Customer Brand Research Articles

How does gameful experience foster customer engagement and brand advocacy? Consumer insights into branding in e-tail

Purpose This study aims to examine the influence of gameful experience (GAMEX) on customer brand engagement in the context of e-tailing. Drawing on the self-determination and social learning theories, the authors have developed a comprehensive model incorporating cognitive, emotional and behavioral factors leading to brand advocacy and re-visit intention for the retail website. Design/methodology/approach The data for this study were obtained from 715 customers across various e-tailing websites. This research uses both quantitative method (partial least squares structural equation modeling − PLS-SEM) and qualitative method (fuzzy set qualitative comparative analysis − fsQCA) to investigate the relationship between GAMEX and customer brand engagement in the e-tailing context, with a focus on the long-term outcomes of brand advocacy and re-visit intention. Findings The PLS-SEM results indicate a significant impact of GAMEX on customer brand engagement. In addition, the findings reveal the moderating role of fear of missing out, internet self-efficacy and technoeustress in the association among GAMEX, customer brand engagement, brand advocacy and re-visit intention. The findings from fsQCA support the results obtained from PLS-SEM and reveal four configurations for brand advocacy and five configurations for re-visit intentions. Originality/value This research evaluates the impact of GAMEX on customer brand engagement using a mixed-method approach involving qualitative and quantitative procedures. This study offers valuable insights into the design of gamified marketing activities and current practices for fostering greater engagement.

Culinary connections: The mediating role of customer brand co-creation behavior in gastronomic and revisit intentions

The increasing competition in the culinary tourism industry highlights the need for businesses to better understand customer behavior to encourage repeated visits. This study investigates the mediating role of customer brand co-creation behavior in the effect of gastronomic experience on revisit intention among Generation Z café visitors in Bali, Indonesia. Data were collected from 250 respondents via an online survey and analyzed using Partial Least Squares Structural Equation Modeling. The analysis reveals that gastronomic experience has a significant positive impact on revisit intention (β = 0.479, p < 0.05) and customer brand co-creation behavior (β = 0.534, p < 0.05). Additionally, customer brand co-creation behavior positively influences revisit intention (β = 0.380, p < 0.05) and mediates the relationship between gastronomic experience and revisit intention (β = 0.203, p < 0.05). These findings suggest that providing high-quality gastronomic experiences, focusing on food, service, and environment, and encouraging active customer participation in co-creation activities can significantly enhance the likelihood of repeat visits. By fostering deeper customer participation and brand co-creation behavior, businesses can significantly enhance revisit intention, which is essential for long-term success in the competitive culinary tourism sector. These findings contribute to a better understanding of the dynamics between gastronomic experiences, customer brand co-creation behavior, and revisit intentions. AcknowledgementThis research was funded by LPPM Universitas Udayana, Indonesia with contract number: B/255.108/UN14.4.A/PT.01.03/2024.

Elevating Customer Brand Advocacy Through Owned Social Media Content

This study examines the relationship between personal values embedded in brand-owned social media (OSM) messages and customer brand advocacy (CBA) using text mining data of tweets from Fortune 500 companies. We employ an economics approach to examine how personal values influence CBA across service and manufacturing brands. Our findings reveal that self-enhancement and conservation values significantly boost CBA, while self-transcendence and openness to change are less impactful. Furthermore, this study highlights that conservation values are more effective for manufacturing brands, whereas self-enhancement, self-transcendence, and openness to change drive higher CBA in service brands. This study contributes to the literature on social media marketing by providing actionable insights for brand managers, demonstrating that aligning OSM content with personal values can enhance CBA. This study offers a nuanced understanding of how personal values and industry characteristics intersect to influence consumer behavior, helping brands craft more effective and resonant social media strategies.

The Impact of Brand Experience on Brand Consciousness of Customers in the Airline Industry

This study explores the effect of sensory, affective, behavioral, and intellectual experience on customer brand consciousness in the airline industry, with brand knowledge as a mediating element. As airlines perform in incredibly competitive surroundings, knowledge of how to shape brand awareness is important for establishing customer loyalty and differentiating manufacturers. Drawing on theories of customer experience and brand knowledge, this study investigates how each of these dimensions influences customers’ awareness and attachment to airline brands. The sensory measurement encompasses the visual stories during the air tour, consisting of the cabin environment and branding factors. At the same time, affective elements address the emotional bonds customers shape with a brand. Behavioral elements consist of loyalty packages and constant service that improve recurring brand desire, and intellectual factors reflect consumers’ alignment with a brand’s values, along with sustainability and innovation. The findings underscore that a significant function is in cultivating brand recognition, with brand knowledge appearing as a crucial bridge that strengthens those outcomes. This examination contributes to each principle and exercise by way of highlighting the importance of an integrated method to customer experience in shaping brand knowledge inside the airline industry. Airlines that strategically broaden sensory, affective, behavioral, and intellectual touchpoints, whilst fostering brand knowledge, can create a unique brand identity that resonates with customers and ends in greater customer loyalty.

Analisis Peran Interactivity, Informativeness dan Trendiness pada Akun Instagram Merek 'Somethinc' terhadap Customer Brand Engagement dan Brand Loyalty

Social media such as Instagram is increasingly popular as a marketing platform, including in the cosmetics industry. Somethinc is one of the local cosmetic brands that utilize Instagram as a marketing platform with content that is interactive, informative, and taps into current trends. This quantitative research aims to determine the influence of the role of interactivity, informativeness, and trendiness of social media marketing activities that has been done by ‘Somethinc’ brand on customer brand engagement and brand loyalty. In addition, this study also explores the role of customer brand engagement as a mediator in the relationship between interactivity, informativeness, and trendiness to brand loyalty. Data was collected through online questionnaires distribution with a total 167 respondents. All respondents are active Instagram users who followed @somethincofficial Instagram account and have purchased ‘Somethinc’ brand products in the last 3 months. The data that has been collected is analyzed using SEM-PLS method. The results of this study shows that there is a positive relationship from the role of interactivity, informativeness, and trendiness to customer brand engagement. Furthermore, customer brand engagement also has a positive relationship with the formation of brand loyalty. It can also be seen that customer brand engagement mediates the positive relationship between interactivity, informativeness, and trendiness with brand loyalty.

브랜드 인게이지먼트에 관한 이론적 고찰 및 충성도와의 관계

The rapid spread of digital media has significantly enhanced consumer-brand interaction, making Customer Brand Engagement (CBE) a key topic in both academia and practice. This study analyzes domestic and international literature on CBE, clarifying its theoretical background and basic concepts. It identifies the three main dimensions of CBE—cognitive, emotional, and behavioral—and explores their relationships with brand loyalty. The results show that CBE plays a vital role in strengthening consumer-brand relationships and is crucial for increasing brand loyalty. Additionally, this study differentiates CBE from similar concepts like brand attachment, attitude, loyalty, and involvement. Unlike these concepts, CBE is characterized by active consumer participation in building brand relationships. The study also examines the antecedents of CBE, including personal, corporate, and environmental factors, and clarifies how they influence brand loyalty. CBE contributes to the development of active loyalty, offering valuable implications for marketing strategy. This research provides both academic contributions and practical insights for leveraging CBE in future studies and marketing practices.

Gameful Experience and Brand Loyalty: Exploring Customer Brand Engagement in Language Learning Apps

This study examines the impact of gameful experiences on brand loyalty in language learning applications mediated by customer brand engagement. With the increasing incorporation of gamification in educational tools, understanding how specific game mechanics drive user engagement and brand loyalty in language learning apps is crucial. While existing gamification research generally focuses on broader fields, this study uniquely investigates how specific gameful experiences—such as enjoyment, creative thinking, and domination—affect brand loyalty in the context of language learning applications. Data were collected from 250 active users in Indonesia using an online survey with a Likert scale of 1-5, employing purposive sampling. Structural Equation Modeling (SEM) with AMOS 26 assessed validity, reliability, and relationships among variables. The results indicate that gameful experiences significantly enhance customer brand engagement, which, in turn, positively influences brand loyalty. This study contributes new insights into how gamification affects brand loyalty, specifically in the language learning app domain, providing practical recommendations for developers to incorporate effective game mechanics to enhance customer brand engagement and foster long-term brand loyalty.

The plus side of size: relationship between brand experience and consumers trust and loyalty on a Brazilian brand

Brands that focus their efforts on experience gains competitive advantage, generating greater customer loyalty and trust. In Brazil, when a brand wins the trust of its consumers through brand experience, it gains loyalty (Tomiya, 2012; Eberle, Gasparetto & Milan, 2020). Thus, the present study sought to analyze the influence of the brand experience on consumers' trust and loyalty in a plus size fashion brand of Santa Catarina, Brazil. The research was carried through a survey with the brand customers from all over Brazil and had a total of 391 respondents. The survey was classified as a quantitative approach with a transversal approach. Results demonstrate that brand experiences significantly influence brand loyalty and trust. Accordingly, trust also positively influences loyalty. Consequently, the study provided greater insights for managers, entrepreneurs and academics within the field. As it is, now it is possible to have better knowledge when it comes to what to do as a way to provide better customer experience as a way to achieve loyalty and trust. Benefits rely on the acquisition of new customers and the involvement and engagement of customers with the brand through personalized content, unboxing specials and attention to consumers' needs

Inform Me or Make Me Laugh: Influencer Marketing and the Role of Emotional Contagion and Information Value

ABSTRACTInfluencers' humorous product usage anecdotes and story‐based informative collaborative content drive customers' emotional and cognitive responses. Accordingly, this study first examines the impact of humorous and informative content on emotional contagion and information value. Second, it examines the mediating role of emotional contagion and information value that shapes customers' brand engagement and purchase intentions. Third, it tests the boundary conditions imposed by product type. A multimethod quantitative approach was used to test the proposed hypotheses. Two online experiments and two exploratory studies in the form of a social media field experiment and a text analysis study were conducted. The results showed that humorous messages induced emotional contagion, while informative messages produced higher information value. Emotional contagion and information value explained the underlying mechanisms affecting customer brand engagement and purchase intentions. We also found that when employed for hedonic products, humorous messages precipitated stronger emotional responses, while for utilitarian products, informative messages led to higher information value. The study findings offer implications for marketers seeking to enhance customer brand engagement through influencer marketing.

Pengaruh Kualitas Produk dan Kepuasan Pelanggan terhadap Daya Saing KFC dan Sabana pada ISO-9000

This study aims to analyze the impact of product quality and customer satisfaction on the competitiveness of KFC and Sabana, considering the implementation of ISO 9000 standards. Using a survey method, data were collected from 30 respondents who are customers of both brands. The analysis results indicate that product quality has a significant effect on customer satisfaction, which in turn contributes to enhancing the competitiveness of both companies. KFC, known for its consistency and product innovation, demonstrates higher competitiveness compared to Sabana. However, Sabana also shows commendable efforts in improving quality and customer satisfaction. These findings emphasize the importance of implementing ISO 9000 quality management standards in enhancing product quality and customer satisfaction as key factors in maintaining competitiveness in the fast-food industry. This research provides insights for companies to focus more on quality improvement and service for long-term success.

Quick-commerce: green initiatives on customer brand engagement

PurposeThe study examines quick-commerce (Q-commerce) green initiatives' (GI') impact on consumer brand engagement by mediating [perceived value (PV) and environmental concern (EC)] and moderating (brand attitude).Design/methodology/approachThe study gathered 458 surveys from recent Q-commerce shoppers, employing measurement and structural models alongside the PROCESS macro for data analysis.FindingsThe findings of the study indicate that (1) Q-commerce GI significantly affect PV, EC and directly impact customer brand engagement (CBE). The mediation analysis reveals that (2) PV positively influences EC and CBE; (3) EC has a favorable impact on CBE and (4) CBE positively affects brand attachment (Batta) and green-word of mouth (GWOM).Originality/valueThis study contributes to a deeper understanding of how Q-commerce's GI shape consumer brand engagement behavior. The insights provided can guide Q-commerce players and policymakers in the development and implementation of effective green practices.

The past, present, and future of social media marketing ethics

As social media increasingly permeates everyday life, ethical concerns about its use are coming into sharper focus. At the same time, the ethical issues involved in social media marketing have received somewhat limited attention from marketing research and practice. Therefore, many scholars are calling out for a better understanding of the role of ethics in social media marketing decisions. Current marketing ethics theories do not sufficiently consider the unique dynamics of social media. To aid researchers, practitioners, and policymakers, we propose a theoretical framework to address issues in social media marketing ethics built on theories of normative and descriptive ethics. This framework considers the normative and descriptive ethics within firm-internal and firm-external factors in the fields of law, regulation and norms, platform conditions, and stakeholder value. Then, applying a thematically built systematic literature review, we identify and discuss five distinct themes of research in social media marketing ethics: (I) advertising and customer–brand relationships; (II) the dark side of social media; (III) privacy; (IV) fake news; and (V) emerging research. These themes and their implications are discussed using the proposed theoretical framework. Our study provides a comprehensive overview and synthesis of ethical challenges in social media marketing and suggests possible research avenues for the future. In doing so, it outlines pressing issues that require attention from researchers, policymakers, and practitioners to ensure an ethically sustainable approach to social media marketing.

Effects of Perceived Benefits, Value, and Relationships of Brands in an Online-to-Offline Context: Moderating Effect of ESG Activities

The objective of this study was to investigate how perceived benefits and risks affect perceived value, as well as to examine the relationship between perceived value, consumer–brand relationships, and loyalty. The study examines the moderating effects of environmental, social, and governance (ESG) performance on the abovementioned relationships by applying a value-based adoption model. An online survey was conducted with consumers who used a food-delivery-service platform, totaling 754 participants. The SPSS 27 statistical package and SmartPLS 4.0 were used to test the research hypotheses, as well as to verify the moderating effects. The results indicate that product quality and specialization have positive effects on perceived value; however, delivery convenience does not. The analysis also found that perceived risk factors associated with delivery-service platforms, specifically, delivery risk, delivery security, and product heterogeneity, have positive effects on perceived value. These results imply that perceived value is linked to consumer perceptions of perceived benefits or risks and is closely related to the formation of customer–brand relationships with delivery platform companies. In addition, it was found that consumer–brand relationships formed in this way act as a decisive factor in the formation of corporate brand loyalty. ESG activity was found to play an important role in moderating the relationship between product quality and specialization, which are factors regarding perceived benefits and value. The ESG performance of delivery-service platforms plays a moderating role in the relationship between perceived value, consumer–brand relationships, and brand loyalty. The results of this study contribute to the development of strategic guidelines for marketers seeking to establish delivery-service platforms.

Are you a loyal diner? Enhancing post-consumption behaviors in full-service settings through personalization, friendliness and motivation

PurposePersonalization is a key element of restaurant innovation. Few studies in the business literature have examined its influence on table-service consumer behavior, including the factors that strengthen or weaken domain relations. The purpose of this paper is to investigate the effects of personalization on brand identification and repurchase intention by providing a contingent view of several crucial factors.Design/methodology/approachOnline surveys were distributed to restaurant customers who received personalized menus, services and promotions. The authors collected data using purposive sampling and tested this study’s hypotheses using regression analysis.FindingsThe results indicate that personalization influences brand identification and loyalty behaviors. Not all aspects of employee friendliness, notably conversational skills, strengthen the links between personalization and consumer behavior. In fact, informal frontline employee attitudes negatively moderated customer brand identification. The results, however, suggest that humorous and approachable behaviors of frontline employees are essential in enhancing the effects of personalization on brand identification and revisiting intentions.Originality/valueDrawing on self-categorization theory, this study introduces personalization as a key factor in improving brand identification and repeat purchase intentions in full-service restaurant settings. This study incorporated social exchange theory and motivational theory to construct a contingency view of frontline employee friendliness and customer motivation to better understand how customers’ dining experiences impact their post-consumption behaviors. By investigating the potential interactions between the three theoretical perspectives, this study demonstrates the relevance of personalization, cultural sensitivity and intrinsic motivation as vital components for Asian restaurants.

Does social presence drive customer brand engagement and purchase intention in the fashion retail metaverse? The moderating role of self-efficacy

Does social presence drive customer brand engagement and purchase intention in the fashion retail metaverse? The moderating role of self-efficacy

The role of artificial intelligence marketing efforts on brand preference mediated by brand experience of TikTok users in DKI Jakarta

This study aims to examine the role of Artificial Intelligence (AI) in customer brand preference mediated by brand experience within the context of DKI Jakarta, Indonesia. The study adopted a cross-sectional design, collecting data at a single point in time from August to December 2023. The research focused on TikTok users in DKI Indonesia, targeting individuals aged 18-34 years who had experience using short video platforms like Instagram Reels and YouTube Shorts. For inferential analysis, the study applied Structural Equation Modeling (SEM) using SmartPLS 3.2.9 software. The results showed that brand experience is developed based on the experience of using the services powered by AI technology, thereby shaping brand preference among users. This study found that there is a positive influence between AI marketing efforts on brand experience and brand preference. There are positive influences of brand experience on the brand preference of Tik Tok users. The findings of this study have implications for the companies that specialize in technology and social media, specifically for the Tiktok company.

Brand Trust in the Mongolian Cashmere Industry

Brand trust holds significant importance in the Mongolian cashmere industry. This study examines the primary predictors of customer brand trust among Mongolian cashmere users. Our research includes a survey with 815 participants, both Mongolian cashmere users and non-users. We utilized an online platform to reach the participants, employing convenience sampling. The study investigates the relationship between various factors and brand trust within the context of Mongolian cashmere brands. Our analysis confirmed that brand quality and commitment to environmental responsibility significantly increase consumer trust. These results offer valuable implications for cashmere brands aiming to bolster consumer trust and foster loyalty.

From Clicks to Trust: Insights into Customer Brand Relationships on TikTok

This research aims to understand how brands can build and maintain trust and strong relationships with customers on TikTok's social media platform. Using an exploratory qualitative approach, data was collected through semi-structured interviews and content analysis of brand activity on TikTok. The results show that customer trust is the main foundation in brand-customer relationships. This trust is formed through consistent communication and credibility, strengthened by positive associations with influencers, and product and service quality. Additionally, the reputation and security features of the TikTok platform also play an essential role in influencing customer purchasing decisions. This research emphasizes that brands need to adopt a holistic approach that includes consistency in communications, appropriate use of influencers, and a focus on platform reputation and credibility to build and sustain customer trust and loyalty on an ongoing basis. This approach is considered essential in achieving success in the dynamic digital era.

Effect of consumer brand involvement on brand advocacy: a moderated mediation model

ABSTRACT This study explored the mechanisms and contexts through which consumer brand involvement can influence brand advocacy. A moderated mediation model was empirically tested with a random sample of 387 Chinese consumers in Hong Kong. The results indicated that consumer brand involvement exerts a direct impact on brand advocacy and an indirect influence through a positive interaction between relation motivational orientation and affective brand commitment, and task motivational orientation and normative brand commitment. The findings contribute to the brand advocacy and customer brand engagement literature. This study also makes a theoretical contribution to the involvement – commitment model. Practical implications of the findings are discussed.

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.