Building Brand Loyalty Research Articles

El olfato en el marketing sensorial: estudio de caso de Zara Home

Este trabajo realiza un análisis del marketing sensorial como parte de la experiencia de la compra del consumidor, centrando su interés en el olfato como sentido a estimular, para persuadir al consumidor en el establecimiento comercial. La investigación se centra, en el sector de una marca de moda y decoración de casa, específicamente en el análisis de la marca Zara Home, como marca olfativa. El estudio se realiza a través de un cuestionario aplicado a 152 consumidores españoles, durante el mes de julio del 2020. Los resultados demuestran que la estimulación del olfato puede ayudar a atraer al consumidor y a aumentar la posibilidad de compra. Se identifica cómo el olor puede facilitar el recuerdo de marca, asociarse a determinados olores y generar sentimientos y emociones. Se concluye con la importancia del olor para la marca, como parte de la estrategia de marketing, no solo para captar la atención del consumidor, sino también para fidelizarle.

Company versus consumer performance: does brand community identification foster brand loyalty and the consumer\u2019s personal brand?

This study investigates the effect of community identification in building brand loyalty (attitudinal and behavioural) and a personal brand via social networks. The proposed model explained the main community identification antecedents and how identification can lead to enhanced company and consumer performance. This study adopts the theoretical lens of uses and gratifications theory and identifies three motivational drivers of community identification: relationship-oriented motives, self-oriented motives and brand content-oriented motives. The data were analysed with a structural equation modelling method based on a convenience sample collected through a survey. This study extends the body of knowledge about the outcomes from an active social media usage, based on a UGT perspective. It relates community identification and its drivers to loyalty. Besides, it links community identification with personal branding, which is considered as a vital outcome expected by social media users. The findings suggested that self-oriented motives represented a key driver for taking part in an online community. In addition, community identification represents to be an important antecedent to build attitudinal loyalty rather than behavioural loyalty. Consequently, community identification was also found to be a significant driver for building a user’s personal brand.

ONLINE REPUTATION CONCEPTUALIZATION

The development of information and communication technology is considered to have expanded the concept of reputation in the online realm. This expansion has an urgency for further investigation because in this case the internet has become the main medium used to find various sources of information. The purpose of this study is to further conceptualize online reputation and map the variables that become the impact of this concept based on studies from various academic literature. This article is a literature study using systematic literature review techniques through a qualitative approach. Basically, online reputation is rooted in the concept of word of mouth, this is consistent with the organizational reputation management model that has been formulated previously. The availability of various information on the internet becomes a source for someone to determine the reputation of an object. Online reputation must be followed by management efforts so that the expected results of the online activity strategy can be obtained. The variables that are the impact of online reputation management include: verification of asymmetric information, building personal and product brands, building brand loyalty, building trust in conducting online transactions.

The study on brand loyalty and repeat purchase intention of the shampoo market in Colombo

Brand Loyalty occurs when a customer is a lifelong fan of a particular brand. Loyal customers are always an asset to a company because they are their stable base of income. Customers who stay loyal towards one brand for a long period of time are those that even pass down their favorites to the next generations. On the other hand, repeat purchase intention is when a particular product has been purchased again- but due to the action of a previous purchases. When a customer purchases the same product again, this means that the product has a positive impact on the customer’s behavior and that they really like it. When such situation applies to the purchase intention of several purchases afterwards- it can be clear that, that particular customer has started building brand loyalty towards that particular brand. This relationship is understood by many companies loyalty programs has been initiated The Sri Lankan shampoo market is cluttered with so many brands providing so many solutions, therefore it is a challenge for these companies to keep their customers to be loyal. The purpose of this research is to study whether brand loyalty has an impact on repeat purchase intention in the shampoo market in Sri Lanka while the objective is to identify the impact on brand loyalty and repeat purchase intention. For the purpose of this study, used non-probability convenience sampling technique has been used and selected a sample of 384 people residing in the Colombo district in Sri Lanka. One of the major findings of this research is that males use shampoo more than females in the Colombo district and one of the most favorite brands of the population is Dove. In conclusion, the study also proves that repeat purchase intention and brand loyalty has a positive relationship.

Oyunlaştırma Uygulamalarının Marka Etkileşimi ve Marka Sadakati Üzerine Etkisi: Bursa İli Üzerine Bir Araştırma (The Effect of Gamificition on Brand Engagement and Brand Loyalty: A Research on Bursa Provience)

Purpose – GSM operators are turning to gamification applications as a strategic move in order to realize customer engagement and build brand loyalty. In this study, it is aimed to investigate the relationship between gamification, brand engagement and brand loyalty. Design/methodology/approach – Quantitative research methods were used in the study. 415 participants residing in Bursa were reached in November 2019. They were provided to participate in the online survey. A questionnaire was prepared to obtain the data set. It was used Eisingerich et al. (2019)'s study for the scale of the gamification variable; Xi and Hamari (2020)’s study for the scale of brand engagement and loyalty variables. Survey data were analyzed with SPSS 23.0 program. Findings – It is reached that gamification affects brand engagement (%52,5); gamification affects brand loyalty (%27,8); and brand engagement affects brand loyalty (48,5). Some advantages of gamification are relatively more important customers to use these applications. Besides, GSM sector in Turkey has an oligopolistic structure and so GSM operators offer similar products to customers with close strategies. These reasons caused the low level of participation of customers to statements about brand loyalty. Discussion – The findings obtained support the literature. Brands can increase their engagement through gamification applications. These emotional, cognitive and social engagement with customers provide advantages to brands and affect their brand loyalty. This result has been reached in the analysis results.

The Impact of Social Media Marketing on Brand Loyalty in Fast-Moving Consumer Good (FMCG) Markets

Purpose – The aim of this research is to examine the impact of Social Media marketing on consumers’ brand loyalty in fast-moving consumer goods (FMCG) markets. Design/methodology/approach – In this study, quantitative research techniques were used. Primary data of the study was collected through a self-administered Likert type online survey. 201 usable responses were collected from volunteer participants familiar with fast-moving consumer goods. The research model of study was analyzed with the help of confirmatory factor analysis (CFA) and structural equation model (SEM) techniques. Findings – The research has shown that two independent variables (Electronic Word of Mouth and Community Commitment) influence brand loyalty in fast-moving consumer goods markets. But no relationship has been found between the other two independent variables (Social Media Advertisement and Online Brand Community) and brand loyalty. Discussion – In order to sustain brand loyalty, brand owners are using various kinds of marketing techniques. In addition to these existing efforts, brand owners have started to give more importance to social media marketing. Social media marketing is a more effective and less expensive way of reaching customers. The relationship between social media marketing and brand loyalty has drawn attention of both academia and practitioners. To contribute to the existing literature, this study assessed the role of social media in building brand loyalty in Fast-Moving Consumer Good (FMCG) markets. This study assessed the influence of four different social media marketing factors (Online Brand Community, Community Commitment, Social Media Advertisement, and Electronic Word of Mouth) on brand loyalty.

Building brand loyalty and endorsement with brand pages: integration of the lens of affordance and customer-dominant logic

PurposeNumerous companies have launched brand pages (BPs) on social networking sites to enhance customer-brand communication, cultivate the customer-brand relationship and promote brand loyalty. This study aims to investigate how BP affordances support social commerce.Design/methodology/approachThe study devises a theoretical model linking the proposed BP affordances (visibility, selectivity, persistence and interactivity) to three customer values (relationship quality, brand experience and smart shopping feeling [SSF]) to encourage brand loyalty and BP endorsement on the part of the customer.FindingsData collected from 591 respondents support all proposed hypotheses. The model explains high variances in brand loyalty and BP endorsement, indicating that relationship quality plays a more salient role in producing brand loyalty, while SSF plays a more important role in eliciting BP endorsement.Originality/valueThe study is unique in four ways. First, drawing on the lens of affordance, it proposes specific affordances for BPs and offers empirical results for their applicability. Second, by incorporating CDL into the research model, it illuminates the high explanatory power of these proposed BP affordances on the three customer values. Integrating the S-O-R model with the affordance perspective and CDL provides a more complete picture of the BP phenomenon. Third, it extends the reach of existing work by examining BP endorsement in social media as a dependent variable beyond brand loyalty, with SSF included as another source of values to shed more light on the relationships depicted in the model. Fourth, by taking trait competitiveness into account, it sheds further light on relationships between customer values and BP endorsement.

Sustainable marketing activities of traditional fashion market and brand loyalty

Sustainability is a critical issue in today’s society. Organizations can no longer consistently grow their businesses without society’s cooperation. Marketing managers thus focus on satisfying consumers’ socio and ethical needs, such as through providing cultural promotion, environmental protection, and disaster relief activities. Sustainability encompasses an organization’s economic, social, and environmental responsibilities, provoking the question of how to implement them effectively. This study focuses on the traditional fashion market’s sustainable marketing activities and their performance. The results demonstrate that the traditional fashion market’s sustainable activities have a positive effect on brand image, trust, and satisfaction. Moreover, they have a positive influence on building brand loyalty. The results offer meaningful implications for corporate executive officers and marketers to create more effective sustainable management strategies.

Dreams for Sale: Ideal Beauty in the Eyes of the Advertiser

Dreams for Sale: Ideal Beauty in the Eyes of the Advertiser

The Impact of Social Media Marketing on Building Brand Loyalty through Customer Engagement in Jordan

The Impact of Social Media Marketing on Building Brand Loyalty through Customer Engagement in Jordan

Building Customer Engagement and Brand Loyalty through Online Social Media: An Exploratory Study

Building and sustaining brand loyalty are one of the fundamental subjects of research for strategists and marketers for ages. Online social media has come in forefront to support it in recent times. The objective of the current study was to examine the relationships among online social media, customer engagement and brand loyalty. The study model was estimated by using higher order structural equation modelling with IBS AMOS 21.0. The results of our study demonstrated that online social media is an important predictor of customer engagement and has significant direct impact on customer engagement. Further results confirmed direct impact of customer engagement on brand loyalty. We also found significant difference across the level of customer engagement with reference to gender. This study concluded that the use of Facebook as online social media to connect and engage with customers leads to building brand loyalty. The primary data comprised of 167 respondents.

Building customer engagement and brand loyalty through online social media: an exploratory study

Building and sustaining brand loyalty are one of the fundamental subjects of research for strategists and marketers for ages. Online social media has come in forefront to support it in recent times. The objective of the current study was to examine the relationships among online social media, customer engagement and brand loyalty. The study model was estimated by using higher order structural equation modelling with IBS AMOS 21.0. The results of our study demonstrated that online social media is an important predictor of customer engagement and has significant direct impact on customer engagement. Further results confirmed direct impact of customer engagement on brand loyalty. We also found significant difference across the level of customer engagement with reference to gender. This study concluded that the use of Facebook as online social media to connect and engage with customers leads to building brand loyalty. The primary data comprised of 167 respondents.

Building Brand Loyalty through a Facebook Fan Page in the Hotel Industry: Exploring the Moderating Role of Gender

Building Brand Loyalty through a Facebook Fan Page in the Hotel Industry: Exploring the Moderating Role of Gender

Centennial Airport: A case study for small airport social media strategy

Large commercial airports dedicate robust resources to marketing and communication efforts: investing heavily in dedicated staff and consulting firms to build community, increasing stakeholder engagement and aggressively managing reputations during times of crisis. Smaller regional, non-hub and general aviation airports face many of the same challenges, but often with fewer available resources and resulting in greater image vulnerability. Social media and its ability to instantly — and directly — connect airports with their stakeholders, however, can effectively level the playing field. Smaller airports are discovering they too, in most cases, can have a powerful voice without the expense of a public relations armada. Small airports that commit to building — and nurturing — a strong digital voice distinguish themselves from those without a significant social media presence or those that choose to use it solely for self-promotion. A strong social media voice serves as an effective tool to attract new business, as well as mitigate rumours, misinformation and build brand loyalty. This case study explores how Centennial Airport (KAPA), one of the busiest general aviation airports in the USA, built a strong and trusted digital voice using a surprisingly simple in-house strategy.

CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India

This study is aimed towards understanding the effect of perceived CSR initiatives (PCSRI) on brand loyalty, and consumer based brand equity (CBBE) in Indian sportswear market. This study was conducted on a group of respondents in Delhi NCR region. Different categories of sportswear brands were chosen for an adequate representation of market share, price and country of origin. The findings indicate that positive and direct relationships exist between PCSRI and consumer trust, PCSRI and brand loyalty; PCSRI and CBBE; consumer trust and brand loyalty; consumer trust and CBBE; brand loyalty and CBBE. The study contributes to the existing literature in understanding the role of PCSRI in building brand loyalty, consumer trust and CBBE. The study will help managers in implementing action plans for enhancing brand loyalty and CBBE in Indian sportswear industry.

TINJAUAN YURIDIS UU NO. 15 TAHUN 2001 TENTANG MEREK : SISI LAIN KELEMAHAN SISTEM FIRST TO FILE DALAM PERLINDUNGAN HUKUM ATAS MEREK SEBAGAI BAGIAN DARI HAK ATAS KEKAYAAN INTELEKTUAL (HaKI)

Andai kata William Shakespeare masih hidup, dia akan menarik kembalipernyataannya yang berbunyi “apalah arti sebuah nama”, karena saat ini namabagi seseorang sangatlah penting. Nama adalah doa, nama adalah sebuah harapan.Seseorang yang bernama Budiman tentunya diharapkan menjadi anak yangberbudi luhur oleh kedua orang tuanya. Begitu juga dengan Soleh, yangdiharapkan kelak menjadi orang yang soleh.Di dunia bisnis dan perdagangan, nama juga berpengaruh untuk kemajuan suatuusaha. Nama pengusaha adalah merek, bisa dijadikan merek dagang atau merekjasa. Sesungguhnya, bagi pengusaha, merek bukanlah sekedar nama tanpa arti,tapi merek adalah produk bernilai tinggi. Karena suatu merek dapat menghasilkan keuntungan yang berbeda dibandingkan dengan merek lain. Ciri khas perusahaan,misalnya melaui simbol, gambar, warna, angka, kata-kata atau kombinasi dariseluruh elemen tersebut seperti tercantum dalam pasal 1, ayat 1, UU no. 15 tahun2001 tentang Merek.Meskipun pada prakteknya cara ini kerap digunakan dalam membangun suatumerek yang melekat pada konsumen walaupun tidak sehat, yaitu dengan cara“menumpang” nama pada suatu merek yang sudah terdaftar atau terkenal dipasaran. Cara seperti ini melanggar prosedur akuisisi suatu merek demi tujuanperdagangan dan jasa

Формирование лояльности потребителей в условиях усиления рыночной конкуренции

The article deals with the problems of interaction between enterprises and consumers in the conditions of increasing market competition. The directions of loyalty increase are developed taking into account the peculiarities of the company’s position in the market. For a successful company, it is necessary to constantly monitor brand awareness, analyze the factors that contribute to increasing brand attractiveness, develop comprehensive measures to build brand loyalty and evaluate the effectiveness of their implementation. Therefore, the problem of assessing customer loyalty as a starting point of its formation is of particular importance. The use of various assessment models allows you to identify the most effective tools and methods of influence, to identify key areas of investment in the marketing budget, which is especially important in the conditions of the need for savings.

Effects of Social Media Marketing and Selected Marketing Constructs on Stages of Brand Loyalty

The main purpose of this study is to examine the antecedents of brand loyalty in the context of fast fashion industry. This study also highlights the role of social media (SM) marketing on value consciousness (VC), brand love (BL) and brand consciousness (BC). A self-structured questionnaire survey method was employed to collect data from 240 customers in Malaysia. Statistical analysis is performed based on the PLS-SEM approach to analyze the data. The results reveal that SM marketing has a significant effect on BC and BL in the fast fashion industry. The result demonstrates that SM has indirect positive impact on different stages of brand loyalty through BL and BC. This study is the first that investigates the impacts of social network marketing activities, VC, BL and BC on stages of brand loyalty. The findings can help marketers develop effective marketing strategies in order to build brand loyalty especially in the fast fashion industry.

From the hydrosocial to the hydrocitizen: Water, place and subjectivity within emergent urban wetlands

This paper argues that the expansion of corporate social responsibility initiatives within the English water sector, and in particular the opening up of privately owned public spaces (POPS) in urban settings, have generated spatially fixed forms of human-environment relationships that we have termed ‘hydrocitizenships’. Utilising empirical fieldwork undertaken within an emergent wetland POPS, we suggest that these novel modes of citizen agency are primarily enacted through the performativity of volunteering, in multiple civic roles such as landscapers, citizen scientists, stewards and storytelling guides. Members of the local community thus effectively curate new civic subjectivities for themselves in response to the site and its organisation, by producing for themselves new modes of ‘hydrocitizenship’. These hybrid intertwined forms of practice prompt us to ask questions about the extent to which these apparently new forms of environmental citizenship are self-directed, or manipulated. As access, control over, and use of, water resources are a synecdoche of structural power relationships within contemporary neoliberal economies, we can go further to suggest that these blue-green POPS are emblematic of a new iteration of hydro-social relations in which water, place and subjectivity become the collateral through which new POPS are secured. For water companies seeking to deploy corporate social responsibility there is, then, a subtle two step move to be made, by building brand loyalty and then developing new forms of resource management in which local communities accept heightened levels of responsibility for sites to which they are offered recreational access. These emergent ‘hydrocitizenships’ thus encapsulate very specific geo-spatial subjectivities and performativities which lock in access to waterscapes with closely scripted conditionalities regarding activity and behaviour.

A Study of Brand Equity Formation in the Fast Moving Consumer Goods Category

Purpose: To identify key relationships in building brand equity in the fast-moving consumer good (FMCG) category in the United Arab Emirates. Design/methodology/approach: It is postulated that marketing elements impact brand equity dimensions which in turn impact the brand equity construct. Five marketing mix elements were selected—price, distribution intensity, advertising, price promotions and non-price promotions, and four dimensions of brand awareness, brand loyalty, perceived quality and brand associations, finally to overall brand equity. Data were collected from a broad sample. Structural equation modeling was used to test the relationships among the 10 constructs. Findings: Brand loyalty and perceived quality have a significant impact on brand equity, whereas brand awareness and brand association were weak. Brand awareness has a significant influence on brand loyalty. Distribution intensity and non-price promotions have a positive relationship with all the brand equity dimensions, whereas weak support was determined for pricing and advertising. Conclusion: In the FMCG category building strong brand awareness combined with wide distribution and supported by non-price promotions are critical to building brand loyalty which in turn impacts brand equity. Originality/value: This study contributes to the general body of knowledge on branding and provides a starting point for further research in the region.