Affect Brand Loyalty Research Articles

Pengaruh Social Media Marketing Activities, Influencer Marketing, dan Brand Image Terhadap Brand Loyalty di Instagram @elzattahijab

This study aims to examine the impact of social media marketing activities (SMMA), influencer marketing, and the influence of brand image on brand loyalty for Elzatta Hijab's Muslim fashion products. Using a systematic quantitative approach, data was collected through closed-ended questionnaires from 204 followers of Elzatta Hijab's Instagram account who met specific criteria. The data analysis method employed in this study was multiple linear regression, with the analysis conducted using SPSS 26 for Mac. The results show that all three variables have a significant impact on brand loyalty, both simultaneously and partially. These findings emphasize the importance of digital marketing strategies in building and maintaining brand loyalty, with influencer marketing being the most dominant factor affecting brand loyalty. The study recommends that companies continue to enhance the quality of their social media marketing activities, collaborate with relevant influencers, and maintain a positive brand image to stay competitive in the market.

Gameful Experience and Brand Loyalty: Exploring Customer Brand Engagement in Language Learning Apps

This study examines the impact of gameful experiences on brand loyalty in language learning applications mediated by customer brand engagement. With the increasing incorporation of gamification in educational tools, understanding how specific game mechanics drive user engagement and brand loyalty in language learning apps is crucial. While existing gamification research generally focuses on broader fields, this study uniquely investigates how specific gameful experiences—such as enjoyment, creative thinking, and domination—affect brand loyalty in the context of language learning applications. Data were collected from 250 active users in Indonesia using an online survey with a Likert scale of 1-5, employing purposive sampling. Structural Equation Modeling (SEM) with AMOS 26 assessed validity, reliability, and relationships among variables. The results indicate that gameful experiences significantly enhance customer brand engagement, which, in turn, positively influences brand loyalty. This study contributes new insights into how gamification affects brand loyalty, specifically in the language learning app domain, providing practical recommendations for developers to incorporate effective game mechanics to enhance customer brand engagement and foster long-term brand loyalty.

The effect of brand authenticity on brand loyalty in the frozen food industry: findings from PLS-SEM and fsQCA

PurposeThis study aims to investigate the effect of brand authenticity on consumer brand loyalty in the Pakistani frozen food industry sector in the light of the stimulus-organism-response (SOR) theory.Design/methodology/approachThe quantitative approach utilized a survey questionnaire to acquire customers’ perceptions. A simple random technique was used to collect data. About 255 questionnaires were analysed, and the response rate was 72.86%. The measurement and structural model were constructed through Smart PLS-4 and fsQCA.FindingsThe findings indicated that brand authenticity positively affects brand loyalty in the Pakistani frozen food industry. Results further proved that brand involvement has a full mediation effect, fsQCA supports the same results, and customer satisfaction has a partial mediation effect. These findings offer valuable insights into the frozen food industry in Pakistan and other countries, allowing them to create successful tactics to engage customers and foster brand loyalty. The findings reveal the complexity and ever-changing nature of how consumers assess brand authenticity in the frozen food industry.Practical implicationsThese findings also have implications for the frozen food business’s marketing and brand positioning strategies, particularly its utilization of brand authenticity to attract and retain consumers.Originality/valueThis is the first paper in the frozen food sector from the perspective of brand authenticity.

Optimising Social Media Branding for Customer Engagement: A China-Malaysia Framework

Online marketing plays a crucial role in worldwide branding. This writing aims to explore and determine how social and cultural dimensions affect customer engagement (CE) in online brand design in an intercultural setting and, in turn, affect brand loyalty and brand equity, further advancing the theory development of intercultural marketing in brand design and brand management. While intercultural branding activities increase, major problems around negative online engagement, digital inequality, miscommunication across cultures, and ethnocentric perspectives remain. These highlight the need to improve intercultural competence, sensitivity, and communication to enhance mutually beneficial CE in the digital era. Not only do successful online marketing strategies effectively utilize social media platforms and digital technologies, but they also understand how social and cultural dimensions influence brand design and customer engagement, particularly across cultures. Darla Deardorff’s intercultural competence model (ICM) provides a basic framework to promote in a multicultural setting; further, the expected outcomes suggest that the mediating effects of branded content experience, cultural and contextual factors, and the moderating influence of digital literacy are statistically significant. This conceptual framework can permit brands and marketers to improve CE and guide their management of assets and marketing activities through brand design; additionally, this writing provides novel perspectives on the relevance and significance of social and cultural dimensions in brand design.

The impact of logo change on brand loyalty with the mediating role of brand attitude

PurposeThis research examines the impact of logo changes within rebranding strategies, with a focus on the recent logo transformation of Burger King. Redesigns of logos often reflect shifts in brand strategies and consumer preferences. This study aims to evaluate the effects of logo changes on brand loyalty with the mediating role of brand attitude.Design/methodology/approachThis study investigates the influence of Burger King’s logo change on consumer behavior, specifically regarding brand loyalty. The research involves an analysis of the appropriateness and familiarity of the old and new Burger King logos, based on data collected from 468 Egyptian consumers. Statistical analysis is conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the impact of logo changes on consumer loyalty.FindingsThe findings indicate that a change in logo can positively affect brand loyalty, particularly when the new logo is perceived as both appropriate and familiar to consumers. Additionally, the study highlights the mediating role of brand attitude, suggesting that favorable brand perceptions enhance the relationship between logo changes and consumer loyalty.Practical implicationsThe practical implications of this study highlight key strategies for brand managers involved in rebranding efforts and the associated risks of such processes. Ensuring logo appropriateness and maintaining elements of familiarity are crucial to fostering consumer acceptance and loyalty.Originality/valueThis study highlights the important role of logo change “logo appropriateness and familiarity,” offering a new perspective on how aligning logos with brand identity and retaining familiar elements can enhance consumer acceptance and loyalty with the presence of brand attitude as a mediator in this relationship.

Effect of consumer brand involvement on brand advocacy: a moderated mediation model

ABSTRACT This study explored the mechanisms and contexts through which consumer brand involvement can influence brand advocacy. A moderated mediation model was empirically tested with a random sample of 387 Chinese consumers in Hong Kong. The results indicated that consumer brand involvement exerts a direct impact on brand advocacy and an indirect influence through a positive interaction between relation motivational orientation and affective brand commitment, and task motivational orientation and normative brand commitment. The findings contribute to the brand advocacy and customer brand engagement literature. This study also makes a theoretical contribution to the involvement – commitment model. Practical implications of the findings are discussed.

Mobile App Usability, Data Privacy, Brand Loyalty, and Customer Retention in Indonesia's Online Transportation Services Industry

This study investigates the relationship between mobile app usability, data privacy, brand loyalty, and customer retention in Indonesia's online transportation services industry. Using partial least squares structural equation modeling (PLS-SEM) to analyze data from a sample of users, the results show that both mobile app usability and data privacy significantly affect brand loyalty, which, in turn, strongly predicts customer retention. Additionally, usability and privacy have direct effects on retention. The mediation analysis highlights the role of brand loyalty in amplifying the impact of usability and privacy on retention. These findings offer practical insights for online transportation service providers seeking to improve customer experiences, loyalty, and retention.

Does cybercrime affect brand loyalty to deposit money banks in Nigeria

The financial service industry, especially banking, has benefited greatly from the introduction of information technology. The technology has allowed them to offer a wide range of electronic banking services that have expanded scope of participants. This, however, has exposed the banks to cybercrime risk, posing serious threat to their survival. The study aimed to determine how the brand loyalty of the banks’ customers is affected by cybercrime associated to the use of e-banking platforms. The study used self-structured and administered questionnaires to gather primary data from 200 clients from (10) deposit money banks (DMBs) and examine the effects of cybercrime on customers brand loyalty. A regression analysis was performed to investigate the relationship between customer brand loyalty and the considered cybercrime activities. The finding identifies a strong inverse association between brand loyalty and financial losses brought on by cybercrime. Also, the evidence shows that card theft significantly reduces brand loyalty. The study further discovers that recurring security vulnerabilities significantly reduce brand loyalty and lastly, the paper demonstrates that the most notable adverse effect on brand loyalty was caused by identity theft. The study's conclusions demonstrate a strong and unfavourable correlation between consumer brand loyalty and cybercrime. The article offers comprehensive recommendations, including policies, strategies, and interventions that show how cybercrime can be combated to reduce the risk of thefts in the banking sector.

The Influence of Social Media Marketing on Brand Loyalty through Customer Engagement as a Mediating Factor

This study explores how social media marketing affects brand loyalty through customer engagement as a mediating factor in media/news company. This study focuses on Nihao Indonesia, a media platform that provides Indonesian news and content in Taiwan. The research objective is analyzing how social media marketing affects consumer interaction on Nihao Indonesia's Instagram account in order to enhance brand loyalty. A survey was conducted through Google Forms utilizing purposive sampling, distributed to 115 respondents. Structural equation modeling (SEM) was employed to examine the data. The research outcomes demonstrate a significant, positive correlation among the three variables. The findings are expected to offer hands-on knowledge for media companies on optimizing marketing endeavors on social media to make customers more engaged and loyal to a brand.

How does brand authenticity influence brand loyalty? Exploring the roles of brand attachment and brand trust

PurposeThe study aims to delve into the interactive relationships among brand authenticity, brand attachment, brand trust and brand loyalty using the ERC authenticity framework, exploring the potential mechanisms and different configurations affecting brand loyalty through brand authenticity.Design/methodology/approachAbout 446 valid samples were collected through an online survey of Chinese consumers of international sports brands. Structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) were employed to test the research hypotheses.FindingsSEM results indicate significant positive correlations among brand true-to-ideal authenticity, true-to-fact authenticity and true-to-self authenticity. All dimensions of brand authenticity exert notable positive impacts on brand attachment, brand trust and brand loyalty. Brand true-to-ideal authenticity, true-to-fact authenticity and true-to-self authenticity not only directly influence consumer brand loyalty but also indirectly affect it through brand attachment and brand trust; fsQCA results reveal five heterogeneous configurations to predict brand loyalty.Originality/valueThis study not only uses SEM to validate the structural relationships among the three dimensions of brand authenticity and their linear relationships with brand attachment, brand trust and brand loyalty but also uses fsQCA to identify nonlinear relationships between concepts. It extends complexity theory to the research field of brand authenticity–brand loyalty. Furthermore, based on the research results, this study provides management suggestions for brand managers and marketers.

How differently do cognitive and affective country image affect brand loyalty

Purpose This paper aims to examine how differently cognitive and affective country image affects brand loyalty of smartphone brands from two developed countries in Vietnam and how product image mediates these effects. Design/methodology/approach This research used the cross-sectional design. Data was collected via questionnaires and 517 responses were left after refining. The confirmatory factor analysis and structural equation modeling were applied to analyze the collected data. Findings The effects of the cognitive country image on brand loyalty are totally transmitted through product image. The effects of affective country image on brand loyalty are divided into direct and indirect effects transmitted through product image. Research limitations/implications Affective country image and product image have complementary effects, whereas cognitive country image and product image have substituting effects on brand loyalty. Practical implications International companies from countries with unfavorable country images should concentrate more on improving their product images to improve brand loyalty in foreign markets. Originality/value The findings support previous studies, which have shown that cognitive and affective country images are distinctive dimensions of country image and affect consumer cognition and responses toward products/brands through different mechanisms.

Nostalgia for the Past: The Impact of Retro Advertisements Shared on Social Media on Brand Relationships and Purchase Intentions

Purpose: The aim of this study is to examine the impact of retro product advertisements shared on social media on consumers' brand relationships and purchase intentions. Specifically, it seeks to understand how these advertisements influence consumers' perceptions of credibility, quality, and ease of understanding, and how these perceptions, in turn, affect brand loyalty and awareness. The study also aims to shed light on the overall effectiveness of retro marketing strategies in enhancing brand relationships and driving purchase intentions among consumers. Material and Method: The research was conducted in Karabük, Turkey, and data collected directly from consumers was analyzed using structural equation modeling. The study investigates how advertisements for retro products shared on social media influence consumers' perceptions of credibility, quality, and ease of understanding, and how these perceptions affect purchase intentions through brand loyalty and awareness. Results: The findings indicate that the credibility and understandability of retro product ads positively and significantly affect brand loyalty and awareness, but quality did not have the expected effect. These results highlight the effectiveness of retro marketing strategies for businesses.

Top B2B sales strategies for household hygiene products in Sulaymaniyah

Aims: This market research has been conducted in Sulaymaniyah city, which emphasizes benchmarking top hygiene brands, evaluating the relationship among variables such as promotion, price, product quality, service quality, brand image, country image, customer value, customer satisfaction, switch intention and brand loyalty to design appropriate marketing strategies for businesses in hygiene and cleaning product market and also, assessing market owners' most important point of view on hygiene products. Design: It is conducted through the benchmarking process of selling cleaning and hygiene products by B2B. All data are primary and collected from real markets and retailers, which are more than 101 brands in the Sulaymaniyah government. The collected data are analyzed with frequency and regression analyses to assess the strategic weight and importance of selling hygiene products. Finding: From this research, market owners do not rely on promotion and price to decide whether to work on a brand. At the same time, service quality and product quality hurt brand image. In this case, it is discovered that brand owners have not done services correctly. It can be an opportunity to penetrate markets. However, packaging and online ordering systems are the most powerful factors impacting service quality. However, market owners do not trust products when they are introduced as high quality. Safety, performance, size aesthetics, durability, and usability are the most critical factors that affect product quality from a B2B perspective. Country of origin or country image negatively affects brand image because they believe that generally, products are imported from Turkey and Iran. Country image negatively affects customer value because customers do not trust products are imported from somewhere else apart from Iran and Turkey. By increasing brand image, the customer value rises and leads to customer satisfaction and eventually affects brand loyalty. In contrast, by increasing customer value, switch intention reduces and leads to better brand loyalty effectiveness.

THE INFLUENCE OF BRAND AWARENESS AND BRAND ASSOCIATION ON NETFLIX BRAND EQUITY THROUGH BRAND LOYALTY

Abstract The increasingly fierce competitive environment between companies and the challenges faced by Video On Demand services, especially in this study, namely Netflix, the company needs to strengthen brand equity so that the brand owned becomes superior to competitors.This study aims to determine and analyze the influence of brand awareness and brand association on Netflix brand equity through brand loyalty. The type of research conducted is quantitative descriptive with a causal approach, sampling techniques using purposive sampling and obtained a sample of 170 respondents. Analysis method using SEM with Amos 24.0 Analysis tool.The results showed that brand awareness has no effect on brand equity, brand association affects brand equity, brand loyalty affects brand equity, brand awareness affects brand loyalty, brand association has no effect on brand loyalty. Also, brand loyalty is able to mediate the influence of brand awareness on brand equity. However, brand loyalty is not able to mediate the influence of brand association on brand equity. Based on the results of research that has been done, it can be concluded that the importance of building a strong and positive brand association and increasing brand loyalty to strengthen Netflix's brand equity

Pengaruh Brand Experience terhadap Brand Loyalty Pengguna Yamaha Nmax melalui Brand Trust dan Brand Satisfaction

Purpose: This study aims to determine the influence of brand experience on brand loyalty among Yamaha NMAX users in Samarinda City, with brand trust and brand satisfaction serving as mediating variables. Methodology: A quantitative descriptive approach was employed to examine an unknown population. A sample of 100 respondents was determined using the Lames Show formula. Data were collected via a Google Form questionnaire and analyzed using SmartPLS version 3.3. Results: The data indicate that brand experience has a positive and strong impact on brand trust. Additionally, brand pleasure positively and strongly influences brand trust. Brand satisfaction also affects brand loyalty. Importantly, the relationship between brand experience and brand loyalty is mediated by both brand satisfaction and trust. Limitations: The study's variables are limited to aspects that enhance consumer understanding and encourage companies to improve their services, thereby maintaining the company's image. The research is confined to the marketing aspect and focuses specifically on consumer behavior related to product choice. Contribution: This research provides a model of purchasing behavior that emphasizes loyalty. It aims to foster consumer interest in a brand, create a memorable impression, and achieve the company’s goal of instilling experiential behavior supported by trust and satisfaction, ultimately leading to increased consumer loyalty.

Community Building in the Digital Age: Fostering Brand Loyalty

This study examines the interplay of brand loyalty, community building, digital engagement, and consumer engagement within PT. ISAM (Industri Susu Alam Murni), a dairy company. Using a quantitative research approach and Structural Equation Modeling (SEM) with Smart PLS as the analytical tool, data from 100 consumers were analyzed to assess direct and indirect effects among these variables. The findings reveal that while community building efforts showed no significant direct impact on brand loyalty, digital engagement significantly influences consumer engagement, which in turn positively affects brand loyalty. These results underscore the critical role of effective digital strategies in fostering consumer participation and advocacy, thereby enhancing brand loyalty in the competitive dairy industry landscape. The study contributes insights that can guide strategic decision-making and marketing efforts aimed at cultivating stronger brand-consumer relationships and improving market positioning for PT. ISAM and similar companies in the dairy sector.

The Influence of Brand Experience, Brand Trust, and Perceived Value on Brand Loyalty of Maybelline Products in Surabaya

The current era of technological advancement has significantly changed various aspects of human life, including behavior patterns and lifestyles. Lifestyle changes that were initially cosmetic and used only on special occasions have now become daily necessities, leading to diverse demands for cosmetics and intense competition. This situation presents both opportunities and challenges for cosmetic companies. This study aims to determine how brand experience, brand trust, and perceived value affect brand loyalty of Maybelline products in Surabaya.The research method employed is quantitative research, with a sample size of 102 respondents who filled the sample criteria. Sampling was conducted using the Purposive Sampling technique, with the criteria being female, Maybelline product user, having made at least two purchases, and residing in Surabaya. Data analysis in this study utilized SEM-PLS. The results indicate that Brand Experience, Trust, and Perceived Value positively influence Brand Loyalty towards Maybelline products in Surabaya. The research method employed is quantitative research, with a sample size of 102 respondents who filled the sample criteria. Sampling was conducted using the Purposive Sampling technique, with the criteria being female, Maybelline product user, having made at least two purchases, and residing in Surabaya. Data analysis in this study utilized SEM-PLS. The results indicate that Brand Experience, Trust, and Perceived Value positively influence Brand Loyalty towards Maybelline products in Surabaya.

Influence factors in increasing brand loyalty through customer engagement on MPV cars

<p>Customer engagement can be formed with supportive social media marketing and brand experience. But in this case, the company has not fully created the experience and social media consumers need. The company’s strategy to increase car sales certainly needs to be promoted. This study aims to determine and analyze the influence of social media marketing and brand experience on brand loyalty through customer engagement on MPV product users in Medan City. The population in this study amounted to 62,296 people. Sampling using purposive sampling with sample criteria, namely consumers who use cars with the Toyota brand and have used more than 3 (three) years. The sample calculation used the slovin formula with a total of 397 respondents. The research data used primary data and secondary data. The data analysis carried out is path analysis. The results of sub 1 analysis show that social media marketing and brand experience positively and significantly affect customer engagement. The results of sub 2 analysis show that social media marketing and brand experience positively and significantly affect brand loyalty through customer engagement. When social media marketing and brand experience increase, customer engagement will also increase, so that brand loyalty increases.<em></em></p>

Unveiling brand loyalty in emerging markets: Analyzing smartphone user preferences: Robustness of structural equation modeling (SEM) and simultaneous equation modeling (SEMs)

This study aims to examine the determinants of brand loyalty in emerging markets, focusing on smartphone consumers in Bangladesh. The study focuses on identifying the key elements that contribute to brand loyalty and the extent of their impact on customers' commitment to their preferred smartphone manufacturers. A theoretical framework will be employed to establish the relationship between the independent and dependent variables. Data for the study was collected from 390 participants through a Google form explicitly designed for this purpose. In this study Simultaneous Regression Analysis has been used to synchronize the findings of the Structural Equation Models (SEM) and also is used to emphasize the robustness of the study. The data analysis used PSS to calculate the mean and standard deviation. Structural Equation Modeling (SEM), reliability, and convergent validity were accomplished using Amos. The findings indicate that consumer attitudes, service quality, public self-consciousness, and behavioural brand experience all significantly influence brand loyalty. Furthermore, brand trust plays a crucial and favourable mediating role between consumer perceptions, brand loyalty, and service excellence. The model suggested in this study has a big effect, and Bangladesh policymakers should consider this model when planning new factors affecting brand loyalty. The results of this research can be valuable for Bangladeshi smartphone companies as they gain insights into the factors affecting brand loyalty among consumers. The study discusses the limitations of its generalizability and provides practical implications for businesses and their market offerings.

Brand loyalty for mobile devices from the perspective of Vietnamese culture: antecedents and moderating effects of age

This study examines the correlations between brand personality, identity, perceived quality, and loyalty, as well as the moderating effect of age. The paper uses structural equation modeling and survey methodologies to present the findings. The data were collected from 228 Vietnamese respondents for the primary analysis. The research results show that brand personality, identification, and perceived quality positively affect brand loyalty. Age also negatively moderates the relationship between brand personality and brand loyalty, and positively moderates the relationship between perceived quality and brand loyalty; however, it does not moderate brand identification-loyalty connections. Additionally, brand loyalty is influenced by brand personality, identification, and perceived quality. Age moderates these relationships. The findings on the moderating effects of age are pioneering academically, especially in Vietnam. This study offers practical recommendations to address branding and marketing issues in business management. Based on moderating effects, managers and businesspeople can create marketing and branding campaigns that target the right age groups for each antecedent.