Customer Brand Research Articles

Effects of perceived value dimensions on customer brand loyalty towards luxury cars

PurposeThe research aims to examine the influence of perceived value (PV) dimensions on brand loyalty of luxury car owners and to examine the mediating role of attitudinal loyalty (AL) between PV dimensions and behavioral loyalty (BL).Design/methodology/approachPrimary data for the study were gathered from the luxury car owners in Kerala, India. The construct measurements have been adopted from previous research studies. Structural equation modeling with the partial least square (PLS) technique was used to analyze the measurements and conceptual model.FindingsThe findings show that out of four PV dimensions among luxury car owners, the hedonic value (HV) significantly influences their AL. Economic value influences BL, and social values have an impact on AL as well as BL, but the relationship of functional value with any is not supported by the results. AL is a strong predictor of BL, and it actively mediates the relationship of HV and symbolic value with BL.Practical implicationsThe manufactures of luxury cars provide more importance to hedonic and symbolic elements while launching new models and consider the price perceptions of the targeted customers while making decisions related to brand attachment and brand loyalty.Originality/valueThis study contributes to the decision-making of the rapidly growing vehicle market by examining the perceptions and by providing the effects of perceived values among luxury car owners. Also, it extends the literature by developing a framework for PV dimensions on AL and BL and also incorporated the mediating role of AL.

The Mediating Effect of Online Brand Engagement on Customer Experience: An Emerging Market Perspective

ABSTRACT Of rapidly growing importance to practitioners and scholars is customer brand engagement and customer experience. The study examines the mediating effect of online brand engagement in the relationship between customer satisfaction, electronic word-of-mouth, digital platform and COVID-19 and customer experience from a developing country perspective, through the lens of the Service-Dominant Logic theory. Using the online survey method of data collection, a total of 552 valid responses were conveniently collected through a carefully designed questionnaire. The study employed the Partial Least Squares Structural Equation Modelling technique (PLS-SEM) to test the various hypotheses. The study revealed positive relationships between Covid-19, customer satisfaction electronic word of mouth and online brand engagement with the relationship being stronger for electronic word of mouth. The findings provide valuable insights into how providers of services can create valuable customer experiences through customer online brand engagement. The study emphasizes the need for business practitioners to innovatively engage their customers, particularly through electronic word of mouth in their efforts to improve customer experience with their brands.

Effect of Social Media Influencers on Consumer Brand Engagement and its Implications on Business Decision Making

The number of social media users and users accessing different social media platforms is increasing daily. For this reason, social media influencers and content marketing are increasingly important in businesses' marketing strategies. More studies on social media influencers and content marketing still need to be done since they are relatively new concepts. The research goal is to find out the impact of social media influencers and content marketing on online repurchase intention through brand trust and customer brand engagement in online shopping stores. These research findings generally found a significant positive direct impact of social media influencers and content marketing on brand trust, customer brand engagement, and online repurchase intention. The results found that content marketing was the most vital determinant of brand trust and customer brand engagement, followed by social media influencers. Additionally, brand trust is significantly influenced by customer brand engagement. Additionally, brand trust and customer brand engagement significantly and positively impacted online repurchase intention. Furthermore, social media influencers are identified as the most significant determinant of online repurchase intentions, followed by content marketing, brand trust, and customer brand engagement. The mediation analysis results revealed that customer brand engagement did not mediate the positive impact of social media influencers and content marketing on online repurchase intention. Additionally, it was found that brand trust mediates the positive impact of social media influencers and content marketing on online repurchase intentions. Future studies should continue to study social media influencers and content marketing since literature is scarce.

The effects of customer brand engagement on brand love in sharing economy

ABSTRACT Collaborative consumption has drawn the attention of both managers and researchers. However, the literature focusing on the antecedents and outcomes of brand love in collaborative consumption is not well documented. Drawing on value co-creation theory, this paper has developed and tested a model capturing the role of brand love with data collected from Airbnb consumers. The results from 380 Airbnb consumers show that consumer brand engagement, perceived authenticity, and value co-creation are key drivers of consumer’s love of Airbnb. Brand love then positively influences consumers’ intention to revisit Airbnb. However, consumer brand engagement does not directly affect revisit intention. The paper concludes with theoretical and managerial implications.

The effect of service quality on customer loyalty through satisfaction and trust as mediators (survey of nail art brand customers "it's rare" Yogyakarta)

This research aims to analyze the influence of service quality on customer loyalty through satisfaction and trust as mediators for customers of the It's Rare brand Nail Art salon. This type of research is causality research which is tested statistically using Smart PLS. The sample for this research was 205 respondents who met the research criteria. Obtaining data from distributing questionnaires which were distributed via Google Form. The research results show that service quality has a significant effect on customer satisfaction, customer trust and customer loyalty. Customer satisfaction and customer trust can also have a significant effect on customer loyalty. By mediation, the research results found that customer satisfaction and customer trust were able to mediate the influence of service quality on customer loyalty.

A STUDY ON CUSTOMER BRAND LOYALTY TOWARDS TWO WHEELER

The study explores customer brand loyalty in two-wheeler showrooms in Anna Nagar, focusing on factors like product quality, brand image, and customer satisfaction. The findings aim to improve brand loyalty strategies and foster long-term customer relationships. The research uses percentage analysis, Mann-Whitney U test, and Spearman correlation analysis to understand trends and relationships. Honda's focus should be on product quality, service excellence, diverse marketing strategies, and word-of-mouth marketing to strengthen its position in the two-wheeler market. Keywords: Brand, loyalty, Honda, customer, factors, quality, product ,employed ,loyal customers ,marketing, competitors, business, product, defending.

User-Generated Content in Tourism: Could it impact Brand Equity and Intention to Visit?

The Internet has changed communication and created significant challenges for the tourism and hospitality sectors. Due to the abundance of tourist destinations available, competition is fierce. Therefore, destinations must devise strategies to set themselves apart and strengthen customer brand equity by providing informative and engaging content on digital platforms, specifically social media, with millions of users. Web 2.0 allows users to generate and distribute information through user-generated content and e-word-of-mouth as trustworthy sources for tourist information that can significantly influence travellers' decision-making process. Therefore, businesses must share pertinent information and incentivize online customer feedback on social media platforms where ideas and opinions are highly valued. These can influence a potential tourist's decision to visit, which makes them critical to destination promotion. Effective communication is essential in shaping consumer opinion and fostering strong customer relationships. This study analyses whether user-generated content impacts brand equity and visitation intentions. It utilized a quantitative approach, using a survey to collect data from tourists and potential tourists of Portugal's Central Region. The sample size consisted of 515 participants. The collected data was then analyzed statistically with the assistance of Smart PLS 3.3.2 software. Based on the results, it was found that user-generated content has an impact on destination awareness, perceived quality, and intention to visit.

Analysis of Determinant Factors Customer Loyalty Towards Brand in The Telecommunication Industry With The Digitalization Paradigm

The goal of this research is to determine whether company parties have implemented engagement strategies in the current digital context. This research uses a qualitative marketing research approach. We used a digital platform for the initial data collection stage. The analysis then continued with the creation of a textual corpus. A deep understanding of consumer engagement with brands can help companies build stronger relationships with consumers, create greater value for brands, and maintain a competitive advantage in the marketplace. By paying attention to emotional, cognitive, and behavioral dimensions, companies can develop more holistic and effective strategies for managing consumer engagement and strengthening their brand positioning. Research results reveal that consumers actively seek knowledge and information to enhance their decision-making about brands and products. Mobile telecoms have well-implemented Customer Brand Engagement strategies, but they also need to have a proactive approach in dialogue with customers to maintain their engagement. This means that in addition to understanding and responding to consumer needs and desires, companies also need to be proactive in communicating with customers to strengthen their relationship and engagement with the brand. According to a careful analysis of the lexical units in cluster one, the majority come from Twitter. Cluster two highlights the comparisons that consumers make regarding the technical characteristics of products and services with those of various competitors. Meanwhile, cluster three shows that consumers are increasingly looking for personal services that can meet their needs. Cluster four warns management about loss phenomena that are specific to certain areas or regions. Finally, Cluster Five allows management to understand that consumers are currently less involved in innovative services such as payments via smartphone.

Navigating on Mobile Shopping Applications: Examining the Interplay among Online Customer Experience, Customer Brand Relationships and Customer Citizenship Behavior

Online customer experience is now a crucial business component. The present study examines the association between Online Customer Experience (OCE), Customer Brand Relationships (CBR) and Customer Citizenship Behavior (CCB) in the context of mobile shopping applications (MSAs) through a survey of 410 Indian consumers of MSAs, following judgment sampling. Subsequently, CB-SEM was used. OCE’s pragmatic and affective dimension significantly impacts CBR outcomes of satisfaction, loyalty and repurchase intention toward MSAs. CBR outcomes exert different impacts on CCB components, loyalty being the most crucial predictor of these components. The findings provide strategic implications for e-retailers operating through MSAs, promoting CCB.

How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side

How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side

Cultural values and voice as determinants of customers' marketing research cooperation: A fuzzy set perspective

AbstractFirms and their managers have long been concerned with encouraging customers to take on an active role in their marketing research activities. The critical question for these firms is how to foster collaboration with customers in marketing research to enhance the firm's marketing effectiveness and simultaneously benefit the customers. This study focuses on the role that individuals' cultural values and customer voice potentially play in shaping how customers perceive marketing research cooperation with the firm. We analyzed data from a sample of 270 customers of apparel store brands in an African country. Utilizing fuzzy‐set qualitative comparative analysis, our research reveals that the combinations of antecedent conditions that enhance marketing research cooperation significantly differ from those that impede it. Theoretically and managerially, our study expands the understanding of how marketing research cooperation is contingent upon the combination of customers' cultural values and their voice.

The Mediating Role of Multidimensional Customer Brand Engagement on Brand Loyalty

This study aims to analyze the influence of social media marketing efforts on brand loyalty, mediated by the multidimensional customer brand engagement in airlines in Indonesia. The object of this research is national airlines, with the population comprising respondents who follow or have interacted (such as liking, commenting, and sharing) with the social media accounts of national airlines at least once in the last 30 days. The sample used consists of 220 respondents. The analysis employed is SEM with the help of SPSS and AMOS version 23 software. The results of this study indicate that social media marketing efforts have a positive influence on cognitive engagement, social media marketing efforts have a positive influence on emotional engagement, social media marketing efforts do not have a positive influence on brand loyalty, cognitive engagement has a positive influence on brand loyalty, emotional engagement has a positive influence on brand loyalty, social media marketing efforts have a positive influence on brand loyalty mediated by cognitive engagement, and social media marketing efforts have a positive influence on brand loyalty mediated by emotional engagement.

Potential Impact of Sustainable Business Practices: Brand Equity in Fast Food and Millennials’ Purchase Intentions

This study was carried out because we live in a world of constant change and high competition, where local fast-food brands in Chiclayo do not have an adequate position in the consumer’s mind compared to international franchises established in our town. The general objective was to determine the influence of brand equity on the purchase intention for local fast-food brands among Chiclayo millennials. The model proposed includes the constructs of brand equity in various category of food products. This document is intended to contribute to society and the scientific community by providing strategic support to brand owners who work with this approach and individual managers. A quantitative approach was used, with a basic type, explanatory level, and non-experimental cross-sectional design, using Cronbach’s alpha for reliability of the instrument and validity by expert judgment. Customers of local fast-food brands comprised the sample, with a total of 385 people surveyed independent of gender. SPSS v.27 and Microsoft Excel 2019 were used for simple random sampling. It was concluded that millennial consumers have regular brand equity and purchase intention for local fast-food brands, emphasizing that the knowledge dimension does not significantly influence purchase intention.

Impact of Social Media Marketing in Customer Brand Preference

This dissertation subject looks at how customer behavior is impacted by social media marketing. The rapid proliferation of social media platforms and their increasing popularity among users and businesses have made it imperative for marketers to comprehend the impact of social media marketing on customer behavior. This study aims to investigate the impact of several aspects of social media marketing, including influencers, advertising, content, and engagement, on consumer attitudes, purchase intentions, and brand loyalty. This research attempts to provide helpful insights regarding the effectiveness of marketing.

Utilizing social media marketing (SMM) initiatives to create customer brand engagement (CBE) and brand loyalty: Mediating impacts of brand trust, brand awareness, and brand image

Utilizing social media marketing (SMM) initiatives to create customer brand engagement (CBE) and brand loyalty: Mediating impacts of brand trust, brand awareness, and brand image

The Influencers’ Attributes and Customer Purchase Intention: The Mediating Role of Customer Attitude Toward Brand

The main purpose of this study is to discuss whether online influencers can improve customer brand attitude and thus increase purchase intention as both of them are important performance indicators in a live show. Drawing on the persuasion theory, the authors aim to investigate the impacts of influencers’ attributes (professionalism, credibility, interactivity and attractiveness) on customers purchase intention from the perspective of attitude toward brand. Data were collected from 233 customers in China where the influencer centered livestreaming e-commerce is enjoying rapid growth. The hypotheses were tested via structural equation modeling. The findings indicate that the influencers’ credibility and attractiveness increase purchase intention directly. Further, customer brand attitude plays a mediating role in the relationship between the influencers’ attributes (attractiveness, credibility, and interactivity) and purchase intention. While, the professionalism improves neither favorable customer brand attitude nor purchase intention. The findings provide theoretical implications for scholars to rethink the role of internet influencers in influencing customer purchase intention.

Guest editorial: A blockchain-based approach to marketing in the sharing economy

In exploring where blockchain technology meets marketing within the rapidly evolving sharing economy, this comprehensive editorial unveils a critical research frontier. Featuring fourteen pioneering articles, the editorial delves into the transformative potential of blockchain to revolutionize marketing strategies, addressing pressing challenges such as technology integration, privacy concerns, regulatory frameworks, governance structures, and the intricacies of business collaboration in decentralized marketplaces. Organized into four thematic segments, the editorial navigates through the nuances of employing blockchain in advertising and marketing strategies, harnessing blockchain to foster customer–brand relationships, addressing issues related to designing decentralized blockchain ecosystems, and understanding both resistance to and the adoption of blockchain technology in the sharing economy. Additionally, this editorial suggests twenty research directions that hold the promise of delivering groundbreaking insights, potentially heralding a new era at the intersection of blockchain technology and marketing within the decentralized ecosystem of the sharing economy.

Analyses of Business Attributes and Facebook Utilization: Marketing Insights

Microenterprises have a significant impact on the nation's economic development. Given the current trends in marketing, numerous organizations have adopted social media marketing. This study analyzed Facebook's business attributes and perceived effectiveness as an advertising tool for microenterprises. The researchers employed a descriptive-causal research design through random sampling of 320 registered microenterprises that utilize Facebook as an advertising tool. Findings revealed that participants were mostly under sole proprietorship, having one to three employees with an estimated asset size of less than 1,000,000 pesos and being in operation for one to three years. Customer brand awareness, product promotion, engagement reach, and sales volume were found to be highly effective in the perceived effectiveness of Facebook use. Remarkably, the business profile length of operation showed significant differences in terms of volumes of sales, whereas the number of staff in terms of customer brand awareness, engagement reach, and volume of sales; average asset size in terms of customer brand awareness and product promotion indicated significant differences to the perceived effectiveness of Facebook utilization as an advertising platform. Hence, the researchers recommended that microenterprises focus on targeted advertising, allocating advertising investment, and optimizing Facebook's advertising features.

Effect of Celebrity Credibility on Brand Passion and Brand Loyalty

The objective of this study is to assess how celebrity credibility influences brand passion and brand loyalty. Various statistical techniques were employed, including structural equation modeling, descriptive analysis, correlation, regression, reliability, and frequency analyses. Findings revealed that for customers of clothing brands, the expertise, trustworthiness, and attractiveness of celebrity endorsers were crucial predictors of brand loyalty. Additionally, the study found that brand passion positively influenced brand loyalty. Furthermore, brand passion significantly and positively mediated the connection between brand loyalty and celebrity endorsers. This insight is beneficial for companies that do not use celebrities or company management in their brand promotion strategies.The study was purely quantitative, employing closed‐ended questions with preset responses, which limited participants from offering feedback beyond the provided choices. Future studies might consider using a mixed‐method approach.

Shopping in the digital world: How augmented reality mobile applications trigger customer engagement

The maturation and growing popularity of augmented reality (AR) technology in recent years have promoted its implementation, leading to the emergence of various AR-related applications. Integrating AR into commerce can enhance marketing initiatives by increasing popularity and brand appeal, which in turn affects customer brand engagement behavior. Consequently, brand owners and retailers are increasingly investing in the AR commercial services sector. To explore the factors that influence customer engagement with AR commercial systems, this study draws on innovation diffusion theory and flow theory and incorporates the satisfaction factor. An integrated research model is proposed to investigate the attributes of AR technology that create a flow experience for users and satisfaction with AR services, ultimately fostering customer engagement intentions. Data from 212 valid online questionnaires were analyzed using structural equation modeling. The findings suggest that both flow experience and user satisfaction are important drivers of customers' engagement with AR commercial services. Interactivity, vividness, and novelty are identified as the critical factors affecting users’ flow experience and satisfaction. The implications of the findings are discussed.