Siga este enlace para ver otros tipos de publicaciones sobre el tema: Brand loyalty.
Artículos de revistas sobre el tema "Brand loyalty"
Crea una cita precisa en los estilos APA, MLA, Chicago, Harvard y otros
Consulte los 50 mejores artículos de revistas para su investigación sobre el tema "Brand loyalty".
Junto a cada fuente en la lista de referencias hay un botón "Agregar a la bibliografía". Pulsa este botón, y generaremos automáticamente la referencia bibliográfica para la obra elegida en el estilo de cita que necesites: APA, MLA, Harvard, Vancouver, Chicago, etc.
También puede descargar el texto completo de la publicación académica en formato pdf y leer en línea su resumen siempre que esté disponible en los metadatos.
Explore artículos de revistas sobre una amplia variedad de disciplinas y organice su bibliografía correctamente.
1
CHIU, Sheng Yang. "Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers." Journal of Economics and Behavioral Studies 7, no. 3(J) (June 30, 2015): 6–13. http://dx.doi.org/10.22610/jebs.v7i3(j).577.
Texto completoResumen
This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumer’s level of status-seeking motivation is considered when analysing the effect of brand’s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand association, perceived quality, and brand loyalty of local brands. Low status-seeking consumers tend to rate brand association, perceived quality, and brand loyalty of local brands higher than high statusseeking consumers. This paper exhibits that the theory of consumer ethnocentrism and global branding strategies are not mutually exclusive.
2
Khoury, Amir H. "BRAND LOYALTY & LOYALTY OF BRANDS: A SYMBIOTIC RELATIONSHIP." Journal of Law and Commerce 32, no. 2 (July 18, 2014): 173–206. http://dx.doi.org/10.5195/jlc.2014.65.
Texto completoResumen
Brand loyalty has become a truism in trademark discourse. Consumers tend to formulate their purchasing decisions by the power of consumption-momentum. That is to say they buy what they have already bought in the past and opt for the brands that they have already had a positive experience with. Experienced consumers manifest devotion to their preferred brands. This is the essence of Brand Loyalty. But should this Brand Loyalty be reciprocated by the brand owner? Is there such loyalty by the brand towards the consumer? Should the brand owner sustain the quality of products covered by his brand? Even more so, should he maintain any other defining attribute of the product (or service) marketed under his brand? And are such demands from the brand owner still of relevance in an age of expanding outsourcing? This paper explains why all of these questions should be answered in the affirmative. This paper argues that just as there is Brand Loyalty, there is (or, at least, there should be) Loyalty of the Brand. My assertion is that Loyalty of the Brand constitutes a morally sound concept which is inherently compatible with the general philosophy underlying trademarks and brands, and which rests firmly on numerous legally accepted disciplines and doctrines that form the backbone of commercial-contractual law. Loyalty of the Brand, thus, constitutes the counterbalance to Brand Loyalty, and should exist on par; not only as a legal phenomenon but as a practical one as well. It is, in the context of brand-consumer relationship, the other side of the same coin.
3
Barnet, Katherine, and Sharmila Pixy Ferris. "Brand Loyalty and Online Brand Communities." International Journal of Online Marketing 6, no. 3 (July 2016): 50–61. http://dx.doi.org/10.4018/ijom.2016070104.
Texto completoResumen
This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.
4
Qamar-un-Nisa and Mehr-un-Nisa. "Impact of Brand Anthropomorphism on Brand Loyalty through Brand Personality." Human Nature Journal of Social Sciences 4, no. 2 (June 30, 2023): 716–33. https://doi.org/10.71016/hnjss/tzxtwf40.
Texto completoResumen
Study Objective: Brand anthropomorphism is a relatively new strategy which helps to build strong relationships between consumers and the brand Loyalty. This study aims to find out the impact of brand anthropomorphism on its dimensions (human body lineaments, human facial physiognomy, and self-brand congruity) and brand loyalty through the mediation of brand personality by collecting responses from the customers of fast food brands in the Lahore city of Pakistan. Methodology: The sample size of the study is comprised of 351 consumers of fast food brands in the Lahore city, including McDonalds, Hardees and KFC. Data is collected through survey by convenience sampling. Reliability test results reveal that instrument used in this research is reliable. Prior to the study the normality and multicolinearity tests are applied. Results/Findings: The findings provide the positive relationship between brand anthropomorphism, brand personality and brand loyalty in the Lahore city of Pakistan. The results of linear regression provided that there is significant relationship between brand anthropomorphism attributes human body lineaments, human facial physiognomy and self-brand congruity with brand Loyalty. In addition, mediation analysis provides that brand personality fully mediates between relationships of brand anthropomorphism and human body lineaments with brand loyalty. However, human facial physiognomy and self-brand congruity relationship with brand loyalty is not significantly mediated by brand personality. Implication: This study proves that brand anthropomorphism is successful strategy so other brands of different category like makeup, clothing etc. can also use anthropomorphic features to develop consumer loyalty.
5
Megha, Dua. "Brand Loyalty and the Perception of Indian Buyers." International Journal of Trend in Scientific Research and Development 2, no. 4 (June 18, 2018): 1284–88. https://doi.org/10.31142/ijtsrd12824.
Texto completoResumen
Customer loyalty often termed as brand loyalty is a way by which businesses run. Keeping the customer happy should be of the main concern for a business. Indian consumers are known for their loyalty. Retaining the consumer in is more profitable then finding a new one. As the economy is gaining momentum, significant changes are taking place in the economy. Winning consumers mind by creating impressions and retaining the position of brand in the economy can do wonders. Today brands are creating a great impression in the minds while competition among the existing brands is giving birth to brand switching. The present paper seeks to analyse the concept of consumer behavior and brandl loyalty while paying emphasis on Indian consumer. Megha Dua "Brand Loyalty and the Perception of Indian Buyers" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-4 , June 2018, URL: https://www.ijtsrd.com/papers/ijtsrd12824.pdf
6
Hossein, Vazifehdoost, and Negahdari Azadeh. "Relationships of Brand Awareness, Brand Association and Perceived Quality with Brand Loyalty and Repurchase Intention." International Journal of Case Studies 7, no. 1 (January 31, 2018): 45–51. https://doi.org/10.5281/zenodo.3538815.
Texto completoResumen
Due to the intense competition in market place, customers nowadays are exposed to several brands from across the globe. This study assessed the effect of brand awareness, brand association and perceived quality on brand loyalty and repurchase intention among consumers of fashion brands in Iran. The study applied a quantitative research design using a structured questionnaire. Four hypotheses were posited and to empirically test these hypotheses, a sample data set of 202 business students was used. The findings illustrated that brand awareness has a positive considerable impact on brand loyalty, brand association has a positive considerable impact on brand loyalty, product quality has a positive considerable impact on brand loyalty and brand loyalty exerts a considerable impact on purchase intention. When brand awareness is high, its brand loyalty will also increase. Consumers will evaluate perceived quality of a product from their purchase experience. As a result, brand loyalty and brand preference will increase and also purchase intention
7
Petzer, Danie, Pierre Mostert, Liezl-Marie Kruger, and Stefanie Kuhn. "The dimensions of brand romance as predictors of brand loyalty among cell phone users." South African Journal of Economic and Management Sciences 17, no. 4 (August 29, 2014): 457–70. http://dx.doi.org/10.4102/sajems.v17i4.721.
Texto completoResumen
In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand relationships. Nurturing brand romance has been suggested to marketers to cultivate emotional attachments between consumers and brands so as to increase brand loyalty. This study focussed on determining the extent to which the three underlying dimensions of brand romance, namely pleasure, arousal and dominance predict brand loyalty among cell phone users in the North West province. In total 371 respondents participated in the study. Results indicate that with respect to brand romance, respondents’ current cell phone brands generate brand pleasure and brand arousal, but that these brands are not dominant in their minds. Although respondents participating in the study did not exhibit strong levels of brand loyalty towards their current cell phone brands, the three underlying dimensions of brand romance are statistically significant predictors of brand loyalty.
8
Mohammad, Hassan Fahimeh, and Mohammad Hami. "PRESENTING STRUCTURAL MODEL OF FACTORS AFFECTING CONSUMER ATTITUDINAL AND BEHAVIORAL LOYALTY TO DOMESTIC AND FOREIGN SPORTS BRANDS IN SPORTS CLUBS." International E-Journal of Advances in Social Sciences (IJASOS) 10, no. 28 (April 16, 2024): 49–58. https://doi.org/10.5281/zenodo.10980158.
Texto completoResumen
<strong>Abstract:</strong> The present research aimed to provide a structural model of factors affecting the attitudinal and behavioral loyalty of consumers to domestic and foreign sports brands in sports clubs in Iran. The research method is a descriptive-survey type and the statistical population was all consumers of domestic and foreign sports brands in the sports clubs of Iran, and due to the unlimited statistical population, 400 people were selected as a sample using structural equations method. In the field of factors affecting loyalty, a researcher-made questionnaire with 33 questions in the dimensions and in the context the loyalty of the standard questionnaire of Gladden and colleagues with 12 questions in two dimensions (attitudinal loyalty, behavioral loyalty) was considered based on the Likert scoring scale (very high = 5 and very low = 1). After collecting the required data, the data were analyzed in two ways. First, descriptive statistics were used to accurately describe the studied population, and Kolmogorov Smirnov test was used to determine the normality of the test using SPSS 25 and LISREL. All statistical tests were at a significant level. The findings of the research showed: There is a relationship between brand experience and brand image, product price, brand personality, brand switching cost, ease of brand access, brand experience, brand image, customer satisfaction, and ease of brand access with customer satisfaction in domestic and foreign sports brands. There is no significant relationship between brand quality and brand credibility with customer satisfaction in domestic and foreign sports brands. There is a significant relationship among brand image, social value, and price of brand products, brand quality, and brand credibility with customers' trust in domestic and foreign sports brands. There is a significant relationship between customer satisfaction and trust in the brand, between customer satisfaction and attitudinal loyalty, between customer trust and attitudinal loyalty, and between attitudinal loyalty and behavioral loyalty in domestic and foreign sports brands. <strong>Keywords</strong>: Attitudinal Loyalty, Behavioral Loyalty, National and International Sports Brands
9
Hadi, Abdulhadi, Dody Muhamad Wisnu Barata, Hardoko Hardoko, and Yusti Yusti. "PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH BRAND LOVE PADA GEN Z DI KABUPATEN KLATEN MEMILIH MERK SNEAKERS LOKAL." Kajian Ekonomi dan Bisnis 19, no. 2 (December 24, 2024): 144–54. https://doi.org/10.51277/keb.v19i2.218.
Texto completoResumen
Abstract This study aims to analyze the influence of brand experience on brand loyalty, with brand love as a mediating variable among Gen Z in Klaten Regency in choosing local sneaker brands. The research employs a quantitative approach with a survey method. Data were collected from 107 respondents selected through purposive sampling and analyzed using path analysis and Sobel test to examine mediation. The findings indicate that brand experience has a positive and significant effect on brand loyalty (β = 0.257; p = 0.011) and brand love (β = 0.604; p = 0.000). Additionally, brand love significantly influences brand loyalty (β = 0.609; p = 0.000). The Sobel test confirms that brand love significantly mediates the relationship between brand experience and brand loyalty (t = 3.711; p = 0.000). These findings suggest that a positive brand experience directly enhances consumer loyalty and indirectly strengthens it through brand love. Practical implications highlight the need for local sneaker brands to focus on improving brand experience and fostering emotional connections with consumers to build stronger loyalty Keywords: Brand Experience, Brand Loyalty, Brand Love, Local Sneakers, Gen Z
10
Kiran, Ammara, Nida Zaheer, Khansa Masood, and Muhammad Rizwan. "Impact of Brand Activism on Brand Personality and Brand Loyalty." Sustainable Business and Society in Emerging Economies 6, no. 1 (March 31, 2024): 43–56. http://dx.doi.org/10.26710/sbsee.v6i1.2914.
Texto completoResumen
Objective: This study sets out to deeply explore the way different aspects influence brand loyalty. We're particularly interested in understanding how customers perceive different brands when brands are doing some activities regarding social welfare, and how this participation of brands leads to loyalty. Methodology: We conducted a survey from 251 people using an online questionnaire. The results show that people like to use those brands that actively participate in socio-political activities. This thing increases the trust of customers for a brand as they think it is a good brand and enhances brand loyalty. Findings: This study helps us understand better why people decide to repurchase a brand again and again after they've purchased it once. The findings are useful for marketers who manage brands and different marketing strategies, as they can help them make strategies on how to retain customers. This also shows us that customer satisfaction and brand trust also impact the effect of brand loyalty. Implications: With this information, marketers may tailor their offerings to specific customers' preferences, creating more memorable experiences. The study provides a roadmap for marketing success.
11
Pourazad, Naser, Lara Stocchi, and Vipul Pare. "The power of brand passion in sports apparel brands." Journal of Product & Brand Management 29, no. 5 (October 23, 2019): 547–68. http://dx.doi.org/10.1108/jpbm-12-2018-2164.
Texto completoResumen
Purpose The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation). These aspects are explored for sports apparel brands after considering the perceptions of Iranian consumers. Design/methodology/approach This study is based on the analysis of survey data gathered online and face-to-face from a sample of Iranian consumers of sports apparel brands that were analysed using partial least square path modelling. Findings The key empirical findings obtained confirm that brand passion underpins attitudinal brand loyalty and several important brand-related outcomes. Furthermore, the findings show that attitudinal brand loyalty explains the impact of brand passion on most of the outcomes considered, except for social media following. Research limitations/implications This study advances knowledge of brand passion by illustrating its “power” as a strong nuance of relationships between consumers and brands. In particular, this study highlights the importance of brand passion in shaping attitudinal brand loyalty, as well as a driver of several outcomes of theoretical and managerial relevance. Practical implications By establishing strategies aimed at enhancing brand passion, brand managers can increase attitudinal brand loyalty, attain important goals such as brand advocacy, premium price and social media following, as well as the devaluation of competing brands. Originality/value This study uses a unidimensional theorisation of brand passion to increase the understanding of its role as predictor of attitudinal brand loyalty and driver of relevant outcomes. It also examines the mediating effect of attitudinal brand loyalty, thus illustrating important conceptual links between brand passion and brand loyalty in the context of sports apparel brands in a growing economy (Iran).
12
Shoaib, Aruba, Dr Afroz Sial, and Dr Syed Talib Hussain. "Analysing Customer Loyalty Trends in Niche Apparel Brands in Context of Pakistan." Bulletin of Multidisciplinary Studies 1, no. 3 (October 1, 2024): 114–24. http://dx.doi.org/10.48112/bms.v1i3.912.
Texto completoResumen
Brand loyalty is regarded as crucial to maintaining the competitive advantage of companies. Several factors such as brand experiences, brand trust, brand prestige, and brand personality have been proposed as the antecedents of brand loyalty. However, their effect varies with the context. This quantitative research attempts to investigate the impact of brand expectations, brand trust, brand prestige, and brand personality on attitudinal and behavioural dimensions of brand loyalty in the context of Pakistan's bridal market especially focusing on HSY and Nomi Ansari bridal brands. The researcher collected data from 400 consumers through purposive sampling using an online questionnaire. The results revealed that brand experience and brand trust are the key factors for building consumer loyalty while brand prestige negatively impacts brand loyalty suggesting that perceived exclusiveness may discourage consumers. It was found that the bridal brand Nomi Ansari found appealing for younger consumers indicates a significant influence of brand personality on brand loyalty. It is recommended that bridal brands should focus on improving customer experiences and creating a brand trust to improve brand loyalty. Moreover, investing in marketing strategies that highlight brand prestige and personality can facilitate emotional relationships with consumers.
13
Gu, Junpeng. "Research on Influencing Factors of Brand Loyalty." Advances in Economics, Management and Political Sciences 114, no. 1 (October 18, 2024): 1–4. http://dx.doi.org/10.54254/2754-1169/114/2024bj0138.
Texto completoResumen
One of the main subjects in todays research is brand loyalty. The researcher finds that as spending power continues to grow in the consumer market, brand loyalty is crucial for all stages of brand development. However, there is a lack of unified explanation for the issue of various factors influencing brand loyalty. Therefore, the research topic of this paper is to explore the influence of emotional factors, social factors and cognitive factors on brand loyalty. This papers research methodology is as follows. Firstly, this paper adopts the literature review method. Secondly, this paper analyzes the data collected from different literature on the influencing factors of brand loyalty. In conclusion, the study shows that good emotional factors like brand love are beneficial to brand loyalty. In addition, good social and cognitive factors like brand campaigns are also advantageous to brand loyalty. Good emotional, social and cognitive factors are significant in the loyalty that exists between brands and their customers As a result, brands need to manage every element and detail. Facilitating customer loyalty and brand loyalty should take emotional, social and cognitive factors in account.
14
Wijayanti, Murti, Dewi Sri Woelandari Pantjolo Giningroem, and Novita Wahyu Setyawati. "Brand Fidelity Millennial Generation on Halal Cosmetic Brand Through Brand Experience and Brand Trust: The Role of Brand Love as Mediation." Majalah Ilmiah Bijak 20, no. 1 (May 17, 2023): 88–96. http://dx.doi.org/10.31334/bijak.v20i1.3110.
Texto completoResumen
The study focuses on Millennials in Bekasi City to examine the relationship between brand experience, brand trust, brand love and brand loyalty. This study uses a quantitative approach with convenient sampling and survey methods to collect data from 100 respondents. In this study, data are analyzed using structural equation modeling (SEM) using Smart PLS software. Findings show that brand experience and brand trust have a positive impact on brand love. Furthermore, brand trust and brand love positively affect brand loyalty, whereas brand experience does not. The study also found that the relationship between brand experience and brand trust in terms of brand loyalty is mediated by brand love. This indicates that brand love plays a mediating role in the relationship between brand experience and brand trust in terms of brand loyalty. The research highlights the importance of emotional connection in building brand loyalty, especially for brands based on religion and beliefs. Marketers should focus on creating positive brand experiences, building consumer trust, fostering brand loyalty, and ultimately increasing brand loyalty.
15
Molinillo, Sebastian, Arnold Japutra, Bang Nguyen, and Cheng-Hao Steve Chen. "Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty." Marketing Intelligence & Planning 35, no. 2 (April 3, 2017): 166–79. http://dx.doi.org/10.1108/mip-04-2016-0064.
Texto completoResumen
Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.
16
Guo, Wenqiu, and Liying Zhou. "Influence factors of customer-based brand equity: A study on China mobile phone industry." International Journal of Financial Engineering 08, no. 01 (March 2021): 2050050. http://dx.doi.org/10.1142/s2424786320500504.
Texto completoResumen
Competitions among enterprises are actually competitions among brands, and competitions among brands depend on the level of brand equity. Brand equity is vital for companies to strengthen their competitive position. Most previous studies revealed that two sets of the brand equity measure which was brand satisfaction and brand loyalty grouped into the same loyalty dimension. However, this study separates these two sets of measures into customer satisfaction and customer loyalty and examines the mediating effects of customer loyalty between brand knowledge, customer satisfaction, and customer-based brand equity. This study aims to investigate the effect of brand awareness, brand association, perceived quality, and customer satisfaction on customer-based brand equity in China mobile phone industry, through customer loyalty, which provides the basis for brand strategic decision-making. Based on the data collected through top five and other mobile phone brands in China, the empirical tests used a structural equation modeling via partial least squares approach to prove the hypotheses. The results show that customer loyalty has a significant mediating effect on relationships between brand associations with brand awareness, perceived quality, and customer satisfaction on brand equity.
17
Yohanes Totok Suyoto and Hendy Tannady. "Ideal Self-Congruence: Its Impacts on Customer Love and Loyalty to Luxury Brands in Indonesia." International Journal of Professional Business Review 7, no. 6 (December 20, 2022): e0769. http://dx.doi.org/10.26668/businessreview/2022.v7i6.e769.
Texto completoResumen
Purpose: This research is conducted to examine the influence of ideal self-congruence on customer love and loyalty to two luxury brands. Theoretical Framework: Luxury brands have three dimensions, namely functional, experiential, and symbolic. A brand is said to be luxurious if it has some characteristics such as high quality, high price, sensuality, beauty, exclusivity, historicity, and uniqueness. Customer loyalty to brand is a crucial strategy choice for companies struggling to maintain business continuity. The organizations believes that brand loyalty can provide benefits for organization. Brand love is one of the determinants of brand loyalty. The concept of love developed in the context of interpersonal relationships. Design/Methodology/Approach: Sample random sampling technique used as sampling method in this study, this research collected 214 data through self-administrative survey from respondents of two luxury handbag brands in Indonesia. Analysis method in this research using Structural Equation Modelling (SEM). Findings: There are significant relationships between ideal self-congruence and customer love to brand, between ideal self-congruence and customer loyalty to brand, and between customer love and customer loyalty to brand. Research/Practical/Social Implications: On the theoretical level, this research contributes to a better understanding of how to create customer loyalty to brand through tracking the self-congruence construct and the customer love to brand. On the managerial level, this research provides a very useful actionable guidance to loyalty program managers on how to create luxury brand which incorporates customer ideal self-congruence and simultaneously arises a strong emotional bonding to brand. Originality/Value: The contemporary interest in customer loyalty to brand has resulted in a variety research of it conducted in many areas. Our investigation indicates that there are a few researches which address the relationship between ideal self-congruence, brand love, and customer loyalty to luxury brands.
18
Feeney, Roberto, Pedro Harmath, Josefa Ramoni-Perazzi, and Pablo Mac Clay. "Relationship between brand and dealer loyalty in the agricultural equipment market." International Food and Agribusiness Management Review 25, no. 2 (February 28, 2022): 347–60. http://dx.doi.org/10.22434/ifamr2021.0088.
Texto completoResumen
Agricultural equipment companies intend to understand agriculture producers’ buying behavior by answering questions such as how loyal producers are to brands and dealers, which have an important impact on their profitability. This paper addresses the problem of how loyal agricultural producers are to equipment brands and dealers. Using a combination of cluster analysis and probit models, we identified producers’ behavioral and attitudinal loyalty to brands and dealers and analyzed the factors that explain such loyalty. We also found a strong interdependence between brand and dealer loyalty and the significant value that dealer loyalty adds to the brands. Additionally, we present some management implications of developing brand recognition, understanding producers purchasing behavior, and segmenting producers. This paper’s contributions are the establishment and measurement of an ‘empirical’ definition of brand and dealer loyalty, the identification and quantification of the impact of the explanatory factors of brand and dealer loyalty, and the determination of a dual loyalty relationship between brand and dealer loyalty.
19
Calysta, Netha Eliana, and Yuyun Karystin Meilisa Suade. "Battle Of Brand Loyalty: Based On Social Media Advertising – Gojek And Grab." Value : Jurnal Manajemen dan Akuntansi 19, no. 3 (September 20, 2024): 784–96. http://dx.doi.org/10.32534/jv.v19i3.6050.
Texto completoResumen
The use of social media advertising is certainly familiar to consumers as one of the marketing strategies for brands or products in the company. This study will look at the level of consumer loyalty to Gojek and Grab through brand image and brand awareness. This study aims to see between the two brands which brand is superior in using social media advertising in increasing consumer loyalty, namely generation z people in Makassar city, Indonesia. This study uses quantitative methods by analyzing 265 respondents and will be analyzed using PLS-SEM. The results of this study indicate that Gojek is superior in utilizing brand image and brand awareness through social media advertising. This is evidenced by the relationship between social media advertising has no significant effect on brand loyalty. Nevertheless, brand image and brand awareness have a significant positive relationship to brand loyalty. Furthermore, the Grab brand is superior in increasing its brand loyalty through social media advertising, brand image, and brand awareness. In addition, Grab's brand image and brand awareness have a positive significant relationship to brand loyalty.
20
Thai Dong, Tan, and Nguyen Thi Phuong Giang. "Exploring Brand Loyalty in Online Shopping: The Mediating Impact of Customer Satisfaction and Brand Trust in the Context of Vietnam's Household Appliances Market." International Journal of Electronic Commerce Studies 16, no. 1 (April 2, 2025): 1–24. https://doi.org/10.7903/ijecs.2398.
Texto completoResumen
In today's rapidly evolving e-commerce environment, where online shopping has become integral to consumer behavior, understanding the factors influencing brand loyalty is crucial for businesses aiming to succeed in the digital market. This research seeks to explore the determinants of brand loyalty among consumers in Vietnam, particularly in the context of household appliance brands. Furthermore, the study aims to shed light on the mediating effects of brand trust and customer satisfaction on brand loyalty. The insights gained will be instrumental in formulating effective brand strategies, enhancing customer loyalty, and expanding market share for home appliance brands. A mixed-method approach, combining quantitative and qualitative techniques, will be employed. Primary data will be collected through a structured questionnaire survey, with analysis carried out using SPSS 26 and Smart PLS 4. The findings reveal that brand trust, identification, awareness, image, and customer satisfaction significantly impact brand loyalty. These insights highlight the necessity of leveraging the study’s results to refine brand management and marketing strategies. Keywords: Brand loyalty, brand trust, online shopping, customer satisfaction, home appliance brands.
21
Sasono, Annisa Ajeng Putikasari, Yolanda Masnita, and Kurniawati Kurniawati. "Studi Consumer Brand Engagement pada Media Sosial FnB (Food and Beverages) Brand di Indonesia untuk Meningkatkan Brand Loyalty dengan Teori Social Exchange." J-MAS (Jurnal Manajemen dan Sains) 9, no. 2 (October 8, 2024): 1025. http://dx.doi.org/10.33087/jmas.v9i2.2003.
Texto completoResumen
Consumer Brand Engagement (CBE) on social media is important in shaping consumers emotional and interactive engagement with brands, spanning cognitive, affective and behavioral dimensions. In Indonesia, brand loyalty in the food and beverage (FnB) industry is often challenging, with many brands struggling to retain consumers in a competitive and dynamic market. The purpose of this study is to examine the dynamics of Consumer Brand Engagement and its impact on brand love and brand loyalty. This research specifically aims to understand how brand interactivity, consumer involvement, and e-WOM can influence Consumer Brand Engagement and impact to increase brand loyalty. This study used a quantitative approach, which was conducted through an online survey involving 317 respondents, and SmartPLS software was used to conduct SEM-PLS data analysis. This study found that consumer involvement and e-WOM have a positive influence on Consumer Brand Engagement. Furthermore, Consumer Brand Engagement shows a positive influence on brand love and brand loyalty, indicating that active and meaningful interactions between consumers and brands through social media can increase brand loyalty. This research contributes and integrates the social exchange theory literature to provide a deeper understanding of consumer brand engagement, consumer involvement, e-WOM, brand love and brand loyalty. This research highlights the importance of applying consumer involvement and e-WOM in the context of FnB Brand's social media marketing activities in Indonesia. It offers valuable insights for marketers who want to increase Consumer Brand Engagement and brand loyalty.
22
Mourad, Maha, and Karim Youssef. "Brands Loyalty." International Journal of Customer Relationship Marketing and Management 7, no. 4 (October 2016): 40–57. http://dx.doi.org/10.4018/ijcrmm.2016100103.
Texto completoResumen
Over the last couple of decades, the mobile communication companies have been growing rapidly and it plays a major role in the emerging economies that can't be underestimated. This study was conducted to better understand the factors that lead to brand loyalty in the Egyptian mobile retail industry as an example of an emerging economy. Based on the literature review and an exploratory study a conceptual framework was proposed that was tested using a quantitative technique. It was launched with 245 responses to test the hypothesis using SPSS tool. The findings of the research showed that Brand Trust, Customer Satisfaction, Brand Affect, and Resale Value are determinants of Brand Loyalty. The outcomes of this study will help in better understanding the determinants of brand loyalty and can be used by marketers to know how to create loyalty of the Egyptian consumers to the multinational brands in the mobile retail market.
23
Alić, Adi, Merima Činjarević, and Emir Agić. "The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands." Management & Marketing. Challenges for the Knowledge Society 15, no. 1 (March 1, 2020): 1–16. http://dx.doi.org/10.2478/mmcks-2020-0001.
Texto completoResumen
AbstractThe purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.
24
Su, Jin, and Aihwa Chang. "Factors affecting college students’ brand loyalty toward fast fashion." International Journal of Retail & Distribution Management 46, no. 1 (January 8, 2018): 90–107. http://dx.doi.org/10.1108/ijrdm-01-2016-0015.
Texto completoResumen
Purpose The purpose of this paper is to empirically investigate the factors affecting consumer’s fast fashion brand loyalty by examining US college students’ perceptions and loyalty toward fast fashion. Design/methodology/approach Using consumer-based brand equity approach, a research model which examines the factors affecting consumer’s brand loyalty in the fast fashion context was proposed. It was hypothesized that consumer’s perceptions of fast fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect consumer brand loyalty. Based on the valid data from 419 US college students, this study employed structural equation modeling to investigate the factors affecting US college students’ brand loyalty toward fast fashion. Findings Results reveal that for the US college students, brand awareness, perceived value, organizational associations, and brand uniqueness are the contributing factors to generating consumer’s loyalty toward fast fashion brands. Originality/value Due to the fact that fast fashion has become a key feature of the global fashion industry over the last decade, there is phenomenal growth in the availability of fast fashion brands in the US markets. This study provides valuable insights about young consumers’ perceptions of fast fashion brands and the factors’ contributions to their brand loyalty.
25
Shidiqy, Dhiya'u, and Rendi Setiawan. "DOMINASI BRAND MINDED DAN MULTI-BRAND LOYALTY DALAM PEMBELIAN PRODUK DENGAN LUXURY BRAND." SOSEBI: Jurnal Penelitian Mahasiswa Ilmu Sosial, Ekonomi, dan Bisnis Islam 2, no. 1 (April 21, 2022): 123–36. http://dx.doi.org/10.21274/sosebi.v2i1.5352.
Texto completoResumen
Abstrak: The purpose of this study was to determine the dominance of the influence of brand minded and multi-brand loyalty on product purchasing decisions with luxury brands. The population in this study are young entrepreneurs who are members of the Indonesian Young Entrepreneurs Association (HIPMI) Tulungagung. The sample measurement guidelines use the saturated sample technique with a sample of 53 people. The research instrument for data collection in this study used a questionnaire with a Likert scale with data analysis techniques in this study, including descriptive statistical techniques, inferential statistical analysis with classical assumption tests, as well as hypothesis testing with F test and t test with SPSS 23 application. Results The t-test in this study shows that brand mindedness has a positive and significant effect on purchasing decisions for products with luxury brands. Meanwhile, multi-brand loyalty has no effect on respondents' interest in their decision to purchase products with luxury brands. The results of the F test in the study prove that simultaneously brand minded and multi-brand loyalty have an influence on product purchasing decisions with luxury brands.
 Kata Kunci: brand minded; multi-brand loyalty; luxury brand
 
 Abstract: Tujuan penelitian ini untuk mengetahui dominasi pengaruh brand minded dan multi-brand loyalty terhadap keputusan pembelian produk dengan luxury brand. Populasi pada penelitian ini adalah para pengusaha muda yang tergabung dalam Himpunan Pengusaha Muda Indonesia (HIPMI) Tulungagung. Pedoman pengukuran sampel menggunakan teknik sampel jenuh dengan sampel sejumlah 53 orang. Instrumen penelitian untuk pengumpulan data dalam penelitian ini menggunakan kuesioner dengan skala likert dengan teknik analisis data pada penelitian ini antara lain dengan teknik statistik deskiptif, analisis statistik inferensial dengan uji asumsi klasik, serta pengujian hipotesis dengan uji F dan uji t dengan aplikasi SPSS 23. Hasil uji t pada penelitian ini menunjukkan bahwa brand minded berpengaruh positif dan signifikan terhadap keputusan pembelian produk dengan luxury brand. Sedangkan multi-brand loyalty terbukti tidak berpengaruh terhadap minat responden dalam keputusannya melakukan pembelian produk dengan luxury brand. Hasil uji F pada penelitian membuktikan bahwa bahwa secara simultan brand minded dan multi-brand loyalty memiliki pengaruh terhadap keputusan pembelian produk dengan luxury brand.
 Keywords: brand minded; multi-brand loyalty; luxury brand
26
Verinita, Verinita. "KETERKAITAN VARIABEL BRAND AWARENESS, BRAND IMAGE, BRAND QUALITY DAN BRAND VALUE TERHADAP BRAND LOYALTY." BISMA 13, no. 3 (November 30, 2019): 158. http://dx.doi.org/10.19184/bisma.v13i3.8898.
Texto completoResumen
This study aims to analyze the effect of brand awareness, brand image, brand quality, and brand value on brand loyalty of the domestic tourists visiting Air Manis Beach, Padang City, West Sumatra Province. This research is a quantitative survey employing a purposive sampling technique with the sample consisted of 105 domestic tourists. Data were analyzed using multiple linear regression run by SPSS version 16. Results showed that brand awareness has a positive but not significant effect on brand loyalty. This indicated that the reputation and good characteristics of Air Manis Beach do not significantly influence loyalty. The brand image had a significant and positive effect on brand loyalty, which means that a good image can increase loyalty. Brand quality had a significant and positive effect on brand loyalty, which means that accommodation, safety, cleanliness, good experience, and interesting attractions can increase loyalty. Brand value had a negative and not significant effect on brand loyalty, which means that the high price of the tourism destination cannot increase tourist loyalty. Domestic tourists wish to visit a tourism destination that provides interesting and unique experiences and attractions offering at a reasonable price.
27
Andita, Mirza Putri, Sulastri Sulastri, and Zakaria Wahab. "Peran kepercayaan merek sebagai variabel mediasi pada hubungan kepribadian merek halal dan loyalitas merek." Jurnal Manajemen Maranatha 21, no. 1 (November 15, 2021): 45–54. http://dx.doi.org/10.28932/jmm.v21i1.4066.
Texto completoResumen
Customer loyalty is currently becoming one of the crucial things for the company to survive in competitive markets. Globalization causes imported cosmetic products from global brands can enter other countries’ markets easily. Nowadays imported cosmetic brands from other countries such as USA, South Korea, and Japan come and take a huge of Indonesia’s skincare market share. This change becomes threat for local cosmetics brands in Indonesia such as Wardah. This study was conducted to analyzes whether halal brand personality affects brand loyalty. This study also analyzes whether brand trust can mediate the relationship between halal brand personality and brand loyalty. The sampling method used in the study is non-probability sampling with snowball technique. The data in this research were obtained by distributing an online questionnaire to 111 respondents who were Wardah’s face skincare consumers and had shopped at least twice in the last 1 year (January 2020-July 2021). The data of this study were analyzed using Structural Equation Modeling method with SmartPlS 3 software. The results of this study indicate that halal brand personality has positive and significant effect on brand loyalty, brand trust has positive and significant effect on brand loyalty, and brand trust successfully mediates the relationship between halal brand personality and brand loyalty. This study provides new insight which suggests marketers develop branding strategies in order to strengthen brand trust which leads to maintaining customer loyalty.
28
Uncles, Mark D., Grahame R. Dowling, and Kathy Hammond. "Customer loyalty and customer loyalty programs." Journal of Consumer Marketing 20, no. 4 (July 1, 2003): 294–316. http://dx.doi.org/10.1108/07363760310483676.
Texto completoResumen
Customer loyalty presents a paradox. Many see it as primarily an attitude‐based phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programs. However, empirical research shows that loyalty in competitive repeat‐purchase markets is shaped more by the passive acceptance of brands than by strongly‐held attitudes about them. From this perspective, the demand‐enhancing potential of loyalty programs is more limited than might be hoped. Reviews three different perspectives on loyalty, and relates these to a framework for understanding customer loyalty that encompasses customer brand commitment, customer brand acceptance and customer brand buying. Uses this framework to analyze the demand‐side potential of loyalty programs. Discusses where these programs might work and where they are unlikely to succeed on any large scale. Provides a checklist for marketers.
29
Büyükdağ, Naci. "The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media." Business & Management Studies: An International Journal 9, no. 4 (December 25, 2021): 1380–98. http://dx.doi.org/10.15295/bmij.v9i4.1902.
Texto completoResumen
The purpose of this study is to propose a model to understand the impact of brand information (awareness and image) on marketing variables (satisfaction, brand loyalty, WOM and purchase intention) for individuals who like or follow brands in social media. In this study, 522 questionnaires were collected, and multi-group structural equation modelling was used. According to the findings, brand awareness had a significant direct effect on brand image and a significant indirect effect on brand loyalty and purchase intention through brand image. Also, the immediate effects of brand image on satisfaction, brand loyalty, and purchase intention were significant, and the indirect effect of brand image on WOM and purchase intent through brand loyalty is substantial. Thus, brand awareness and brand image have become prominent variables in terms of brand loyalty, WOM, and consumers' purchase intentions in social media. It has been determined that brand loyalty is crucial for brands in social media. Although brand loyalty has a low explained variance rate, its impact on WOM and purchase intention is robust. Social media has also been shown to affect WOM and purchase intention substantially. Also, using the theory of gender socialization examines whether the whole model changes according to gender. Finally, managerial and theoretical implications, limitations and recommendations are presented.
30
Phan, Thanh Hai, Ngoc Diep Nguyen, Hai Giang Ha, Mai Trang Le, Phuong Anh Vu, and Hai Anh Doan. "YOUTHS’ WORD-OF-MOUTH IN A DEVELOPING COUNTRY: ROLES OF GREEN PROMOTION AND GREEN BRAND LOYALTY." Business, Management and Economics Engineering 22, no. 01 (May 24, 2024): 112–37. http://dx.doi.org/10.3846/bmee.2024.19873.
Texto completoResumen
Purpose – This paper investigates the mediating role of green brand loyalty between green brand image and word-of-mouth (WoM) and the moderating role of green promotion and brand social responsibility among Vietnamese youth. Research methodology – Using an online questionnaire from 1st October 2022 to 31st December 2022, 740 valid responses were collected. Findings – The study reveals that green brand loyalty mediates the relationship between brand trust and WoM. Additionally, green promotion significantly moderates the relationship between brand trust and green brand loyalty. The study concludes that green promotion is vital in influencing consumers’ trust in the brand, subsequently increasing their loyalty. Research limitations – This study has not categorized the groups of environmentally friendly products used by young Vietnamese to see if there is a difference. Practical implications – These results provide significant implications for brand managers to enhance the effectiveness of WoM. Originality/Value – Green promotion is an effective strategy for brands to regain consumers’ loyalty and maintain a close relationship between consumers and green brands. Additionally, green brand loyalty emphasizes the significance of green promotion for developing green companies and can serve as a conduit between customers and brands.
31
Jung, San, and Tae-Hoon Kim. "The effects of influencer characteristics on brand trust, brand attachment, and brand loyalty among SNS sportswear consumers: Focusing on the MZ generation consumers." Journal of Asian Scientific Research 15, no. 1 (February 7, 2025): 50–66. https://doi.org/10.55493/5003.v15i1.5298.
Texto completoResumen
This study aimed to empirically investigate the effects of influencer characteristics on brand trust, attachment and loyalty among social networking service (SNS) sportswear consumers and provide baseline information for influencer marketing strategies for sportswear brands targeting Millennials and Generation Z (MZ Generation). We surveyed users exposed to influencer marketing by sportswear brands on SNS using convenience sampling. The collected data was analyzed using descriptive statistics, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis using SPSS 29.0. The results show that credibility and intimacy have a significant impact on brand trust, attachment and loyalty among influencer characteristics. Additionally, brand trust not only strengthens brand attachment but also contributes to higher brand loyalty. Furthermore, brand attachment plays a crucial role in solidifying brand loyalty highlighting the interconnectedness of these factors in shaping consumer behavior. These findings have strategic implications for sportswear brands looking to increase loyalty among MZ Generation consumers in the future by formulating effective social media influencer marketing strategies. Sportswear brands can tailor their influencer marketing approaches to better resonate with MZ Generation consumers on SNS, ultimately enhancing brand loyalty by leveraging these insights.
32
Lu, Jinzhao, and Yingjiao Xu. "Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity." Journal of Product & Brand Management 24, no. 4 (July 20, 2015): 365–76. http://dx.doi.org/10.1108/jpbm-05-2014-0593.
Texto completoResumen
Purpose – This study aims to investigate Chinese young consumers’ brand loyalty toward sportswear products from a self-congruity perspective. With different performance observed between global and domestic sportswear brands in the Chinese market, this study also aims to examine the impact of country of origin on Chinese young consumers’ behavior toward sportswear brands. Design/methodology/approach – A survey with street intercept method was conducted in Shanghai to collect data for this study. Multiple independent t-tests and structural equation modeling (SEM) with bootstrap method were used to test the hypotheses. Findings – The SEM results indicate a significant influence of brand self-congruity on consumers’ brand association and perceived quality, which, in turn, influenced consumers’ brand loyalty. The multiple t-test results suggest a significant difference between Chinese and global sportswear brands in terms of consumers’ brand association and attitudinal brand loyalty. No significant difference was found in terms of consumers’ behavioral brand loyalty. Research limitations/implications – The main limitation of this study comes from the convenience student sample. Practical implications – First, brands need to strategically design the brand image to represent the largest segment of the target market. Second, while global brands could focus on their pricing strategies, domestic brands need to focus more on maintaining a positive brand association in consumers’ mind. Originality/value – This study contributes to the growing research on the self-congruity perspective of brand loyalty by empirically confirming the indirect effect of brand self-congruity on brand loyalty via the mediation effects of brand association and perceived quality in the context of the ever-growing Chinese sportswear market.
33
Dada, Muhammad Habib. "Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity." Journal of Marketing Strategies 3, no. 1 (June 4, 2021): 29–43. http://dx.doi.org/10.52633/jms.v3i1.33.
Texto completoResumen
The most important determinants of brand equity are brand image and brand loyalty. These critical elements affect the customer’s thought processes and build up their perception of the brand. The main objective of this research study is to investigate the critical association between brand association, brand image and loyalty and how they impact brand equity. In order to achieve research intentions, a model reflecting the effect of brand association, brand image and brand loyalty on brand equity was conceptualized. Hypotheses were formulated to assess the relationship between the variables and their impact on the dependent variable. The study adopted a quantitative approach and data were analyzed through structural equation model SEM to assess the correlation. The study findings demonstrate that brand associations, brand loyalty and brand image have a positive effect on brand equity. The study provides brand managers with key insights to enrich the equity of their brands.
34
Reka Meiyola. "HUBUNGAN BRAND EXPERIENCE, BRAND IMAGE, BRAND SATISFACTION, DAN BRAND LOYALTY DALAM PESPEKTIF FOUR-STAGE LOYALTY MODEL (STUDI TERHADAP MAHASISWA PENGGUNA SMARTPHONE DI UNIVERSITAS PASIR PENGARAIAN)." Journals of Indonesian Multidisciplinary Research 2, no. 1 (February 15, 2023): 48–65. https://doi.org/10.61291/q2bj9n55.
Texto completoResumen
Penelitian ini bertujuan untuk mengetahui hubungan brand experience, brand image, brand satisfaction, dan brand loyalty dalam pespektif four-stage loyalty model. Populasi penelitian adalah mahasiswa aktif Prodi Manajemen Universitas Pasir Pengaraian. Jenis penelitian ini adalah penelitian asosiatif Jumlah sampel yang ditetapkan sebanyak 100 responden dengan menggunakan accidental sampling. Tehnik pengambilan data terdiri dari kuesioner dan wawancara. Teknik Analisis data menggunakan structural Equating Modeling (SEM PLS) dan Smart PLS. Hasil penelitian menunjukkan brand experience berpengaruh signifikan terhadap brand image, brand experience berpengaruh signifikan terhadap brand loyality, brand experience tidak berpengaruh signifikan terhadap brand statsfaction, brand image berpengaruh signifikan terhadap brand loyality, brand image berpengaruh signifikan terhadap brand statsfaction, brand statisfaction tidak berpengaruh signifikan terhadap brand loyality.
35
Indrayana, Rony, Faizatun, and Derriawan. "Analysis of the Influence of Brand Association, Brand Image, Brand Awareness, and Brand Loyalty on Brand Equity of Telon Oil." International Journal of Science and Society 6, no. 2 (March 21, 2024): 166–73. http://dx.doi.org/10.54783/ijsoc.v6i2.1121.
Texto completoResumen
This research aims to analyze the influence of brand association, brand image, brand awareness, and brand loyalty on brand equity of telon oil. This research uses a quantitative approach with the sample in the study being women or men aged 25 – 55 years and who have used My Baby telon oil. In carrying out this research, researchers used data analysis methods using the Likert scale measurement method, questionnaire data analysis using the SPSS 26 statistical program with the SEM SmartPLS method. The research results show several important findings regarding the relationship between the main variables in the context of Brand Equity. First, Brand Association (X1) significantly influences Brand Equity (Z) and Brand Loyalty (Y). Second, Brand Awareness (X2) has a significant influence on Brand Loyalty (Y), but not on Brand Equity (Z). Third, Brand Image (X3) significantly influences Brand Equity (Z), but not significantly on Brand Loyalty (Y). Apart from that, Brand Loyalty (Y) was also found to have a significant influence on Brand Equity (Z). These findings provide important insights for marketing and brand management strategies to strengthen key aspects that influence consumer perception and loyalty towards brands.
36
Mohd Kassim, Norizan, Nurfatihah Akmal Binti Jamaludin, and Zullina Hussain Shaari. "Investigating the Brand Loyalty of Domestic Cosmetic in an Emerging Market." SHS Web of Conferences 124 (2021): 05001. http://dx.doi.org/10.1051/shsconf/202112405001.
Texto completoResumen
The cosmetic industry in emerging economies such as Malaysia shows vast growth. However, fierce competition has forced domestic cosmetic brands to be more competitive. Brand loyalty is one of the key aspects of management to retain the competitive advantages of the market. Thus, this research would like to investigate the factors that led to the brand loyalty of the domestic cosmetics brand in Malaysia. There are four independent variables in this study, namely brand price, brand perceived value, brand satisfaction, and brand trust, while brand loyalty is a dependent variable. A correlation study was conducted to determine whether there is a positive relationship between the dependent variable and the independent variable. The purpose of this study is twofold: First, to examine the level of loyalty of domestic consumer brands; second, to investigate the relationship between brand prices, brand satisfaction, brand trust, and brand perceive value to the brand loyalty of cosmetic brand. A survey was conducted to measure these variables. A total of 200 useable questionnaires were collected from a commercial hub in Malaysia. Descriptive and correlation analysis were used to investigate the level of loyalty and to test the relationship between these variables.
37
Empen, Janine, Jens-Peter Loy, and Christoph Weiss. "Price promotions and brand loyalty." European Journal of Marketing 49, no. 5/6 (May 11, 2015): 736–59. http://dx.doi.org/10.1108/ejm-08-2013-0433.
Texto completoResumen
Purpose – This article aims to estimate the relationship between brand loyalty and price promotions on the German yoghurt market. It considers consumer loyalty to various corporate brands and their respective sub-brands to analyze promotional strategies between and within certain corporate brands with a larger loyal consumer segment and a moderate strength of consumer loyalty are well suited for effective price promotions following the idea of loss leader by Lal and Matutes (1994). Design/methodology/approach – The paper’s approach follows Allender and Richards’ (2012) and extends to explicitly considering the product line management of every manufacturer in the market. In the first step, a random coefficient logit specification is estimated to compute measures of brand loyalty for each brand. In the second step, the relationship between brand loyalty measures and the frequency and depth of price promotions is analysed. Findings – The results suggest that weaker corporate brands are promoted more aggressively supporting the model hypotheses by Koças and Bohlmann (2008). Within the manufacturer’s product line, sub-brands with a larger loyal consumer segment and a moderate strength of consumer loyalty are more often used for effective price promotions which reflects the idea of loss leading first introduced by Lal and Matutes (1994). Research limitations/implications – The results are limited to a static relationship between brand loyalty and price promotions. Analyzing the dynamics of the relationship between brand loyalty and price promotions should prove fruitful in enhancing the understanding of retailer strategies and provides additional implications for managerial decisions in retailing. Practical implications – Managers need to be more aware of the linkages between product line management and promotional strategies. Changes in the product line management may require a redirection of the promotional measures and strategies. Social implications – Consumer behavior with respect to brand loyalty to some extent determines price promotional strategies of retailers. The promotional strategies provide opportunities to save expenditures, especially for non-loyal and low income households. Originality/value – Matching and analyzing two detailed (consumer, retail) scanner data sets to investigate the relationship between the measures of brand loyalty and the retailers’ price promotional strategies. Novel is the modeling of two different dimensions of brand loyalty (size and strength) and the consideration of sub-brands. The results clearly show that promotional strategies vary not only between corporate brands but also between sub-brands of the same corporate brand.
38
Nilufar, Yasmin, and Raju Valliappan. "Bangaladeshi Ready Made Garments Industry: Past and Future." International Journal of Business Management and Technology 4, no. 4 (February 22, 2023): 102–10. https://doi.org/10.5281/zenodo.7664558.
Texto completoResumen
This paper has two phases; in first phase highlights as, Bangladeshi Ready Made Garments (RMG) has passed through a number of domestic as well as international challenges. Few of those challenges are traced out in this study from industrial development point of view. The second phase is related ot the brand loyalt of customers buying ready made garments , Stratetgic Literature Reiview (SLR) has been drawn on the concept of brand loyalty and related influencing factors. This paper suggests that firms need to pay attention towards the brand loyalty of the customers by mapping their expectations from the brands otherwise they may not be able to move towards the international markets and compete among international brands.
39
Aulia Melani, Shava Riftika, Ida Bagus Nyoman Udayana, and Lusia Tria Hatmanti Hutami. "Pengaruh Brand Image Terhadap Brand Loyalty dengan Satisfaction dan Brand Love Sebagai Variabel Mediasi (Studi Kasus pada Smartphone Merek Vivo di Yogyakarta)." JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL 6, no. 1 (December 10, 2024): 30–37. https://doi.org/10.38035/jmpis.v6i1.3405.
Texto completoResumen
Penelitian ini bertujuan untuk mengetahui 1) Pengaruh brand image terhadap brand loyality pada produk Smartphone Vivo, 2) Pengaruh brand image terhadap satisfaction pada produk smartphone Vivo, 3) Pengaruh brand image terhadap brand love pada produk Smartphone Vivo, 4) Pengaruh satisfaction terhadap brand loyalty pada produk Smartphone Vivo, 5) Pengaruh brand love terhadap brand loyalty pada produk Smartphone Vivo. Populasi dalam penelitian ini adalah seluruh konsumen yang pernah melakukan pembelian Smartphone Vivo di Kota Yogyakarta. Teknik pengambilan sampel dalam penelitian ini adalah teknik purposive sampling. Jumlah sampel dalam penelitian ini adalah 100 responden. Teknik analisis data dilakukan dengan menggunakan Microsoft Excel dan Software SEM PLS. Hasil penelitian ini menunjukan bahwa : 1) Brand image berpengaruh positif dan signifikan terhadap brand loyalty, 2) Brand image berpengaruh positif dan signifikan terhadap satisfaction, 3) Brand image berpengaruh positif dan signifikan terhadap brand love, 4) satisfaction berpengaruh positif dan signifikan terhadap brand loyalty, 5) brand love berpengaruh positif dan signifikan terhadap brand loyalty.
40
Tazkia, Yumna, and Maya Ariyanti. "The effect of social media marketing on brand loyalty for a sportswear brand: The mediating role of brand trust and cognitive engagement." Edelweiss Applied Science and Technology 9, no. 3 (March 24, 2025): 1908–15. https://doi.org/10.55214/25768484.v9i3.5717.
Texto completoResumen
Building brand loyalty has become essential, particularly for sportswear brands in the age of social media. As one of the countries committed to increasing the trend of healthy lifestyles, Indonesia provides opportunities for sportswear brands to grow. This study aims to investigate how social media marketing affects brand loyalty, together with cognitive engagement and brand trust as mediators. An online survey was conducted with 350 respondents and the PLS-SEM method was used for analysis. The results show that social media marketing positively affects cognitive engagement, brand trust, and brand loyalty. Furthermore, both cognitive engagement and brand trust positively affect brand loyalty and act as mediators in the relationship between social media marketing and brand loyalty. This study contributes to marketing literature by highlighting the role of cognitive engagement and brand trust in influencing brand loyalty. It provides strategic recommendations for sportswear to enhance its digital marketing efforts. These include creating interactive and engaging content, maintaining transparency and authenticity communication to customers, leveraging credible influencers, and using data-driven insights to personalize content.
41
Ma, Ming, Yinger Gu, Wenyi Huang, and Tian Wang. "CSR Impact on Brand Loyalty: Insights from Consumer Perceptions." Frontiers in Management Science 2, no. 5 (October 2023): 58–62. http://dx.doi.org/10.56397/fms.2023.10.08.
Texto completoResumen
This research explores the intricate relationship between corporate ethics, social responsibility (CSR), brand association, and brand loyalty in the context of the dynamic Chinese market. Chinese consumers exhibit an increasing awareness of and enthusiasm for CSR initiatives, seeking information on ethical and social practices when making purchasing decisions. Strong brand association significantly influences brand loyalty, with consumers choosing brands that align with their values, including CSR values. The interplay between CSR and brand association is dynamic and positively impacts brand loyalty. The findings highlight the significance of aligning CSR initiatives with local values, effective storytelling, and consistency in CSR engagement for brands operating in China. Understanding generational dynamics and the unique dynamics in the Chinese market is crucial. Brands embracing CSR as a strategic necessity foster lasting brand loyalty in this consumer-driven market.
42
Choi, Chul-Jae. "The Effects of Brand Experience on Brand Loyalty in Luxury Brand Purchase Settings: Causal Roles of Brand Image and Brand Love." Korea International Trade Research Institute 19, no. 1 (February 28, 2023): 413–29. http://dx.doi.org/10.16980/jitc.19.1.202302.413.
Texto completoResumen
Purpose – The purpose of this study is to investigate the effect of luxury brand experience dimensions, such as sensory, affective, behavioral, and intellectual, on brand image and brand love. It also seeks to identify the causal role of brand image and brand love. Design/Methodology/Approach – In this study, SPSS 21.0 and AMOS 21.0 statistical packages were used for empirical analysis. Model fit and hypotheses were tested by SEM. Findings – Sensory experience influenced brand image, brand love, and emotional experience, which affects intellectual experiences, influenced brand image and brand love. Brand image also influenced brand love and brand loyalty, and brand love influenced brand loyalty. Brand love was partially intermediated by the relationship between brand image and loyalty. Research Implications – Marketing managers of luxury brands should encourage customers to experience brands through sensory institutions, strengthen brand image, and help customers feel special and favorable feelings about the brand. In addition, by providing accurate information on luxury brands to stimulate intellectual curiosity and imagination, it is necessary to implement a brand strategy that induces strong attachment to the brand, and strengthens brand love.
43
Macnico, Peter, Renny Christiarini, and Lily Purwianti. "Streaming Popularity: Analyzing the Competition of SVOD Brands in Achieving Preferences and Loyalty of Generation Z." Wiga : Jurnal Penelitian Ilmu Ekonomi 14, no. 2 (September 13, 2024): 286–301. https://doi.org/10.30741/wiga.v14i2.1227.
Texto completoResumen
This study investigates the impact of brand experience, brand trust, brand image and brand awareness on brand loyalty among Generation Z customers. As competition intensifies in the Subscription Video On Demand (SVOD) industry, particularly with Generation Z’s increasing influence, SVOD brands strive to differentiate themselves through distinct logos, enhanced user experiences, and intuitive applications. The research is set in the context of Batam, where 259 Generation Z customers participated in the study via a questionnaire distributed through Google Forms. The questionnaire employed a 5-point Likert scale to measure various brand-related factors. Respondents were selected using purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that brand experience has a significant positive impact on brand image, brand trust, and brand loyalty. Similarly, brand awareness positively affects both brand image and brand trust. However, brand awareness does not significantly influence brand loyalty, nor does brand trust significantly affect loyalty. Additionally, brand image has no significant impact on brand trust. The findings underscore the pivotal role of brand experience and brand image in fostering loyalty among Generation Z customers, offering valuable insights for SVOD brands aiming to enhance their market position.
44
Armenia, Monica Desty, and Kurniawati Kurniawati. "PENGUJIAN BRAND SATISFACTION TERHADAP EMOTIONAL BRAND ATTACHMENT BRAND LOYALTY, BRAND LOVE, DAN SELF ESTEEM PRODUK SNEAKERS DI INDONESIA." Journal of Management : Small and Medium Enterprises (SMEs) 17, no. 2 (July 2, 2024): 267–83. https://doi.org/10.35508/jom.v17i2.16914.
Texto completoResumen
The sneaker industry has witnessed remarkable growth in recent years, accompanied by a surge in new brands, intensifying the battle for customer loyalty. This study delves into the intricate relationship between brand satisfaction and its impact on emotional brand attachment, brand love, brand loyalty, and self-esteem among sneaker enthusiasts. Data was collected from 255 sneaker users through an online survey administered using Google Forms to explore these connections. Purposive sampling was employed, targeting individuals who actively wear sneakers. The Structural Equation Model (SEM) was utilized to analyze the gathered data, leveraging the AMOS 22 software. The findings unveil a significant positive influence of brand satisfaction on emotional brand attachment. Additionally, brand satisfaction demonstrates a positive impact on brand loyalty and brand love. Emotional brand attachment, in turn, exhibits a positive influence on brand love and brand loyalty. Furthermore, self-esteem emerges as a positive contributor to brand loyalty. These findings underscore the crucial role of brand satisfaction in fostering positive customer perceptions and behaviors, particularly in the competitive sneaker industry. By cultivating brand satisfaction, companies can strengthen emotional brand attachment, brand love, and brand loyalty, ultimately enhancing customer self-esteem and establishing a loyal customer base. Keywords : Brand Satisfaction; Emotional Brand Attachment; Brand Love ; Brand Loyalty; Self-esteem
45
Bartosik-Purgat, Małgorzata. "Customers' loyalty profiles." Economics and Business Review 7, no. 1 (March 30, 2007): 5–20. http://dx.doi.org/10.18559/ebr.2007.1.533.
Texto completoResumen
Brand consumer loyalty is one of the most important issue in the area of consumer behaviour. Companies conduct many researches to find out the needs and preferences of potential buyers because satisfied and happy consumers usually come back and buy products of the same companies or brands. This is only one aspect of consumer loyalty, another one is telling other consumers about the product and brand and encouraging them to buy the product of a particular brand. The article presents results of empirical researches conducted among Polish consumers about their brand loyalty. These results help to construct the loyalty profile of a Polish consumer. (original abstract)
46
Choi, Hwan, and Chul-Jae Choi. "The Effect of Luxury Brand Personality on Brand Loyalty: Mediating Role of Brand Trust and Moderating Effect of Brand Involvement." Korea International Trade Research Institute 18, no. 5 (October 31, 2022): 359–79. http://dx.doi.org/10.16980/jitc.18.5.202210.359.
Texto completoResumen
Purpose - The purpose of this study is to understand the effect of luxury brand personality on brand loyalty, and to check the mediating role of brand trust and the moderating effect of brand commitment.
 Design/Methodology/Approach - This study investigated 305 people through face-to-face interviews. The subjects of the survey were adult men and women over the age of 19 that have purchased luxury goods in department stores. For the empirical analysis of this study, SPSS win 24.0 and AMOS 24 Version statistical software were used. The hypothesis of this study was confirmed through structural equation modeling(SEM).
 Findings - Brand personality had a positive effect on self-congruence and emotional satisfaction. Self- congruence had a positive effect on emotional satisfaction. Emotional satisfaction had a positive effect on brand trust, brand commitment, and brand loyalty. Brand immersion had a positive effect on brand loyalty. Brand trust had a positive effect on brand loyalty, but had no effect on brand commitment. As a result of testing the mediating effect of brand trust, brand trust was partially mediated in the relationship between emotional satisfaction and brand loyalty. As a result of the test of the moderating effect of brand involvement, the moderating effect between brand personality and emotional satisfaction was significant.
 Research Implications - What should luxury brand marketers do to increase loyalty to luxury brands? Luxury brand marketers need to develop products that match the brand personality and the self- congruence of consumers. Then, emotional satisfaction with the luxury brand increases, and then brand trust is created. As a result, it was confirmed that loyalty to luxury brands increased.
47
Pu, Yibei, Norzaidahwati Zaidin, and Yaodong Zhu. "How Do E-Brand Experience and In-Store Experience Influence the Brand Loyalty of Novel Coffee Brands in China? Exploring the Roles of Customer Satisfaction and Self–Brand Congruity." Sustainability 15, no. 2 (January 6, 2023): 1096. http://dx.doi.org/10.3390/su15021096.
Texto completoResumen
China’s coffee sector is experiencing a transformation related to sustainability. While the media have reported various novel coffee brands in China, scholars have mostly focused on established non-Chinese coffee brands. These studies still cite the relevance of the growing middle class, which adopts coffee as part of an ‘exquisite Western lifestyle’ and form the antecedents of brand loyalty from an established coffee brand perspective. These antecedents may not directly apply to novel coffee brands that face the changing consumption habits of younger Chinese consumers, who stress coffee’s functionality and price performance. Drawing on a social service perspective, this study addresses how E-brand experience and in-store experience each affect customer satisfaction and brand loyalty, as well as the role of customer’s self–brand congruity. The conceptual model was empirically tested using an online survey of 332 Chinese novel coffee brand customers. Our results suggest that E-brand experience (EBE) and in-store experience (SBE) both affect customer satisfaction (CA), with each relationship moderated by self–brand congruity (SBC); CA mediates the relationship between EBE and brand loyalty and that between SBE and brand loyalty. Moreover, younger respondents in this study were more likely to develop customer satisfaction and brand loyalty toward novel Chinese coffee brands.
48
Nandukrishna, T. Ajith, and Susan Mathew Linda. "A Study on Relationship between Brand Loyalty States – In the Context of Virtual Smartphone Brand Communities." RESEARCH REVIEW International Journal of Multidisciplinary 4, no. 3 (March 13, 2019): 197–99. https://doi.org/10.5281/zenodo.2596472.
Texto completoResumen
Brand loyalty as a sequential process comprises of 4 distinctive states such as- Cognitive, Affective, Conative and behavioral Loyalty. This study explores the effect of one brand loyalty states on preceding brand loyalty state in the context of virtual brand communities for smartphones. The study was conducted on a simple random sample of 260 members in branded communities. Results showed that Cognitive Loyalty has a positive effect on affective brand loyalty, conative brand loyalty has an effect on behavioral brand loyalty. There is no significant effect of effective brand loyalty on conative brand loyalty
49
Wibisono, Sandy, Teresa Clarita, and Sulistiono Sulistiono. "Pengaruh Brand Association, Brand Reliability, Dan Brand Intention Terhadap Brand Loyalty." Jurnal Ilmiah Manajemen Kesatuan 9, no. 3 (September 29, 2023): 673–82. http://dx.doi.org/10.37641/jimkes.v9i3.2062.
Texto completoResumen
This study aims to determine whether Brand Association, Brand Reliability, and Brand Intention have a partial and simultaneous effect on Brand Loyalty. The population in this study are consumers who have used Indihome in the city of Bogor with a total sample of 150 people. The sampling method used is a non-random sampling method. The data analysis method used is multiple linear regression analysis to determine the effect of Brand Association, Brand Reliability, and Brand Intention on Brand Loyalty. Data testing was performed using IBM SPSS Statistics 24 Software. The results of this study are as follows: (1) Brand Association partially affects Brand Loyalty with a t-count value greater than t table (3.333> 1.65). (2) Brand Reliability partially affects Brand Loyalty with the t value greater than t table (2.709> 1.65). (3) Brand Intention partially affects Brand Loyalty with the value of t count greater than t table (4.565> 1.65). (4) Brand Association, Brand Reliability, and Brand Intention simultaneously have a positive and significant effect on Brand Loyalty with a calculated F value greater than F table (122.265> 2.67) and a significance value of 0.000. (5) The three independent variables (Brand Association, Brand Reliability, and Brand Intention) are able to explain variations in the dependent variable (Brand Loyalty) by 72%, while 28% Brand Loyalty is influenced by other independent variables.
 
 Keywords: Brand Association, Brand Reliability, Brand Intention, and Brand Loyalty
50
Van Thuy, Nguyen, Ngo Thi Xuan Binh, and Nguyen Thi Kim Phung. "Influencing brand love to brand loyalty: A case study of Phu Quoc fish sauce." Science & Technology Development Journal - Economics - Law and Management 4, no. 1 (April 4, 2020): First. http://dx.doi.org/10.32508/stdjelm.v4i1.595.
Texto completoResumen
The study aims to analyze the impact of brand love on brand loyalty of Phu Quoc fish sauce – a famous traditional brand of Vietnam that has been accepted by the European Union for the protection of geographical indications. Brand love is proxied by two exogenous variables of hedonic products and self-expressive brands. Brand love, including a passion for the brand, attachment to the brand, positive evaluation of the brand, positive emotions in response to the brand, and declarations of love for the brand is the basis to create customer loyalty for the brand. Research data were collected from a survey on 418 customers using Phu Quoc fish sauce in Ho Chi Minh City and tested using Cronbach's alpha coefficient, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) whereas hypotheses were tested through Structural Equation Model (SEM). The results showed that brand love has a direct impact on brand loyalty. Both hedonic products and self-expressive brands exert a positive influence on brand love. The effect of the hedonic products on brand loyalty is accepted, while the self-expressive brand on brand loyalty is rejected.