brand image perception. This research utilized a quantitative approach through structured surveys sent to Portuguese Crunchyroll user participants. The researchers used descriptive statistics, reliability analysis, and multiple regression techniques to evaluate data and verify variable relationships, as well as their significance and strength. The study shows that brand image receives a positive and significant impact from each service quality dimension, yet content quality and platform usability demonstrate the most powerful predictive capability. The main reasons users liked Crunchyroll stemmed from its localized anime selection and diverse offerings, along with its user-friendly interface. The evaluation of customer support and pricing strategies produced moderate results in comparison to the other variables. The study demonstrates that customers form positive brand associations because of affordable pricing combined with flexible plans and fair price structures. Service-based brand image evaluation of Crunchyroll results in both functional and experiential attributes that support the consistent delivery of quality services, optimized platforms, and strategic pricing within digital streaming markets. The research offers practical recommendations for streaming service providers to build brand reputation and maintain customer retention in their regional customer bases. The study provides new insights into service quality research and brand image studies in digital media services while establishing evaluation methods for consumer-brand relationships in subscription-based platforms.