Determinants Of Brand Loyalty Research Articles

Financing and Marketing Dynamics of Brand Loyalty and Consumer Satisfaction in Pakistan

This study investigates the pivotal proxies influencing Aaker's brand loyalty model, focusing on both a general fashion brand context and, more specifically, a Pakistani fashion brand, Nishat Linen. The study examines indicators such as brand image, customer satisfaction, brand differentiation/personality, salesperson personality, service and product qualities, and product price to discern their potential impacts on brand loyalty within the outlined fashion brand framework. A total of 312 responses were collected via restricted non-probability sampling to scrutinize the hypotheses posited in this study. The findings substantiate that both the brand image and salesperson personality wield a significant and positive influence on brand loyalty and consumer satisfaction at t > 1.5, particularly in the case of Nishat Linen. Notably, consumer satisfaction emerges as the most influential factor in shaping brand loyalty at t > 1.5 for this brand. Additionally, the study underscores that the personality of the salesperson, and the differentiation of the brand, which contributes to its overall personality, also hold significance for consumer satisfaction at the same t > 1.5. In conclusion, this research provides valuable insights into the determinants of brand loyalty in the context of a fashion brand, shedding light on the specific relevance of brand image, salesperson personality, and consumer satisfaction for brand loyalty.

Generation Z’s Brand Love for Skincare Products: Do Religious Beliefs Matter?

To date, there has been no prior research examining the relationship between brand love as a determinant of brand loyalty and e-WOM specifically for halal skincare products. This study investigates how Muslim Generation Z might love a brand because of their religious beliefs and brand identity, resulting in brand loyalty and e-WOM that benefits the company. The questionnaire for this study was completed online by 120 participants from three cities in Central Java, Indonesia, namely Semarang, Salatiga, and Surakarta. The model was tested using PLS-SEM. The results of the research revealed that religious beliefs and brand identification affected brand love, whereas brand love affected brand loyalty and e-WOM. From this research, it can be seen that branding cannot be separated from faith. Muslims like brands that reflect their religious values and allow them to identify as Muslims. Therefore, marketers must have a comprehensive understanding of the halal concept in the manufacturing and production processes of halal skincare.

Digital consumer-based branding among football clubs; determinants of brand loyalty and purchase intention towards green brand extensions offered through digital platforms

Digital consumer-based branding among football clubs; determinants of brand loyalty and purchase intention towards green brand extensions offered through digital platforms

Digital consumer-based branding among football clubs: determinants of brand loyalty and purchase intention towards green brand extensions offered through digital platforms

Digital consumer-based branding among football clubs: determinants of brand loyalty and purchase intention towards green brand extensions offered through digital platforms

EXPLORING BEHAVIORAL AND ATTITUDINAL BRAND LOYALTY USING TRIPARTITE MODEL OF ATTITUDE

Previously, scholars have studied behavioral and attitudinal brand loyalties separately by. Brand loyalty was first studied with behavior as one dimension in the brand loyalty structure, which predominantly measures brand loyalty by repeat purchase. However, the stochastic paradigm that views behavior as a single dimension cannot explain the motivation for consistent repeat purchase behavior. Subsequently, the stochastic paradigm was replaced with a deterministic paradigm that views attitude as a single dimension of brand loyalty. Since brand loyalty is a psychological abstraction in nature, scholars viewed that a combined approach of behavior and attitude is more appropriate to address the issue of brand loyalty. This paper proposes a Tripartite Model of Attitude to explain the dimensions and determinants of brand loyalty by combining behavioral loyalty and attitudinal loyalty in one framework.

Determinants of Brand Loyalty in the Cola Industry of Pakistan: A Case Study of Pepsi Cola

The study has been comprehensively designed to understand the influence of customer satisfaction on brand loyalty. Whereas, customer satisfaction with the influence of brand personality as both the rivalry brand has significantly different positioning and personality. However, the study has purposefully incorporate brand attachment, brand trust and brand commitment as determinants of brand personality. Total 503 responses were collected using convenience sampling technique from the consumer market of Karachi, Pakistan. Primary data have been gathered with the help of quantitative five-point Likert scale questionnaire adapted from various past literature. The study has used Covariance-Based (CB) SEM model is used as data analysis method using SPSS-AMOS Version 22. The results showed that brand attachment, brand trust, and brand commitment have positive and statistically high impact on brand personality. Moreover, brand personality affects customer satisfaction positively and significantly. Also, customer satisfaction also showed statistically significant and positive influence on brand loyalty. Therefore, it has been evidently proven that brand attachment, brand trust and brand commitment were constructive determinants of brand personality, whereas, brand personality inclines customer satisfaction that eventually be translated into greater brand loyalty. It further revealed that among brand attachment, brand trust and brand commitment, brand personality was most influenced by brand trust, followed by brand commitment and least influenced by brand attachment. Hence, the companies can profoundly transform their marketing and brand management strategies accordingly for better outcomes. The study also provides some managerial and future research recommendations on the basis of results and findings.

Investigating Determinants of Brand Loyalty in Banking Industry: Empirical Evidences from Pakistan

Brand loyalty plays a vital role in banking industry of a modern era. It has become challenging task for organization to retain a customer and to make him/her a loyal customer. Banking industry in Pakistan has proved itself as a competitive and service oriented in recent years. This study is conducted to assess the impacts of service quality, trust, reputation, promotion and bank environment on brand loyalty in Pakistani banking industry. 196 respondents were selected to fill the questionnaire. Descriptive statistics, regression analysis, independent sample t-test statistical tools of SPSS 20 were used to evaluate the relationship. Service Quality, Trust and Reputation showed the significant and positive impact on brand loyalty, whereas Promotion and Bank Environment proved insignificant on brand loyalty. Service Quality showed the highest impact on brand loyalty, whereas Reputation and Trust of a bank resulted as second and third most important factors in assessing brand loyalty of a bank in Pakistan.

Factor model of social media marketing effect on brand loyalty

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.

Determination of Brand Loyalty in Telecommunication Industry: a Literatur Review

This study focuses on the concept of "brand loyalty". The concept of brand loyalty is an important issue in the telecommunication industry and is one of the strategies in relationship marketing. This paper reevaluates the comprehensive determinants of brand loyalty, by testing the model proposed in previous research as a determinant of brand loyalty. The determinants of brand loyalty are service quality, customer satisfaction and brand trust. Several previous studies have addressed the relationship between service quality, customer satisfaction, and brand trust with brand loyalty and the study also presents various current research shortcomings and trends for future studies in the telecommunications industry.

Antecedents of Brand Loyalty in Beverage Industry of Pakistan, Moderating Role of Brand Image

The aim of the current study was to examine a few antecedents of brand loyalty, such as brand awareness, perceived quality, especially focusing on the moderating role of brand image. The data were collected using survey method and statistical techniques such as correlation and regression were used for analysis and interpretation of the said data. The results indicated a positive relationship between perceived quality and brand loyalty but a negative relationship between brand awareness and brand loyalty. Additionally, no moderation has been found between brand awareness, perceived quality and brand loyalty due to brand image. Furthermore, perceived quality is found to be a determinant of brand loyalty. Overall, these results demonstrated that the influence on brand loyalty varies across various variables of study. Results from this study contribute to the marketing and brand managers seeking to improve their understanding of the ever growing brand loyalty topic

Significance of Brand name in Brand Loyalty-An Empirical Study in Automobile Sector

<p>This paper attempts to examine whether the consumer is brand conscious and he thinks that the brand name is important for him or not. According to the pilot study and interview method applied in this paper, the most important attributes considered by the customers while repurchasing the car are Price, Comfort and safety, Brand name and Customer Service. The study is based on primary data, collected from Jalandhar city of Punjab. Conjoint analysis is employed to determine which combinations of a limited number of attributes are most influential for the respondents while taking a decision in purchase of passenger car. In conjoint analysis, we use full profile approach in which profiles are reduced using orthogonal array approach. The empirical findings reiterate that consumers in this region experience that the most important attribute in Brand Loyalty is comfort and safety. This is because customers think that the features like front passenger airbags, advanced braking systems and air conditioning are very essential in the today are set up. The second important determinant of Brand Loyalty is price which may be accounted to affordability of the customer. The customers have also given relevance to customer service because the process of building the relationship with customer starts with the purchase of car but it keeps on evolving after the sale. The least importance is given to the attribute - brand name as per the empirical findings of the study.</p>

Brands Loyalty

Over the last couple of decades, the mobile communication companies have been growing rapidly and it plays a major role in the emerging economies that can't be underestimated. This study was conducted to better understand the factors that lead to brand loyalty in the Egyptian mobile retail industry as an example of an emerging economy. Based on the literature review and an exploratory study a conceptual framework was proposed that was tested using a quantitative technique. It was launched with 245 responses to test the hypothesis using SPSS tool. The findings of the research showed that Brand Trust, Customer Satisfaction, Brand Affect, and Resale Value are determinants of Brand Loyalty. The outcomes of this study will help in better understanding the determinants of brand loyalty and can be used by marketers to know how to create loyalty of the Egyptian consumers to the multinational brands in the mobile retail market.

The evolution of brand personality: an application of online travel agencies

Purpose This study aims to assess how continuous outcomes of brand personality vary as a function of time and other predictors. Specifically, the author investigates the roles of brand trust on the direct influence of brand personality, resulting in brand loyalty. Design/methodology/approach Using a longitudinal study of online travel consumers, the author demonstrates that the process of brand evolution is related to the investigation of both temporal and carryover effects. Findings The findings show that the effect of the brand personality–brand trust linkage decreases over time and leads to the re-evaluation of three dimensions of brand personality when changes in consumers’ perceptions are involved in brand evaluations. Another interesting finding is that the carryover effects of these three dimensions of brand personality are much stronger and stable than the effects of brand personality and brand loyalty. Furthermore, this research uncovers the important boundary conditions for the effects of brand trust on the brand personality–brand loyalty linkage. Originality/value This study contributes to the growing literature on tourism management by examining both temporal and carryover effects and using the longitudinal approach. Thus, our study extends prior findings by examining the dynamics of brand personality as determinants of brand loyalty as they develop over time.

A Study of Determinants of Brand Loyalty in Cosmetics for Women Consumers of Pune City Using Path Analysis via Regression

With increasing competition in the cosmetic sector, nowadays, consumers are repeatedly flooded with information on different brands in the same product category of cosmetics. In such a situation, it might be a very costly affair for a company to ensure brand loyalty amongst existing customers. As a result, it has become imperative for the marketers to have a greater knowledge of the determinants of brand loyalty, that is, the factors that influence consumers to become and remain loyal to a particular brand of cosmetics. In the present article, an attempt has been made to determine the various determinants of brand loyalty in cosmetics for women consumers of Pune city. This study is important, as it will allow the marketers of cosmetic brands in Pune city to focus on the major determinants that will enable them to win and retain loyal customers rather than trying to take care of all the influencing factors. The research paper is based on primary data, which was collected from 597 women (aged between 18-58 years through personal administered survey and questionnaire answered through web-based survey). Data were analyzed using computer softwares like SPSS and Microsoft Excel. Various statistical techniques like chi-square test, factor analysis, multiple regression analysis, path analysis via regression (with correlation matrix input), and so forth were used for analyzing the data.

Social Marketing Mix Dimensions as Determinants of Brand Loyalty: A Case Study

1. IntroductionOne of the most important goals for brand owners is to develop brand loyalty in their customers. Loyal customers are regarded as a certain source of profitability for companies and given the environment of uncertainty, it brings a suitable margin of safety for them (Harris & Goode, 2004; Woodside & Walser, 2007). On the other hand, social marketing mix is a group of tools used to control and, if combined, that allow organizations to respond to the target market and audience (Kotler & Armstrong, 2000). This study aims to explore the relationship between social marketing mix and brand loyalty through a case study of Naein hand-woven carpet.2. Literature Review2.1. Concept of Social MarketingSocial marketing was proposed for the first time at the end of 1960's and beginning of 1970's (Saunders et al., 2015) when some researchers such as Kotler used the concepts of business marketing for an extensive range of social problems and concepts (Kotler & Levy, 1969; Kotler & Zaltman, 1971). The social marketing discipline is maturing fast. There are growing numbers of academic courses in social marketing around the world (Spotswood et al., 2012). It has been designed from the body of different kinds of knowledge such as psychology, sociology, anthropology, politics, and communicative theories along with scientific fields in advertising, public relations, and market research.Social marketing tries to create positive social changes and can be used to foster suitable products, creating a target audience, preventing unsuitable products and services, and finally enable promulgation of welfare (Serat, 2010). Indeed social marketing is the use of marketing techniques in social problems in order to create the motivation to perform an act or behavior in people that is helpful for them (Ricordeau et al., 2003). Generally, social marketing intends to achieve one of the following (Kotler et al., 2002):i. accepting the new behavior among the potential behaviors,ii. adjusting the current behavior, andiii. quitting the previous behavior.Also, the change of behavior is voluntary, which helps in understanding what people know, believe, and do by using a customer-orientation approach (Ghasemi & Bordbar, 2015).Social marketing has remained essentially an application of commercial marketing principles to a planned behavior change strategy (Lee & Kotler, 2011). Social marketing literature and texts emphasize both customer-centricity and also voluntary behavior change. However, in a situation where customer consultation and research indicate that direct regulation is both supported and the most effective approach, both are required (Maryon-Davis, 2010).Craig Lefebvre advanced three propositions that are useful in guiding our thinking about new ways to broaden the intellectual and disciplinary horizons of social marketing (Saunders et al., 2015). These are:i. All social marketing stakeholders have a part to play in the evolution of social marketing regardless of their educational background or career niche.ii. The theory and empirical basis for our work has become mired in old ways of thinking about marketing and social change and needs to be updated.iii. The practice of social marketing should both drive and reflect new marketing and social change ideas and the trans-disciplinary nature of our work (Lefebvre, 2012).2.2. Social Marketing MixAs previously noted, social marketing mix is a group of tools to control and, if combined, allow organizations to respond to the target market and audience (Kotler & Armstrong, 2000). Normally, use of social marketing mix is more complex than the business sector. The main problem refers to imperceptibility of a product that is offered to the customer.Other researchers have considered the existence of other factors in the marketing mix, among which the government, politics, and participation can be mentioned (Winrich, 1999). …

Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs

Marketing strategies for brands have shifted its focus on relationships and value creation that directly links to brand loyalty, is the main focus of this paper and two key factors: brand experience and brand commitment, within automotive sector, are investigated to examine relative relationships. These factors have already been established to have a connection to brand loyalty. However, as brand commitment consists of both affective and continuance commitment, it is still somewhat unclear about which of these aspects of commitment has the greatest, or most important impact on brand loyalty. Moreover, the existing research and literature surrounding the brand experience construct is extensive. However, it is not entirely clear regarding this construct’s relationship to brand loyalty. While some authors claim that it affects brand loyalty directly, others have found that it is a dependent variable, which, alone does not have any immediate effect on brand loyalty. This study also investigates a connection between brand experience and brand loyalty as far as automotive sector is concerned, both with and without commitment as a mediator. As a result, continuance commitment was found to not have any considerable impact on the consumer’s loyalty towards a brand, it is assumed that factors such as price and other available alternatives dos not influence this desire to maintain said relationship.

Determinants of brand loyalty: self-construal, self-expressive brands, and brand attachment

The purpose of this paper was to explore the relationships among self-construal, self-expressive brands, and brand attachment with an emphasis on understanding the link to brand loyalty in US college students (219 women; 41 men; mean age = 21.0). As a result, out of seven hypotheses, six hypotheses were accepted. Independent/interdependent self-construal is positively related to self-expressive brand. Self-expressive brand is positively related to ownership/emotion brand attachment. Ownership/emotion brand attachment is positively related to brand loyalty. Finally, self-expressive brand is positively related to brand loyalty. Results supported propositions of relationship theory and provided practical implications.

Determinants of Brand Loyalty in Health Sector of Pakistan

The purpose of this paper is to investigate the determinants of brand loyalty in health sector of Pakistan, the main theme is to study the relationship between dependent variable that is brand loyalty and determinants of brand loyalty i.e. independent variables that are brand knowledge, brand social responsibility image, service involvement and perceived service quality. Data was collected through questionnaire from customers of the health sector industry in twin cities of Islamabad and Rawalpindi. Out of 200 questionnaires 175 questionnaires received back in which 160 were properly filled which shows 80% response rate that is highly positive response. The results show that the independent variables have significant impact on dependent variable (brand loyalty). We have limited our research to the health sector of the twin cities i.e. Islamabad and Rawalpindi only, rather than the entire health industry of Pakistan. Research related to in depth analysis of the topic can be further done in different multiple dimensions. One can include much more complex demographics portion in the study in order to find out for example the impact of gender on the variable of brand loyalty.

Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty

Loyalty is without doubt a crucial construct in marketing and has major implications for any businesses, since in the modern world it is not sufficient to merely attract new customers – retention and re-purchase is a key component of success. One of the most common determinants of loyalty is customer satisfaction and although it plays a major role, there are other variables, especially intrinsic to the consumer, which also affect loyalty and repurchase behaviour. This paper shows that customer loyalty can be explained by customer satisfaction, perceived value, trust and variety seeking, and shows the direct and indirect effects among those constructs and other constructs. The model suggested by this study may be seen as an extension of the American/European customer satisfaction index (CSI) model. Within the limitations of the study, the theoretical and managerial implications of these findings are discussed. Key words: Customer loyalty, customer satisfaction, perceived value, brand trust, variety seeking, brand switching, structural equation modelling (SEM).

Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty

Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty