Consumer Brand Loyalty Research Articles

Does cybercrime affect brand loyalty to deposit money banks in Nigeria

The financial service industry, especially banking, has benefited greatly from the introduction of information technology. The technology has allowed them to offer a wide range of electronic banking services that have expanded scope of participants. This, however, has exposed the banks to cybercrime risk, posing serious threat to their survival. The study aimed to determine how the brand loyalty of the banks’ customers is affected by cybercrime associated to the use of e-banking platforms. The study used self-structured and administered questionnaires to gather primary data from 200 clients from (10) deposit money banks (DMBs) and examine the effects of cybercrime on customers brand loyalty. A regression analysis was performed to investigate the relationship between customer brand loyalty and the considered cybercrime activities. The finding identifies a strong inverse association between brand loyalty and financial losses brought on by cybercrime. Also, the evidence shows that card theft significantly reduces brand loyalty. The study further discovers that recurring security vulnerabilities significantly reduce brand loyalty and lastly, the paper demonstrates that the most notable adverse effect on brand loyalty was caused by identity theft. The study's conclusions demonstrate a strong and unfavourable correlation between consumer brand loyalty and cybercrime. The article offers comprehensive recommendations, including policies, strategies, and interventions that show how cybercrime can be combated to reduce the risk of thefts in the banking sector.

How does brand authenticity influence brand loyalty? Exploring the roles of brand attachment and brand trust

PurposeThe study aims to delve into the interactive relationships among brand authenticity, brand attachment, brand trust and brand loyalty using the ERC authenticity framework, exploring the potential mechanisms and different configurations affecting brand loyalty through brand authenticity.Design/methodology/approachAbout 446 valid samples were collected through an online survey of Chinese consumers of international sports brands. Structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) were employed to test the research hypotheses.FindingsSEM results indicate significant positive correlations among brand true-to-ideal authenticity, true-to-fact authenticity and true-to-self authenticity. All dimensions of brand authenticity exert notable positive impacts on brand attachment, brand trust and brand loyalty. Brand true-to-ideal authenticity, true-to-fact authenticity and true-to-self authenticity not only directly influence consumer brand loyalty but also indirectly affect it through brand attachment and brand trust; fsQCA results reveal five heterogeneous configurations to predict brand loyalty.Originality/valueThis study not only uses SEM to validate the structural relationships among the three dimensions of brand authenticity and their linear relationships with brand attachment, brand trust and brand loyalty but also uses fsQCA to identify nonlinear relationships between concepts. It extends complexity theory to the research field of brand authenticity–brand loyalty. Furthermore, based on the research results, this study provides management suggestions for brand managers and marketers.

Factors Influencing Consumers' Brand Loyalty to Chinese Tea Drinks in Bangkok, Thailand

Tea drinks have always been a consumer favorite beverage because of the variety of product types that appeal to a wide customer base. In recent years, with the continuous expansion of China’s beverage market, some brands are looking to expand into overseas markets. They determine the brand’s overseas development strategy by investigating the factors that impact consumer brand loyalty to identify the local target market and group. This study investigates the impact of demographic factors, consumer perception in 7ps, and consumer satisfaction on brand loyalty. An online questionnaire was used to survey Chinese tea drink consumers who lived in Bangkok for over a month. Four hundred valid data were selected and analyzed using SPSS software. The research results show that most consumers will have different degrees of consumer brand loyalty based on consumer perception of the 7ps and consumer satisfaction. Products incorporating cultural attributes were found to be more attractive to consumers. Each of these factors, demographic, consumer satisfaction, and consumer perception in 7ps, impact consumer brand loyalty. Keywords: tea consumers, consumers brand loyalty, thailand, chinese tea drink

Psychological Factors Influencing Consumer Purchases in the Sports Goods Market: Insights and Strategies

With the improvement of people's health awareness and the popularity of sports activities, the sports goods market has expanded rapidly. It is of great significance for merchants to develop effective marketing strategies to understand the influence of consumer psychology on sports merchandise sales. The purpose of this study is to explore the psychological factors that affect consumers' purchase of sports goods, including brand cognition, social influence, personal values and consumption experience, and analyze how these factors affect consumers' purchase decisions. By searching the relevant data in the past five years, the impact of different dimensions on consumers can be judged. It is found that brand cognition and social influence are important psychological factors for consumers to buy sports goods. Specifically, high brand perception significantly increases consumers' willingness to buy, while social impact is particularly important, especially among younger consumers. In addition, the individual's personal values are also positively correlated with the purchase behavior, which can promote consumers' loyalty to sports goods and repeat purchase intention. This study shows that understanding consumer psychology is crucial to improving sports merchandise sales. Merchants should pay attention to the shaping of brand image and the construction of social influence, and meet the psychological needs of consumers through accurate market positioning and marketing strategies, so as to enhance the purchase intention and brand loyalty of consumers. This provides empirical support and theoretical guidance for the marketing of sports goods.

Utilitarian and Hedonic Values of Gamification and Their Influence on Brand Engagement, Loyalty, Trust and WoM

This research investigated the impact of gamification’s utilitarian and hedonistic measurements on consumer brand engagement, loyalty, and WoM marketing outcomes. The data collection process was carried out in India using online and offline distribution of questionnaires. 231 forms were received, with 22 being eliminated due to inconsistencies, such as the identical answers to all questions, resulting in 209 responses acceptable for the research. PLS-SEM with using SEMinR, the hypotheses were tested. Results indicate that hedonic values are more successful in changing customer behaviour rather than utilitarian; the findings show that hedonic value exists in components that lead to brand loyalty and word-of-mouth. The study highlights the mediation effect of brand engagement, implying that while brand engagement is a required element for brand loyalty, it may be indifferent to achieving word-of-mouth. Brand engagement is more significant in promoting WoM than brand loyalty.

Application Research of Brand Story in Marketing

Brand stories play a vital role in modern marketing. It can not only enhance the brand awareness, but also enhance the brand loyalty of consumers through emotional resonance. The construction of a brand story usually consists of four parts: beginning, development, climax, and ending. The beginning part introduces the origin and original intention of the brand, the development stage describes the growth and challenges of the brand, the climax part shows the success and brilliance of the brand, and the ending part looks forward to the future of the brand. This paper will explore the elements of the brand story and its application strategy in marketing, and analyze its practical effects through the Nike case.

Social Media Marketing Initiatives and Brand Loyalty

Background: Social media advertising strategies have radically changed how brands interact with consumers and cultivate brand loyalty. The study's principal objective was to identify the influence of social media marketing activities on consumer brand loyalty toward shopping goods. Methods: The study used primary data from a structured survey questionnaire with the six-point Likert scale sent to Nepalese customers. The study's sampling was convenient, and the Kathmandu-based location was chosen as the sample site. The study's population was the consumers of consumer shopping goods. People who purchase consumer shopping items were given 600 surveys, but only 395 usable questionnaires were collected. Results: Through the path analysis, the influence of the credibility of social media significantly and positively influenced brand loyalty (β = 0.165, p < 0.05). It was also found that the informativeness of social media significantly impacted brand loyalty toward consumer shopping goods (β = 0.130, p < 0.05). Likewise, it was also investigated whether social media entertainment significantly impacts brand loyalty (β = 0.426, p < 0.05) toward consumer shopping goods in the Nepalese market. Conclusion: By leveraging the power of social media venues to engage with customers, deliver pertinent content, and create personalized experiences, businesses may cultivate a strong emotional connection with their target audience, increasing brand loyalty and trust. Novelty: The study results show how future researchers and business people can look at the new conditions for market growth.

Exploring Brand Loyalty in Online Shopping: The Context of Vietnam's Household Appliances Market

In the dynamic e-commerce landscape, where online shopping has become a fundamental aspect of consumer behavior, a profound comprehension of the factors influencing brand loyalty is imperative for businesses striving to excel in the digital marketplace.This study aims to investigate the factors influencing brand loyalty of consumers in Viet Nam, with a specific focus on household appliance brands. Additionally, it seeks to elucidate the mediating role of customer satisfaction and brand trust in influencing brand loyalty. The study provides valuable information for developing effective brand strategies, helping strengthen customer loyalty, and increasing market share for home appliance brands. The research will employ a qualitative and quantitative approach, gather primary data through a structured questionnaire survey. The data analysis will be conducted using Smart PLS 4 and SPSS 26. The results of the study indicate that there are several factors influencing brand loyalty, including brand image, brand indentification, brand awareness, brand trust, and customer satisfaction. This underscores the importance of applying the research findings to optimize brand management and marketing strategies. Paper type Research paper

Comparative assessment of Riesling wine fault development by the electronic tongue and a sensory panel.

Wine faults threaten brand recognition and consumer brand loyalty. The objective of this study was to compare the acuteness of e-tongue and human sensory evaluation of wine fault development in Riesling wine over 42days of storage. Riesling wines uninoculated (control) or inoculated with 104CFU/mL cultures of Wickerhamomyces anomalus, Acetobacter aceti, Lactobacillus brevis, or Pediococcus parvulus were assessed every 7days with the e-tongue and a rate-all-that-apply (RATA) sensory panel. After 7days of storage, the e-tongue detected differences in all four wine spoilage microorganism treatments, compared to control wine, with discrimination indices over 86%. The RATA sensory panel detected significant differences beginning on day 35 of storage, 28days after the e-tongue detected differences. This study showed that the e-tongue was more sensitive than the human panel as a detection tool, without sensory fatigue. PRACTICAL APPLICATION: This research is useful for winemakers seeking additional instrumental methods in the early detection of wine faults. Given the results of this study, the e-tongue can be a useful tool for detecting early chemical changes in white wines that have undergone microbial spoilage, providing winemakers with time to mitigate faults before they surpass sensory thresholds.

An integrated model of Brand Experience and Brand Loyalty: an examination of the mediation effects of customer satisfaction and brand trust

Growing consumer brand loyalty is necessary for businesses to survive and expand in the automotive industry, where fierce competition makes it harder for businesses to retain brand loyalty. The main objective of this study is to investigate how customer satisfaction and brand trust among Mitsubishi Motors customers mediate the effect of brand experience on brand loyalty. This study uses a quantitative methodology and falls under the explanatory research category. The population in the study was a customer of Mitsubishi Motors cars located in East Java Province. The data collection method uses a questionnaire distributed directly to 200 respondents at Mitsubishi Motors service dealers in East Java Province using convenience sampling techniques. The results from this research demonstrate that brand loyalty is significantly influenced by brand experience and brand trust. As a mediating factor, brand trust can close the gap between brand experience and brand loyalty. Nevertheless, the connections between brand experience and brand loyalty have yet to be significantly impacted by customer satisfaction. In order to cultivate client loyalty, Mitsubishi Motors must continue to uphold the trust that has been earned and raise customer satisfaction.

The Role of Emotions in Consumer Brand Loyalty: A Neuromarketing Approach

In today's competitive marketplace, cultivating and maintaining consumer brand loyalty is a paramount objective for businesses. While traditional marketing research has explored various factors influencing brand loyalty, the role of emotions, often overlooked in the past, has gained prominence in recent years. This research delves into the intricate relationship between emotions and consumer brand loyalty, employing a cutting-edge neuromarketing approach to uncover the subconscious processes at play. By utilizing neuroimaging techniques, such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG), this study seeks to unveil the neural mechanisms that underlie emotional responses to brands. Through carefully designed experiments and data analysis, the research aims to identify specific emotional triggers that elicit brand loyalty and evaluate the neurological basis of these responses. Furthermore, this investigation will explore how various emotional states, including joy, trust, and nostalgia, influence different aspects of brand loyalty, such as repeat purchases, positive word-of-mouth, and resistance to competitive alternatives. By pinpointing the neurological signatures of emotional brand attachment, marketers can develop more precise and effective strategies to foster and strengthen consumer brand loyalty. The findings of this research hold significant implications for marketing practitioners

An Investigation into Consumer Brand Loyalty in the Personal Care Product Industry

Now a days consumer are more aware about personal care products. If they are addicted some products, which time the brand loyalty will create. So in this field there are more competitors provides same products but different types like attract to cover the consumers. Brand switching will happen at that time. This study analyse the brand loyalty for personal care products among consumer. The study examined the impact of demographic characteristics on customer brand loyalty and switching behaviours in a specific product category. The sample size is 177. To indicate the amount of correlation between the variables, chi-square test was used. Results show that among that demography variables have the most significant impact on consumer’s brand loyalty. Key Words: brand loyalty, brand switching, personal care products.

The Effects of Social Media Advertising on Consumers’ Brand Loyalty: With Special Reference to the Apparel Retailers

The apparel industry faces increased competition from newcomers and imports, making it crucial for local companies to maintain brand loyalty. This research aimed to determine the most significant features of social media advertising (informativeness, entertainment, irritation, credibility) that influence apparel consumers' brand loyalty. The findings showed that social media advertising significantly impacts consumer brand loyalty in the Sri Lankan apparel retail industry. There was no significant relationship between informativeness and brand loyalty, but there were significant relationships between entertainment, irritation, and credibility. The data did not support a positive relationship between informativeness and brand loyalty, but entertainment had the greatest impact. The researcher has notified the Sri Lankan apparel retail industry to act on the findings and suggests future research in another industry to determine if these dimensions are correlated with the dependable variable.

How Loyal are You? Factors Influencing Consumer Brand Loyalty among Smartphone Users in Malaysia

Smartphones have become a vital aspect of people every day. The technology development enables people to contact with one another from anywhere at any time. In competitive market, the variety of smartphones cause companies are challenging to retain brand loyalty. This study wants to identify the factor that influence brand loyalty among smartphone users. Brand reputation, brand competence, price, advertising, brand image, and design are all under investigation. This study’s sample consisted of students from the Universiti of Utara Malaysia. 400 questionnaires were distributing to respondents, with 390 collected and usable. The entire dataset was analyzed using SPSS to assess the correlation and regression effect of each variable. The study discovered that brand reputation, brand competence, price, advertising, brand image, and design has strong correlation with brand loyalty. Regression analysis also indicate that brand competence is the most critical factor impacting brand loyalty. The findings serve as a reference for businesses to develop the best plan for maintaining brand loyalty.

Factors Affecting Consumer Brand Loyalty in Pakistan

This study explores the relationship between customer brand loyalty, brand experience, and image. The proposed model is formulated within the framework of Pakistan's aviation industry. Customers and brands are said to have a stronger bond when there is brand loyalty. Here, an effort is made to investigate clients' preferences for purchasing services regularly. This study's examination reveals the elements that drive brand loyalty among consumers. The problem of brand loyalty in Pakistan's aviation industry has been noted, and insightful solutions are being offered to address this issue. Future researchers will benefit from the theoretical framework's improved understanding of concepts and foundation for use in many service situations.

What happens after product rebranding: understanding the interrelational effect of brand attachment, brand distinctiveness and consumer attitudes on brand loyalty

PurposeProduct rebranding is increasingly popular, but brand managers are sceptical about its implications on brand loyalty (BL). Given the limited empirical literature on the subject, this study examines the interrelational effect of brand attachment (BA), brand distinctiveness (BD) and consumer attitudes (CA) towards product rebranding on brand loyalty (BL).Design/methodology/approachThe study adopted the quantitative survey design and used questionnaire to gather data from 349 consumers of rebranded water, alcoholic and non-alcoholic beverages. Structural equation modelling was used to analyse the data. This study integrates psychology theories into brand management research to propose and test a holistic model.FindingsThe study found a significant effect of BA on CA toward product rebranding, and CA toward product rebranding fully mediates the relationship between BA and BL. Furthermore, BD has a significant effect on BL, and further moderates the relationship between BA and BL.Originality/valueThis study offers a fresh theoretical foundation, conceptual clarity and understanding of how rebranding specific brand elements affect the attitudes and BL of consumers who are emotionally connected to a brand. This paper offers practical insights into the implication of product rebranding on CA, BD and BL. It reveals a holistic guidance to brand managers on how to use their unique knowledge about their consumers to create distinctive brands and emotional affection, passion and connections to their brands.

A Study on Brand Loyalty of Consumers Towards Social Media Marketing

The study focuses on the brand loyalty of social media marketing. Social media can spread the messages widely to the users, so manufactures chosen this better option to market their product worldwide. Is that everything which are displaying in social media marketing are trustable, whether the consumers are trusting the products. The consumer is satisfied when the product meet their expectations. The brands have created a highest impact to the consumers, many people felt that branded products are the best products. The aim of this study is to analyze there any loyalty towards a brand in social media marketing. Data has been collected through questionnaire method around 80 samples were found valid.

GREEN BRAND INNOVATIVE ON GREEN BRAND LOYALTY: A Moderating Model Evaluation by Green Perceived Value of Indonesian Consumers for The Body Shop Products

This study aims to analyze and prove green brand innovative impact on brand loyalty of Indonesian consumers for the Body Shop product, it also tested the moderating effect of green perceived value on its relation. In the sampling technique, this study used convenience sampling with online method questionnaire distribution. Recorded as many as 111 users of the Body Shop products across Indonesia (West, Mid, East) have participated. Then, the feedback was analyzed with the technique of SEM with the assistance of the Smart-PLS software's latest version. Results found that green brand innovation has a positive impact on green brand loyalty of Indonesian users for the Body Shop products, and green perceived value also has a positive impact on green brand loyalty. Unfortunately, green perceived value isn’t able to moderate the relationship between green brand innovation and green brand loyalty.

Sertifikasi Halal Untuk Penguatan Branding Produk Usaha Mikro Kecil di Kabupaten Pasuruan

Since the enactment of the Halal Product Guarantee Law on Micro, Small and Medium Enterprises (MSMEs), the number of MSMEs that are halal-certified in Pasuruan Regency has experienced a rapid increase. This situation indicates that the halal certification of MSME products has an important position in society. The purpose of this study was to find out Halal Certification for Strengthening Product Branding of Micro, Small and Medium Enterprises in Pasuruan Regency.
 The research method used is qualitative research with an instrumental case study approach because you want to understand or emphasize an understanding of an issue or reformulate a theoretical explanation. Data collection was carried out by observation, interviews and documentation. The analysis in this study uses qualitative data analysis, and the results of this study emphasize meaning rather than generalization. The stages in this research were first, formulating the problem as the focus of research, second, collecting data in the field, third, analyzing data, and fourth formulating the results of a study on Halal Certification for Strengthening MSME Product Branding in Pasuruan Regency.
 The results showed that the halal certification of MSME products in Pasuruan Regency did not yet have the power of branding from consumer perceptions, due to several indicators, namely brand awareness, brand associations, perceived quality and consumer brand loyalty. MSME products that are halal certified are still low. The low level of these indicators is due to differences in education levels, environmental conditions, and low knowledge of halal certification.

The Effectiveness of TV Promotion and Social Media Applications in Achieving Consumer Brand Loyalty

The Effectiveness of TV Promotion and Social Media Applications in Achieving Consumer Brand Loyalty