Customer Brand Research Articles

“Brand love goes through the interactive brand community”: the role of member-to-member emotional bonds

PurposeThis study aims to broaden the extant body of knowledge on brand love (BL) by examining scarcely researched direct and indirect psychological, emotional and affective antecedents. Using the media system dependency theory, BL theory and the attachment theory as frameworks, an explanatory model of BL in online brand communities is proposed.Design/methodology/approachData from 311 Land Rover owners participating in online brand communities were analysed using structural equation modelling.FindingsEmotional and member-to-member bonds trigger a strong attachment to the brand community. Community attachment positively affects brand community love (BCL), which acts as a key mediator in strengthening the customer–brand relationship. Alongside BCL, brand community dependency reinforces BL, highlighting the fundamental role of emotional dynamics within brand communities.Research limitations/implicationsThe findings are limited by the cross-sectional nature of the survey approach and the majority of male participants in the sample. Brand community managers should foster the attachment, love and dependency of the community members by creating opportunities for fun, interaction and communication, as well as by keeping them informed about brand-related issues.Originality/valueThe study develops a model that deepens into the causes of BL in a brand community setting, thereby extending the BL concept to consumer groups. In addition, the research explores the individual’s dependency on a brand community, thus addressing the gap in the literature on media-induced emotional and affective responses.

Omnichannel Identity Dimensions and Their Differential Impact on Customer–Brand Relationships: A Comparative Analysis of South Korean Retailers

This study investigates how a consistent brand identity across multiple channels influences customer experiences and relationship development in South Korean retailers’ omnichannel strategies. To address the fundamental challenge of balancing brand consistency with channel-specific customization, we developed a comprehensive omnichannel identity framework through rigorous measurement development and factor analysis. This framework comprises three empirically validated dimensions: trendiness, reliability, and usability. Data collected from 994 customers of two leading South Korean retailers were analyzed using structural equation modeling, revealing that these omnichannel identity dimensions exert differential influences on cognitive and affective brand experiences, which subsequently mediate the development of customer–brand relationships. Notably, the results demonstrated significant variance in the impact of identity components between retailers—trendiness and reliability emerged as primary drivers of brand experiences for Retailer A, while usability constituted the dominant factor for Retailer B. This study contributes to sustainable retail theory by empirically validating the multidimensional conceptualization of omnichannel identity and its selective influence on customer perceptions within an environmental responsibility context. The findings provide strategic guidance for retailers seeking to develop distinctive brand identities across channels in the highly digitalized South Korean consumer market, ultimately enhancing brand equity and sustainability performance through stronger customer–brand relationships that promote environmentally conscious consumption behaviors.

The Transformative Role of Augmented Reality (AR) and Virtual Reality (VR) in E-commerce and Digital Marketing: Enhancing Consumer Engagement and Trust

This review examines the transformative role of Augmented Reality (AR) and Virtual Reality (VR) technologies in e-commerce and digital marketing. AR and VR provide immersive and interactive experiences, bridging the gap between traditional in-store and online shopping by enabling consumers to visualize and interact with products virtually. The integration of these technologies addresses critical challenges in online retail, such as product visualization, consumer trust, and engagement. AR facilitates real-time, contextual interactions, such as virtual try-ons and spatial placements, while VR creates fully immersive environments replicating or enhancing physical shopping experiences. The paper synthesizes current research, exploring the impact of AR and VR on consumer behavior, customer brand engagement, and purchase intentions. Additionally, it discusses the potential of these technologies to drive higher conversion rates, reduce return rates, and foster personalized shopping experiences. Despite their promise, challenges such as cost, accessibility, and technical limitations remain. This review highlights the need for strategic implementation and further research to maximize the benefits of AR and VR in reshaping the digital marketing and e-commerce landscape.

The Effect of Brand Engagement on Brand Equity: The Role of Value Co-creation in the Hospitality Sector of Emerging Markets

ABSTRACT This study examines the impact of customer brand engagement (CBE) on consumer-based brand equity (CBBE) through value co-creation (VCC) in Ghana’s hospitality sector. Amid growing global competition, businesses must differentiate themselves to gain a competitive edge. Using a quantitative survey, the study sampled 480 respondents from the Ghanaian hotel industry through a convenient sampling technique. Data analysis was conducted using AMOS software to assess model fitness, trustworthiness, and path analysis. The results revealed that all four CBE constructs positively and significantly influence VCC, which, in turn, has a strong positive impact on CBBE. However, three out of the four CBE factors indirectly affect CBBE via VCC, with perceived brand innovation being the exception. These findings highlight the importance of fostering customer engagement and value co-creation to strengthen brand equity in the hospitality industry, particularly in emerging markets. This study contributes to the literature on social commerce and brand equity by offering insights into how businesses can leverage customer engagement to enhance brand perception. The findings provide practical implications for hospitality brands looking to improve their competitive positioning by actively involving customers in co-creating value, ultimately leading to stronger brand loyalty and recognition.

Empathy in Action: Unravelling the Impact of Empathetic CSR on Sustainable Consumer Behavior through Customer-Company Identification

As Corporate Social Responsibility (CSR) evolves into a catalyst for social impact, the emotional responses it evokes play a crucial role in shaping consumer behavior. This study investigates the influence of empathetic CSR on sustainable consumer behavior through Customer-Company Identification (CCI). Specifically, it examines three key aspects: (1) whether empathetic CSR directly impacts sustainable consumer behavior, focusing on activism behavior and sustainable purchase behavior; (2) whether CSR-led empathy drives CCI, strengthening consumers' identification with the company; and (3) whether CCI mediates the relationship between empathetic CSR and sustainable consumer behavior. The study adopts the Stimulus-Organism-Response (S-O-R) framework to explore these relationships. A manipulation experiment was conducted with 267 customers of a fashion brand, and the data were analyzed using Structural Equation Modelling. The results reveal that empathetic CSR positively influences both activism and sustainable purchase behaviors, although the effect on sustainable purchase behavior is not statistically significant. Additionally, CSR-led empathy acts as a significant antecedent to CCI, fostering a stronger consumer attitude toward the brand. Lastly, CCI serves as a crucial bridge in translating empathetic emotional engagement into proactive and sustainable consumer actions. The findings contribute to the existing body of CSR literature by shedding light on the emotional pathways that drive sustainable consumer behavior and attitudes. For businesses, the study emphasizes that implementing empathetic CSR initiatives can encourage lasting sustainable actions while nurturing a deeper sense of identification between customers and the brand.

Enhancing customer brand love: The role of genuine personal branding and e-customer engagement

Micro, small, and medium enterprises (MSMEs) play a vital role in supporting Indonesia’s economic growth. Enhancing customer satisfaction alone is not sufficient to maintain a competitive advantage due to the increasing level of competition in the Muslim fashion sector. Companies need to increase customer brand love to win the hearts of consumers. Therefore, this study investigates the related factors like Social Media Active Involvement (SMAI), Self-Brand Distinctiveness (SBD), Genuine Personal Branding (GPB) and E-Customer Engagement (ECE) to accommodate this intention. This study aims to determine the effect of SMAI and SBD on GPB simultaneously and partially. This research also aims to determine the influence of GPB on ECE, ECE on CBL, and GPB on CBL through ECE. Sampling was carried out using the purposive sampling method with 300 respondents. The research employed Covariance-Based Structural Equation Modeling (CB-SEM) for statistical analysis with hypothesis testing conducted using the AMOS software to evaluate causal relationships within the proposed structural model. After processing the data, the hypotheses were tested and discussed. This research indicated that SMAI and SBD had a significant combined influence on GPB. However, when considered individually, SBD did not have a significant effect on GPB. The results also showed that GPB significantly affected ECE, and ECE affected CBL. Furthermore, GPB mediated by ECE significantly affected CBL. Genuine personal branding is essential for MSMEs to increase e-customer engagement which ultimately also increases customer’s love for their brand as a practical implication.

Role of culture in how AI affects the brand experience: comparison of Belt and Road countries

PurposeCulture plays a pivotal role in influencing the customer journey when artificial intelligence (AI) is used, helping to foster consumer–brand interactions. Based on the stimulus–organism–response (SOR) model, this study examined the role of culture on AI–customer–brand interactions, comparing Belt and Road countries.Design/methodology/approachStructural equation modelling was used to analyse 300 responses from participants in Hong Kong and 398 responses from participants in Turkey to a questionnaire.FindingsThe findings indicated that AI affected brand experience and brand preference in both Hong Kong and Turkey. Multi-group analysis revealed that customisation exerted stronger influences on brand experience for the Hong Kong group, while interaction had a stronger effect on brand experience in the Turkey group. Most importantly, the effect of AI marketing efforts on brand experience was found to be moderated by cultural differences.Research limitations/implicationsThe study’s findings advance knowledge of the crucial role of cultural factors in AI–consumer–brand relationships. These theoretical implications highlight the necessity of integrating cultural intelligence into AI-driven branding strategies.Practical implicationsAcknowledging this cultural embeddedness can help market practitioners for brand building and policymakers craft more informed and impactful guidelines governing AI–marketing practices and AI–brand management among Belt and Road countries.Originality/valueExisting studies on AI–brand interactions have each focused on a single country. There is a glaring lack of research on cross-cultural differences. To fill the gap, this study adopted a cross-cultural perspective to investigate differences in AI–brand interactions between two Belt and Road countries.

Examining the Impact of Food Quality and the Role of Lovemarks on Brand Loyalty: Case of Coffee Shop In Indonesia

The increasing popularity of local coffee has led to a rise in the consumption of local coffee and the expansion of local coffee shop chains. This trend is particularly evident in Indonesia, where coffee drinking has become an ingrained cultural practice, contributing to the growth in local coffee consumption and production. This study concentrates on a leading Indonesian local coffee shop chain that has seen substantial expansion across Southeast Asia. The aim of this research is to examine the impact of food quality and the influence of lovemarks on customer brand loyalty in a prominent Indonesian coffee shop. Data for this study was gathered from 260 individuals who had consumed coffee in the previous month. The research utilized Structural Equation Modeling (SEM) through SmartPLS software for data analysis. The findings indicate that lovemarks, encompassing brand love and brand respect, positively influence brand loyalty. Additionally, factors such as healthiness, customization, price fairness, and intimacy are positively correlated with brand loyalty. Elements like healthiness, mystery, sensuality, and intimacy are positively associated with brand love. Trust, reputation, and performance positively impact brand respect. Furthermore, aspects such as hygiene and nutrition disclosure positively influence food healthiness.

The path from customer brand engagement to value co-creation in mobile branded apps

The path from customer brand engagement to value co-creation in mobile branded apps

The Influence Of Social Media Marketing On Customer Brand Engagement In Forming Brand Loyalty At Kopi Janji Jiwa

The purpose of this study is to analyze the effect of Social Media Marketing which includes Entertainment, Customization, Interaction, Electronic Word of Mouth (EWOM), and Trendiness on Customer Brand Engagement as mediation which affects Brand Loyalty to Kopi Janji Jiwa in the three largest metropolitan city in Indonesia, which is Jakarta, Surabaya and Bandung.. This research model is conducted quantitatively using data taken by purposive sampling with questionnaires distributed online. A sample of 133 was obtained which met the requirements for analysis with PLS-SEM. The results showed that Entertainment and Interaction affect Customer Brand Engagement, where Entertainment is the most influential on Customer Brand Engagement. Then it was found that Customer Brand Engagement affects Brand Loyalty of Kopi Janji Jiwa. Based on the research results, managerial implications is to develop Instagram content and Instagram features in interacting with customers in building Customer Brand Engagement which encourages Brand Loyalty. The theoretical implications of this research are identifying Social Media Marketing element variables that can shape Customer Brand Engagement towards Brand Loyalty and developing research models and supporting previous research.

Navigating the Digital Frontier: Exploring the Dynamics of Customer–Brand Relationships Through AI Chatbots

With the rapid advancement of artificial intelligence (AI), chatbots represent a transformative tool in digital customer engagement, reshaping customer–brand relationships. This paper explores AI chatbots on customer–brand interactions by analyzing key features, such as interaction, perceived enjoyment, customization, and problem-solving. Based on the Technology Acceptance Model (TAM), the research investigates how these attributes influence perceived ease of use, perceived usefulness, customer attitudes, and ultimately, customer–brand relationships. Adopting a mixed-methods approach, this study begins with qualitative interviews to identify key engagement factors, which then inform the design of a structured quantitative survey. The findings reveal that AI chatbot features significantly enhance customer perceptions, with ease of use and usefulness in shaping positive attitudes and strengthening brand connections. The research further underscores the role of AI-driven personalization in delivering sustainable customer engagement by optimizing digital interactions, reducing resource-intensive human support, and promoting long-term brand loyalty. By integrating TAM with customer–brand relationship theories, this study contributes to AI and sustainability research by highlighting how intelligent chatbots can facilitate responsible business practices, enhance operational efficiency, and promote digital sustainability through automation and resource optimization. The findings provide strategic insights for businesses seeking to design AI-driven chatbot systems that improve customer experience and align with sustainable digital transformation efforts.

Understanding Customer Responses to AI-Driven Personalized Journeys: Impacts on the Customer Experience

Within advertising, the customer journey concept helps explain how customer perceptions and behaviors evolve through seller–customer interactions. The concept has developed to reflect omni-channel marketing but neglects the emergence of algorithmically personalized advertisements. This study therefore explores impacts upon customer experiences of artificial intelligence (AI)-driven recommendations and personalized advertisements by analyzing customer perceptions of tensions between the personalization and customer empowerment inherent within AI-driven advertising. By combining semi-structured phenomenological interviews with Customer Journey Mapping, we capture experiences and behaviors across multiple touchpoints. Our findings show how technological limitations of AI mediate brand–customer relationships and influence customer behaviors. The study contributes theoretically by critically contextualizing AI-driven advertising within broader ethical debates, emphasizing practitioners’ responsibilities to combine technological advancements with consumer autonomy.

The Role of Ethical Marketing Issues in Consumer-Brand Relationships in the Context of Social Media Marketing

Increasing competitive advantages in the marketplace is the primary goal. Developing solid relationships and brand loyalty with clients is becoming more important for firms in today’s evolving marketing setting. This study aims to assess the role of ethical marketing issues in consumer-brand relationships in the context of social media marketing. The research philosophy used is positivism in this study, followed by deductive approach, and quantitative research method. In this study, the primary research method is used, and data is collected from 232 respondents who are customers of online clothing brands. The data is analyzed through SPSS software. The results depict that social responsibility impacts customer-brand relationships, while other variables like manipulative practices, privacy, and misinformation tactics have insignificant impacts on customer-brand relationships.

Brand love and customer brand engagement for masstige: a cross-cultural perspective

PurposeMasstige (mass-produced and affordable luxury) goods are receiving increasing literature-based attention. However, despite existing advances, insight into how different cultural backgrounds shape consumer perceptions, attitudes and behaviors toward masstige goods remains tenuous. Correspondingly, this study aims to examine the association of masstige luxury with customers’ love for and brand engagement with masstige products across cultures.Design/methodology/approachThis study used a sample comprising 342 Indian and 354 Canadian masstige customers. Partial least squares structural equation modeling was used to analyze the data.FindingsThe results corroborate brand prestige and identification as key antecedents to customers’ love for masstige brands, which in turn impact their brand engagement. Surprisingly, the authors find that the effects of brand prestige and brand identification on brand love and customer brand engagement do not significantly differ between Indian and Canadian customers. However, the positive effect of brand identification and brand love on customer brand engagement is stronger for Indian customers than for Canadian customers.Research limitations/implicationsThis study addresses an important literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands. It offers key theoretical and practical implications for masstige marketing.Practical implicationsIdentifying differential effects among Indian and Canadian customers provides a foundation for tailoring marketing approaches in the masstige sector.Originality/valueThis study addresses a critical literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands, offering key theoretical and practical implications for masstige marketing.

Driving customer brand engagement through augmented reality-induced influencer content among Gen Z: The moderating role of credibility

ABSTRACT The present study investigates the impact of Augmented reality-induced influencer content moderated by the influencer’s credibility, steering to word of mouth trailed by purchase intentions of Gen Z in the fashion industry. This study employs a conceptual model grounded on the theory of social power and the S-O-R model with the moderating role of credibility. Data was gathered from 423 samples. To test the dimensionality of Augmented reality-induced influencer content, exploratory factor analysis with principal component analysis and Varimax orthogonal rotation was adopted. SPSS version 22.0 and AMOS version 20 were used for data analysis. The study’s findings indicate that following influencers generates favorable brand effects, such as increased social power and higher purchase intentions, by fostering familiarity and internalizing behavioral intents. Credibility is vital in influencing views and promoting electronic word-of-mouth through interactions between audiences and influencers. Brands have significant chances to engage Generation Z with genuine content by utilizing influencer marketing facilitated by augmented reality. Therefore, the study concludes that Augmented reality-induced influencer content encourages consumers to engage actively and positively drives them toward brand outcomes.

BRAND ENGAGEMENT AS A MEDIATOR : CONNECTING BRAND FAMILIARITY, SELF-IDENTIFICATION AND POSITIVE WORD OF MOUTH

The Covid-19 pandemic has heightened public awareness of the importance of health products such as hand sanitizers, which became essential during the pandemic. This study aims to analyze the influence of brand fit on brand familiarity, customer brand engagement, self-identification, and word-of-mouth (WOM) for hand sanitizer products registered with the Ministry of Health (Kemenkes) and the National Agency of Drug and Food Control (BPOM). The research employs a hypothesis-testing method with a cross-sectional design, involving 170 respondents selected through purposive sampling based on the criteria of active hand sanitizer users. Data were collected using a five-point Likert scale questionnaire and analyzed using Structural Equation Modeling (SEM), which includes Confirmatory Factor Analysis (CFA) and hypothesis testing. The results indicate that brand fit significantly influences brand familiarity and customer brand engagement. Furthermore, customer brand engagement was found to affect self-identification, which ultimately has a significant impact on WOM. This study reinforces the theories of Consumer-Based Brand Equity, Engagement Theory, and Social Identity in explaining the relationships between brand fit, consumer engagement, and self-identification in shaping consumer decisions to recommend brands.The practical implications of this research highlight the importance of brand fit and customer brand engagement in fostering brand loyalty, consumer trust, and positive WOM. Marketing strategies that focus on packaging visualization, brand image, and relevant product functions can strengthen a brand's position in an increasingly competitive market. This study provides a significant contribution to the marketing literature by adding brand fit as a key factor in creating relevant and meaningful brand experiences for consumers

Exploring Customers Brand Preferences in Dhall and Spices Market

This research study explores customer brand preferences within the Dhall and Spices category. The research aims to identify the key factors influencing brand choice, assess satisfaction levels among current brand usage of customers. Utilizing a structured questionnaire with a sample size of 302, data analysis includes tools such as regression, averages, and chi-square tests. The findings reveal that price, availability of products, package and brand reputation are the primary drivers of preference with quality being the most significant. Keywords: Consumer Behavior, Brand Choice, Product Attributes, Availability, Taste& Preferences, Quality, Brand Reputation

Antecedents and Consequences of Customer Brand Identification

Antecedents and Consequences of Customer Brand Identification

호텔 기업의 ESG 홍보 영상이 고객 브랜드 선호도 및 구매의도에 미치는 영향: ESG 신념에 따른 차이를 중심으로

The objective of this study was to understand how viewing hotel ESG promotional videos affects customer brand preferences and purchase intentions. Furthermore, based on the disparities in customer ESG beliefs, an attempt was made to study any changes that occurred in customer opinion and preference after watching the ESG promotional material. Accordingly, two representative hotel companies that conduct ESG activities in Korea were selected. Brand preference and purchase intention were then measured before and after watching ESG videos to verify any changes. Analysis demonstrated that customer brand preference and purchase intention for hotels increased after watching the promotional video. Further analysis determined that there was no difference between hotel companies. Moreover, according to customer ESG beliefs, the difference in customer opinion and intent before and after watching the video was verified through multivariate analysis of variance. As a result of the analysis, a greater change was found in the group with high ESG beliefs. Therefore, it was determined that effectively promoting hotel ESG activities has a positive effect on customers making purchasing decisions. These results indicate that a strategic plan needs to be put in place to continue influencing customers positively. Thus, initiatives are needed to conduct more intensive promotional activities for groups with high ESG beliefs. Through such research, it is believed that it will be of practical use in increasing sales and devising strategic plans in the fiercely competitive hotel business environment.

Influences of technological competencies and ethical practices of corporate social responsibility on consumer brand preference

The broad objective of this study was to establish the moderating effect of technological competencies on the relationship between ethical practices of corporate social responsibility and consumer brand preference for mobile phone services in Kenya. Data was collected using a structured questionnaire and analyzed through descriptive and inferential statistics. Findings suggest that technological competencies significantly moderate the relationship between ethical practices of corporate social responsibility and customer brand preference. These findings call for continuous involvement of mobile phone service companies in corporate social responsibility practices as it positively influences consumer brand preference. Future research should aim at establishing contextual and geographical differences in consumer preferences by targeting other countries with different social economic conditions.