Abstract
This paper investigates the influence of emotional confidence and brand association on brand loyalty and whether there is a statistically significant difference in the brand loyalty of consumers having low or high emotional confidence. Data was collected outside fast food restaurants across Karachi using systematic sampling. Every fourth person exiting the restaurant was approached to fill a questionnaire. The data was analyzed using structural equation modelling. The results suggest that both brand association and emotional confidence have a statistically significant influence on brand loyalty. The variance explained in brand loyalty was higher when emotional confidence was included in the model. The result of the independent sample t-test suggests that there is a statistically significant difference between consumers having low and high emotional confidence in terms of their brand loyalty. Consumers with higher emotional confidence showed higher brand loyalty.
Highlights
Brand association and brand loyalty have been at the center of academic investigation and are strategically important to practitioners
The observed average variance extracted (AVE) of all constructs was higher than the recommended threshold (>0.50); the observed Cronbach alpha of all scores was higher than the recommended threshold (>0.70) and all constructs were unidimensional with eigenvalues greater than one (>1)
This study further demonstrates that the consumers’ affective certainty towards a brand can be helpful in assessing brand loyalty
Summary
Brand association and brand loyalty have been at the center of academic investigation and are strategically important to practitioners. Loyalty and its linkages with different aspects of consumer behavior have been discussed (Gounaris and Stathakopoulos 2004). Gounaris and Stathakopoulos (2004) emphasize the link between premium loyalty, customer retention, and emotional attachment. Londono et al (2016) recently conducted a seminal study on the topic and proposed a model where association is one of the antecedents of consumer based brand-retailer-channel equity, the other antecedents being loyalty and perceived quality. Brand loyalty and its attributes are related to word of mouth (Gounaris and Stathakopoulos 2004), share of the market, (Chaudhuri and Holbrook 2001), financial performance of the firm (Kim et al 2003), and increased possibility of offering premium prices (Chaudhuri and Holbrook 2001). Customer satisfaction has a strong link with brand loyalty
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