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Kim. "Understanding Key Antecedents of Consumer Loyalty toward Sharing-Economy Platforms: The Case of Airbnb." Sustainability 11, no. 19 (September 22, 2019): 5195. http://dx.doi.org/10.3390/su11195195.
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Amidst collaborative consumption and developments in information and communication technology, the sharing economy has attracted worldwide attention, being considered sustainable consumption as it shares time, resources, and materials with others. However, because sharing-economy platforms offer nearly homogeneous assets to traditional business firms, enhancing consumer loyalty presents a huge challenge. This study provides a theoretical view for understanding the mechanisms behind user loyalty in the sharing economy. It identifies consumer satisfaction and trust in Airbnb as the key antecedents of consumer loyalty. Moreover, this study investigates the different effects of economic, hedonic, and symbolic benefits on consumers’ decision-making processes. A structural equation modeling method was used to check the research hypotheses based on a sample of 317 Airbnb consumers in South Korea. The analysis results reveal that in the case of Airbnb, consumer loyalty is jointly shaped by consumer satisfaction and trust, with entertainment and recognition significantly influencing both consumer satisfaction and trust. Moreover, money savings and exploration are not significantly related to consumers’ decision-making processes. Although social benefits significantly influence trust in Airbnb, these have no significant effect on consumer satisfaction. The findings provide theoretical and practical implications and future research direction.
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Odoom, Raphael. "Brand marketing programs and consumer loyalty – evidence from mobile phone users in an emerging market." Journal of Product & Brand Management 25, no. 7 (November 21, 2016): 651–62. http://dx.doi.org/10.1108/jpbm-04-2016-1141.
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Purpose The paper aims to examine brand marketing efforts and consumer loyalty among mobile phone users. By recognizing different levels of loyalty, the study assesses the degree of importance of the brand marketing programs on high and low loyalty consumer segments within an emerging market context. Design/methodology/approach The study uses a sample of 1,000 consumers of three mobile phone brands. Exploratory and confirmatory factor analyzes were used in evaluating scale measures, whereas cluster analysis was used to create consumer loyalty segments. Analysis of variance was conducted to evaluate the brand marketing programs within high and low segments before multi-group logistic regressions to assess the impact of brand marketing efforts on consumer loyalty. Findings Four principal brand marketing efforts were identified from the data, with varying degrees of importance among high and low loyalty consumer segments. Additionally, from the logistic regression analyzes, the brand marketing efforts exhibited various likelihood results on brand-specific loyalties among consumers of the mobile phone brands. Originality/value The findings provide evidence to issues of potential research and managerial interest, with implications to the academic and practitioner communities. Particularly for firms seeking to enter emerging markets, the findings presented in this study provide an understanding of some consumer dynamics in such settings.
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Deliana, Yosini, and Irlan Adiyatma Rum. "UNDERSTANDING CONSUMER LOYALTY USING NEURAL NETWORK." Polish Journal of Management Studies 16, no. 2 (December 2017): 51–61. http://dx.doi.org/10.17512/pjms.2017.16.2.05.
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Kour, Gurpreet, and Bhavika Chhabria. "Understanding platform strategies for consumer stickiness on OTT platforms." Journal of Indian Business Research 14, no. 4 (November 24, 2022): 540–55. http://dx.doi.org/10.1108/jibr-04-2021-0122.
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Purpose Extant literature in Video on Demand (VoD) has taken the consumer perspective; however, the stakeholder perspective is largely neglected. This paper aims to fill this gap by understanding the strategies to enhance the experience and engage customers from the supplier’s point of view. The purpose of the study is to identify and analyse strategies adopted by over-the-top (OTT) platforms that ensure consumer loyalty in the VoD space. Design/methodology/approach Using a qualitative approach and inductive qualitative design, the authors interviewed 16 industry experts associated with OTT platforms in India and people handling various marketing-related positions. Data collected included topics related to industry landscape, the value created for a customer, consumer experience, engagement and platform stickiness. Thematic analysis was used to find meaningful semantic elements. Findings This study has found that consumer experience, content differentiation, consumer sense-making and engagement and platform extension as value enhancers as the key strategies been adopted in the Indian context, thereby leading to a platform’s stickiness. Research limitations/implications This research offers insights to policymakers of content, digital platforms, media practitioners and managers that are drawing consumers influenced by platform strategies. Practical implications This research provides insights to content policy makers, digital platform leaders, media practitioners, and managers who are influencing consumers through platform strategies. Social implications The research could help entrepreneurs and marketers understand the perspectives of stakeholders in the VoD industry in India. Originality/value The study encourages researchers to explore the concept of stickiness, which may or may not be equivalent to loyalty. It is important to focus on quality, frequency, and regular reminders to help customers return to the same platform in the short term.
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Murray, John, Jonathan Elms, and Mike Curran. "Examining empathy and responsiveness in a high-service context." International Journal of Retail & Distribution Management 47, no. 12 (December 9, 2019): 1364–78. http://dx.doi.org/10.1108/ijrdm-01-2019-0016.
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Purpose The delivery of high-quality service is critical for the success, or otherwise, of many retailers. However, despite calls to examine the efficacy of the dimensions of quality in different service contexts, it is still largely unknown how dimensions such as empathy and responsiveness interact to determine consumers’ perceptions of service quality. Recent research also suggests that loyalty strategies may not be equally effective across all services contexts. The purpose of this paper is, therefore, to contribute to the service quality literature by providing a better understanding of how marketing strategy is effectively operationalised into improved services and consumer loyalty in physical stores. Design/methodology/approach Consumers from ten stores of one pharmacy retailer were surveyed. The retailer provides high-service levels at present and is examining ways of how to deliver a better quality service to its prescription and non-prescription account holding consumers. By examining consumer loyalties in high-services contexts in pharmacy retailing, the authors also propose how retailers in other sectors can learn to operationalise services quality into increased loyalties. Findings The findings of this research demonstrate that empathy, rather than responsiveness, is more important in a high service delivery context such as pharmacy retailing. Non-prescription account holding and non-store loyal consumers also do not perceive that high service responsiveness is compromised by offering of a highly empathetic (and possibly more time consuming) service by the retailer. Originality/value These findings present specific implications for retailers in the development of consumer loyalty in a high-service context. Moreover, the findings of this research also illustrate how retailers can more effectively target their investments in service design to enhance service quality and consumer loyalty.
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Kim, Byoungsoo, and Daekil Kim. "Understanding the role of mobile applications in brand loyalty in the coffee chains industry." Social Behavior and Personality: an international journal 50, no. 10 (October 5, 2022): 1–11. http://dx.doi.org/10.2224/sbp.11866.
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With the spread of COVID-19, the development and distribution of mobile apps is a significant issue for sustainable growth in service industries. This study identified the relationship between customer loyalty to mobile apps and brand loyalty, and investigated the role of perceived benefits provided by mobile apps in enhancing brand loyalty. We integrated a set of perceived benefits into the expectation–confirmation model and collected data through a survey of 365 consumers in South Korea who used mobile apps of coffee chains. Results reveal that brand loyalty was affected by consumer satisfaction with and loyalty to mobile apps. Entertainment and recognition both played a significant role in increasing loyalty to mobile apps, but the effects of monetary saving and exploration were nonsignificant. The study findings confirm the positive impact of social benefits on consumer satisfaction with and loyalty to mobile apps.
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Panda, Rajshree, and Deepa Kapoor. "Managing loyalty through brand image, judgement and feelings for leveraging power brands." Management & Marketing 11, no. 4 (December 1, 2016): 624–37. http://dx.doi.org/10.1515/mmcks-2016-0020.
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AbstractRecent developments in the marketing literature highlight the significance of consumer loyalty in driving global brands. In order to provide a clear understanding of the impact of consumer loyalty on power brands, the study explores an integrated framework for managing consumer loyalty attributes: image, judgement and feelings for leveraging power brands. The article utilizes a survey-based empirical study of 600 consumers from FMCG sector. Subsequently, factor analysis has been used to test a series of hypotheses concerning the direct effect of consumer loyalty attributes on power brands. The findings of the study suggest that a firm that pays more attention to manage their consumer loyalty attributes would be significantly benefited from the implementation of power brands and classify clusters of such loyal segments for FMCG sector.
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Kunkel, Thilo, Daniel Funk, and Brad Hill. "Brand Architecture, Drivers of Consumer Involvement, and Brand Loyalty With Professional Sport Leagues and Teams." Journal of Sport Management 27, no. 3 (May 2013): 177–92. http://dx.doi.org/10.1123/jsm.27.3.177.
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Understanding brand relationships as perceived by consumers is important for the successful management and marketing of connected brands. Brand architecture and consumer behavior literature was integrated in this study to examine brand relationships between professional sport leagues and teams from a consumers’ perspective. Online questionnaire data were gathered from football consumers (N= 752) to test the influence of leagues and teams on consumer loyalty. Consumers were segmented into three theoretically identified sport brand architecture groups: league dominant, team dominant, and codominant. Findings of CFA, MANOVA, paired-samplettests, frequency analysis, chi-square and linear regression analysis revealed that leagues and teams were in a codominant relationship with one another. Results revealed the brand architecture of leagues and teams as perceived by consumers, provide a reliable and valid tool to segment sport spectators, and showcase the influence of external factors on consumer loyalty with a team. Suggestions for league and team management and marketing are presented to better leverage their brand relationship and increase consumer loyalty with both brands.
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Anggitaningsih, Retna. "PENGARUH KERAMAHAN KARYAWAN, PEMAHAMAN TENTANG PRODUK, DAN KERAGAMAN ITEM PRODUK TERHADAP LOYALITAS KONSUMEN MELALUI KEPUASAN KONSUMEN PADA ALFAMART DI WILAYAH KOTA SURABAYA." Reinforce: Journal of Sharia Management 2, no. 1 (April 5, 2023): 1–17. http://dx.doi.org/10.21274/reinforce.v2i1.6472.
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This study aims to explain the effect of employee friendliness, understanding of the products sold, and the diversity of product items on consumer loyalty through consumer satisfaction at Alfamart in the city of Surabaya. The object of observation is consumers who visit Alfamart to shop. In this study, observations were made of 200 consumers who were shopping at Alfamart stores, provided that the consumer has made purchases at least five times at any Alfamart store in Surabaya. The analytical method used is the structural equation model (SEM), with exogenous variables: friendliness of salespeople; the salesperson's understanding of the products, and the completeness and variety of available product items; endogenous variables: consumer loyalty; and the intervening variable: consumer satisfaction. The compared models are model-1, where loyalty is positioned as an endogenous variable with customer satisfaction as an intervening variable, and model-2, where customer satisfaction is an endogenous variable with loyalty as an intervening variable. The findings and results of the study indicate that: (1) the friendliness of the salesperson has a significant positive effect on customer satisfaction; (2) customer satisfaction has a significant positive effect on loyalty; and (3) from the comparison of the two models, it can be stated that the better model in explaining the phenomenon under study is model-1. Thus, these findings further support the theory that loyalty arises after a person feels satisfied.
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Samra, Balwant, and Anna Wos. "Consumer in Sports: Fan typology analysis." Journal of Intercultural Management 6, no. 4-1 (December 1, 2014): 263–88. http://dx.doi.org/10.2478/joim-2014-0050.
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AbstractSport fan loyalty is important to attain within a culturally rich and global audience as loyal sport fans are unique consumers. The ability to adequately understand what motivates the sports consumer is an important requirement for sport managers. This paper proposes that a greater understanding of fandom will contribute to a better understanding of the concept of loyalty. Although there is research regarding typology of fans and loyalty, but even within sport advocates group there may be sub-categories that can explain loyalty behaviour further. This research analyses types of sport fans in different disciplines in the UK, as an example of diverse society to explore factors determining category of fans.
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Chaney, Damien, and Drew Martin. "The Role of Shared Values in Understanding Loyalty over Time." Journal of Travel Research 56, no. 4 (August 4, 2016): 507–20. http://dx.doi.org/10.1177/0047287516643411.
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Tourism’s unique features limit the consumer behavior literature’s ability to explain consumer loyalty. More precisely, existing consumer loyalty models do not consider social and cultural dimensions highlighted by tourism literature. Using new institutional theory, this article proposes a new perspective to explain loyalty. This study of musical festival patrons and managers combines cognitive mapping and questionnaires. Findings demonstrate that shared values between managers and festival-goers influence the latter’s loyalty. More precisely, shared values impact attitudinal loyalty and word-of-mouth, but they do not affect behavioral loyalty. Results also show that festival-goer loyalty decreases more slowly over time when a high level of shared values exist. Beyond music festivals, this study highlights a more sociological approach to explain loyalty over time in tourism.
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Jiang, Yaping, Yanyan Sun, and Shibo Tu. "ECONOMIC IMPLICATIONS OF EMOTIONAL MARKETING BASED ON CONSUMER LOYALTY OF MOBILE PHONE BRANDS: THE SEQUENTIAL MEDIATING ROLES OF BRAND IDENTITY AND BRAND TRUST." Technological and Economic Development of Economy 29, no. 4 (August 24, 2023): 1318–35. http://dx.doi.org/10.3846/tede.2023.19278.
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With the advent of digital technology and social media, mobile phone companies are increasingly turning to emotional marketing to appeal to consumers’ inner preferences. The purpose of this study is to examine the economic consequences of emotional marketing on customer loyalty, while taking into account the mediating variables of brand identity and brand trust. By surveying 647 digitally-savvy consumers in China, the proposed model was empirically validated. The results suggest that emotional marketing plays a crucial role in fostering consumer loyalty towards mobile phone brands, and that brand identity and brand trust play sequential mediating roles in the impact of emotional marketing on consumer loyalty. This research enhances our understanding of emotional marketing and consumer loyalty, and offers valuable insights for mobile phone brands seeking to implement effective emotional marketing strategies.
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Luo, Yumei, and Qiongwei Ye. "Understanding Consumers’ Loyalty to an Online Outshopping Platform: The Role of Social Capital and Perceived Value." Sustainability 11, no. 19 (September 28, 2019): 5371. http://dx.doi.org/10.3390/su11195371.
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We draw upon the social capital theory in order to discuss how three dimensions of social capital affect consumer value and loyalty to online outshopping platforms. After considering the characteristics of consumers, we propose that the structural, relational, and cognitive dimensions of social capital promote consumers’ perceptions of utilitarian and idea shopping value, and that those perceived values increase loyalty to online outshopping platforms. The survey data of 291 Chinese consumers with online outshopping platform experience are used to test the model. The results show that different dimensions of consumers’ social capital influence their loyalty through different values. Utilitarian value mediates the effects of structural capital and cognitive capital on loyalty, whereas hedonic value (ideal shopping value) mediates the effects of structural and relational capital on loyalty.
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Nosike, Chukwunonso, and Chinedu Egbunike. "Customers’ Loyalty and Sales Performance of Dangote Cement Product in Awka, Anambra State." Annals of Management and Organization Research 3, no. 2 (November 8, 2021): 115–28. http://dx.doi.org/10.35912/amor.v3i2.1160.
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Abstract: Purpose: The broad objective of the study is to ascertain the relationship between customers’ loyalty and the sales performance of Dangote Cement products in Awka, Anambra State. The study specifically examined the relationship between emotional loyalty and consumer purchase intention; and, the relationship between behavioral loyalty and consumer purchase intention of Dangote cement. Research methodology: The study adopts the survey research design. The final sample comprised one hundred and twenty-four (124) consumers of Dangote cement products in the Awka metropolis. The study relied on primary data; obtained from a structured questionnaire. The data were analyzed using descriptive statistics and the hypotheses were tested using the Pearson correlation coefficient. Results: The results showed a positive significant relationship between emotional loyalty and consumer purchase intention; and, a positive significant relationship between behavioral loyalty and consumer purchase intention. Limitations: The study focused on consumers of a single product, which limits the generalizability of the study findings to other different products. Contribution: The study contributes to the management discipline by understanding how customer loyalty impacts the continued purchase of an organization’s product or service. More so, the appeal now of using emotional marketing tools seems to be gaining increased popularity. The study also buttresses the fact that the consumers may be viewed from both a relational and transactional perspective. Keywords: 1. Emotional Loyalty 2. Behavioral Loyalty 3. Consumer Purchase Intention 4. Customer Loyalty
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Febrian, Feby, Ahmad Zaelani Adnan, Lutfi Setiadi Wibawa, Rudi Suprianto Ahmadi, and Granit Agustina. "DIVERSITY OF INNOVATION TO ENHANCE CUSTOMER LOYALTY IN BATIK SLAMET HADIPRIYANTO BANYUMAS." Dinasti International Journal of Digital Business Management 1, no. 6 (November 1, 2020): 921–29. http://dx.doi.org/10.31933/dijdbm.v1i6.574.
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The research objective was to evaluate the relationship between innovation and customer loyalty as a determining factor in the sustainability of the marketing of batik cloth products. Design / methodology / approach - using descriptive and verification methods. The design uses consumer report data from the objective test results of 100 consumers from 3000 populations. The responses measured include innovation and loyalty. Measured data diversity and analysis was performed using simple regression to estimate customer loyalty. Findings – diversity of innovation are important factors affecting consumer loyalty of batik cloth. Research limitations/implications - understanding the patterns that lead to product innovation diversity. Practical implications – diversity of innovation with loyalty. This diversity is a way to understand and explain antecedent innovation to increase consumer loyalty to batik cloth. Originality/value development innovation diversity to increase consumer loyalty. The conclusion shows that this variable has a significant effect, namely 68.6% of the innovation variable from the loyalty, while 31.4% is explained by other variables not included in this study.
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Ieva, Marco, and Cristina Ziliani. "Understanding the customer experience-loyalty link: A moderated mediation model." MERCATI & COMPETITIVITÀ, no. 3 (September 2019): 51–69. http://dx.doi.org/10.3280/mc3-2019oa8501.
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Multiple studies have focused on Customer Experience and its relationship with Customer Loyalty. Despite such attention, two research gaps are still open with reference to the Experience-Loyalty link: the mediating role of Customer Satisfaction and the moderating role of consumer characteristics. This study employs a moderated mediation analysis of the relationship between Customer Experience and CustomerLoyalty by including Customer Satisfaction as a mediator and Shopping Enjoyment as a moderator. An online survey on almost three thousand consumers is run with reference to grocery retailing. Results show the role of Customer Satisfaction as a mediator. Shopping Enjoyment interacts with the Negative Affective Customer Experience dimension in its relationship with Customer Satisfaction.
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Saad, Nourhan Ah, Sara Elgazzar, and Sonja Mlaker Kac. "Investigating the Impact of Resilience, Responsiveness, and Quality on Customer Loyalty of MSMEs: Empirical Evidence." Sustainability 14, no. 9 (April 21, 2022): 5011. http://dx.doi.org/10.3390/su14095011.
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Due to the importance of the micro, small, and medium-sized enterprises (MSMEs) sector and the negative implications of COVID-19, which resulted in decreasing resource availability, shortages of supply, declining consumer demand and requirements, and a lack of consumer satisfaction and loyalty, this research investigates the impact of resilience, responsiveness, and quality on customer loyalty in MSMEs. An online questionnaire was conducted on MSMEs’ end consumers in the Egyptian context. The analysis was conducted through Amos and SPSS, and the research hypotheses were tested through covariance-based structural equation modelling for 891 valid questionnaires. The findings exposed that there is a positive significant impact for operational resilience (flexibility and technology adoption), responsiveness (delivery fulfillment and speed and after-sale service), and product/service quality on customer loyalty in terms of behavioral, attitudinal dimensions. It contributes to understanding how MSMEs could enhance their sustainable performance (resilience, responsiveness, quality) to reach better customer loyalty. This research presents insights on how the MSMEs sector can adapt to the dynamic business environment in terms of COVID-19 crisis and consumer behavior, which has changed the nature and needs of the market and consumers. In addition, this research extends the theories of Resource-Based View (RBV), Dynamic Capability View (DCV), and Theory of Consumption Value (TCV) in an empirical contribution through filling the gap in understanding consumers’ needs in terms of resilience, responsiveness, and quality.
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Liu, Jia, and Asim Ansari. "Understanding Consumer Dynamic Decision Making Under Competing Loyalty Programs." Journal of Marketing Research 57, no. 3 (April 10, 2020): 422–44. http://dx.doi.org/10.1177/0022243720911894.
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The authors develop an incentive-aligned experimental paradigm to study how consumer purchase dynamics are affected by the interplay between competing firms’ loyalty programs and their pricing and promotional strategies. In this experiment, participants made sequential choices between two competing airlines in a stylized frequent traveler task for which an optimal dynamic decision policy can be numerically computed. The authors find that, on average, participants are able to partially realize the long-term benefits from loyalty programs, though most are sensitive to price. They also find that participants’ preferences and levels of bounded rationality depend on the nature of the competitive environment, the particular state of each decision scenario, and the type of optimal action. Accordingly, the authors use an approximate dynamic programming model to incorporate boundedly rational decision making. The model classifies participants into five segments that exhibit variation in their performance and decision strategies. Importantly, they find that participants are able to adapt their decision strategies to the environment they face, and thus the overall market outcome and the performance of each firm are influenced by both the competitive environment and the assumption on the extent of consumer optimality.
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Schuster, Lisa, Judy Proudfoot, and Judy Drennan. "Understanding consumer loyalty to technology-based self-services with credence qualities." Journal of Services Marketing 29, no. 6/7 (September 14, 2015): 522–32. http://dx.doi.org/10.1108/jsm-01-2015-0021.
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Purpose – This paper aims to use the Model of Goal-Directed Behavior (MGB) to examine the factors affecting consumers’ continued use of emerging technology-based self-services (TBSSs) with credence qualities. Professional services, which traditionally require specialized knowledge and high levels of interpersonal interaction to produce owing to their credence qualities, are increasingly delivered via self-service technologies. Health services delivered via mobile devices, for example, facilitate self-care without direct involvement from health professionals. Design/methodology/approach – A mental health service delivered via the Internet and mobile phone, myCompass, was selected as the research context. Twenty interviews were conducted with users of myCompass and the data were thematically analyzed. Findings – The findings of the study showcase the unique determinants of consumers’ continued use of TBSSs with credence qualities relative to the more routine services which have been the focus of extant research. The findings further provide support for the utility of the MGB in explaining service continuance, although the importance of distinguishing between extrinsic and intrinsic motivational components of behavioral desire and capturing the impact of social influence beyond subjective norms is also highlighted. Originality/value – This study contributes to recent research examining differences in consumer responses across TBSSs and behavioral loyalty to these services. It also provides empirical evidence for broadening and deepening the MGB within this behavioral domain.
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Mills, Isabell, and Antonio Williams. "Understanding Brand Equity in Campus Recreational Sports: A Consumer-Based Perspective." Recreational Sports Journal 40, no. 2 (October 2016): 120–32. http://dx.doi.org/10.1123/rsj.2015-0019.
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The purpose of this study was to develop an understanding of brand equity in campus recreational sports by applying a consumer-based brand equity perspective. The study examined the relationships among attitudes toward advertising, word-of-mouth, past experiences, consumer-based brand equity, and brand loyalty in campus recreational sports. The findings of the study provide support for previous research which posits that marketing mix elements and consumer experiences influence consumer-based brand equity (Berry, 2000; Keller, 1993; Ross, 2006; Williams & Pedersen, 2012; Williams, Rhenwrick, Wright, Choi, Kim, & Vickey, 2014; Yoo & Donthu, 2001). In addition, the findings allow managers to gauge which antecedents contribute to consumer-based brand equity and aid in their selection of appropriate marketing strategies. Furthermore, the finding that brand equity has a positive relationship with brand loyalty supports previous research (Williams, Pedersen, & Walsh, 2012) and may be used as leverage for campus recreational sports departments who are seeking internal and external funding.
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Dias, Valéria da Veiga, Marcelo da Silva Schuster, Edson Talamini, and Jean Philippe Révillion. "Scale of consumer loyalty for organic food." British Food Journal 118, no. 3 (March 7, 2016): 697–713. http://dx.doi.org/10.1108/bfj-09-2015-0332.
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Purpose – The alternative food markets are growing and despite the evidences of heterogeneity and of organic food consumers’ special features, little has been done to develop a scale to measure loyalty to this market. The purpose of this paper is to propose and validate a scale based on consumers’ loyalty literature and on the particular features of the organic market. Design/methodology/approach – Data from 604 consumers were obtained through a web-based survey, which was used to analyze the structural equation in the AMOS software, in order to validate the proposed scale model. Findings – A one-dimensional validated scale consisting of eight questions and showing high composite reliability level (0.95) was used to measure consumer loyalty to organic food. The herein used sample presented mean True Organic Loyal (4.36) and standard deviation (0.62); these values depict Brazilians high loyalty to this food type. Research limitations/implications – The research was conducted and validated in Brazil and it can be replicated within the country as well as be transculturally validated. Originality/value – The main contribution of the current study is the development and validation of a scale named scale of consumer loyalty for organic food. The suggested interpretation ranges from non-loyal to true organic loyal consumers and it helps understanding organic food consumers’ behavior. This research took under consideration consumers of any sort of organic food as well as consumers of regular food markets (farmer’s markets, supermarkets, collective groups, shops and internet).
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Segev, Sigal, Ayalla Ruvio, Aviv Shoham, and Dalia Velan. "Acculturation and consumer loyalty among immigrants: a cross-national study." European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1579–99. http://dx.doi.org/10.1108/ejm-06-2012-0343.
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Purpose – The purpose of this paper is to examine the effect of acculturation on immigrant consumers’ loyalty. The authors posit that the acculturation orientation of immigrants determines their consumer loyalty to both ethnic and mainstream brands and stores. Design/methodology/approach – Using a sample of Hispanic consumers in the USA and consumers from the former Soviet Union in Israel, this study tests a model in which two acculturation continua, original culture maintenance and host culture adaptation, serve as antecedents for immigrants’ consumer loyalty. Findings – Acculturation determines the extent of immigrants’ consumer loyalty. Both acculturation continua are associated with distinct loyalty patterns that are similar across the two immigrant groups. Research limitations/implications – Despite sampling limitations, the paper demonstrates that immigrants’ acculturation orientation influences their loyalty to ethnic and mainstream brands and stores. Shared by ethnic consumers in two culturally diverse markets, this relationship transcends geographic boundaries. Practical implications – The results provide insights for marketers with respect to the development of segmentation and positioning strategies and tactical implementations that address the preferences of ethnic consumers. Social implications – This paper highlights the importance of understanding the unique needs of ethnic consumers and addressing them. Successful integration of immigrant consumers into the marketplace can also help in their integration into the host society at large. Originality/value – Findings shed light on the commonalities and differences among immigrant groups in different national settings. The paper highlights the role of cultural transition as a key experience that affects immigrants regardless of specific environmental or situational circumstances.
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Meshram, Kanika, and Aron O’Cass. "Senior citizens’ perspective on the value offerings of third place via customer to customer (C-2-C) engagement." Journal of Services Marketing 32, no. 2 (April 9, 2018): 175–94. http://dx.doi.org/10.1108/jsm-08-2014-0269.
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PurposeThe purpose of this paper is to offer a framework of third-place value offering that explains how specific consumer groups’, senior citizens, customer-to-customer engagement in third places can develop their value experiences.Design/methodology/approachData were collected for two studies from senior citizen clubs in Australia. Study 1 uses focus group (12) and is analysed with QSR NVivo software following content analysis. Study 2 is based on 324 surveys and is analysed with AMOS version 24 software.FindingsStudy 1 identifies eight themes based on 29 main codes to develop a framework on the value offerings of third-place value and its consumer-centric effect on seniors’ loyalty and social capital. The themes under social capital and loyalty contributed to a better understanding of how consumers engage with each other in social clubs and develop their social capital. The results of Study 2 support the conceptualisation of third-place value offering as a reflective model and confirm the model’s nomological validity in relation to seniors’ loyalty and social capital outcomes.Research limitations/implicationsThe only limitation of the paper is that it presents findings based on data collected in a regional place in Australia.Practical implicationsThe findings provide three practical implications for managers to consider in relation to service places: improve consumer patronage through community engagement, improve local business practices via consumer–owner friendship and redesign spatial settings to deliver meaningful consumer experiences.Social implicationsThe present study has three social implications; first, it highlights the significant role of third places in bringing isolated groups of community together for regular interaction and socialisation. It also extends understanding on senior citizen customers and their consumption experiences within third places for value creation. The study also contributes to understanding how senior citizen customers develop loyalty towards third places and enhance their social capital through social engagement in the place.Originality/valueThis paper uses consumption experience to develop the consumer value in third places. It provides a consumer-centric focus to servicescape and incorporates recent works on third places, value, social capital and loyalty.
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Stan, Valentina. "Does Consumer Gender Influence The Relationship Between Consumer Loyalty And Its Antecedents?" Journal of Applied Business Research (JABR) 31, no. 4 (July 13, 2015): 1593. http://dx.doi.org/10.19030/jabr.v31i4.9339.
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A retailer can improve consumer loyalty to a store by identifying and implementing a suitable marketing strategy, which must start with proper understanding of the factors that influence shoppers choice behavior. Several empirical studies on buying behavior have pointed out that customer demographics may be related to store loyalty. Regarding gender, even if this variable is often perceived as a main predictor of differential outcomes in social psychology literature, it is not yet clear how these differences impact customer loyalty and the relationship between consumer loyalty and its antecedents. The findings of this study demonstrate that women are more loyal to store than men. In addition to this, it can be noted that gender does not moderate any of the relationships between loyalty and its antecedents.
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Sharma, Rajesh, and Vranda Jain. "CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India." Metamorphosis: A Journal of Management Research 18, no. 1 (June 2019): 57–67. http://dx.doi.org/10.1177/0972622519853158.
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This study is aimed towards understanding the effect of perceived CSR initiatives (PCSRI) on brand loyalty, and consumer based brand equity (CBBE) in Indian sportswear market. This study was conducted on a group of respondents in Delhi NCR region. Different categories of sportswear brands were chosen for an adequate representation of market share, price and country of origin. The findings indicate that positive and direct relationships exist between PCSRI and consumer trust, PCSRI and brand loyalty; PCSRI and CBBE; consumer trust and brand loyalty; consumer trust and CBBE; brand loyalty and CBBE. The study contributes to the existing literature in understanding the role of PCSRI in building brand loyalty, consumer trust and CBBE. The study will help managers in implementing action plans for enhancing brand loyalty and CBBE in Indian sportswear industry.
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Kang, Minjung, and Dong-Hee Shin. "The effect of customers’ perceived benefits on virtual brand community loyalty." Online Information Review 40, no. 3 (June 13, 2016): 298–315. http://dx.doi.org/10.1108/oir-09-2015-0300.
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Purpose – The purpose of this paper is to examine how types of virtual brand community (VBC) benefits influence VBC loyalty through specific types of interaction. Design/methodology/approach – The study targeted 250 brand community users to conduct an empirical analysis using SPSS 19.0. Findings – Consumers’ perceived benefits (functional, experiential, and symbolic) were found to be the leading variables in inducing consumer loyalty. Brand community managers should not focus only on the benefits offered by the brand community, but also on how these benefits can be associated with human-to-computer and consumer-to-consumer (C2C) interaction. Research limitations/implications – The virtual community (VC) has an important role as a marketing tool. As the VC within the virtual space has gradually been increasing, its importance has grown as well, therefore making research studies on heightening members’ brand community site loyalty important. Originality/value – This study broadens and contextualizes our understanding of what type of VBC interaction can be further activated in the process of enhancing the members’ VBC loyalty, which is affected by consumers’ perceived benefits.
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Mulcahy, Rory, Rebekah Russell-Bennett, and Jo Previte. "Creating Loyal Prosocial Transformative Service Consumers: A Proposed Model With Direct and Indirect Effects." Australasian Marketing Journal 29, no. 1 (February 2021): 41–53. http://dx.doi.org/10.1177/1839334921998518.
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Understanding transformative services, where the consumer is not the primary well-being beneficiary, is fundamental to furthering the transformative service research (TSR) paradigm. Furthermore, it is imperative to understand the co-creation behaviors consumers can partake in during prosocial transformative services to improve their service experience and, ultimately, their repeat usage of the service. This study is one of the first to develop a model drawing together three key service frameworks (co-creation behavior, service quality, and consumer value), which is empirically validated using real consumers of a prosocial transformative service, namely blood donation. In addition, a key strength of the study is the objective measurement of behavioral loyalty using organizational records, which is an important extension to prior TSR studies that often measure attitudinal loyalty (behavioral intentions) as a proxy. The findings have important implications for furthering transformative scholars’ and practitioners’ understanding of how services can improve individual and societal well-being.
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Pappu, Ravi, and Pascale G. Quester. "How does brand innovativeness affect brand loyalty?" European Journal of Marketing 50, no. 1/2 (February 8, 2016): 2–28. http://dx.doi.org/10.1108/ejm-01-2014-0020.
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Purpose – This paper aims to examine how consumers’ perceptions of innovativeness affect an important brand performance metric: consumer brand loyalty. Specifically, the mediating role of perceived quality in this relationship is explained using signaling theory. Design/methodology/approach – The conceptual model was tested in two empirical studies for three global consumer electronics brands in two product categories. Data were collected using a mall-intercept approach from consumers at a major shopping precinct in a metropolitan city. The data were analyzed using structural equation modeling. Findings – The results provide compelling evidence for the proposed mediation relationship. Study 1 shows that perceived quality fully transmits the impact of brand innovativeness on to brand loyalty. Study 2 confirms this mediation relationship. Practical implications – The results can help product managers in their brand management and promotion of new products. Originality/value – Emerging research on consumer-level effects of innovativeness provides conflicting advice regarding how consumers’ perceptions of brand innovativeness affect intangible assets such as loyalty toward the brand. The present research reconciles contradictory findings in the literature by uncovering a different route through which consumer perceptions of brand innovativeness affect a key brand performance metric: brand loyalty. Specifically, the present study fills an important knowledge gap in the innovativeness literature and deepens our understanding of the relationship between brand innovativeness and brand loyalty by empirically examining and confirming the role of a hereto overlooked intervening variable, perceived quality.
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Kamath, Renuka, and Ashita Aggarwal. "It's not just a cup of “tea”: building consumer brand relationship." Emerald Emerging Markets Case Studies 5, no. 5 (September 24, 2015): 1–16. http://dx.doi.org/10.1108/eemcs-11-2013-0208.
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Subject area Marketing management, brand management, brand loyalty, brand consumer behavior. Study level/applicability MBA program or the Executive Education program. Case overview Anubhav Jain, Marketing Head of Digamber Industries, is concerned about the national launch of Surya Gold tea. The brand had been doing well in Jabalpur (Madhya Pradesh, India) with almost 20 per cent market share. However, market reports suggested that retailers primarily pushed the brand and consumers had little loyalty for Surya Gold. Owing to lower repeat purchases, Jain had to spend large amount of money on consumer acquisition. For the national launch, a large base of loyal consumers was critical for business growth. He understood brand loyalty but found it a difficult proposition to relate from consumers' perspective. Market consultants were hired to conduct a qualitative research based on Susan Fournier's work on consumer-brand relationships. The case gives an account of conversations with professed lovers of tea to understand consumer behavior toward tea, including why people drink tea, how they choose their brands and what makes them re-buy or change brands. The case makes certain propositions around brand loyalty, which Jain had to decode to understand tea consumers in India, how brand loyalty develops and changes over time, and hence, how should he plan his marketing strategy. The case attempts to help students critique traditional definitions of brand loyalty, understand and evaluate the concept from consumers' perspective and highlight its importance in marketing strategy planning by explaining evolution, various types and intensity of brand loyalty. Expected learning outcomes The broad objective of the case is to strengthen participants' understanding of brand loyalty concept and also appreciate the importance and role of brands in consumer's life. The case can be used for MBA or executive education in brand management or consumer behavior courses. The specific objectives of this case are to help students appreciate the variations in brand loyalty across consumers and critically assess the traditional definition of loyalty, highlight the connection between the consumer personality and the brand attributes, help them understand how the concept of brand loyalty and brand relationship affects consumers' attitude and behavior, help students understand as to why brand loyalty develops and how it can be maintained and expose students to qualitative unstructured data and give them an experience of using it for managerial use. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes enclosed.
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Mehboob, Irsa, and Mubbsher Munawar Khan. "Understanding the Concept of Social Media Marketing: The Role of Marketing Dimensions Influencing Consumer Brand Loyalty." Journal of Public Value and Administrative Insight 4, no. 4 (March 6, 2022): 436–54. http://dx.doi.org/10.31580/jpvai.v4i4.2455.
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Marketing through social media has become one of the largest platforms for human interaction in the past decade. The total number of social media users in Pakistan has crossed 35 million, which is 16% of the population. This research focuses on empirically testing a theoretical model having social networking, community engagement, and brand use as main antecedents impacting brand loyalty with brand trust as mediator. This research used a comprehensive model of brand loyalty for the development of social media strategy to influence consumer's brand perceptions along with brand trust. The population of the study consists of those 500 consumers belonging from public sector platforms who use social media channels to purchase the products. Moreover, a non-probability convenience sampling technique is applied to gather the data via the electronic survey method. Furthermore, Structural Equation Modeling (SEM) technique, Reliability analysis, Confirmatory factor analysis techniques are applied to test the proposed hypothesis as proposed by Heir et al., (2013). The results show a significantly affirmative and direct effect of social networking on consumer brand loyalty. Community Engagement and Brand usage also substantially affects consumer loyalty with the mediating role of brand trust. The findings validate a significant role of community engagement and social networking in developing brand loyalty. Thus, the research findings are expected to be helpful for marketing firms in managing their social media communication tools.
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Chkoniya, Valentina. "Challenges in Decoding Consumer Behavior with Data Science." European Journal of Economics and Business Studies 6, no. 3 (December 12, 2020): 77. http://dx.doi.org/10.26417/897ovg79t.
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Decoding the ever-evolving consumer behavior is one of the biggest challenges faced by marketers around the world. The future of consumer behavior research is put into question by the advances in data science. Today, when consumers are all the time exposed to new technologies, trends such as facial recognition, artificial intelligence, and voice technology did not advance as rapidly as predicted, marketing intelligence gained a significant share of the spotlight. This paper gives an overview of possible ways to anticipate consumer data intelligence development from the perspectives of a robust data set and deep artificial intelligence expertise for better understanding, modeling, and predicting consumer behavior. Showing that marketing cannot happen in isolation in the era of digital overexposure, it requires a deeper understanding of consumer behavior. Data scientists, analysts, and marketers around the world have to work together to increase consumer loyalty, grow revenue, and improve the predictiveness of their models and effectiveness of their marketing spend. Efficiently integrating consumer behavior data into marketing strategies can help companies improve their approach towards attracting and winning the diverse and dynamic consumer segments and retaining them. This synthesis of current research will be helpful to both researchers and practitioners that work on the use of data science to understand and predict consumer behavior, as well as those making long-range planning marketing decisions.
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Du, Xiaoru, and Xiaoyu Du. "Research on brand loyalty of Costa coffee in Chinese marke." BCP Business & Management 29 (October 12, 2022): 1–13. http://dx.doi.org/10.54691/bcpbm.v29i.2160.
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The purpose of this research is to explore how to improve Costa brand loyalty in Chinese market. According to the existing theories, it explained that brand loyalty is a sustainable competiveness for brand to acquired profits. And it also pointed that the advantages of brand loyalty, such as: reduce marketing costs, trade leverage, attract new consumers and respond competitive threats. It also pointed out consumers’ satisfaction, brand trust, perceive value, repeat purchase behavior, commitment and involvement all influence brand loyalty. In order to investigate which part is more important for improving brand loyalty of global coffee retail brand in Chinese market and find a way to help it success. This paper adopts secondary research to collect data and use Costa and Starbucks as case to analyze. According to Starbucks highly brand loyalty and successful experience in China, it expressed that understanding local culture and integrating it into their products and services are essential for global coffee retail brand to satisfy consumer’ need. At the end of the research, it found that global coffee brand loyalty closely related to consumers ‘satisfaction. And Costa need to provide more products choice for Chinese consumer and integrate Chinese flavor into their products will help it get highly brand loyalty then acquired more loyalty consumers.
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Tam, Adeline Y. L., Rohaizat Baharun, and Zuraidah Sulaiman. "Consumer Perceived Value in Understanding Herbal Medicine Consumption: A Conceptual Model." Journal of Business and Social Review in Emerging Economies 5, no. 1 (June 30, 2019): 9–18. http://dx.doi.org/10.26710/jbsee.v5i1.614.
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Introduction: Facing extensive competition, the marketers and producers of herbal medicine products (HMP) should pay more concern to maintaining repeat purchases and keeping customers loyal with their products.
Purpose: This study aims to (1) propose the dimensions of consumer perceived value (CPV) for HMP; and (2) propose a conceptual framework to test CPV influences on consumption behavior, repurchase intention and customer loyalty.
Methodology: The value dimensions of HMP included functional value (price), functional value (quality), social value, emotional value (feeling), and conditional value (holistic treatment value). CPV was proposed as an antecedent of repurchase intention and customer loyalty.
Implications: A conceptual framework with a second-order multi-dimensional CPV as the antecedent of repurchase intention and customer loyalty was proposed. This article proposed a conceptual framework to analyze the influence of value dimensions on HMP. This could provide useful theoretical insights into the values perceived in HMP consumption behavior.
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Nasution, Amrin Mulia Utama. "Analisis Kepuasan Konsumen terhadap Loyalitas Konsumen dengan Dimoderasi oleh Faktor Harga dan Variasi Produk Makanan Sehat pada PT Melia Sehat Sejahtera." Economics, Business and Management Science Journal 3, no. 1 (February 28, 2023): 61–66. http://dx.doi.org/10.34007/ebmsj.v3i1.346.
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Many providers in Indonesia currently have many products such as PT Melia Sehat Sejahtera. The success of product development has made PT Melia Sehat Sejahtera a well-known in Indonesia. The many awards this has won has made PT Melia Sehat Sejahtera always be number one thanks to the level of customer loyalty. Consumer loyalty according to behavioral understanding is consistent with repurchasing behavior as well as a measure of customer preference to repurchase and the tendency to switch to the product. Repurchase intention is strongly influenced by consumer satisfaction with a product. However, there are two studies which state that it has a negative effect on consumer loyalty, so that a moderating variable appears. This research was tested on 133 respondents who then collected the data and tested its feasibility. After the feasibility test, a data analysis test was carried out using SEM (regression) with the help of the SmartPLS program. This study resulted in the following conclusions 1) The strong role of consumer satisfaction (93%) on consumer loyalty at PT Melia Sehat Sejahtera, because PT Melia Sehat Sejahtera is a highly recommended place to eat with its food choices, PT Melia Sehat Sejahtera is also easy to get, with many branches in each region make it easier for consumers to buy PT Melia Sehat Sejahtera products. 2) Consumer satisfaction which is moderated by the price of PT Melia Sehat Sejahtera's products has a relatively small effect (1%) on consumer loyalty and price can also play a direct negative role (-1.3%) on consumer loyalty. This is because the price is competitive compared to similar products. 3) The role of the relatively small level of consumer satisfaction (8%) is moderated by product variations on consumer loyalty at PT Melia Sehat Sejahtera and product variety can play a direct role on consumer loyalty by (5%). This is due to the lack of variety of PT Melia Sehat Sejahtera's products.
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Juliana, Juliana, Amelda Pramezwary, Dhana Calista Oktaviani, Felicia Tania E, and Michelle A. Benly. "UNDERSTANDING CUSTOMER LOYALTY IN INDONESIA QUICK SERVICE RESTAURANT INDUSTRY." Indonesian Marketing Journal 1, no. 2 (March 2, 2022): 66. http://dx.doi.org/10.19166/imj.v1i2.5104.
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<p>In the restaurant industry, customer loyalty has become the most important strategic goal. The impact of service quality dimensions on customer loyalty is investigated using the SERVQUAL scale's dimensional structure in fast food restaurant service environments. Pizza Hut is a well-known fast-food chain that appeals to people of all ages, from children to the elderly. Pizza Hut has locations throughout the city as well as internationally. Each branch's level of service is unquestionably different. Pizza Hut Indonesia will be the subject of this study. A sample of 100 respondents is used to create and test research hypotheses. Quantitative research is the form of research that we used in this study. A questionnaire was used to collect data from everyone who has ever visited Pizza Hut Indonesia. PLS-SEM was utilized to perform the data analysis. According to the data, total consumer loyalty is 44,8 percent. As a consequence of this research, consumer loyalty at Pizza Hut Indonesia is substantially influenced by service quality.</p>
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Krasniqi, Malush, and Drita Krasniqi. "Attitudes and Costumer Behaviour." European Journal of Social Sciences Education and Research 2, no. 1 (December 30, 2014): 98. http://dx.doi.org/10.26417/ejser.v2i1.p98-104.
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An attitude may be defined as a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object Financial capability encompasses the knowledge, attitudes, skills and behaviors of consumers with respect to managing their resources and understanding, selecting, and making use of financial services that fit their needs. The indicators on this page measure main aspects of financial capability, some of which refer to attitudes and motivations (e.g. attitudes towards the future, impulsiveness, etc.), others to behaviors (e.g. budgeting, saving, choosing financial products, planning for old age, etc). In the papers we will examine consumers, attitudes, reactions to their products liked, why they are liked them, as are attitudes toward their products? As the main theme, we will have to finance consumer behavior, as consumers react during fluctuations (increase) the prizes. During this presentation we will talk in detail about product loyalty (attitude towards loyalty) and disruptive loyalty. The nature of attitudes Attitudes vary in their strength Not all attitudes are the same, some consumer attitudes are stronger, some are volatile, has to do with loyalty Attitudes reflect a consumer's values Consumer attitude towards our product, shows its values for the company, he would make a good campaign for the product, as has its influence environment etc.. Attitudes are learned because consumers are learning to buy that product without changing the brand (in some cases, not because they trust more, is that the products are grown with it and never had, any situation that to change Different situations influence attitudes. A bad experience with the product or service can change consumer attitudes.
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Hwang, Jiyoung, and Jay Kandampully. "Embracing CSR in pro-social relationship marketing program: understanding driving forces of positive consumer responses." Journal of Services Marketing 29, no. 5 (August 10, 2015): 344–53. http://dx.doi.org/10.1108/jsm-04-2014-0118.
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Purpose – This purpose of this article is to identify important factors that influence consumers’ responses to pro-social loyalty programs (pro-social LPs). These positive marketing programs reflect represent an emerging phenomenon in relationship marketing associated with companies’ corporate social responsibility (CSR). Design/methodology/approach – The test of the proposed model relied on data from 350 US consumers, obtained through web-based experiments. Data analysis was performed using structural equation modeling. Findings – The results showed that consumers’ CSR-driven cognition (CSR beliefs) and reciprocal emotion (feeling of gratitude) enhance their attitudes toward pro-social LPs and increased participation intentions. The perceived value of pro-social LPs also improved consumer attitudes and participation intentions. Practical implications – Pro-social LPs offer a noteworthy approach to relationship marketing that benefits both service providers that engage in CSR and society overall. Originality/value – This study contributes to the literature on LP and CSR by investigating the roles of CSR-driven cognition, reciprocal emotion and value perception in explaining consumers’ responses to an innovative approach of LPs and pro-social LPs.
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Oleárová, Mária, Radovan Bačík, and Richard Fedorko. "Consumer Behavior in the Process of Buying Fashion Products: a Study of Generational Differences in Terms of Shopping Channel Preferences." GATR Journal of Management and Marketing Review 7, no. 1 (March 30, 2022): 1–12. http://dx.doi.org/10.35609/jmmr.2022.7.1(1).
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Objective - The main objective of the present study was to investigate, using a sample of 486 Slovak consumers, whether there are differences between Generations X, Y, and Z in how often they use single-channel and cross-channel shopping during the process of buying fashion products. Methodology/Technique - As it turned out, consumers of all generations, regardless of differences, have adopted the innovative online way of shopping due to the development of new technologies, and they seem to be very willing to combine it with the traditional one during the shopping process. Applying the Kruskal Wallis test and boxplots showed that significant differences were measured between Generation X and Y, between Generation X and Z, but not between Generation Y and Z. Findings - Therefore, the results of the analysis suggest that the oldest generation of consumers (Generation X), achieves the lowest frequency in terms of the purchase journey in the mode of searching and at the same time buying fashion products via the internet. The research with its findings contributes to the current literature on the general understanding of consumer behavior from the perspective of single-channel and cross-channel shopping. Novelty - Understanding which shopping channels are preferred by consumers leads to improved consumer trust, increased consumer loyalty, and also increased conversion rate, thus creating more significant sales opportunities for retailers. In light of the ever-changing market environment and the development of new technologies, the results can also be beneficial for retailers, as it is essential to monitor the purchase journey and consumer behaviour continuously. Type of Paper - Empirical Keywords: Consumer Behavior; Shopping Channel; Cross-Channel; Showrooming; Webrooming. JEL Classification: M30, M31, M37.
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Kaufmann, Hans Ruediger, Sandra Maria Correia Loureiro, and Agapi Manarioti. "Exploring behavioural branding, brand love and brand co-creation." Journal of Product & Brand Management 25, no. 6 (September 19, 2016): 516–26. http://dx.doi.org/10.1108/jpbm-06-2015-0919.
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Purpose This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty. Design/methodology/approach This is a conceptual paper, based on extensive and thorough literature review on the fields of brand love, behavioural branding, brand communities and co-creation, that leads to the formulation of a proposed synthesized framework. Findings The authors propose that consumers experiencing brand love are more willing to engage in an active co-creating behaviour in the context of a brand community, especially when brand representatives vividly communicate the brand values and motivate consumers to engage. This process is moderated by the product/service category and level of customer involvement with it, and it produces a combined positive impact on brand loyalty. Research limitations/implications The proposed conceptual framework needs to be validated through empirical research. However, even at this initial stage, it may have a significant impact, especially as it highlights the role of brand representatives and how they could drastically moderate the relationship between the brand and the consumer. Originality/value This is the first attempt to incorporate the constructs that are significant to the consumer–brand relationship research stream in one conceptual framework. The synthesis of these concepts will contribute to the improved understanding of the consumer–brand relationship, and its dynamics and will equip managers with a novel approach to the central role of behavioural branding.
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McKenzie, Russell, Aristides R. Baraya, David C. Wyld, Carolina Garzón Medina, and Adriana Marcela Gordillo González. "The Value of Loyalty: Understanding Brand Loyalty from A Consumer Point of View." International Journal of Managing Value and Supply Chains 11, no. 1 (March 31, 2020): 1–8. http://dx.doi.org/10.5121/ijmvsc.2020.11101.
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Zimu, Fang. "Exploring the Impact of Cultural Factors on Consumer Behavior in E-Commerce: A Cross-Cultural Analysis." Journal of Digitainability, Realism & Mastery (DREAM) 2, no. 03 (March 31, 2023): 31–36. http://dx.doi.org/10.56982/dream.v2i03.90.
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This paper explores the impact of cultural factors on consumer behavior in e-commerce, specifically focusing on cultural dimensions, language and communication, trust and security, and social influence. The study recognizes that culture plays a crucial role in shaping individuals' attitudes, values, beliefs, and behaviors, thus influencing their decision-making processes and purchasing behaviors. Drawing on Hofstede's cultural dimensions theory, the analysis highlights how individualism-collectivism and power distance influence consumer behavior in e-commerce. Additionally, it emphasizes the significance of language and communication in catering to consumers' preferences, emphasizing the importance of using native languages and cultural symbols to enhance consumer engagement and understanding. Trust and security, as influenced by cultural factors such as individualism, collectivism, and uncertainty avoidance, are also discussed. The analysis underscores the importance of building trust and implementing robust security measures that align with cultural expectations. Furthermore, the study recognizes the impact of social influence in consumer behavior, particularly in collectivist cultures, where consumers rely on online reviews, recommendations from family and friends, and social media influence. By understanding and adapting to these cultural factors, businesses can tailor their e-commerce strategies to meet the needs and preferences of diverse cultural groups, ultimately enhancing customer satisfaction and loyalty. The findings of this study provide valuable insights for businesses operating in diverse markets, enabling them to optimize their online operations and effectively target consumers in different cultural contexts.
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Belyaev, V. I., V. I. Kryshka, and O. V. Kuznetsova. "RELATIONSHIP MARKETING: A LOOK AT THE CONTENT OF THE CONCEPT FROM THE STANDPOINT OF PHILOSOPHY AND POLITICAL ECONOMY." Economics Profession Business, no. 3 (September 12, 2022): 40–48. http://dx.doi.org/10.14258/epb202236.
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The article presents a theoretical analysis of the content of relationship marketing, the essence of which is to create a relationship of trust and cooperation between the subjects of market interactions, including in terms of improving the consumer properties of goods, developing fundamentally new models of them. In this case, consumers become co-authors of goods produced by manufacturers, their promotion to the market, etc. The article attempts a deeper understanding of the content of the essence of relations in the field of economics and marketing from the perspective of fundamental sciences. Thus, the relations in the article are considered as an entity that determines the economic behavior of market participants in general and the consumer behavior of buyers in particular. The content of various types of relations is analyzed: socio-economic, industrial, consumer, loyalty relations. The relations are considered in comparison with the dynamics of the development of the productive forces of society that determine them, and in the context of the content of marketing tasks focused on the formation of loyal consumer relations to the goods of specific manufacturers and to the producers themselves. At the same time, loyalty relations are considered in two guises: firstly, in the light of staff loyalty to the company; and, secondly, in the light of consumer loyalty to the manufacturer.
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Dr. M. Kavitha, V. Anupriya, Dr G. S. Maheswari,. "FACTORS DETERMINING BRAND RESONANCE OF APPLE IPHONE." Psychology and Education Journal 58, no. 2 (February 20, 2021): 6629–34. http://dx.doi.org/10.17762/pae.v58i2.3197.
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Building brand resonance in a competitive market can play an active role in the modern marketing arena. It is now widely acknowledged by companies and business enterprises that strong brand resonance will create a competitive advantage in the marketplace that will enhance their overall reputation and credibility.Brand resonance depends on a systematic understanding of the company’s consumers, competitors, and marketing environment. Brand resonance is based on appropriate identity that needs to reflect the marketing strategy and the firm’s willingness to invest in the programs needed for the brand to live up to its promise as well as commitment to consumers. Strong brands take pleasure in consumer loyalty, the possibility to charge premium prices, and extensive brand power to hold up new product and service launches. Companies and business enterprises need to have careful as well as systematic understanding of consumer beliefs, behaviors, product or service characteristics as well as attributes and rivals.The continuous technological innovation creates a competitive scenario where brand loyalty is nullified with the uninterrupted inflow of competitive product varieties and models and the brand resonance effect in terms of relationship that a consumer has with the product and the extent to which consumers feel that they are in „sync‟ with the brand gets alleviated. Brand resonance refers to the nature of heightened brand-centric relationships and is characterized by intense psychological attachment with a brand as well as active, volitional behavior directed toward the brand's benefit.Mobile Users are very interested and eager to purchase Applei phone. This research is analysed the customer perception towards applei phone.
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Mancuso, Ilaria, Angelo Natalicchio, Umberto Panniello, and Paolo Roma. "Understanding the Purchasing Behavior of Consumers in Response to Sustainable Marketing Practices: An Empirical Analysis in the Food Domain." Sustainability 13, no. 11 (May 30, 2021): 6169. http://dx.doi.org/10.3390/su13116169.
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Sustainability has become an important driver in defining business strategies, affecting most critical corporate functions and changing the way in which value is created, communicated, and distributed. This is increasingly impacting marketing practices, in particular, through promoting the development of sustainable marketing in the food sector. In line with this, our study aimed to investigate if and how sustainable marketing practices affect consumer loyalty to a specific brand. To answer our research questions, we relied on the results of a survey submitted to a sample of 907 Italian consumers of biscuits. Results showed that the consumers’ attention to sustainable issues (in the absence of adequate information that can guide them in choosing a brand) did not result in brand loyalty. The same outcome was found when consumers were overloaded by marketing campaigns, which had the effect of confusing users and making them unfaithful. Ultimately, when consumers showed both engagement with sustainable concerns and sensitivity to marketing initiatives (i.e., they are sensitive to sustainable marketing practices), a positive effect on brand loyalty was observed. Our results contribute to the emerging stream of literature discussing the relevance and potential impact of sustainable marketing.
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Amoroso, Donald, Ricardo Lim, Jialiang Lei, and Anupriya Saxena. "A Study of Satisfaction and Loyalty for Continuance Intention of Mobile Wallet in India." International Journal of E-Adoption 15, no. 1 (March 3, 2023): 1–18. http://dx.doi.org/10.4018/ijea.319313.
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How do satisfaction and loyalty drive Indian consumers' continued use of mobile financial applications? Do age, education, and income moderate these relationships? An analysis of 1,060 Indian participants revealed that consumer satisfaction and loyalty were correlated with continuance intention. Satisfaction seemed to be a more emotional factor for the continuance of mobile wallet use, while loyalty was more cognitive behavior. Income and education showed opposite and significant moderating effects on the main driving factors. In general, the research findings can provide a deeper understanding of the continued use of mobile financial applications.
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Wiedmann, Klaus-Peter, Stefan Behrens, Christiane Klarmann, and Nadine Hennigs. "Customer value perception: cross-generational preferences for wine." British Food Journal 116, no. 7 (July 1, 2014): 1128–42. http://dx.doi.org/10.1108/bfj-01-2013-0027.
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Purpose – A deeper understanding of the key drivers of consumer wine perception is a major challenge in the domain of wine marketing. The purpose of this paper is to examine the various dimensions of customer-perceived value that lead the customers – in general and divided into different age groups – to choose and consume a certain wine. Design/methodology/approach – In the exploratory study context of examining value-related consumer attitudes and behavioural effects, the drivers and outcomes of wine consumption based on a cross-generation sample, PLS path modelling was considered for the empirical tests of our hypotheses. Findings – Though there exist differences between Generation X and Generation Y consumers, the empirical results are supportive of the hypothesized positive relations between financial, functional, individual and social perceptions that influence the desire for and the consumption of wine. Research limitations/implications – For future research, the findings presented in the paper support the importance of enlarging the size of the sample and collecting data in different countries to compare the results on an international level. Practical implications – Successful wine marketing strategies should focus on the customer's subjective expectations and individual value perceptions by addressing the specific value aspects that are highly relevant for consumer loyalty. Originality/value – The study results are valuable for researchers, managers and marketers because they address the question of how to measure and forecast the perceived value with the greatest influence on consumers’ wine choices.
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Anisimova, Tatiana, Jan Weiss, and Felix Mavondo. "The influence of corporate brand perceptions on consumer satisfaction and loyalty via controlled and uncontrolled communications: a multiple mediation analysis." Journal of Consumer Marketing 36, no. 1 (January 14, 2019): 33–49. http://dx.doi.org/10.1108/jcm-05-2017-2199.
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PurposeDrawing on the stimulus–organism–response (S-O-R) model, the purpose of this study is to investigate mediating effects of controlled and uncontrolled communications of corporate brand perceptions on consumer satisfaction and loyalty.Design/methodology/approachStructural equation modeling (SEM) was used to test the hypotheses on a sample of 271 Australian automobile consumers.FindingsThe authors find that while consumer satisfaction is indirectly influenced by corporate-level attributes via controlled and uncontrolled communication, the authors did not find an indirect effect between consumer benefits on consumer satisfaction via controlled and uncontrolled communication. By contrast, the authors find highly significant indirect effects – via controlled and uncontrolled communication as well as consumer satisfaction – for the relationship between, on the one hand, corporate-level attributes and consumer benefits and consumer brand loyalty on the other. Uncontrolled communication was significantly associated with consumer loyalty, a relevant finding that indicates an importance of tracking media coverage and maintaining favorable relationships with the media.Research limitations/implicationsThe cross-sectional method limits data collection to one point in time.Practical implicationsThis study adds to a better understanding of how to leverage corporate brand through communications in ways that it positively resonates with consumers. A fine-grained analysis of corporate brand attributes and consumer-perceived benefits can aid managers in developing specific and more effective marketing strategies.Originality/valueThe overall thrust of this empirical study, which is to investigate how corporate brand perceptions influence short term (satisfaction) and long term (loyalty) via controlled and uncontrolled communications is original. This study comprehensively conceptualizes and operationalizes the corporate brand as a multidimensional construct consisting of corporate-level attributes and brand-level attributes such as perceived consumer benefits. To examine the hypothesized relationships between and among our constructs, the authors go beyond the commonly studied single mediator model and test a multiple mediator model instead.
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Sabău, Marius Mircea, Pompei Mititean, Cristina Bianca Pocol, and Dan-Cristian Dabija. "Factors Generating the Willingness of Romanian Consumers to Buy Raw Milk from Vending Machines." Foods 12, no. 11 (May 30, 2023): 2193. http://dx.doi.org/10.3390/foods12112193.
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The use of automatic raw milk dispensers for products obtained from Romanian farms can represent an effective method of encouraging the development of short supply chains and promoting sustainable production and consumption systems. There are very few studies in the literature, especially in emerging economies, that analyze consumer perception regarding the use of raw milk dispensers; most of the research is focused on technical aspects regarding how such machines function and food safety, and less on consumers’ perceptions towards them or consumer satisfaction, loyalty, or intention to use them. Therefore, the objective of this research was to investigate the willingness of Romanian consumers to buy raw milk from vending machines. In this regard, the authors drew a conceptual model to assess the factors that trigger willingness to buy raw milk from vending machines and then implemented a quantitative-based survey among Romanian consumers who buy raw milk from vending machines. The data were analyzed by modeling structural equations with SmartPLS. The results reveal that the generation of consumer willingness to buy raw milk from vending machines depends on how consumers perceive raw milk but also on the product safety, reusability of the milk bottle, and the provenance of the raw milk, as well as the nutritional qualities of the unprocessed raw milk. The paper extends previous studies based on the stimulus–organism–response (SOR) and deepens the understanding of consumers’ perception towards raw milk dispensers. Furthermore, the results also highlight possible managerial strategies that aim to improve the understanding of consumers.
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Ing, Phang Grace, Ng Zheng Lin, Ming Xu, and Ramayah Thurasamy. "Customer loyalty in Sabah full service restaurant." Asia Pacific Journal of Marketing and Logistics 32, no. 7 (December 12, 2019): 1407–29. http://dx.doi.org/10.1108/apjml-07-2019-0437.
Full textAbstract:
Purpose Loyal customers are committed to repeat patronage, make business referrals and provide publicity for the business. However, rising customer expectations and price consciousness, advancement of technology, lack of product differentiation and consumer choices have posted more challenges for customer retention. The purpose of this paper is to examine the relationships between transaction specific characteristics (i.e. food quality, service quality, atmosphere, convenience and price perception), customer satisfaction and customer loyalty (behavioral and attitudinal loyalties) in the context of Sabah full-service restaurant. The mediating effect of customer satisfaction and moderating effect of customer innovativeness were also tested. Design/methodology/approach A total of 225 valid questionnaires was collected via purposive sampling method and analyzed using Smart-PLS software 3.0. Findings All transaction specific characteristics have positive influences on customer satisfaction with price perception as the strongest predictor. Satisfaction had stronger effect on behavioral loyalty as compared to attitudinal loyalty. The mediating effects of customer satisfaction were only found in some of the relationships. None of the moderating effects of customer innovativeness was significant. Originality/value Utilizing the value-percept theory and transaction specific model which combine the evaluations of service and product elements of the full-service restaurant, this study contributed to the better understanding of the relationships between transaction specific characteristics, customer satisfaction and customer loyalty. The examination of both attitudinal and behavioral loyalties provided valuable insights to practitioners and researchers in understanding full-service restaurant consumers’ repatronage intention, intention to spread positive words-of-mouth (WoM) and commitment.
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Doghan, Mohammed Al, and Abbas N. Albarq. "The effects of hedonic and utilitarian values on e-loyalty: Understanding the mediating role of e-satisfaction." International Journal of Data and Network Science 6, no. 2 (2022): 325–34. http://dx.doi.org/10.5267/j.ijdns.2022.1.005.
Full textAbstract:
The purpose of this paper is to examine effects of hedonic and utilitarian aspects of consumer behaviour toward e-loyalty and how e-satisfaction plays a mediating role between them. A survey method was adopted to test the research model. The primary data for the survey was collected during January 2021, using the convenience sampling approach, from business school students. The structural equation modelling method was used to analyse the data with AMOS 22.0 software. The measurement model was estimated through a confirmatory factor analysis before testing the structural model framework and hypotheses (response rate 94.3%, n=264). The results showed that hedonic and utilitarian shopping values have great influence in shaping e-satisfaction. The study also highlights the importance of mediating the role of e-satisfaction between shopping values and e-loyalty. This research highlights why and how ‘satisfaction with website’ matters in the contribution of shopping values to behavioural outcomes by presenting its mediating role. The study offers implications and suggestions to e-retailers by specifying characteristics that should be given more consideration in order to increase online consumer e-satisfaction and e-loyalty. It also contributes to the present body of knowledge on shopping and buying behaviour in the online context, especially for those who have theoretical and managerial interests on the subject in emerging economies like Jordan. The novelty of the paper comes from the fact that it cumulatively captures the factors influencing online consumers’ loyalty in the Jordanian context, apart from validating the mediating role of e-satisfaction.