Abstract
ABSTRACT Purpose: Developing and keeping customers’ loyalty in relation to the brand is a strategic requisite for well-succeeded business. Thus, our main purpose was to develop and validate a theoretical model concerning customers brand loyalty. Originality/value: We explored perceived quality, brand awareness, brand personality, and brand love as brand loyalty determinants. In this sense, the focus of this study was to analyze the impact of some brand loyalty determinant constructs. Design/methodology/approach: The study was implemented by means of a survey, applied to 284 customers of a soft drink brand from Northeast Brazil that was acquired by one of the biggest soft drink producers in the world. Data were analyzed through multivariate statistics and applying structural equation modeling technic. Findings: It was possible to evidence that there is a positive relation between the constructs brand awareness and perceived quality and positive influence of brand personality over brand awareness, as well as perceived quality over brand love. Also, evidence showed that brand love influences brand loyalty and that consumption level is a meaningful moderator of this relation.
Highlights
Brand has achieved a crucial importance in the contemporary market and is taken as a means of establishing strong ties with customers, what can even generate brand loyalty, providing greater profitability, cost-effectiveness and sustainability for companies (Drennan, Bianchi, Cacho-Elizondo, Loreiro, Guibert, & Teravest, 2015; Pappu & Quester, 2016; Hegner, Fenko, & Teravest, 2017)
Based on data presented in Figure 4.3.3, the determinants of customers brand loyalty of the soft drink Guaraná Jesus have presented a determination coefficient (R2) of 0.614, that is, 61.4% of brand loyalty of the soft drink investigated (Guaraná Jesus) can be explained by its determinant constructs
This study contributes to understanding the reasons that determinate such phenomenon, that is, brand loyalty
Summary
Brand has achieved a crucial importance in the contemporary market and is taken as a means of establishing strong ties with customers, what can even generate brand loyalty, providing greater profitability, cost-effectiveness and sustainability for companies (Drennan, Bianchi, Cacho-Elizondo, Loreiro, Guibert, & Teravest, 2015; Pappu & Quester, 2016; Hegner, Fenko, & Teravest, 2017). According to American Marketing Association – AMA (2017), a brand can be related to buyer experience (customer), and be represented by a set of images or ideas and, in greater part, be associated to a name, symbol, logo, slogan or design. These elements can be developed to represent implicit values, such as ideas or even brand personality. That is why customers use brands to represent stories about their lives and identities, as well as to position themselves in relation to culture, society and other people and social groups (Heding, Knudtzen, & Bjerre, 2009). A brand is the personification of the product and/or service, that is, what it does (benefits it generates for the customer), how it does (or how it generates such benefits for the customer), who does it and how the customer feels by doing it (Pitta & Franzak, 2008)
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