Consumer Brand Loyalty Research Articles

Role of Event Marketing in Developing Brand Trust and Brand Loyalty: With Special Reference to the Mobile Telecommunication Industry in Sri Lanka

Event marketing appears to be an innovative technique used by mobile telecommunication companies in order to influence their customers towards a brand relationship. Evidence from literature revealed that the impact of event marketing in creating consumer brand trust and brand loyalty is inconclusive. Further, the relationship between brand trust and brand loyalty is influenced by consumer gender and brand commitment. Thus, the purpose of this study is to identify the significance of event marketing on creating consumer brand trust and brand loyalty with a varied impact by consumer brand commitment and gender in the Mobile Telecommunication industry of Sri Lanka. The study adopted a survey method in order to collect data. The study collected data from three hundred and forty-three (343) respondent using a self-administrative questioner. The relationship between event marketing and brand loyalty was significant and the study identified that event marketing could result in creating both brand trust and brand loyalty. Further, brand trust partially mediates the impact of event marketing on brand loyalty. Moreover, the study supported moderating effect of consumer gender and brand commitment on the relationship between brand trust and brand loyalty. The study reveals the importance of event marketing in creating brand trust and brand loyalty of mobile customers, and the need of taking gender composition and brand commitment among their consumers in such attempts. The research findings contribute to the relationship marketing literature by providing new insights into event marketing-on of the relationship marketing tools.

A STUDY OF CONSUMER BEHAVIOUR TOWARDS AIR FILLED POTATO CHIPS PACKET IN ASSAM, INDIA.

Potato chips, one of the most enjoyed and popular snacks attract consumers of various age groups. While the truth is that the demand of potato chips is never ending, what is interesting here is that even though consumers are dissatisfied due to excess air content in potato chips, still they prefer to have it from time to time. It is unusual to find such buying behavior of consumers. This paper aims to highlight in depth about the factors that cause such behavior and also throw light towards the brand loyalty of such consumers.

The sharing economy: the influence of perceived corporate social responsibility on brand commitment

PurposeThis study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services.Design/methodology/approachPCSR is a second-order construct reflecting three dimensions – economic, environment and ethics. A total of 423 useable responses were collected through an online survey. To test the hypotheses, structural equation modelling was used via AMOS 22.0.FindingsFindings reveal that PCSR has a significant influence on consumer brand trust and brand identification. However, no direct relationship is observed between PCSR and brand commitment. The effect of PCSR and brand commitment is significantly mediated by brand trust and brand identification.Practical implicationsThe investment of resources in corporate social responsibility (CSR) activities has many advantages because it increases trust and identification towards the brand. Ridesharing business firms are growing in size, so they should harness CSR activities by investing money into them that benefits society.Originality/valueSharing economy services have the potential to assist the global and local economy towards environmental friendliness. Yet, there is a lack of research on how the sharing economy model works the social responsibility aspects of the model and its impact on consumer response. This study assesses the dimensions of PCSR and its influence on brand commitment via a brand trust and brand identification towards ridesharing services.

Analysis of Brand Awareness, Customer Satisfaction and Perceived Quality on the Brand Loyalty in the Bottled Water Consumer (AMDK) SINARMAS PRISTINE Brand

Pristine is a new product that puts the target market from premium to premium consumer mess smaller than regular AMDK products. Pristine pH 8 + that can neutralize acid effluent bodies. This research focuses on analyzing brand awareness, customer Satisfaction and perceived quality against the brand loyalty of bottled water consumers in the package (AMDK) SINARMAS Pristine brand. The type of research used in this study is descriptive research using quantitative methods. The population in this research is the community in Jakarta and its surroundings with samples taken as many as 66 respondents. The collection of data on this research uses questionnaires distributed to respondents using incidental sampling techniques. The results of this study showed that Simultaneous analysis results showed that the variables of brand awareness, customer satisfaction, and perceived quality have a significant effect on the brand loyalty consumer AMDK brand Pristine

RETRACTED: The influence of consumer brand loyalty on brand remanufacturing market strategy

This paper analyzed how consumer brand loyalty influences brand remanufacturers’ market strategy when independent remanufacturers (IRs) enter the market and when they do not. The authors developed and analyzed four market models, “no IR enter and no brand remanufacture (n),” “no IR enter and brand remanufacture (nR),” “IR enter and no brand manufacture (nr),” and “IR enter and brand remanufacture (nrR)”. They then analyzed the results using sensitivity analysis and comparative analysis. The research found that new product prices, brand remanufactured product prices, and general re-product prices are positively correlated with brand loyalty; with the increasing level of brand loyalty, brand manufacturers’ profit increases, while the IR’s profit is lowered. Further, when the manufacturing costs of new products are high, the model preference for the brand manufacturers is always [Formula: see text]; when the costs are lower, the level of the consumer brand loyalty affects the model preference. In models nr and nrR, brand loyalty may increase the brand consumer surplus, but reduces the average consumer surplus, total consumer surplus, and total social welfare.

Pengaruh Trust In A Brand, Brand Awareness Terhadap Brand Loyalty Konsumen Air Mineral Merek Aqua Di Denpasar

This study was tested on consumers of Aquq brand mineral water in the Denpasar area. Aqua is one of the mineral water brands in the Denpasar area. The purpose of this study was to determine the significance of the influence of trust in a brand, brand awareness on brand loyalty of Aqua brand mineral water consumers partially and simultaneously to brand loyalty of consumers of Aqua brand mineral water in Denpasar. With trust in a brand (X1) and brand awareness (X2) as independent variables and consumer brand loyalty (Y) as the dependent variable. This study uses research instruments in the form of questionnaires with a sample of 100 respondents with population and sample techniques. Data collection also uses the method of observation, literature study and interview. Analysis technique with multiple linear regression test, t-test, F-test and determination of the validity and reliability of the previous test has been done to test the questionnaire items and classical tests have been done for the regression model with SPSSversion 20.0 program.The results of the study stated that independent variables simultaneously have a positive and significant effect on the dependent variable which is evident from the F-test obtained by F-count = 84.82 F-table = 3.09 and 0.00 0.05 and the magnitude of the influence given 62 , 90%. T-test results obtained that the trust in a brand variable (X1) has a positive and significant effect on consumer brand loyalty with a regression coefficient of 0.003 units and is proven by the results of tcount 3,100 t table 1,984 and Sig. t 0.003 0.05. Positive influence is given by brand awareness variable (X2) and has a positive and significant effect on consumer brand loyalty based on t-test that is t-count = 6.980 t-table = 1.984 and Sig. t = 0.003 0.05 and the effect given with the regression coefficient is only 0.801. So that the regression equation is obtained Y = 0.688 + 0.037X1 + 0.801X2. For that the company / company leadership should pay attention to the independent variables together because the influence given will be greater

Varying Consumer Brand Loyalty Push to Promotion Mix: A Gendered Perspective

Varying Consumer Brand Loyalty Push to Promotion Mix: A Gendered Perspective

Buying Behaviour and Preferences of Consumers with Reference to Fmcg Goods in North Coastal Andhra Pradesh

The world has become a village and many MNCs have entered Indian operations as it is an attractive destiny for the burgeoning middle class with its increase in disposable income. This competition opened the new doors and ways to face the challenges encountering from FMCG Markets. There are many studies that analyse the consumer brand loyalty towards FMCG products, consumer buying behaviour and brand loyalty of the fast moving consumer goods in the rural markets, the contribution of FMCG goodsin economy of country, factors influencing demand of FMCG goodsamong people. Also there are studies that analyses the purchase behaviour of the male and female separately towards the FMCG goods. But no study has been done on buying behaviour of consumers in FMCG sector in the North Coastal Districts of Andhra Pradesh. Hence this Research Paper concentrated on North Coastal Andhra Pradesh Consumers and their buying behavior. The study of consumer preferences towards fast moving consumer goods relates to the buying preferences of FMCG products based on product attributes, price, quality etc. Before finalizing on the questionnaire a pilot study was carried out. This was to primarily check on the accuracy of the questions used in the survey. Field survey was carried out. This questionnaire was administered to 150 respondents. This Article is done with help of both sources like primary and secondary data. Article connected with the three districts of North Coastal Andhra Pradesh and consumers were selected both from rural and urban locations in each district

Brand loyalty towards online accommodation booking platforms

This study investigates the brand loyalty of consumers in the online booking platform industry. The Mabalingwe Nature Reserve served as a case study, while the Moolla and Bisschoff brand loyalty model was used to measure brand loyalty across twelve antecedents. This study aimed to, firstly, validate the model for use in online booking platforms, secondly, to measure the reliability of the data, and finally, to measure brand loyalty across twelve antecedents in online booking platforms. Online questionnaires were distributed via an online link by the booking managers of the game reserve, and 131 responses were captured; this represented a statistically adequate sample as per the KMO measure (.741). The descriptive statistics, using a 5-point Likert scale, showed that Brand trust (4.03) and Customer satisfaction (3.96) are the most important brand loyalty antecedents, while Culture (2.34) is the least important brand loyalty antecedent in an online booking platform. Exploratory factor analysis validated the questionnaire for online booking platforms, while Cronbach’s alpha coefficient (.701) indicated that the reliability of the data is acceptable. Regarding latent variable identification, Brand quality and Brand relationship are two most important factors, respectively, explaining variance of 13.1% and 8.7%. The study culminated in a model to measure and manage brand loyalty of online booking platforms. This model can be operationalized for use by managers, researchers, and academia.

تأثيـر شخصية العلامة التجارية على ولاء المستهلک لها بتوسط الاتجاهات نحوها The Impact of a Personal Brand on Consumer Brand Loyalty by Mediate Consumer Attitudes toward Brand

تهدف هذه الدراسة إلى قياس تأثيـر شخصية العلامة التجارية على ولاء المستهلک لها بتوسط اتجاهات المستهلک نحوها، من خلال شراء علامات معينة من الملابس الرياضية، عن طريق أخذ عينة عشوائية بسيطة للمستجوبيـن، تم اختيارهم من المنطقة الشمالية الغربية من الجزائر. وقد تم الحصول على 780 حالة قابلة للاستخدام والتحليل. وکانت نتائج هذه الدراسة باستخدام المعادلة الهيکلية متطابقة مع البحوث السابقة. وقد دعم الأثر الإيجابي لشخصية العلامة التجارية اتجاهات وولاء المستهلک للعلامة من أجل تطويـر استـراتيجية العلامة، وبالتالي تشکيل علامة تجارية ناجحة وقوية، وتکون أيضا ناجحة في تحقيق الولاء للعلامة التجارية لفتـرة أطول، وذلک من أجل زيادة حصتها في السوق، وبالتالي زيادة قيمتها. The purpose of this study is to measure the effect of a personal brand on and consumer brand loyalty by mediate consumer attitudes toward brand. Through the purchase of certain signs of sportswear, by taking a simple random sample of respondents, which were selected from the northwestern region of Algeria. The results of this paper By using structural equation, which are identical with previous research, support the positive impact of a personal brand on consumer attitudes toward brand and consumer brand loyalty, which allows for the development of an efficient brand strategy that can achieve brand loyalty, for a longer period, in order to increase market share, thereby increasing its value.

CONSUMER PERCEPTION AND BRAND LOYALTY TOWARDS OVER THE COUNTER BRAND MEDICINES OF MAJOR PHARMACEUTICALS COMPANIES WITH SPECIAL REFERENCE TO RAJASTHAN

The study intends to explore the consumer perception towards over-the-counter (OTC) medicines and factors that influence consumer buying behavior for OTC brand medicines marketed by pharmaceutical companies. It also aims to study the impact of marketing mix factors on consumer perception and OTC brand loyalty. The research is descriptive in nature. It is based on primary data which is collected via structured questionnaire. The hundred respondents were participated in pilot study to understand and validate the questionnaire. The primary data obtained are analysed to identify the consumer perception and OTC brand loyalty promoted by the pharmaceutical companies. The study was conducted in period of 1 December 2016 to 31 March 2017. The respondents are from different districts of Rajasthan. 411 respondents participated on simple convenient non-probability sampling basis. In the study the dependent variables like consumer perception and brand loyalty with independent variables like consumer self-medication and OTC marketing mix factors are considered. It is observed in present study that OTC marketing mix factors like Place, Price and Promotion has positive impact on consumer perception and OTC brand loyalty whereas self-medication practices have negative impact. The study also revealed that Place (Product availability), Price and Promotions are the major influencing factor in considering consumer OTC medicine buying behavior.

Building Consumer Brand Loyalty: An Assessment Of The Microbrewery Taproom Experience

ABSTRACT The overall purpose of the current study is to determine whether local microbreweries can build brand attachment and loyalty through their relationships with consumers via the microbrewery taproom experience. The study utilized a modified experiential value scale (EVS) and a two-step data collection procedure with a survey instrument to assess consumer perceptions of the taproom experience and how these experiences ultimately influenced feelings of brand attachment and brand loyalty. Results indicated that three aspects of experiential value – service excellence, product excellence and esthetics – significantly influence relationship quality, leading to increased brand attachment and subsequent brand loyalty. Findings and implications are discussed in detail for both academics and practitioners.

Deciphering brand loyalty through brand association and emotional confidence

This paper investigates the influence of emotional confidence and brand association on brand loyalty and whether there is a statistically significant difference in the brand loyalty of consumers having low or high emotional confidence. Data was collected outside fast food restaurants across Karachi using systematic sampling. Every fourth person exiting the restaurant was approached to fill a questionnaire. The data was analyzed using structural equation modelling. The results suggest that both brand association and emotional confidence have a statistically significant influence on brand loyalty. The variance explained in brand loyalty was higher when emotional confidence was included in the model. The result of the independent sample t-test suggests that there is a statistically significant difference between consumers having low and high emotional confidence in terms of their brand loyalty. Consumers with higher emotional confidence showed higher brand loyalty.

Impact of Brand Selection on Brand Loyalty with special reference to Personal Care Products: a Rural Urban Comparison in India

Although rapid growing personal care trend presents a huge opportunity in personal care products segment, still marketers are facing some difficulties in achieving destination. In the light of the fact that, personal care product markets in rural and urban India is an unexplored area, this study focused to discover, understand and distinguish the brand selection dimensions that influence rural and urban consumer's brand loyalty. In this study, the brand selection dimensions of respondents towards personal care products have been analysed and efforts have been made to identify association between brand selection dimensions and brand loyalty of respondents. This study finds some similarities along with much dissimilarity in brand selection dimensions and its impact on brand loyalty among rural and urban respondents.

The examination of self-service replenishing solutions' potential

The aim of this paper is to investigate how the introduction of self-service replenishing tech devices affect consumer buying behaviour within their consumption communities. It assesses the potential customers and/or retailers that are likely to adopt such technologies while looking into their overall impact on consumers and shoppers. For that end, this study investigates the perception of such solutions by both consumers and experts in relation to the self-service technologies' (SSTs) disruption of the customer journey. Accordingly, a total sample of 48 respondents (16 experts and 32 consumers) was reached through semi-structured face-to-face interviews. The findings of this study indicate that replenishing solutions based on SSTs will not replace traditional shopping mediums in a typical Middle-Eastern market due to the availability of quick and easy product delivery options. However, the study highlights that the likelihood to utilise such solutions depends on consumer brand loyalty as well as overall consumers' lifestyle.

ПЕРСПЕКТИВЫ РАЗВИТИЯ КОБРЕНДИНГОВЫХ ТЕХНОЛОГИЙ В ИНДУСТРИИ МОДЫ

The article is devoted to the analysis of modern trends in the development of brand collaboration in the fashion industry. Currently, the fashion industry is not going through the best of times because of the inability to create something revolutionary fashion. It seems that everything has already been invented, so famous brands are desperately looking for novelty. The production of products in South-East Asia reduces the cost of goods in the fashion industry, leads to the "democratization of luxury" and to the rapid obsolescence of things in the wardrobe [1; 19]. Luxury brands are losing touch with the consumer. Changing market conditions and the democratization of consumption lead to the need to look for new approaches to ensure the competitiveness of brands. When developing branding, companies primarily investigate real and hidden needs, stereotypes, and psychological attitudes. Currently, the opposition to "fast fashion" is customizing, i.e. redrawing old things that were in use. In addition, the "sustainable fashion" movement is expanding its influence, which opposes mindless consumption with a rational wardrobe and a careful attitude to the environment, as well as the production of durable clothing from renewable raw materialsA drop in the population's effective demand and a decrease in consumer brand commitment makes the situation worse. The fall in real incomes of the population in Russia is the transition from shopping middle segment the mass market and of mass in the segment and discounted used things. When developing branding, companies primarily investigate real and hidden needs, stereotypes, and psychological attitudes. Young people have always been indicators of fashion trends, and youth subcultures have always been a source of inspiration for designers. Currently, these are young people who do not part with gadgets, who possess IT technologies, active bloggers, who are always open to active use of any innovations, including in the field of fashion industry. Along with the close cooperation of famous brands with the sphere of art, quoting the works of famous artists, active involvement of famous personalities in the promotion of their fashion product, brands actively cooperate with each other. The most perspective direction for the development of co-branded technologies in the fashion industry is the FashionTech that connects the fashion industry and technology

Major Stumbling Block in Brand Portability in Telecom Sector in Coimbatore

The researchers are proposing a study is that it will examine the different factors which lead consumers to brand switching, determine the brand loyalty of consumers with preferred telecommunication networks. The study follows the quantitative process. A survey is prepared for data collection and for statistically testing the proposed model. The results of this study support the hypothesis that there is a positive relationship between the age of the respondents has the significant relationship with switched from any other provider or planning to switch. Results suggest that respondents changed their service provider one time, influenced by them to switch current service provider, satisfied with the promotional offers given by the service provider, and finally the brand portability is useful to them. This study will help the telecommunication networks to indentify the priority and preference of their customers

Faktor-Faktor yang mempengaruhi Kepuasan Konsumen dan Kaitannya Dengan Kesetiaan Merek pada Produk Kesehatan K-Link di Kota Banda Aceh

The purpose of this study was to determine the factors of consumer satisfaction and how much influence on brand loyalty in K-link health food products in the city of Banda Aceh. The object of research is about the satisfaction and loyalty of consumer brands in K-Link health food products in Banda Aceh City with a total sample of 250 respondents. The results of this study indicate that there is a significant correlation (correlation coefficient) between the variables of customer satisfaction factors that include product attributes, service attributes and purchase attributes to brand loyalty that is equal to 0.649 or 64.9%. The results also showed that the three variables of consumer satisfaction had a strong influence on brand loyalty of K-link health food products that was 0.422 or 42.2%. The product attribute variable has a dominant influence on influencing consumer brand loyalty on K-Link health food products because this variable has a higher regression coefficient than the other two independent variables. Keywords: Consumer Satisfaction, Loyalty, Brand, K-Link Health Products.

Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social media

This study examines the effects of the perceived evaluation of mergers and acquisitions (M&As) on the brand loyalty of consumers toward the acquired brand, the moderating effects of luxury tier differences, and the media used for delivering the M&A news. Our results reveal that the evaluation of M&As has a positive relationship with perceived brand beliefs and luxury values, and consequently on brand loyalty. The moderating effect of luxury tier differences on the relationship between M&A evaluation and perceived values is stronger when the acquiring brand is from a lower luxury tier. However, the moderating effect on the relationship between perceived values and brand loyalty is stronger when the acquiring brand is from a higher luxury tier. Social media has different moderating effects than traditional media. Our study provides useful insights into luxury brand M&As for both academics and practitioners.

Measuring brand loyalty of consumers towards chicken brands in the KwaZulu-Natal Province of South Africa

Measuring brand loyalty of consumers towards chicken brands in the KwaZulu-Natal Province of South Africa