Corporate Brand Loyalty Research Articles

The Influence of Corporate Branding Dimensions to Consumer’s Product Evaluation: Cross-Cultural Perspective

Recently, the importance role of Corporate Brand were developed, as become a standard life style in global village life. Thousands of global brand indicate that the competition in branding strategy become more intensive. In order to achieving customer loyalty, a corporation has to do more effort to focusing their brand management with various corporate brand dimensions for any global citizenship with various cultural background. This research is aim to determine the influence of corporate branding to consumer’s product evaluation with eastern and western cultural perspective to brand management. This research designed for survey method of the 350 respondents, with non-probability samplings technique. Respondents were taken from Indonesian and the ex-patria tic. Meanwhile, SEM was used to analyze the model. The result of this research indicated that there is a positive influence between Corporate Brand Name, Corporate Images, Corporate Reputations, and Corporate Brand Loyalty to Consumer’s Product Evaluation. Keywords: Corporate brand name, Corporate images, Corporate reputations, Corporate brand loyalty, Consumer’s product evaluation. DOI: 10.7176/EJBM/12-8-04 Publication date: March 31 st 2020

The Role of Ethical Marketing Issues in Consumer-Brand Relationship

This study investigated the components of ethical marketing such as product, price, place, and promotion using ethical views on the consumer-brand relationship and perceived product quality in B2C (business to consumer) transactions. It examined whether the quality and consumer-perceived product quality of a consumer-brand relationship affects corporate brand loyalty. Data from a panel of 1,200 consumers who had multiple experiences with a company’s products and brands were used to test the hypotheses, which were verified using structural equation modeling. The results support the proposed research model with statistical significance. A corporate marketing mix strategy with respect to ethical issues was crucial to generate a consumer-brand relationship and perceived product quality, which were influenced by corporate brand loyalty. However, the outcomes associated with each area of ethical marketing practice—through the relationship between the mediating variables and the dependent variable—vary with the business type and other characteristics. Without considering this aspect, it is difficult to generalize the current results. Thus, further analyses are required in future studies. However, this study identifies influential factors for building a relationship that involves ethical marketing practice, relationship quality, and brand loyalty in B2C transactions. Finally, this study suggests implications for companies regarding which aspects of (un)ethical marketing practices should be reinforced to achieve corporate brand loyalty. This study confirmed the significant correlation between the marketing mix strategy from ethical issues, which form the basis of transactions and relationship quality.

The moderating influence of consumer demographics on the relationship between perceived CSR and brand loyalty in the Romanian retail banking sector

The current research investigates the moderating infl uence of consumer demographics on the relationship between customers’ perceptions of corporate social responsibility (CSR) and their corporate brand loyalty towards retail banks in Romania, a typical developing country and one of the largest countries of Central and Eastern Europe. The investigation is based on data collected within a survey conducted among a sample of 1,449 Romanian retail banking customers, based on a questionnaire including a specifi c set of items drawn up from the literature, intended to refl ect corporate brand loyalty, as well as perceptual CSR dimensions, from a sustainable development and stakeholder-based perspective. After an exploratory factor analysis, the observed variables were grouped into several latent variables regarding perceived CSR and brand loyalty and, further on, these were included into a multiple regression model which was tested comparatively within various sample groups generated based on consumer demographics variables. The results emphasize several signifi cant dissimilarities between gender, age, education and residence type based consumer segments in what concerns the impact of various CSR dimensions, as perceived by customers, on brand loyalty towards corporate brands in the banking sector. Thus, brand loyalty is signifi cantly infl uenced by: perceived responsibility towards the environment – only in the case of female, younger and/or higher educated customers; perceived responsibility towards public authorities – only in the case of customers who are male, older, less educated and/or residing in larger cities; by perceived responsibility towards shareholders – only when for customers who are older, higher educated and/or residing in larger cities. The fi ndings have practical implications for enhancing corporate brand loyalty in the regional retail banking sector market by outlining those CSR policies, actions and attitudes which should have priority within local banks’ marketing communications.

The moderating effects of demographics on the relationship between perceived CSR and brand loyalty in the mobile telecom sector

The goal of the paper is to analyze the demographic discrepancies in the relationship between customers’ perceptions of corporate social responsibility (CSR) and their loyalty towards mobile telecommunication companies, within the particular socio-cultural and economic context of one of the largest national markets of Central and Eastern Europe. For this purpose, a survey was conducted among a sample of 1,464 mobile telecommunication customers from the urban areas of Romania. The findings emphasize several significant dissimilarities between gender, age, education and residence type based consumer categories in what concerns the impact of various CSR dimensions, as perceived by customers, on corporate brand loyalty. The results have practical implications for enhancing corporate brand loyalty in the regional mobile telecommunication market by outlining those CSR policies which should have priority in implementation and, especially, communication.

The impact of CSR on consumer-corporate connection and brand loyalty

Purpose – The purpose of this paper is to investigate the relationship among consumers’ corporate associations, consumer-corporate connection, and corporate brand loyalty, with a particular focus on the moderating role of national culture. Design/methodology/approach – The conceptual framework is tested on American and South Korean subjects. Structural equation modeling is used to test the hypothesized framework. Findings – The positive influence of corporate social responsibility (CSR) associations on social self-concept connection is stronger in collectivist than individualist culture, whereas the positive influence of personal self-concept connection on his/her loyalty to the corporate brand is stronger in individualist than collectivist culture. Research limitations/implications – The study relied on participants’ memory about a product and a manufacturing company of a product. It is possible that their memories about the product and manufacturing company could be incomplete and be tainted by their sa...

The Impact of Customers' Perception of CSR on Corporate Brand Loyalty: The Case of the Romanian Mobile Telecom Industry

The goal of the current research is to analyze the impact of customers perceptions of corporate social responsibility (CSR) on their loyalty towards mobile telecommunication companies within the particular socio-cultural and economic context of one of the largest national markets of Central and Eastern Europe. In order to achieve this goal, a survey was conducted among a sample of 1,464 mobile telecommunication customers from the urban area of Romania. The findings point out the fact that Romanian mobile telecom customers loyalty is not significantly impacted by how they perceive their service suppliers responsibilities with regard to their employees or economic success, while their perceptions of companies responsibilities towards customers, public authorities, the environment, community development, and sponsorship have a significant impact on corporate brand loyalty. The findings have managerial implications in what concerns the appropriate implementation and communication of CSR policies by mobile telecommunication companies from the region in order for them to enhance their customers loyalty.

Studies on customer services optimisation by using the SCIM – an application of the agent base modelling (ABM) technology to service science

This paper describes an application methodology of agent base modelling (ABM) technology for service science and a concept of the smart customer interaction modelling (SCIM) innovated from the ABM, which has created an optimised service design that is indispensable with regard to enhancing customer satisfaction, thus, enabling an improvement of customer service productivity and quality. The main concept of the SCIM is to maintain the corporate brand loyalty of customers. An actual adaptability of the SCIM for a car sales service is studied. Based on the results, we confirmed the SCIM technology had the capability to realise a maximised service quality. Some of the key issues found in the application case are also discussed.

Drivers of Intention to Revisit the Websites of Well-Known Companies: The Role of Corporate Brand Loyalty

Due to the increasing importance of the internet as a channel of marketing and distribution, companies are now concerned with the question of how to design attractive websites. Correspondingly, market researchers have started to examine the determinants of attitudes towards websites and potential reasons for consumers visiting or rejecting to visit the sites of companies. Several drivers of attitudes and intentions have been identified. In this article, we focus on the importance of the corporate brand in studies of websites for well-known companies. The underlying assumption is that the intention to revisit a website is decided on much broader a basis than the attributes of the site. Specifically, we hypothesise that affective brand loyalty is a powerful determinant of intentions to revisit the website of an airline company besides attitudes towards the site per se. This contention is empirically tested and supported by a study of the SAS company.