Brand Loyalty Research Articles

The Impact Of Social Media On Consumer Behavior And Its Implications For Business Growth

Social media has had a significant influence on consumer behavior and corporate growth since its inception in the late 1990s. Mostly used websites like Facebook and Twitter, which transformed online communication and information sharing, were made possible by early platformes like Friendster and Six Degrees. Social media became even more accessible as smartphone usage increased in the 2010s, which fueled the growth of influencer culture and brand communities. Peer reviews and genuine voices are now trusted by consumers, which has shifted power away from brands and highlighted the value of real-time feedback and tailored marketing. Improved customer relationship management, better marketing techniques, and insightful data have all resulted from this evolution for firms. Through direct audience engagement, improved brand reputation management, and market exploration, businesses can propel growth in a highly competitive environment. The advanced function of social media in shaping consumer behavior and its ensuing effects on corporate success are examined in this article. Social media's ongoing development is changing how customers find, assess, and buy goods. Through an analysis of recent data and trends, this study demonstrates the ways in which social media influences brand loyalty, purchase decisions, and general consumer participation. According to the research, companies that successfully use social media can improve their market visibility, cultivate clientele, and increase revenues

NEURO-LINGUISTIC PROGRAMMING ELEMENTS IN ADVERTISING: CRAFTING PERSUASIVE DISCOURSE

This study explores the application of Neuro-Linguistic Programming (NLP) principles inadvertising, focusing on how these elements enhance persuasive discourse. NLP is a psychological approach that examines the interplay between language, behavior, and thought patterns, providing valuable insights into consumer decision-making processes. The research aims to identify specific NLP techniques—such as anchoring, reframing, and the use of sensory language—and analyze their effectiveness in creating compelling advertising messages that resonate with target audiences. Through a mixed-methods approach, this study evaluates a selection of advertising campaigns that successfully employ NLP strategies. Qualitative analysis of consumer responses and quantitative assessments of campaign performance metrics reveal a significant correlation between the useof NLP elements and improved consumer engagement and conversion rates. The findings suggest that advertisements incorporating NLP techniques can effectively influence perceptions, emotions, and behaviors, ultimately leading to higher brand loyalty and sales. This research contributes to the understanding of how language and psychological frameworks can be strategically utilized in marketing to enhance persuasive communication. It highlights the need for advertisers to adopt NLP principles to craft messagesthat not only capture attention but also drive meaningful consumer interactions. The implications of these findings underscore the importance of integrating psychological insights into advertising practices, paving the way for future studies in the intersection of psychology and marketing.

The Mediating Role of Brand Love between Brand Personality and Brand Loyalty: A Study on SMEs Traditional Woven Fabric in Indonesia

This paper aimed to examine the impact of brand personality dimensions (sincerity, excitement, and competence) on brand loyalty. In addition, the role of brand love is explored through mediation models. A total of 384 valid and usable responses collected from a consumer of Traditional SME Traditional Woven fabric in Indonesia were analyzed through the structural equation model (SEM). A research model examined several hypotheses underpinned by multidimensional brand loyalty and interpersonal love. The findings showed that sincerity and competence had a significant impact on brand loyalty and brand love, but excitement had no significant impact on brand loyalty and brand love. Moreover, brand love mediated the relationship between sincerity and competence, but excitement had an insignificant impact. The results of this study indicate that small and medium-sized enterprises (SMEs) in the traditional woven fabric industry should foster emotions to establish a robust consumer-brand connection. Furthermore, it is critical to prioritize the development of robust attributes, as traditional woven textiles possess deeply ingrained cultural significance. This study contributes to the current knowledge of brand loyalty literature by exploring the characteristics of brand personality and brand love. The findings imply that when consumers' brand personality is mixed with brand love, it will result in increased loyalty towards the brand.

A Bibliometric Analysis of Employee Advocacy and its Role in Enhancing Brand Loyalty

This bibliometric analysis explores the intricate relationship between employee advocacy and brand loyalty, providing insights into how internal stakeholder engagement impacts consumer perceptions and brand success. Utilizing a systematic review of academic literature from more than past two decades, the study highlights the pivotal role of employees as brand ambassadors and the subsequent effect on customer trust and loyalty. Through an examination of key studies, including works by Aaker (2011) and Chaudhuri & Holbrook (2001), the research underscores the significance of aligning employee experiences with external brand promises to enhance brand equity. The findings suggest that effective employee advocacy programs are crucial for fostering brand loyalty, particularly in environments where competition and consumer expectations are continuously evolving. Strategic implications are discussed, emphasizing the need for organizations to adapt their employee advocacy efforts in response to dynamic market conditions and evolving technological landscapes.

A Comparative Analysis of MultinomialNB, SVM, and BERT on Garuda Indonesia Twitter Sentiment

This study investigates customer sentiment towards Garuda Indonesia Airlines (GIA) using sentiment analysis of Twitter data. The research aims to identify prevailing sentiments, uncover common themes in customer feedback, and provide recommendations for improving customer satisfaction and brand loyalty. A dataset of 1,250 tweets from March 2007 to July 2024 was collected and pre-processed, including cleaning, language detection, and tokenization. Sentiment analysis was conducted using three models: MultinomialNB, SVM, and BERT.The results indicate that BERT outperformed both MultinomialNB and SVM in sentiment classification accuracy, achieving 75.6%. This highlights the effectiveness of BERT in capturing contextual meaning within customer reviews. The findings of this research will contribute to a deeper understanding of customer sentiment towards GIA and inform strategies for enhancing customer experience and brand image.

Enhancing Customer Experience through Sentiment Analysis and Natural Language Processing in E-commerce

The research explores the use of sentimental analysis and natural language processing (NLP) in e-commerce applications to enhance customer experience. It identifies a positive correlation between customer reviews and products, overcoming previous limitations in language training and customer loyalty. The study aims to increase e-commerce business sales by 15.4%, resulting in a 15% increase in business profit and a 1% increase in positive recommendations. The study underscores the potential of these technologies in enhancing consumer satisfaction, brand loyalty, and e-commerce performance.

Green Business Practices and Consumer Behavior in Jambi, Indonesia: An Empirical Investigation

The global shift towards sustainability has led to a growing interest in green business practices. This study aims to investigate the influence of green business practices on consumer behavior in the context of Jambi, Indonesia. A quantitative research approach was employed, utilizing a structured questionnaire to collect data from a sample of 350 consumers in Jambi. Data analysis involved descriptive statistics, correlation analysis, and multiple regression analysis. The findings revealed a positive correlation between green business practices and consumer behavior. Specifically, factors such as eco-labeling, green product offerings, and corporate social responsibility initiatives were found to significantly influence consumer purchase intentions and brand loyalty. In conclusion, this study contributes to the understanding of the relationship between green business practices and consumer behavior in an emerging market context. The results highlight the importance of adopting sustainable practices for businesses seeking to appeal to environmentally conscious consumers in Jambi.

Brand loyalty, managerial delegation and position choices: Bertrand versus Cournot competition

In a mature product market, brands compete aggressively with each other using a marketing mix that includes position, pricing, and managerial delegation to win loyal customers and gain a larger market share. We examine the effects of brand loyalty on the endogenous choices of managerial compensation contracts and optimal brand positions in an uncovered market model. We analytically compare 18 symmetric and asymmetric mutual delegation cases associated with three delegation schemes—no delegation, sales delegation and relative performance (RP) delegation—in the Bertrand and Cournot competition modes. In the case of symmetric mutual contracts, under Bertrand competition, a price commitment effect resulting from the delegation decision weakens the competition, inducing higher prices and profits for both brands regardless of the type of delegation scheme. Under Cournot competition, delegation decisions can be viewed as signals to promote competition, intensifying the degree of competition. To acquire more loyal customers and higher profits, mutual RP delegation is the dominant choice under Bertrand competition, whereas mutual profit maximization is the dominant choice under Cournot competition. Furthermore, the social welfare is the highest when both brands optimally choose the RP delegation under Bertrand or optimally choose no delegation under Cournot; however, consumer surpluses are the lowest in both optimal cases.

Verifying the structural relationship between brand Kimchi selection attributes and brand trust, brand attitudes, and brand loyalty: focusing on online purchasing

Verifying the structural relationship between brand Kimchi selection attributes and brand trust, brand attitudes, and brand loyalty: focusing on online purchasing

Strengthening Brand Image and Loyalty for The Domestic Market at The Apurva Kempinski Bali

Purpose: This research aims to engage the brand image and brand loyalty of The Apurva Kempinski Bali in the domestic market in the context of the COVID-19 pandemic. It concerns strategies adopted by the hotel to sustain its operations amidst changing market conditions. Research methods: Qualitative methods such as interviews and observations were used to understand the challenges faced by the tourism industry in Bali and to identify effective strategies employed by businesses like The Apurva Kempinski Bali. Quantitative methods, such as data analysis of reviews and social media engagement metrics, were used to assess the hotel's performance and customer satisfaction. Result and discussion: The COVID-19 pandemic significantly affected Bali's tourism industry, leading to a reliance on domestic tourists to sustain the local economy. The Apurva Kempinski Bali became popular among domestic tourists, emphasizing local expertise and showcasing Indonesia's cultural richness. Implications: The hotel received overwhelmingly positive reviews, indicating high satisfaction among guests, mainly domestic tourists. Active engagement on social media platforms and prompt responses to customer queries were identified as effective strategies for enhancing customer engagement and loyalty.

Influence of brand image and word of mouth on purchase decisions at the 3 Second Fashion Store in Palangka Raya City

This research investigates the impact of brand image and word of mouth on consumer purchasing decisions at Toko Fashion 3Second in Palangka Raya. With the rapid growth of the fashion industry and the influx of various distribution outlets (distros) in Indonesia, this study highlights the competitive dynamics and consumer behaviour in the local context. Brand image and word of mouth have been identified as significant factors influencing consumer choices and loyalty. These are crucial for distros like Toko Fashion 3Second to thrive in a saturated market. This thesis utilizes quantitative analysis methods, with data gathered from consumer surveys and sales records, to explore the relationship between these variables and purchasing decisions. The findings indicate that both brand image and word of mouth significantly affect consumer decisions, guiding distros in refining their marketing strategies to enhance customer satisfaction and brand loyalty. The implications of this study extend to the strategic management of brand reputation in the highly competitive fashion industry

Consumer Perception of Private Label Products in Hungary

Private labels have emerged as a significant force in the retail sector, particularly in the fast-moving consumer goods (FMCG) market. Their importance has grown as consumers increasingly prioritise value for money, often choosing these products over manufacturer-branded items. As a result, private labels have become a competitive tool for retailers, driving down costs and fostering customer loyalty through consistent quality at lower prices. This study investigates Hungarian consumers' perceptions of private label products, focusing on quality comparison between private labels and manufacturer brands. A comprehensive online survey was conducted between April and June 2024, with over 10,000 respondents providing insights into their shopping habits and quality assessments of private label products. The primary findings reveal that more than half of the respondents (52.3%) believe that the quality of private label products is comparable to that of manufacturer-branded products, while 14.7% even consider it superior. Interestingly, 33% of the respondents perceive private label products as inferior in quality, although the differences are often seen as slight. These perceptions are influenced by both objective and subjective factors, including brand loyalty, price, and packaging. Demographic analysis using Cramer's V coefficient indicates that factors such as age, gender, income, and education have minimal impact on these quality perceptions. However, slight variations were noted, with men more likely to view private label products as lower in quality compared to women. Additionally, those with higher education tend to rate the quality of private label products more favorably. The study also explores consumer behavior in hypothetical purchasing scenarios, finding that 85.9% of respondents would prefer a private label product if it were identical in content and produced by the same manufacturer as a more expensive branded option. This suggests a strong potential for growth in the private label sector, particularly if retailers continue to emphasize the quality and value of these products. In conclusion, the research highlights the growing trust in private-label products among Hungarian consumers, driven by the perception that these products offer comparable quality at lower prices. Retailers are advised to leverage this trust by expanding their private label offerings, particularly in categories where consumer preference is already strong, and by continuing to market these products effectively to different demographic groups.

스포츠 브랜드 매장의 체험마케팅이 브랜드사랑에 미치는 영향 - 관여도의 조절효과를 중심으로

The aim of this study is to investigate the relationship between experiential elements in sports brand stores and brand love, with involvement serving as a moderating effect. This research seeks to enable sports product manufacturers and retailers to better understand consumers and establish a foundation for experiential marketing strategies. The survey was conducted over a 15-day period from January 10, 2024, to January 25, 2024. A total of 720 questionnaires were distributed online, and after excluding insincere responses, 697 questionnaires were used as the final data for analysis. The collected survey data were analyzed using SPSS 26.0 and AMOS 28.0, employing frequency analysis, factor analysis, reliability analysis, correlation analysis, and structural equation modeling. The results of the analysis are as follows: First, in the study of sports brand store experiences, targeting consumers who have experienced sports brand experiential marketing in Shanghai, China, it was found that sensory, emotional, cognitive, behavioral, and relational elements have a significant positive impact on brand love. Second, involvement was found to have a significant moderating effect on the relationship between experiential elements (sensory, emotional, cognitive, behavioral, and relational) and brand love. Therefore, it is important to develop experiential marketing strategies that enhance consumer experiences, leveraging the fact that the experiential elements (sensory, emotional, cognitive, behavioral, and relational) at sports brand stores positively impact brand love. In particular, since the relationship between experiential elements and brand love is strengthened when consumer involvement is high, it is necessary to plan customized experiential marketing activities to increase involvement. Such an approach will contribute to strengthening the relationship with consumers and enhancing brand loyalty.

Customer Behaviour towards Online Travel Agency (OTA) Services in the Hotel Industry: A Case Study in Doha, Qatar

This research investigates customer behaviour towards online travel agency (OTA) services in the hotel industry using a quantitative design and correlation research method with 139 tourists in Doha, Qatar. 95% response rate is collected and analysed using SPSS software. The results show that service quality, perceived value, and brand loyalty significantly affect customer satisfaction, while customer expectation does not. However, the study finds that customer satisfaction significantly influences customer behaviour toward OTA services in the hotel industry. The study provides practical insights for hotel managers and OTA services to enhance customer experiences by identifying the key factors that drive customer behaviour. Moreover, it contributes to the existing literature on customer behaviour towards OTA services in the hotel industry by identifying the crucial factors that influence customer behaviour.

THE IMPACT OF AUGMENTED REALITY (AR) ON CUSTOMER EXPERIENCE MANAGEMENT

This study explores the impact of Augmented Reality (AR) technology on customer engagement, the influence of cultural factors on AR adoption, and the long-term effects of AR on customer loyalty and brand advocacy. Through a comprehensive analysis of survey data, three key hypotheses were tested. First, the effectiveness of AR on customer engagement was evaluated, revealing that AR significantly enhances customer interaction and engagement with brands across diverse industries. Second, the study investigated the role of cultural factors in moderating AR adoption. The findings indicate that cultural influences significantly shape customer perception and comfort levels with AR, especially when experiences are tailored to specific cultural contexts. Lastly, the long-term impact of AR on customer loyalty was assessed, showing that AR experiences positively influence brand loyalty and the likelihood of customers recommending brands to others. The results from this research support the integration of AR technology as a strategic tool for enhancing customer engagement and loyalty, particularly when cultural considerations are incorporated into AR experiences. The implications of these findings suggest that businesses adopting AR can benefit from increased customer satisfaction, deeper engagement, and stronger brand advocacy, positioning AR as a critical component in future marketing and customer experience strategies.

Customers' Perception on Packaging, Convenience, Social Media Marketing and Brand Equity of Herbal Products

The rise in popularity of herbal products, driven by their perceived natural safety and efficacy, has led to increased consumer demand and scrutiny. This study investigates customer perceptions of packaging, convenience, social media marketing, and brand equity for herbal products distributed in Negros Island, Philippines. The objectives were to assess perceptions of packaging elements, evaluate convenience aspects, analyze social media marketing effectiveness, and measure brand equity. It also examined the relationships between packaging, social media marketing, and brand equity. Employing a quantitative approach with descriptive comparative and correlational designs, the study utilized a sample of 385 respondents, selected through purposive quota sampling. Data were collected via a customized questionnaire, and statistical analysis was performed using mean, standard deviation, and Spearman’s rho. Results indicated high customer satisfaction with packaging, especially regarding printed information. Transaction convenience was rated highest among convenience aspects, while access convenience was noted as an area for improvement. Social media marketing was positively perceived, with interaction valued most highly. The study found significant positive correlations between packaging and brand equity (r = 0.692, p < 0.001) and between social media marketing and brand equity (r = 0.447, p < 0.001). The findings underscore the importance of effective packaging and strategic social media engagement in enhancing brand equity. Improved packaging and robust social media marketing strategies are crucial for building customer trust, satisfaction, and brand loyalty. The study provides actionable insights for herbal product distributors to optimize their marketing approaches and strengthen their brand positioning.

The Influence of Short Video Marketing on Consumer Brand Attitudes under New Media Environment

With the development of the Internet, it has become a convenient shopping platform for consumers. In the ear of new media and big data, the short video market has gradually become the mainstream trend of society. The research theme of this paper aims to explore the influence of short video marketing on consumer brand attitude in the context of new media. Specifically, it will analyze how factors such as content creativity and brand loyalty influence consumers perceptions and attitudes toward brands through short video marketing. In this paper, the influence of short video on brand perception and consumer brand attitude is studied. The author investigates how high quality content, user engagement and brand loyalty increase consumer brand attitude. Besides, this study aims to optimize short video marketing strategies, enhance brand influence, and analyze the impact of brand loyalty on consumers purchasing power. Overall, this study contributes to theoretical research by enriching readers understanding of new media marketing strategies while providing practical insights for consumers.

Customer’s social cognition in service recovery satisfaction with human vs robot agent

Purpose Service failures evoke negative customer emotions, which human agents respond to through emotional labor. In turn, customers empathize with the human agent, providing a satisfying service recovery experience. However, robot agents could replace human agents and replicate emotional labor strategies. This study addresses whether customers empathize with apologetic robot agents and how it would affect the service recovery experience. Design/methodology/approach Drawing on emotional labor, social cognition and justice theory, two online scenario-based experiments (N1 = 411; N2 = 253) were designed in which customers watched a video simulating an interaction with a human or a robot agent during a service recovery procedure. Findings Study 1 shows that robot agents handle emotionally driven service recovery interactions and prompt desirable postrecovery behaviors (e.g. brand loyalty). Study 2 identifies customers’ empathy and compassion as mediators, explaining the effect of normative empathic display on customers' perceptions of interactional justice and behavioral intentions. Practical implications Robot agents are reliable substitutes for human agents in handling service recovery procedures. Customers can empathize with robot agents, leading to satisfying service experiences. Originality/value This study demonstrates customers’ capacity to empathize with robot agents during a service recovery procedure. It is also the first application in service research of the EmpaToM experimental procedure from social neuroscience to explore the social cognition dynamic between customers and service agents at the service encounter.

Impact of Emotional Branding on Brand Trustworthiness with mediating role of Brand Commitment

Human emotions play a vital role in cognitive processes, decision-making, purchasing behavior, and social interactions. In any market, consumer engagement with brands is not just transactional; it is intensive, deep-rooted, stable, and emotionally attached. Establishing trust and loyalty between customers and brands has become increasingly crucial, extending beyond mere satisfaction based on benefits. As a result, emotional branding and emotional marketing are gaining significance and recognition among practitioners and marketing researchers, as they enhance credibility for customers. This descriptive study primarily aims to analyze the mediating role of brand commitment in the relationship between emotional branding and brand trustworthiness. A convenience sampling technique was adopted to gather 308 samples using an online questionnaire. The sampling adequacy for the study was determined by the KMO and Bartlett’s test, yielding a value of 0.935. Data were analyzed using correlation, stepwise regression, and mediation analysis in SPSS and JAMOVI to assess the mediating role of brand commitment in the relationship between emotional branding and brand trustworthiness. The findings indicate a robust and positive relationship among emotional branding, brand trustworthiness, and brand commitment. The stepwise regression model revealed that emotional branding antecedents significantly predict both brand trustworthiness and brand commitment. Furthermore, mediation analysis confirmed that emotional branding antecedents significantly impact brand trustworthiness, with brand commitment serving as a mediator, thus validating the mediation analysis. This study recommends that brand trustworthiness can be improved through emotional branding strategies, leveraging the mediating effect of brand commitment activities. Consequently, marketers can achieve a higher level of brand trustworthiness and commitment by enhancing emotional branding strategies with their customers. The research concludes that emotional branding strategies are significant predictors of brand trustworthiness, with brand commitment playing a vital mediating role in this relationship. Future research could explore these dynamics in different geographical areas and consider additional variables, such as brand satisfaction, brand love, and brand attachment, to further enrich the model.

The Effect of Perceived Service Quality on Brand Loyalty: The Case of 5 Star Hotels in Tourism Sector

This study aims to examine the attitudes towards brand loyalty based on the perceived service quality of guests staying in 5-star hotels in the tourism sector. The sample consists of 204 male and female participants who stayed in a 5-star hotel in Istanbul. The study evaluates how the dimensions of perceived service quality-namely tangibility, reliability, responsiveness, assurance, and empathy-affect brand loyalty among hotel guests. Quantitative methods were used to measure perceived service quality and brand loyalty using questionnaires. Statistical analyses including descriptive statistics, exploratory factor analysis and structural equation modeling were conducted to evaluate the data. The findings reveal that there is a significant positive correlation between perceived service quality and brand loyalty. Specifically, higher perceived service quality increases customer satisfaction, which in turn improves brand loyalty. The results emphasize the importance for hotel management to focus on improving service quality to ensure stronger customer loyalty. This study contributes to the literature by providing insights into the relationship between service quality and brand loyalty in the context of the luxury hotel industry in Istanbul and offers practical implications for hotel managers aiming to increase customer retention and loyalty.