Brand Loyalty Research Articles

EXPLORING THE ROLE OF NEUROMARKETING IN CONSUMER DECISION-MAKING

This research delves into the emerging field of neuromarketing, examining its role in understanding consumer decision-making processes. Neuromarketing integrates neuroscience principles with marketing strategies to uncover the subconscious factors that influence consumer behavior. Through techniques such as brain imaging technologies, biometric measurements, and implicit association tests, marketers can gain insights into the emotional and cognitive processes that drive purchasing decisions. This study highlights the significance of emotional engagement, memory recall, and decision fatigue in shaping consumer choices. By exploring how emotional connections enhance brand loyalty and the role of memory in brand preference, the research underscores the importance of crafting effective marketing campaigns that resonate with consumers on a deeper level. The findings address the challenges posed by decision fatigue in today’s complex marketplace, emphasizing the need for simplified choices to facilitate consumer decision-making. This research aims to provide a comprehensive understanding of how neuromarketing can inform marketing strategies, fostering more meaningful connections between brands and consumers while promoting ethical considerations in the application of neuroscience in marketing practices.

Exploring the Influence of Social Media Marketing on Brand Trust, Brand Image, and Brand Loyalty for Fore Coffee

Indonesia's utilization of digital services such as mobile payments, paid digital content, online transportation, and food delivery has been amplified due to the rise in internet and smartphone usage. The digitalization of the food and beverage (F&B) industry has experienced significant growth since 2015, particularly accelerated by the COVID-19 pandemic. According to McKinsey's research conducted in 2020, there was a significant 34% surge in the number of individuals using food delivery services during the pandemic. Fore Coffee, a coffee startup established in 2018, employs digital marketing strategies to enhance sales and promote brand recognition. Fore Coffee has successfully pleased customers using social media and mobile applications. This study utilizes the concept of brand trust to investigate the impact of social media marketing on brand image and customer loyalty. Research utilizes PLS-SEM. A digital survey was distributed to a total of 301 individuals who are customers of Fore Coffee within the previous six-month period. Studies indicate that social media marketing has a positive and significant influence on brand trust, leading to a positive impact on brand image and customer loyalty. A well-executed digital marketing strategy has the potential to enhance brand trust, image, and loyalty Keywords: Brand Image; Brand Loyalty; Brand Trust; Social Media Marketing

The Strategic Effect of Hedonic and Utilitarian Value in Building Brand Trust and Brand Satisfaction

Customer value, divided into hedonic (emotional) and utilitarian (functional) dimensions, is crucial for competitive advantage, prompting the need for research in diverse contexts. Existing literature highlights the strategic importance of balancing these values to enhance brand trust and satisfaction, yet the cosmetics industry in Ghana remains underexplored. This study gathered data from 200 cosmetic product users in Ghana and used structural equation modelling to analyze the relationships between hedonic and utilitarian values, brand trust, and brand satisfaction. The findings indicate that hedonic values do not significantly affect brand trust or satisfaction, while utilitarian values are key drivers of both. Brand trust positively influences brand satisfaction but does not mediate the relationship between hedonic values and satisfaction. However, brand trust mediates the connection between utilitarian values and satisfaction. These insights are valuable for scientists studying consumer behaviour and for marketers aiming to meet customer expectations more effectively. This study, among the first of its kind in Ghana, underscores the strategic importance of utilitarian values in building brand trust and satisfaction in the cosmetic industry. Limitations include a single geographic focus and industry, suggesting future research should explore other contexts and include variables like brand loyalty and socioeconomic status to enhance understanding.

Effect of Augmented Reality (AR) and Virtual Reality (VR) experiences on customer engagement and purchase behavior in retail stores

This review paper explores the impact of Augmented Reality (AR) and Virtual Reality (VR) technologies on customer engagement and purchasing behavior in retail settings. As immersive technologies continue to evolve, AR and VR are increasingly employed to enhance the shopping experience, offering interactive and personalized engagements that traditional retail cannot match. Through a comprehensive analysis of recent literature, the paper highlights how AR applications, such as virtual try-ons and interactive product displays, significantly enhance customer engagement by providing novel and enriched shopping experiences. Similarly, VR facilitates virtual store visits and immersive product interactions, leading to higher levels of customer satisfaction and brand loyalty. The paper discusses key metrics for evaluating engagement and purchase behavior changes, including increased dwell time, higher conversion rates, and enhanced customer satisfaction. Additionally, the review identifies challenges, such as technological integration and user adaptation, which may impede the full potential of AR and VR in retail. The findings underscore the transformative potential of AR and VR in reshaping the retail landscape by bridging the gap between digital and physical shopping environments, thus driving more informed purchasing decisions and fostering deeper customer connections. Future research directions are suggested to address the limitations and further investigate the long-term impacts of these technologies on consumer behavior.

From individual to household decision‐making: A practical perspective on the base of the pyramid consumer

AbstractThis paper proposes a new household decision‐making model for base of pyramid (BoP) consumers. Many decision‐making models focus on general consumer behaviour theory, with few focusing on the resource constraints experienced at the BoP. By focusing on the dynamics of household decisions, the data collected bring a unique perspective to BoP consumer behaviour and extend recent work in the BoP domain. The study comprised qualitative interviews with 61 household representatives (representing 233 household members) to explore decision‐making, loyalty, budgeting, shopping and category trade‐offs. The study proposes a household‐focused decision‐making framework, which is far more characteristic of BoP consumer behaviour (as opposed to isolated individual decisions). The proposed framework reveals the impact of situations and financial constraints on BoP household decision‐making and how most households operate in both the formal and informal economy. Family obligation was observed to be a key factor, as well as how functional illiteracy drives brand loyalty but also creates embarrassment. Word of mouth trumps all other sources of information and, due to household complexities, there is significant decision‐maker ambiguity, making it hard to define a target audience with a communication strategy. Brands are important, but fundamental value is still key and there is inexorable monthly variation in finances, making category trade‐offs commonplace.

How H&M make concept BUY NOW THINK LETTER, H&M’s Role in Gen Z’s Hedonic and Impulsive Buying Trends

Gen Z values experiences over material possessions. They prefer spending on activities that offer memorable experiences, such as attending events, dining out, and travel. This preference for experiences also translates into their shopping behavior, where they seek immersive and engaging retail experiences. Explore the consumer behavior of Gen Z in Bekasi, specifically their hedonic tendencies, and to provide actionable insights for H&M's marketing strategy. By understanding the unique characteristics, preferences, and values of Gen Z in this region, H&M can tailor its offerings and marketing efforts to effectively engage this influential demographic. The method of quantitative approach with the survey results found is 149 respondents with the statistical technique used is Structural Equation Modeling Partial Least Square (SEM-PLS). Understanding the hedonistic influences driving impulsive buying among Gen Z in Bekasi allows H&M to craft targeted strategies that cater to this demographic's desires while promoting sustainability. By balancing trendiness with environmental responsibility, H&M can build lasting brand loyalty and contribute positively to the global fashion landscape. This paper provides a roadmap for H&M to navigate the complex interplay of hedonism and sustainability, ensuring relevance and growth in the competitive market. Strategi yang dapat di lakukan oleh perusahaan adalah mempertahankan sifat tiba-tiba activities dari konsumen gen z seperyi embience store penataan new collection seasoning untuk tetap mempertahankan ketertarikan terhadap koleksi brand H&M. Kemudian pada dimensi Leisure Activities indikator yang memberikan pengaruh paling rendah friends opinion, strategi yang dapat dilakukan oleh perusahaan adalah meng improve pola konsumtif individu menjadji group, denga melakukan penawaran, buy 2 get 1 free atau spend 400k get 50% off. This study significantly contributes to the analysis of the influence of hedonic variables on impulsive buying behavior concerning the H&M brand. By examining the psychological and social factors that drive Gen Z in Bekasi towards impulsive purchases, this research provides valuable insights and ongoing suggestions for H&M's managerial strategies. It emphasizes the importance of balancing the "Buy Now, Think Later" concept with sustainable practices to foster long-term brand loyalty and environmental responsibility.

The Mediator Role of Brand Image in the Effect of Product Knowledge on Brand Loyalty: A Study on Mobile Phone Brands

The Mediator Role of Brand Image in the Effect of Product Knowledge on Brand Loyalty: A Study on Mobile Phone Brands

The Use of Children as Influencers and the Harmful Effects on their Health and Rights as Human Beings

With the developments of recent years, "influencers" have appeared in social media. Influencers usually specialize in a specific field or industry, such as beauty, fashion, fitness, travel or food, and are known for their expertise, creativity and originality. They create and share content on social media platforms like Instagram, YouTube, TikTok, using their platforms to build a network of loyal followers and establish themselves as thought leaders in their respective fields. Influencers partner with brands to promote products or services to their followers through sponsored posts or collaborations. These partnerships can be profitable for both the influencer and the brand as they can increase brand awareness, drive sales and build brand loyalty, who are in reality celebrities or not who market various products, services and in this way they influence people. Every day more and more influencers have been added in our country, as well as in other countries, and children are included in their work. It has already become normal or tradition for an influential woman to open an "account" for the newly born child, publish photos/videos of the child and gradually start advertising various baby products, influencing the masses. The practice of "kidfluencing" raises ethical concerns about the commodification of childhood, to be seen as products, and for their rights. This is the object of treatment in this paper. Through which it is intended to analyze the rights that are violated to the child and the harmful effects for the child from the "kidfluencing" practice. This topic critically examines the moral dilemmas and challenges in regulating child abuse practices from the perspective of ethics, child welfare and legal protection of the child's best interests, analyzing the implications of the commodification of childhood and the potential harm it can cause. Received: 2 June 2024 / Accepted: 25 July 2024 / Published: 29 July 2024

The Effect of eWOM and Webcare on Customer Engagement and Brand Loyalty toward Live Streaming Platforms

Based on the negative electronic word of mouth (NeWOM) under the live streaming platform, the paper aims to explore the mechanism of proactive and reactive webcare on customer brand loyalty. We constructed three separate experiments with no webcare, proactive webcare, and reactive webcare in response to NeWOM during the live streaming platform. In this study, 210 valid questionnaires were collected for statistical analysis, including the Mann-Whitney U test and Pearson correlation analysis. Our findings reveal that proactive and reactive webcare positively influence cognitive, emotional, and behavioral engagement, with proactive webcare demonstrating greater effectiveness. We confirm a positive correlation between these forms of engagement and brand loyalty, highlighting the strong connection between behavioral engagement and brand loyalty. At the same time, this study provides crucial inspiration for the live-streaming platform managers to focus on providing proactive webcare and develop behavioral activities in live-steaming platforms to enhance customers’ brand loyalty.

Innovative Marketing in Luxury Fashion: How Gucci Uses Big Data to Enhance Digital Marketing

This study examines Gucci's digital marketing strategies, focusing on how the brand leverages big data to enhance its digital presence and engage Generation Z. Amid significant digital transformation in the fashion industry, Gucci has maintained its competitive edge through innovative digital initiatives. The research analyzes Gucci's use of big data to personalize customer experiences, optimize marketing campaigns, and implement online-to-offline (O2O) strategies. Findings indicate that Gucci's comprehensive digital strategy, which includes augmented reality and 3D visualization, effectively enhances customer engagement, increases sales, and builds brand loyalty, solidifying its position as a leader in the luxury fashion industry.

Study of The Factors That Influence Brand Loyalty Simpati Cards PT. Telkomsel Tbk

Customer loyalty is critical for success in today's saturated mobile telecommunications industry. However, maintaining allegiance remains challenging given technology advancements and intensifying competition. This study examines the determinants of loyalty towards Simpati, the prepaid brand of Indonesia's largest operator Telkomsel. A qualitative case study methodology was employed, comprising an extensive literature review on customer experience, satisfaction, trust, switching costs and their influence on brand loyalty in the mobile sector. Particular focus was placed on publications related to Telkomsel and its prepaid offerings. Customer data from secondary sources was also analyzed to identify patterns relating to the research objectives. The findings indicate that service quality is a key antecedent of customer experience and satisfaction. Superior fulfillment of expectations cultivates a positive brand image and drives attachment. Meanwhile, affective factors like emotional engagement and trust act as mediators reinforcing loyalty intentions over the long-term. Competitive pricing and targeted promotional campaigns also enhance perceived value. Additionally, high perceived switching costs curb defection propensity due to customers' sunk investments in the relationship.

Impact of Digital Content Quality and Network Externalities on the Development of Young Consumers’ Online Brand Trust and Loyalty

Studies have shown that young consumers continue to be the target of digital marketing communications. They are also a source of revenues from online platforms that provide digital content. This research aimed to investigate whether young consumers’ online brand trust and online brand loyalty would be significantly influenced by such independent variables as creators’ digital content quality and network externalities. The study employed purposive sampling of 402 Thai undergraduate respondents who regularly view contents from their followed or subscribed channels. The research results were statistically analyzed using Structural Equation Modeling. The analysis revealed that creators’ digital content quality (.745, p < .001) and network externalities (.152, p < .001) had a significant impact on online brand trust. Furthermore, online brand trust (.960, p < .001) also had a significant impact on online brand loyalty. The findings provide empirical evidence for social media and digital marketing communications. In addition, the findings reveal that enhancing trust is still crucial to branding.

Customer engagement, moral identity and oppositional brand loyalty in virtual communities

PurposeOppositional brand loyalty poses a challenge to the management of virtual communities. This study aims to categorize these loyalty behaviors into positive (willingness to pay a price premium and brand evangelism) and negative (schadenfreude and anti-brand actions) dimensions. It then explores how customer engagement and moral identity influence these dimensions in the context of brand competition.Design/methodology/approachStructural equation modeling was conducted to analyze the main and moderating effects, using survey data obtained from 498 valid responses out of a total of 636 responses from Xiaomi's virtual communities.FindingsThe results indicate that customer engagement significantly influences all four dimensions of oppositional brand loyalty. The relationship between customer engagement and brand evangelism is notably stronger among customers with a strong moral identity. Conversely, the effects of customer engagement on schadenfreude and anti-brand actions are attenuated for these customers.Originality/valueAnchored in theories of brand tribalism, social identity and brand polarization, this study bifurcates oppositional brand loyalty into directions of preference and antagonism, empirically showcasing moral identity's moderating effect. It contributes to the literature on antagonistic loyalty and moral identity, offering strategic insights for companies to navigate schadenfreude and anti-brand actions in online communities.

Leveraging Social Media Marketing: A Case Study of Starbucks Digital Success

With the development of communication technologies like social media, consumption has fundamentally changed. This study examines the impact of the digital and social environment on consumer behavior and business practices by analyzing Starbucks successful practices in social media marketing. The study finds that Starbucks has effectively increased brand awareness and customer engagement on major social platforms such as Instagram, Twitter and Facebook through high-quality content marketing, collaborations with online celebrities and active user engagement strategies. Starbucks communicates brand values through visual storytelling and builds a strong customer community with user-generated content and interactive activities. The findings suggest that companies in the retail and restaurant industries can learn from Starbucks experience to enhance emotional connections with customers and brand loyalty by maintaining transparency, building communities, collaborating with web admins, and creating visual content. This study is an important reference for industry practices, emphasizing the importance of continuous innovation in the rapidly changing social media landscape.

Analyzing the Reasons for Prime Videos Better Performance

In 2021, Amazon successfully finalized its significant acquisition of Metro-Goldwyn-Mayer (MGM). This development strengthened Prime Video's position in the fiercely competitive sector of streaming video-on-demand (SVOD). This study aimed to investigate the factors that contributed to Prime Video's improved performance following its acquisition of MGM. The investigation determined that Prime Video effectively enhanced its market performance through the implementation of advertising services, regular updates to its original content library, and a vigorous expansion of its market reach. This paper provides concrete recommendations based on the future trajectory of the industry. Firstly, it suggests enhancing the cost-effectiveness of services to appeal to a wider range of users. Secondly, it recommends continuing to invest in original content and regular updates to maintain user engagement. Lastly, it proposes bolstering the development of the brand ecosystem by integrating multiple services within Amazon, thereby enhancing the user experience and fostering brand loyalty. This research not only addresses the existing scholarly deficiency but also serves as a valuable resource for guiding the future progress of other firms.

Innovative Strategies in Digital Marketing: Enhancing Consumer Engagement and Brand Loyalty

This study examines innovative strategies in digital marketing aimed at enhancing consumer engagement and brand loyalty. Utilizing a qualitative literature review method, the research synthesizes data from diverse sources, including academic journals, industry reports, and case studies, to provide a comprehensive understanding of current trends and practices in digital marketing. Key strategies identified include personalized content marketing, the use of social media platforms for interactive engagement, and the integration of artificial intelligence (AI) and big data analytics to understand consumer behavior and preferences. The findings reveal that personalized content significantly boosts consumer engagement by tailoring messages to individual preferences and needs, thus fostering a deeper connection with the brand. Social media platforms serve as powerful tools for creating a dialogue between brands and consumers, leading to increased brand awareness and loyalty. The use of AI and big data allows for more precise targeting and predictive analytics, enhancing the effectiveness of marketing campaigns. Challenges such as data privacy concerns and the rapid pace of technological change are also discussed, highlighting the need for adaptive strategies and ethical considerations in digital marketing. The study concludes that while challenges exist, the strategic implementation of innovative digital marketing techniques can substantially increase consumer engagement and brand loyalty. This research offers valuable insights for marketers and business leaders looking to leverage digital technologies to enhance their brand’s relationship with consumers.

Revisiting the host city: Examining event quality, host city evaluation, place attachment and destination brand equity from the spectators at the Konya Islamic Games 2022

This study aims to investigate the correlation among event quality, host city evaluation, place attachment, destination brand equity, and visitors’ attitudinal intention. Structural equation modeling was employed to test the proposed hypotheses. The data were collected through convenience sampling from 392 spectators who attended the Islamic Solidarity Games 2022, Konya. The results show that event quality positively affects host city evaluation and revisit attitude, while it negatively affects destination brand equity and place attachment. Furthermore, host city evaluation positively affects destination brand equity, place attachment and revisit attitude and has a mediating role between event quality, destination brand equity and place attachment. On the other hand, the results show that there is negative effect of place attachment and destination brand equity on revisit attitude. This research is important in terms of examining the relationship between destination brand equity, brand loyalty and event quality variables since these variables are factors that directly affect visitor experience and behavior. This study makes a theoretical contribution as it investigates different theories and variables in a different context, confirms and updates existing theories and reflects the positive and negative relationships between variables. A more detailed understanding of the relationship between event and destination can guide decision makers to develop more effective strategies.

Adaptive Chatbots: Real-Time Sentiment Analysis for Customer Support

In the era of digital transformation and increasing online interactions, customer support is a critical aspect of business success. This paper investigates the development of adaptive customer support chatbots that use real-time sentiment analysis to generate contextually appropriate responses. By leveraging advanced sentiment detection techniques, the system aims to enhance user interaction, satisfaction, and overall customer service experience. This innovation is particularly relevant in today's fast-paced, digitally connected world where personalized and empathetic customer service can significantly impact brand loyalty and customer retention. The proposed approach addresses the growing demand for more intelligent and emotionally aware chatbots, aligning with current trends in artificial intelligence and consumer expectations.

The Customer Experience Revolution: Building Brand Loyalty in the Age of Digital Disruption

The digital age has fundamentally transformed how customers interact with brands. This research investigates the critical role of customer experience (CX) in fostering brand loyalty amidst the disruptive landscape of digital technologies. A mixed-methods approach was employed. A quantitative survey (n=500) of consumers assessed CX dimensions and their impact on loyalty. Qualitative interviews (n=20) with CX professionals explored strategies for optimizing CX in the digital era. Statistical analyses (regression, factor analysis) were conducted on survey data, while thematic analysis was applied to interview transcripts. Quantitative results identified personalization, omnichannel integration, and emotional engagement as key CX dimensions significantly influencing brand loyalty. Qualitative findings highlighted the importance of data-driven CX strategies, employee empowerment, and a customer-centric organizational culture. This research demonstrates that CX is a powerful driver of brand loyalty in the digital age. By focusing on personalization, omnichannel integration, emotional engagement, data-driven insights, employee empowerment, and a customer-centric culture, businesses can navigate digital disruption and build lasting customer relationships.

The Effect of Influencer Marketing on Consumer Engagement and Brand Loy-alty

Companies spend their social media advertising on several platforms, including Facebook, Instagram, TikTok, and Xiaohongshu. The proliferation of technology and the increasing accessibility for individuals to establish careers on social media platforms have led to the emergence of influencer marketing as a strategy that can foster consumer engagement within these platforms and perhaps impact brand loyalty. This study examines the effect of influencers marketing approach in the Malaysian context, taking into consideration the growing prominence of this phenomenon. This study utilized descriptive analysis to offer generalizable recommendations for companies regarding the effect of adopting the influencer marketing approach as a strategic method. The findings of this study provide valuable insights for companies seeking to develop their marketing strategies and promote consumer engagement to expand their market position.