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1
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.
Анотація:
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.
2
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.
Анотація:
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.
3
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.
Анотація:
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.
4
Felix, Reto. "Multi-brand loyalty: when one brand is not enough." Qualitative Market Research: An International Journal 17, no. 4 (September 2, 2014): 464–80. http://dx.doi.org/10.1108/qmr-11-2012-0053.
Анотація:
Purpose – The purpose of this research is to provide a deeper, constructivist account of multi-brand loyalty. Previous literature has acknowledged the existence of multi-brand loyalty, but described it from a narrow, rational and primarily utilitarian point of view. Design/methodology/approach – The study is based on open-ended, depth interviews. Data were labeled, coded and classified into different topics, and thematic analysis was used to identify three dominant themes. Findings – Multi-brand loyalty emerged in three forms: biased, specialized and perfect substitutes. These relationships may undergo dynamic transformations over time. Further, family tradition and perceived freedom were identified as two important motivations for consumers to be loyal to more than one brand. The managerial implications address suggestions on how companies can avoid that consumers become loyal to several brands instead of maintaining single-brand loyalty. Originality/value – The study is the first to address multi-brand loyalty based on a qualitative research approach and provides preliminary insights into occurrences and motivations related to the construct.
5
Adi, Pramono Hari. "Customer Loyalty of Islamic Banks." AFEBI Islamic Finance and Economic Review 1, no. 01 (March 11, 2017): 13. http://dx.doi.org/10.47312/aifer.v1i01.17.
Анотація:
<p>The highly rapid growth of sharia commercial banks have required them to compete in obtaining and retaining customers. Therefore, it is important to look carefully at the position of their brands within the industry. Among the measures to see how strong the position of a brand in the market is the level of customers’ brand loyalty. There are five levels of brand loyalty, each of which indicates particular marketing challenge to be addressed. Those levels - from least loyal to most loyal - include switcher, habitual buyer, satisfied buyer, liking the brand, and committed buyer. Using questionnaire to collect primary data from 100 respondents, the results indicate that the highest brand loyalty to Islamic banks has been at the level of satisfied buyer and liking the brand, indicating that consumer loyalty to the Islamic banks has not been perfect. Loyalty needs to be improved towards the committed buyer.</p><p><br />Keywords: Brand, Customer Loyalty, Islamic Bank</p>
6
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.
Анотація:
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.
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Quoquab, Farzana, Norjaya Mohd. Yasin, and Rozhan Abu Dardak. "A qualitative inquiry of multi-brand loyalty." Asia Pacific Journal of Marketing and Logistics 26, no. 2 (April 8, 2014): 250–71. http://dx.doi.org/10.1108/apjml-02-2013-0023.
Анотація:
Purpose – It is evident that most consumers are polygamous and are loyal to several brands within a particular product or service category. This circumstance is coined as “multi-brand loyalty” (MBL). The present research tries to shade light on consumers' motivation to become a multi-brand loyal by answering the research question: “why consumers become multi-brand loyal within a particular service category?” The paper aims to discuss these issues. Design/methodology/approach – Four focus group discussions and 13 in-depth interviews were carried out to gain deeper insights regarding the drivers of MBL. Findings – The findings of this study suggest that “financial benefits”, “need for privacy”, “competitor's attractive promotional campaign”, “public self-consciousness” and “availability of cheap handset and SIM card” are the most frequently cited reasons that can make mobile phone service users multi-brand loyal. In addition, the study reveals heterogeneity among consumers, i.e. along with “multi-brand loyals”, “sole-brand loyals”, “switchers” and “cross-buyers” also exist in the Malaysian mobile phone service market. Practical implications – These insights put forth the importance for managers of mobile phone service industry to be more cautious in formulating their retention strategies. Moreover, they will be aware of the complicated loyalty pattern of their consumers which will eventually guide them to consider different strategic moves for each different loyalty segments. Originality/value – Although the existence of MBL has been proven empirically, little attention is given to understand consumers' motive to become a multi-brand loyal, particularly in the context of services. Therefore, taking this opportunity into account, the present study fills this gap by providing an in-depth understanding of the phenomenon.
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A, ROHINI, and PADMANABAN N.R. "Farmers brand and dealer loyality to pesticides in Coimbatore district." Madras Agricultural Journal 87, March (2000): 133–37. http://dx.doi.org/10.29321/maj.10.a00437.
Анотація:
This study was carried out in Coimbatore district with 120 sample farmers to analyse the factors responsible for brand and dealer loyalty towards pesticides. The results showed that price of the. preferred brand (x2) and efficiency of the preferred brand (x2) were significant at one per cent level for brand loyalty. The factor advertisement also influenced the brand loyalty at five per cent level. With regard to dealer loyalty, factors such as credit availability (x2) and quality of product (x2) were significant at one per cent level. The study showed that farmers are loyal to pesticide brands and also to pesticide dealers.
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Ruane, Lorna, and Elaine Wallace. "Brand tribalism and self-expressive brands: social influences and brand outcomes." Journal of Product & Brand Management 24, no. 4 (July 20, 2015): 333–48. http://dx.doi.org/10.1108/jpbm-07-2014-0656.
Анотація:
Purpose – This study aims to examine the relationship between social influence and consumers’ self-expression through brands. It considers susceptibility to interpersonal influence and social network influence on self-expressive brands and brand tribalism. The study examines whether self-expressive brands and brand tribalism influence brand loyalty and word of mouth (WOM). Design/methodology/approach – A cross-sectional online survey was carried out with members of Generation Y in Ireland. Data from 675 complete responses were analysed using SPSS 20 and AMOS 20. A structural model tested nine hypothesised relationships. Findings – Findings indicate that both online social network influence and susceptibility to interpersonal influence are antecedents of tribalism and self-expressive brands. Consumers of self-expressive brands are loyal and offer positive WOM. By contrast, those who seek tribal membership have less brand loyalty and offer less WOM than other consumers. Findings suggest that consumers may be loyal to tribes, rather than to brands. This informs our understanding of the role of tribes for consumers and brand outcomes. Research limitations/implications – This study is limited to Generation Y consumers within Ireland. Originality/value – This is the first study to explore the effect of consumers’ perceptions about online social network influence on brand tribalism. In addition, their views about the influence of the social network on self-expressive brand consumption, and brand outcomes, are identified. This paper highlights consumers’ susceptibility to interpersonal influence on their brand choices and brand tribalism. In addition, it is shown that brand loyalty and WOM are not always a consequence of tribal membership. By contrast, self-expressive brand consumption enhances brand WOM and brand loyalty.
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Koschmann, Anthony, and Jagdish Sheth. "Brand line extensions: creating new loyalties or internal variety-seeking?" Journal of Product & Brand Management 27, no. 4 (July 16, 2018): 351–62. http://dx.doi.org/10.1108/jpbm-08-2017-1535.
Анотація:
Purpose The purpose of this paper is to examine whether line extensions (modified brands) create their own loyalties or induce variety-seeking within the brand. Prior research has explored how the branded house strategy (i.e. multiple products bearing the same brand name) retains customers from competing brands. However, this research investigates loyalty within the brand by comparing loyalty and variety-seeking rates of modified brands. Design/methodology/approach Markov chains examine behavioral loyalty and switching rates of panel households in the USA over several quarters for two family brands of carbonated beverages. Emphasis is placed on the consumers who purchase the upper median of volume (heavy half) and constitute a disproportionate amount of brand’s sales (86 per cent of the volume). Findings Three propositions find that loyalty rates are high among modified brands with little switching to other lines within the brand. Further, loyalty and switch to rates are highest for the flagship branded product (the master modified brand). Practical implications Managers segment the market using the branded house strategy, yet loyalty rates vary for each product line. The switching rates can guide managers as to which products have established a loyal consumer base. Originality/value While brand switching is a considerable research stream, this research is believed to be the first to explore loyalty versus variety-seeking in the branded house strategy.
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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.
Анотація:
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.
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Türk, Bahar. "Brand's Image, Love, and Loyalty: Is it Enough for Word of Mouth Marketing?" Management and Business Research Quarterly 18 (August 2021): 16–27. http://dx.doi.org/10.32038/mbrq.2021.18.02.
Анотація:
Laptop products are no longer luxury products, and they are commodities commonly used by university students. However yet, every laptop brand has its brand image in the market. Also, Brand love and loyalty have become central concepts in brand and customer relationships. This paper investigates the effects of ‘brand image on brand love’ and ‘brand love on customer loyalty’ and ‘word-of-mouth (WOM) marketing’. Additionally, it investigates which phases of loyalty have priority in creating WOM. Questionnaires had distributed to 300 college students to collect data. Structural equation modeling (SEM) had used to analyze the hypothesis, and from Multi Criteria Decision Making methods, TOPSIS was used to rank the priority of the phases of loyalty. Analyses show that brand love and image remarkably effect on brand loyalty. In addition, it has been determined that brand love affects WOM. The TOPSİS results also reveal that affective loyalty has priority effective on WOM. Other predictors are cognitive, behavioral, and cognitive loyalty, respectively. The results can help practitioners engage customers while creating a brand image and marketing their laptop brands to construct loyal customer support. The ranking of the type of loyalty can also ensure a phase for marketers to develop future strategies.
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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.
Анотація:
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.
14
Efendi, M. Ivan, and Siti Ning Farida. "PENGARUH BRAND LOVETERHADAP BRAND LOYALTYDAN WILLINGNESS TO PAY PREMIUM PRICE(Studi Pada Konsumen Starbucks di Kota Surabaya)." Jurnal Ekonomi Dan Bisnis (EK&BI) 4, no. 1 (2021): 384–92. http://dx.doi.org/10.37600/ekbi.v4i1.228.
Анотація:
Brands have an important role for the continuity of a business, because current and future marketing is a competition between brands to seize consumers through brands. Brand love is a market phenomenon that refers to the deep or intense emotions a customer experiences in relation to a particular brand. This emotional attachment can later make consumers loyal to a brand. This study aims to determine the effect of brand love on brand loyalty and willingness to pay premium price of Starbucks consumers in Surabaya. The research method used is quantitative methods. The population in this study were Starbucks consumers in Surabaya. The number of samples used was 100 respondents using purposive sampling method. The data testing method used are validity and reliability test. The data analysis technique used is the structural equation model partial least square (SEM PLS). Calculation of data using Smart PLS ver. 3. Based on the research results, it can be seen that brand love has a positive effect on brand loyalty, brand loyalty has a positive effect on willingness to pay premium price, and brand love has a positive effect on willingness to pay premium price for Starbucks consumers in Surabaya.Keywords: Brand Love, Brand Loyalty, Willingness to Pay Premium Price
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McDougall, Jean, and David Chantrey. "The making of tomorrow’s consumer." Young Consumers 5, no. 4 (September 1, 2004): 8–18. http://dx.doi.org/10.1108/17473610410814283.
Анотація:
Presents the findings of Millward Brown’s international study of the relationship of the youth generation with brands, using these findings to give marketers advice on how to connect with young people. Emphasises how much more grown up are today’s tweens (8 to 14 year olds) than previous generations, and the opportunities this gives to marketers. Discovers that tweens not only influence the brands they buy for themselves but also expensive family purchases. Examines how brand loyal they are, finding that brand loyalty increases sharply at the age of ten and peaks at around 30. Outlines the brand pyramid, with the strongest bonding of consumer to brand at the top, and assesses the importance of peer pressure in determining brand loyalty, including the “fish‐streaming” phenomenon (in which younger children wish to use the brands that teens do). Discusses whether brand loyalty is a lifetime relationship, and how some brands like McDonald’s successfully segment their markets to appeal to all ages.
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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.
Анотація:
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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Obiegbu, Chinedu James, Gretchen Larsen, and Nick Ellis. "Experiential brand loyalty: Towards an extended conceptualisation of consumer allegiance to brands." Marketing Theory 20, no. 3 (November 4, 2019): 251–71. http://dx.doi.org/10.1177/1470593119885167.
Анотація:
This article synthesises the experiential and meaning-based dimensions of loyalty to extend the brand loyalty canon. The experientially loyal consumer is defined as one who is sufficiently invested in a brand to find personal symbolic meanings in the act of consuming that brand and engage around these meanings, individually or within the context of communities of similarly engaged consumers in the pursuit of identity projects. Drawing on a particular type of consumer that epitomises experiential loyalty – the fan, the features of this new conceptualisation are highlighted. The foundations of ‘experiential brand loyalty’ in consumer research are identified and examined. The concept of experiential brand loyalty is articulated and set alongside existing research as a complementary position that bridges the gap between brand loyalty and experiential consumption literatures. Implications are drawn for future research and marketing practice.
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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.
Анотація:
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).
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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.
Анотація:
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.
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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.
Анотація:
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.
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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.
Анотація:
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.
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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.
Анотація:
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
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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.
Анотація:
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.
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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.
Анотація:
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.
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Ong, Chuan Huat, Salniza Md Salleh, and Rushami Zien Yusoff. "The Role of Emotional and Rational Trust in Explaining Attitudinal and Behavioral Loyalty: An Insight Into SME Brands." Gadjah Mada International Journal of Business 18, no. 1 (February 19, 2016): 1. http://dx.doi.org/10.22146/gamaijb.9285.
Анотація:
Brand trust is a powerful asset for Small and Medium size Enterprises (SMEs) to retain good relationships with their loyal customers, to ensure their long term survival. However, SME managers first need to understand the consequences of the two unique emotional and rational components of trust on attitudinal and behavioral loyalty, because both loyalty dimensions have unique consequences for a brand’s performance. Hence, this study aims to answer two research issues: (1) Do brand intentions and brand reliability influence both attitudinal loyalty and behavioral loyalty? (2) Which component of trust explains attitudinal and behavioral loyalty more? Data were obtained from 210 customers through the use of an intercept survey method on successful SME brands in the restaurant industry. The findings revealed that emotional and rational trust influenced both attitudinal and behavioral loyalty. Despite that, customers have a higher tendency to exhibit attitudinal and behavioral loyalty when a brand can be relied upon to deliver on its promises.
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Sandhu, Moeed Ahmad, and Sadaf Shabbir. "An Extensive Evaluation of Brand Image with Moderating Effect of Brand Engagement to Determine Brand Loyalty and Consumers’ Purchase Intention: A Study of Famous Female Apparel Brands in Pakistan." Pakistan Journal of Humanities and Social Sciences 11, no. 1 (March 22, 2023): 266–80. http://dx.doi.org/10.52131/pjhss.2023.1101.0348.
Анотація:
This study extensively evaluated brand image and main purpose was to find out in what way Brand Engagement will moderate the influence of Brand Image on Brand Loyalty to determine customers’ purchase intention. Current research utilized the survey method for data collection. To study the relationships between variables, the selected industry was famous female apparel brands of Pakistan, in different cities such as Lahore, Islamabad, Sialkot and Multan. The current research used questionnaire as the research instrument to interact with the sampling population. Only females were targeted to get data. Non probability sampling techniques was utilized in the study that included convenience and snowball sampling. Sample size was 300. Current research showed that brand image possesses substantial positive effect on brand loyalty and all antecedents of brand image were positively affecting the brand image. Moreover, brand loyalty has also been established to have significant positive impact on purchase intention. Brand engagement showed insignificant negative result as a moderator between brand image and brand loyalty showing that customers are not emotionally committed to the brand of their choice instead they are just becoming loyal due to other reasons. The evaluation of Brand Image has been done by incorporating many unique antecedents and the relationship of these antecedents was checked with brand image to imply better appreciation of brand image. Furthermore moderating effect of brand engagement among brand image and brand loyalty was unknown in past researches. The contribution of this research is theoretical, practical as well as contextual since we have conducted this study on a matchless framework regarding the female apparel brands in Pakistan.
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Khan, Imran, and Zillur Rahman. "E-tail brand experience’s influence on e-brand trust and e-brand loyalty." International Journal of Retail & Distribution Management 44, no. 6 (June 13, 2016): 588–606. http://dx.doi.org/10.1108/ijrdm-09-2015-0143.
Анотація:
Purpose – The purpose of this paper is to examine the influence of e-tail brand experience on e-brand trust and e-brand loyalty. The study also tests whether gender moderates this influence. Design/methodology/approach – In all, 429 responses were collected using both offline and online survey methods. Confirmatory factor analysis and structural equation modelling techniques were performed to test the measurement and structural models using SPSS 20.0 and AMOS 20.0 statistical software. Findings – Empirical results confirm the impact of e-tail brand experience on e-brand trust and e-brand loyalty. Gender was found to moderate the relationships. It was further found that e-tail brand experience developed almost same levels of e-brand trust in both males and females. However, males became more loyal to e-tail brands when they received positive e-tail brand experiences. Practical implications – E-tail brand managers should focus on the design and delivery of unique e-tail brand experiences to develop e-brand trust and e-brand loyalty in customers. The direct influence of e-tail brand experience on e-brand loyalty was found to be weaker in females, which suggests that managers could take steps to specifically deliver experiences that please female customers which might result in increased e-brand loyalty of this segment. Originality/value – Examining the phenomenon of brand experience in context of online retail while considering gender as moderator highlights the originality and contribution of the present study to existing retail and brand experience literature.
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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.
Анотація:
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.
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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.
Анотація:
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.
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Dalimunthe, Femmy Indriany. "Behavior Analysis of Brand Loyalists and Brand Switcher in 5-Star Accommodation Services in Medan City." Society 9, no. 1 (May 25, 2021): 54–71. http://dx.doi.org/10.33019/society.v9i1.299.
Анотація:
A brand is a fundamental part of the marketing strategy in influencing purchase interest. A person’s buying ability will influence a customer to choose the product they want. In addition, higher competitiveness among hotels will create more awareness to maintain customer satisfaction and turn it into customer loyalty as the main target of their marketing. In connection with achieving customer loyalty, hotels must study the factors influencing customers to become loyal or switch from the hotel brand. A brand can be measured through brand equity which consists of a set of assets and liabilities of the Brand associated with the name and symbol of the Brand that can be given to consumers. Important and measurable components in forming brand equity include brand awareness, brand association, perceived quality, and brand loyalty. This study examines the variables that make the difference between loyalists and customers who switch hotel brands. The data used were taken from 42 respondents spread across the International Departure Terminal of Kualanamu Airport. The research method used is descriptive with a quantitative approach. The data were analyzed using the discriminant analysis method through the SPSS 12.0 program. And other limitations for this research are 5-Star Hotels and Chain International in Medan. Discriminant analysis shows that one factor requiring search variation distinguishes between brand loyalists and brand switchers. The Brand switching matrices show that all hotels serving consumers in Medan have low customer loyalty. The ratio between brand loyalists and brand switchers was 1:9, which means that only one person is loyal to one brand out of 10 consumers of accommodation services. The rest are types of consumers who like to switch to other brands.
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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.
Анотація:
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.
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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.
Анотація:
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.
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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.
Анотація:
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.
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Manandhar, Raju Bhai. "Relationship between Gender and Brand Loyalty: A Study with Special Reference to Soap, Noodles and Hair Oil in Nepal." Nepal Journal of Multidisciplinary Research 3, no. 2 (November 23, 2020): 31–36. http://dx.doi.org/10.3126/njmr.v3i2.33021.
Анотація:
The nature of the relationship between consumers and the brands to which they are loyal is, however, more wide-reaching than consumers’ behaviours and attitudes. Behavioral aspect of male and female may be different because of their choice and selection. Here, the main aim of this study was to identify the relationship between the gender and brand loyalty with reference to Soap, Noodles and Hair oil in Nepal. The study was conducted among the 200 student of private and public school of Kathmandu valley. The simple random sampling technique was used to select the students. Chi-Square Test was used to identify the relationship between the male and females to brand loyalty. The result indicates that there was significant association in brand loyalty of male and female in noodles whereas there was no significant association in brand loyalty in soap and hair oil. The future researcher can explore the factors affecting the brand loyalty of male and female.
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Hidayat, Susilo, and Farida Agus Setiawati. "Brand Authenticity as a Mediator of Relationship Between Self-Congruity and Consumer Loyalty." Psychological Research and Intervention 4, no. 1 (November 15, 2021): 35–42. http://dx.doi.org/10.21831/pri.v4i1.43949.
Анотація:
This study investigates the effect of brand authenticity as a mediator of self-congruity relationships on coffee shops consumer loyalty. Data obtained by cross-sectional method with convenience/accidental sampling through an online survey platform. Four hundred thirty responses (44.4% male) were collected from consumers of various brands of coffee shops located in DIY. The mediation effect hypothesis was tested using a bootstrapping approach and additional analysis of the causal step approach using the Sobel test. Self-congruity and brand authenticity have a positive effect on brand loyalty. There is a partial mediating effect produced by brand authenticity on the relationship between self-congruity and brand loyalty. Consumers' consideration to be loyal to the brand is not only based on the suitability of their self-concept with the brand image/brand users image (self-congruity), but also the brand's authenticity.
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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.
Анотація:
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.
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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.
Анотація:
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.
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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.
Анотація:
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.
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LAM THINH, DO HUYNH. "EVALUATE THE IMPACT OF BRAND EQUITY ON CUSTOMER LOYALTY IN THE ALCOHOLIC BEVERAGE MARKET IN VIETNAM." INTERNATIONAL JOURNAL OF RESEARCH IN EDUCATION HUMANITIES AND COMMERCE 04, no. 03 (2023): 285–93. http://dx.doi.org/10.37602/ijrehc.2023.4323.
Анотація:
This study investigates the impact of three factors in brand equity including (1) brand awareness, (2) perceived quality, and (3) brand association on the customer loyalty of the alcoholic beverage in Vietnam market. It can be seen that beer can be considered an important industry in every country which attracts several customers. Since the attractiveness and development of the market, there are more and more organizations in the competitive market leading to several options for customers, which will decline customer loyalty to the brands. Therefore, this research argues the expected positive impact of brand equity (i.e., brand awareness, brand association, perceived quality) on customer loyalty. Hypotheses are tested with survey data from 210 participants who drank beer in Vietnam. The results of this study suggest that all the elements of brand equity have a positive influence on customer loyalty. Besides that, perceived quality can be considered as the most impactful factor on customer satisfaction and when the customer is satisfied with the products, they will become more loyal. Overall, the contribution of this research is to help beer organizations find out the important factors that can enhance the brand loyalty
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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.
Анотація:
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.
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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.
Анотація:
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.
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Páramo Morales, Dagoberto. "Brand loyalty." Revista científica Pensamiento y Gestión, no. 49 (July 19, 2021): vii—xvi. http://dx.doi.org/10.14482/pege.49.658.83.
Анотація:
La literatura existente sugiere que la lealtad del consumidor es un conceptocomplejo que puede ser definido, básicamente, de dos maneras (Andreasseny Lindestad, 1998; Richards, 1998; Oliver, 1999; Ganesh, Arnold yReynolds, 2000):• Como una actitud, donde se dan cabida sentimientos y afectos positivoshacia un producto o una organización• Como un comportamiento afectivo, materializado en la repeticiónde las compras del mismo producto o al mismo proveedor.
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Huang, Chao-Chin. "The impacts of brand experiences on brand loyalty: mediators of brand love and trust." Management Decision 55, no. 5 (June 19, 2017): 915–34. http://dx.doi.org/10.1108/md-10-2015-0465.
Анотація:
Purpose Prior studies on brand relationships tend to overlook the mediator(s) between the relationships between brand experience and brand loyalty. Hence, the main purpose of this paper is to examine these mediating roles of brand love and brand trust on the brand experience and brand loyalty relationships. While the literature does not examine the distinct dimensions of brand experience and brand loyalty, this study fills up this gap and examines their detailed dimensions and effects on brand loyalty. Design/methodology/approach A total of 237 valid questionnaires on mobile phone brands were collected from respondents aged between 18 and 30, and analyzed using the partial least squares method. Findings Sensory experience is the major driver of brand love. Sensory experience mainly drives customers’ brand trust, while intellectual experience has no effects on brand trust. Brand love is the main mechanism in developing customers’ behavioral loyalty, so does brand trust in shaping their attitudinal loyalty. Brand love and brand trust have the mediating effects on the relationships between brand experience and brand loyalty. Originality/value It demonstrates two mediating roles of brand love and brand trust in the brand experience and brand loyalty relationships, and thus deepens the understanding of the processes in shaping customers’ brand loyalty. It departs from the prior works and examines the distinct dimensions of brand experience and brand loyalty, and thus presents a more detailed examination on these two constructs and their effects, than prior studies. It demonstrates the validities of the brand resonance model, the C-A-B and A-C-B models, key mediating variable model, particularly in mobile phone industry.
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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.
Анотація:
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.
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Tiyasherlinda, Galuh, and Ivo Novitaningtyas. "Brand Experience, Brand Commitment, and Brand Loyalty of Xiaomi Smartphone Users in Magelang." International Journal of Marketing & Human Resource Research 2, no. 4 (October 31, 2021): 189–96. http://dx.doi.org/10.47747/ijmhrr.v2i4.350.
Анотація:
Increasingly technological developments and the increasing use of smartphones have led to competition between brands. Every smartphone company always innovates to meet the needs and desires of consumers, so that consumers will remain in one brand. The purpose of this study is to determine the effect of Brand Experience and Brand Commitment on Brand Loyalty of Xiaomi smartphone users, especially in the Magelang. This study uses a quantitative approach by distributing questionnaires to 100 respondents as a sample to obtain primary data. The sampling method used purposive sampling with the consideration that the respondents met the criteria, such as living in Magelang and currently using a Xiaomi smartphone. Multiple linear regression analysis with SPSS version 25 software was used as a data analysis technique. The results showed that Brand Experience had a positive effect but not significant on Brand Loyalty, while Brand Commitment had a positive and significant effect on Brand Loyalty. The results provide managerial implications for smartphone companies to provide brand experiences to users and increase user brand commitment to increase user loyalty to brands.
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Song, Younghee, Won-Moo Hur, and Minsung Kim. "Brand Trust and Affect in the Luxury Brand–Customer Relationship." Social Behavior and Personality: an international journal 40, no. 2 (March 1, 2012): 331–38. http://dx.doi.org/10.2224/sbp.2012.40.2.331.
Анотація:
The influences of trust and affect on increasing likelihood to purchase luxury brands was examined. Because in most existing studies of luxury brand female customers have been targeted, in contrast a more comprehensive luxury brand loyalty building framework for male customers was demonstrated in this study. Results show a significant path from brand affect to brand trust, and from brand trust to brand risk and brand loyalty. The findings imply that brand affect, indirectly via brand trust, and brand trust directly, enhance brand loyalty behaviors and reduce perceived brand risk. The significant role of brand trust in building brand loyalty should be noted and more trust building oriented brand management strategies should be developed.
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Sheth, Jagdish, and Anthony Koschmann. "Do brands compete or coexist? How persistence of brand loyalty segments the market." European Journal of Marketing 53, no. 1 (January 7, 2019): 2–19. http://dx.doi.org/10.1108/ejm-07-2018-0489.
Анотація:
Purpose This study aims to question the conventional wisdom that brands compete for customers, especially in mature industries such as soft drinks. Rather than engaging in price wars or promotion wars, brands coexist in the markets by focusing on their own brand loyal customers. Design/methodology/approach Consumer panel data of carbonated beverages are examined using Markov chains to measure switching between two brands: Coke and Pepsi. Switching rates are conducted for all Coke households (n = 10,474) and Pepsi households (n = 7,227). This is further examined with respect to heavy half (upper median) consumers of each brand who make up approximately 86 per cent of volume purchases. Findings Households that made a majority of their purchase volume in either Coke or Pepsi products stayed with their preferred brands in subsequent quarters: 85 to 97 per cent of households. These findings are validated at all levels of the brand architecture (family brands, product brands and modified brands), even though both brands engage in similar marketing mix tactics (advertising, price cuts, distribution, product offerings). Loyalty was even higher among the heavy user households. Research limitations/implications The research was conducted using two well-known brands in a mature industry. Services or non-mature markets may exhibit different loyalty patterns. Originality/value The study extends prior research on competition, loyalty and branded offerings to show that brand loyalty remains high despite marketing efforts to switch the brand buying behavior.
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Frenredy, Wilson, and Purnama Dharmawan. "Dimensi Brand Image Untuk Memprediksi Brand Love Dan Brand Loyaty." Jurnal Manajerial Dan Kewirausahaan 2, no. 4 (October 9, 2020): 1005. http://dx.doi.org/10.24912/jmk.v2i4.9884.
Анотація:
The purpose of this research is to examine whether 1) mystery can predict brand love and brand loyalty Apple in Jakarta. 2) sensuality can predict brand love and brand loyalty Apple in Jakarta. 3) intimacy can predict brand love and brand loyalty Apple in Jakarta. 4) brand love can predict brand loyalty Apple in Jakarta. Sample was selected using convenience sampling method amounted to 198 respondents in Jakarta. The result of this study show that 1) mystery can positively predict the brand love Apple in Jakarta. While mystery cannot positively predict brand loyalty Apple in Jakarta. 2) sensuality cannot positively predict brand love Apple in Jakarta. While sensuality can positively predict brand loyalty Apple in Jakarta . 3) intimacy can positively predict brand love and brand loyalty Apple in Jakarta 4) Brand love can positively predict brand loyalty Apple in Jakarta. Tujuan dari penelitian ini adalah untuk menguji apakah 1) mystery dapat memprediksi brand love dan brand loyalty Apple di Jakarta 2) sensuality dapat memprediksi brand love dan brand loyalty Apple di Jakarta 3) intimacy dapat memprediksi brand love dan brand loyalty Apple di Jakarta 4) brand love dapat memprediksi brand loyalty Apple di Jakarta. Sampel dipilih menggunakan metode convenience sampling berjumlah 198 responden di Jakarta. Penelitian ini memperoleh hasil berupa 1) mystery dapat memprediksi secara positif terhadap brand love Apple di Jakarta. Sementara mystery tidak dapat memprediksi secara positif terhadap brand loyalty Apple di Jakarta. 2) sensuality tidak dapat memprediksi secara positif terhadap brand love Apple di Jakarta. Sementara sensuality dapat memprediksi secara positif brand loyalty Apple di Jakarta. 3) intimacy dapat memprediksi secara positif terhadap brand love dan brand loyalty Apple di Jakarta. 4) brand love dapat memprediksi secara positif brand loyalty Apple di Jakarta.
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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.
Анотація:
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.
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Chinomona, Richard. "Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa." African Journal of Economic and Management Studies 7, no. 1 (March 14, 2016): 124–39. http://dx.doi.org/10.1108/ajems-03-2013-0031.
Анотація:
Purpose – The purpose of this paper is to examine the influence of brand communication, brand image and brand trust as potential antecedents of brand loyalty in a sample of consumers in Gauteng Province of South Africa. Design/methodology/approach – Data were collected from 151 respondents, an 89 per cent response rate, using anonymously completed questionnaires. Research scales were operationalized on the basis of previous work. Data were collected from 151 respondents, an 89 per cent response rate, using anonymously completed questionnaires. Research scales were operationalized on the basis of previous work. Proper modifications were made in order to fit the current research context and purpose. “Brand communication” measure used six-item scales while “Brand image” used eight-item scale measure. “Brand trust” and “brand loyalty” used a four-item scale measure. All the measurement items were measured on a five point Likert-type scales that was anchored by 1=strongly disagree to 5=strongly agree to express the degree of agreement. Findings – The four posited hypotheses were empirically tested. The results supported all the hypotheses in a significant way except one (H2). Important to note about the study findings is the fact that brand communication has a stronger effects on brand image than on brand trust. However, brand image strongly influences brand trust. Notably too, the relationship between brand trust and brand loyalty is robust. This finding indicates that brand communication can have a strong influence on brand trust and brand loyalty via brand image. Perhaps this could be due to the fact that customers are likely to trust and be more loyal to brands with good image and reputation. Research limitations/implications – Despite the usefulness of this study aforementioned, the research has its limitations. Most significantly, the sample size was small and limited to Gauteng Province of South Africa. The study can be strengthened by increasing the sample size and including participants in other geographical areas. Future studies can also attempt to compare the perceptions of customers on the current study antecedents of brand loyalty from non-durable/FMCG to other product/service categories groups. Practical implications – The findings of this empirical study are expected to have to provide fruitful implications to both practitioners and academicians. On the academic side, this study makes a significant contribution to the brand management literature by systematically exploring the impact of brand communication on brand image, brand trust and brand loyalty in South Africa. On the practitioners’ side, this study therefore submits that marketers ought to pay attention to both brand communication and brand image in order to build customer brand trust. By increasing the perceived level of brand image through effective brand communication, marketers will be able gain customer brand trust. Eventually, the customers will become loyal to a brand they perceive to trustworthy. In this regard, from a policy perspective, it is recommended that managers and business strategists ought to develop policies and strategies aimed at winning customers brand loyal or increasing customers’ brand trust since such an endeavour is likely to lead to customer retention and marketing cost reduction. There is growing evidence in the extent literature indication that loyal customers are likely to share their experience with brands with their peers through “word of mouth” (WOM) (Bennetta et al., 2005; Zehir et al., 2011; Russell-Bennett et al., 2013). At the same time, the society will tend to benefit from such information shared by their peers based on their brand experience. Originality/value – Overall, the current study findings provide tentative support to the proposition that brand communication, brand image and brand trust should be recognized as significant antecedents for gaining and sustaining brand loyalty in South Africa. This study therefore, stand to immensely contribute new knowledge to the existing body of brand management literature in Africa – a context that is often most neglected by some researchers in developing countries.