Development Of Brand Loyalty Research Articles

The Influence Of Personality Traits And Self-Congruity On Customer Satisfaction And Brand Loyalty At El's Coffee In Bandar Lampung

The development of the lifestyle of consumingcoffee has long been a business opportunity for entrepreneurs to set up coffee shops. To complete the current understanding of the importance of coffee shop branding. This research was conducted using quantitative research. The data in this research uses primary data obtained by distributing questionnaires. The data obtained was then explained descriptively and using structural equation modeling (SEM). The population in this study were Tokopedia users, totaling 400 samples. The sampling technique is carried out using probability sampling, the type is purposive sampling. The research results show that this research supports the proposed hypothesis: (1) Personality traits have a positive and significant effect on harmony, (2) Personality traits have a positive and significant effect on customer satisfaction, (3) Personality traits have a positive and significant effect on customer satisfaction. significant impact on customer satisfaction. significant effect on consumer satisfaction, (3) Personality traits have a positive and significant effect on consumer satisfaction. positive and significant effect on brand loyalty, (4) Conformity has a positive and significant effect on customer satisfaction, (5) Conformity has a positive and significant effect on brand loyalty, (6) Customer satisfaction has a positive and significant effect on brand loyalty. From the research results, these findings confirm that coffee shop owners must be encouraged to develop brand loyalty by investing in customer satisfaction. Coffee shop managers must also try as much as possible to understand the needs and desires of their customers.

Influencer-driven loyalty: Understanding the mediating role of customer brand engagement in the relationship between social media influencers and brand loyalty

ABSTRACT Factors developing brand loyalty through social media influencers (SMIs) are immensely important to academics and marketing practitioners since it is a remarkable driver of organizational success. This research investigates the impact of SMIs homophily in developing customer brand engagement (CBE) and its impact on BL. We collected valid data from 412 respondents using laptop brands in Pakistan and used structural equation modeling to analyze the data. The findings indicate that the SMIs homophily is crucial in establishing CBE and BL. The results further show that CBE’s emotional and cognitive dimensions significantly mediate the relationship between SMIs homophily and BL. However, the emotional CBE has a stronger mediating impact on BL. The study provides valuable insights for brand managers to hire SMIs who resemble their fans to grab their loyalty toward the brand. This study unfolds new avenues in social media marketing, consumer behavior, and branding literature by understanding the association between SMIs homophily, CBE, and BL.

THE RELATIONSHIP BETWEEN RISK AVERSION AND BRAND LOYALTY IN MEN’S CARE PRODUCTS

Developing e-commerce platforms in Indonesia has also contributed to the growth of the cosmetic and personal care product sector. Currently, cosmetic products are no longer only intended for women but also men. Thus, creating opportunities and a conducive environment for the emergence of new companies. With the increasing number of companies in the men's cosmetic industry today, building brand loyalty is one of the biggest challenges companies will face. This study aims to explore the relationship between risk aversion and brand loyalty and test whether this relationship is mediated by brand trust and brand affect in men's purchase of cosmetic and body care products. The sample selection was carried out using a purposive sampling method with 130 respondents with the criteria of being male students in Surabaya. Data analysis using SEM-PLS variant-based structural equation method. The results showed that risk aversion is statistically significant in influencing brand trust, brand affect, and brand loyalty. Brand trust and brand affect are also statistically significant in influencing brand loyalty. By analysing brand loyalty and the variables that influence it, cosmetic and men's body care product companies can understand how to develop brand loyalty, especially by paying attention to risk aversion, brand trust, brand affect, and brand loyalty.

Rooting for the green: consumers and brand love

PurposeThis study aims to investigate the nature of relationships between consumers and green brands and notably their role in shaping green brand evangelism. More particularly, the study first focuses on the influence of green relational benefits (confidence, self-expression, socialisation and altruistism) on green brand loyalty and subsequently the direct effect of green brand loyalty on green brand evangelism.Design/methodology/approachData were collected using an online survey administered to a sample of 101 graduated female consumers of green personal care and beauty brands. Partial least square structural equation modelling was used to test the hypothesized relationships of the proposed conceptual model.FindingsThe study results demonstrate the existence of a positive and direct impact of confidence, socialization and self-expression benefits on green brand loyalty, with a stronger influence of confidence compared to the other benefits. Green brand loyalty generates a positive green brand evangelism from consumers.Practical implicationsTo promote green brand evangelism, managers should invest in actions that enhance consumer loyalty towards green brands through a combination of confidence, socialization and self-expression benefits.Originality/valueAlthough previous studies have discussed how relational benefits contribute to the development of brand loyalty, the issue has not been examined from a green brand perspective. In addition, this paper explores the antecedents of green brand evangelism, which have not been sufficiently addressed in the existing literature.

Destination social responsibility drives destination brand loyalty: a case study of domestic tourists in Danang city, Vietnam

PurposeThis study aims to identify how perceived destination social responsibility (DSR) drives destination brand loyalty through a jointly and independently mediated mechanism of cognitive and affective components (e.g. tourist-destination identification, cognitive image, affective image and tourist satisfaction) and to examine the moderating role of individual-level collectivist values in linking perceived DSR and tourist behaviors.Design/methodology/approachAn online survey is conducted to collect the data of 351 domestic tourists visiting an urban tourism destination (e.g. Danang City) in Vietnam. A serial multiple mediation model and moderation model were examined by applying covariance-based structural equation modeling.FindingsThis research’s results highlight the leading factors of perceived DSR in the process of forming destination brand loyalty and confirm the vital role of the intermediary mechanism of tourists' cognition and affect during this process. The chain of causal relationships DSR → TDI → CI → AI → TS → DBL confirms the role of perceived DSR as an essential prerequisite factor of DBL, creating a close connection to tourists' cognition and affect and contributing to improving destination brand loyalty. Individual-level collectivist values were found to positively moderate the links between perceived DSR and tourist-destination identification, affective image and destination brand loyalty.Research limitations/implicationsFuture research would provide insights into the links between perceived DSR and tourist behaviors by considering moderating variables (e.g. cultural distance and tourist types) and uncovering specific insights into each destination stakeholder's DSR activities.Originality/valueA new integrated model of destination brand loyalty development is proposed to explore a new path for destination brand loyalty formation through cognitive, affective and cognitive-affective pathways. This moderating stream of examining individual-level collectivist values can make a significant contribution to the extant tourism literature by promoting a more positive tourist perception of DSR, thereby increasing tourists' knowledge, beliefs and emotions and enhancing destination brand loyalty.

Search Online and Purchase Offline: The Role of Instagram Marketing, Consumer Behavior and Webrooming in Building Brand Loyalty

In Pakistan, consumers’ brand loyalty is changing due to emergence of advanced and modern marketing strategies. Therefore, the bricks and clicks businesses are facing allot of challenges because of deviating consumer behaviors in showrooming and webrooming modes. This study aims to explore webrooming as an appropriate strategy for developing brand loyalty for bricks and clicks businesses in Pakistan. The target population of this study was the consumers who purchased different online brands in Pakistan. The data was collected on a five-point Likert scale questionnaire and analyzed through Smart PLS 3.0. This research concludes that bricks and clicks businesses can utilize webrooming to develop brand loyalty by modifying consumer behavior through Instagram marketing. This contribution to the body of literature is remarkable as this area of research was not considered by any earlier studies in consumer behavior domains. The academic and marketing implications of this study are appropriate for developing strategies to modify consumer behavior for brand loyalty with Instagram marketing and webrooming.

Structural Framework of Brand Loyalty Affected By Feature Connotations Through Attitude Towards Shopping in Merchandising

Purpose -In merchandising subjected to a rapid consumption cycle and many warning bombardments that trigger sudden purchasing,ensuring that consumers remain loyal to the store has been important. This study's purpose is to shed light on the structural framework of which brand loyalty is affected by feature connotations through attitude towards shopping in merchandising.Design/methodology/approach-373 responses are interviewed face-to-face for a well-known clothing brand in Istanbul. How brand loyalty is affected by feature connotations through attitude towards shopping is structurally analyzed by the extent of the positivity, strength, and uniqueness of the connotations. The extent of brand loyalty refers to being more willing to pay, defensive about the store in opposing views, and inclined to recommend it to others. Some store features are highlighted including ease of access, acclimatization conditions, shelf layout, price image, and perception towards sales personnel.Findings -Thanks to strong, unique, and positive features associated with the store, consumers become more loyal to the store brand. All features except for shelf layout develop positive attitudes toward shopping, thereby increasing brand loyalty. The highest indirect effect on brand loyalty belongs to the price image, followed by, respectively, acclimatization conditions, perception towards sales personnel, and ease of access. Acclimatization condition has a positive direct effect whereas ease of access has a direct but negative effect on brand loyalty. Discussion –The relatively superior effect of price perception on shopping attitude shows that it is the focus of brand loyalty development activities. This can be supported by acclimatization conditions, perception towards sales personnel, and ease of access. To gain the loyalty of store customers, alternative ways exist if the acclimatization conditions feature is improved. In the case of other store features, shelf layout is not our priority criteria in developing brand loyalty because it is ineffective.

The Influence of Customer’s Brand Experience of Chatime X BT21 Collaboration Towards Brand Loyalty

Chatime is a boba drink company. They provide variety of drinks and toppings. In the collaboration, they also provide new drink variants and merchandise. During the pandemic, Chatime saw a drop in sales as well as a drop in customer satisfaction. Thus, Chatime was implementing one of their key marketing tactics, Collaboration. They were collaborating with BT21 at the time to give the new experiences to the consumers, and it turned out to be one of their best collaborations compared to the other Chatime collaboration. However, regardless of the Chatime x BT21 collaboration, the collaboration has not been tested whether it can leads to Brand Loyalty. The purpose of this study was to assess whether Brand Experience in terms of collaboration between chatime and BT21 can leads to Brand Loyalty. This study used a survey method towards 369 participants who had previously consumed Chatime x BT21 at least once during the collaboration period, and PLS-SEM was used to assess the association between the variables. The findings showed that Brand Experience has a significant positive influence on Brand Trust, Brand Satisfaction, and Brand Love. However, Brand Satisfaction did not have a significant positive influence on Brand Loyalty. This research provides some references for developing new collaboration and marketing methods for Chatime. This study provides several references for enhancing Chatime's marketing strategy. The findings of this study will be useful to marketers since this study provides in-depth practical information on how Brand Experience may enhance Brand Loyalty through Brand Trust, Brand Satisfaction, and Brand Love. Then, marketers are able to concentrate on how to develop Brand Loyalty by providing the finest experience, which may maximize earnings.

Role of Corporate Social Responsibility in Building Brand Loyalty and Purchase Consideration of Products and Services for Millennials

Can Corporate Social Responsibility have marketing implications and create value for the firm? This is a question which marketing managers often face. This study helps to examine and identify if CSR has a role in building brand loyalty and purchase consideration of products and services for Millennials. A questionnaire was rolled out, and factor analysis was conducted on the data. The Findings suggest that CSR does help in creating a strong brand image, adds to the brand value of the firm, and helps to develop brand loyalty in the consumers and firms, which invest in CSR, are easily recognized by the consumer and thus helps them to consider the firm for the purchase of products & services. Thus, Marketing Managers should focus on aligning CSR activities, so the consumer can also be engaged with the brand and adds value to all stakeholders. Thus if CSR managers enforce in their organizations to make sustainable products, customers can be won on product differentiation.

Nexus between Effective Payment Methods, Low Distribution Charges, Low Transit Time and Online Brand Loyalty: Moderating Role of Effective Management

The online brands in Pakistan are facing brand loyalty issues as the market is new and emerging for Pakistani consumers. The less satisfaction of consumers with different operations of online businesses is the fundamental reason for this loyalty challenge. The purpose of this study is to identify different factors that are contributing to the brand loyalty of online businesses in Pakistan. The Likert scale questionnaire was used to collect data from the Pakistani people with a random sampling technique. The Partial Least Square (PLS) method is used to test the relationship between different variables of the study. The study highlights that effective payment method, low distribution charges and low transit time has key responsibility for brand loyalty of the Pakistani customers with moderating role of effective management. The study is a contribution to literature and knowledge as the framework of the study contains significant variables. The practical implications of this study would provide a way for online businesses in Pakistan to develop brand loyalty.

Understanding the Concept of Social Media Marketing: The Role of Marketing Dimensions Influencing Consumer Brand Loyalty

Marketing through social media has become one of the largest platforms for human interaction in the past decade. The total number of social media users in Pakistan has crossed 35 million, which is 16% of the population. This research focuses on empirically testing a theoretical model having social networking, community engagement, and brand use as main antecedents impacting brand loyalty with brand trust as mediator. This research used a comprehensive model of brand loyalty for the development of social media strategy to influence consumer's brand perceptions along with brand trust. The population of the study consists of those 500 consumers belonging from public sector platforms who use social media channels to purchase the products. Moreover, a non-probability convenience sampling technique is applied to gather the data via the electronic survey method. Furthermore, Structural Equation Modeling (SEM) technique, Reliability analysis, Confirmatory factor analysis techniques are applied to test the proposed hypothesis as proposed by Heir et al., (2013). The results show a significantly affirmative and direct effect of social networking on consumer brand loyalty. Community Engagement and Brand usage also substantially affects consumer loyalty with the mediating role of brand trust. The findings validate a significant role of community engagement and social networking in developing brand loyalty. Thus, the research findings are expected to be helpful for marketing firms in managing their social media communication tools.

The Effect of Electronic Word of Mouth (E-Wom) and Brand Image on Repurchase Intention Moderated by Brand Trust in the Garuda Indonesia Airline

Repurchase intention is a commitment of a customer formed as a consumer purchases a product or service. Many factors influencing repurchase intention, including the E-Word of Mouth (E_WOM), brand image and brand trust. E-WOM is an effective tool for building brand awareness, creating hype in the market, influencing purchasing decision and developing brand loyalty. Brand image is a description of association of consumer beliefs in a particular brand. Brand Trust is a customer's desire to rely on a brand at any cost. The present study is a survey using an associative quantitative approach aimed at determiniong the effect of E-WOM and brand image on repurchase intention moderated by brand trust. The population of the study included all customers of Garuda Indonesia airline who have used the airline in the past year, especially the Garuda Indonesia Medan, which amounted to 36,000 during 2019. The sampling method used a sample formula with certain criteria so that were 100 samples. The data collection method used a questionnaire. Data analysis used path analysis. The results of the the study showm that E-WOM has a significant effect on Brand Trust. Brand Image has a significant influence on Brand Trust. Brand Trust has a significant positive effect on the Repurchase Intention variable. E-WOM has a significant positive effect on variable Repurchase Intention. Brand Image has a significant effect on the Repurchase Intention variable through Brand Trust. E-WOM has a significant positive effect on variable Repurchase Intention through Brand Trust. Brand Image has a significant effect on the Repurchase Intention. In other words, Brand Trust is proven to moderate the influence of Brand Trust on Repurchase Intention. It is recommended that Garuda Indonesia Airlines provide consistent, fast and quality service so that it gets positive reviews from customers which will increase Repurchase Intention of Garuda Indonesia flight tickets. Keywords: E-WOM, Brand image, brand trust, repurchase intention.

The Role of Mobile Applications in Building Customer Loyalty: A Qualitative Study

In an increasingly competitive environment, brands need to retain existing customers and attract potential customers. Brands that employ various promotional activities to develop brand loyalty use different strategies. Especially with the developments in technology and the increase in social media use, mobile applications have become tools for these promotional activities. From this point of view, this study aims to examine the importance of mobile applications in creating customer loyalty. For this purpose, the Starbucks brand, one of the leading coffee chains in the world, was selected. A qualitative research method, semi-structured interviews, was conducted with 20 participants. While selecting the participants, customers who fit the definition of “loyal customer” in the literature were chosen. The question form consisted of two parts. In the first part, information about the participants’ demographic characteristics was collected, and in the second part, questions related to the purpose of this research were asked. The findings of the research were examined under the following themes namely; loyalty drivers of the customers, usage of mobile applications and customer loyalty, and impact of the mobile application on customer loyalty. Loyalty drivers of the customers were examined under three main themes as service-related choices, location of the stores, quality and taste. Besides, under the “Servicerelated choices” theme, internal environment and store atmosphere, and self-service sub-themes were discussed. As a result, it was revealed that service related choices, quality-taste, and location of the stores are the drivers that effect customer loyalty. The mobile applications were not used frequently by the consumers yet, and it was not found as a strong indicator of customer loyalty.

Developing Brand Loyalty through Consumer Engagement with Brand Communities in Social Media

Despite the importance of consumer engagement in social media, the theoretical meaning and dimensionality remain unclear to date. This paper addressed this void by proposing consumer engagement as a multi-dimensional model consisting of cognitive, affective and behavioral dimensions and testing the model along with its antecedents (brand and product involvement) and consequence (brand loyalty) in the context of brand-hosted social media communities in South Korea. This study used a web-based survey method for data collection (N = 364). Results of SEM provided empirical evidence that supports consumer engagement as a three-dimensional construct. Further, both brand involvement and product involvement were found to positively influence all three dimensions of consumer engagement which further contribute to brand loyalty. This study contributes to the social media marketing literature by validating the three-dimensional model of consumer engagement within brand social media communities. Additionally, the results guide marketers to take consumer differences in product and brand involvement into account in facilitating consumer engagement with brand communities on social media.

Marketing a Destination Brand Image to Muslim Tourists: Does Accessibility to Cultural Needs Matter In Developing Brand Loyalty?

Worldwide, Muslim travelers are expected to be worth more than US$450 billion by 2026. Ignoring Muslim tourists would be a missed opportunity for any country’s economy that depends on tourism. This study aims to help non-Muslim tourism providers to understand what Muslim travelers require. Specifically, the study posits that accessibility to cultural needs and brand image affects customer satisfaction, which in turn influences brand loyalty among Muslim tourists. Religiosity plays a role as a moderating variable. Quantitative data was collected from 291 Muslim tourists visiting New Zealand that is predominantly a Christian country through online and mall intercept surveys. The study has adopted Hayes’s PROCESS Model 8 to test the mediated–moderated model. The results indicate strong support for the research model. Finally, the study provides some theoretical discussions and strategic managerial implications on how to offer Muslim tourists the best possible experience.

The Role of Brand Page Experiences on Consumer Engagement in Social Media

This study develops and empirically tests a comprehensive model of consumers'' brand page experiences that illuminates dynamics among perceived values (practical value, stimulation, enjoyment, and social identification), brand page engagement dimensions (cognitive engagement, affective engagement, and behavioral engagement) and brand loyalty. An online survey was employed for data collection. We collected 358 usable responses for data analysis. Structural equation modeling results show that three dimensions of perceived values (practical value, perceived enjoyment, and social identification) positively affect brand engagement dimensions, while perceived stimulation affects affective engagement only. As for the roles of brand page engagement, affective and behavioral engagement positively influence brand loyalty. This study demonstrates how consumers'' perceived values of brand page experience influence each dimension of brand page engagement and how each dimension has a different impact on brand loyalty. The results of this study provide substantive contributions to the consumers'' brand page experience and engagement literature and brand page management on social media for developing brand loyalty.

MODEL PEMBENTUKAN BRAND LOYALTY MELALUI REBRANDING DAN RATIONAL APPEALS

In the competitive telecomunication industry, brand loyalty has become an important issue. Strong brand and marketing activity are becoming one of the critical levers for company’s differentiation and successed. The aim of this study is to find the impact of rebranding and rational appeals on brand loyalty development while using brand image as mediator in Indosat Ooredoo. The sample consist of 100 respondent as Indosat Ooredoo consumer who live in Semarang. Through a structured questionnaire data were collected and with the help of SPSS, analysis was made. The results reveal that rational appeals and rebranding has significant effects on brand image. Rebranding has no impact on brand loyalty, while Indosat Ooredoo’s rational appeals and brand image has significant effect on building consumer’s brand loyalty. In the other side, rational appeals has directly impact on brand loyalty, while rebranding has undirect impact on loyalty throuh brand image as mediator.Keywords: rebranding, rational appeals, brand image, brand loyalty

Young adult consumers’ involvement in branded smartphone based service apps

Purpose The purpose of this paper is to investigate various factors that shape young adult consumers’ smartphone-based service app involvement and their subsequent development of brand loyalty for the app. Design/methodology/approach A survey was conducted to test the hypothesized relationships. The survey data were analyzed using SPSS-based PROCESS macro (Hayes, 2013). Findings The study results show that consumer can perceive an app to be largely hedonic or utilitarian, and the perceived app design (hedonic vs utilitarian) impacts consumers’ involvement with a particular service app category. Further, the findings elucidate that the impact of app hedonism on app category involvement is moderated by consumer’s surfing task orientation and the extent to which app arouses their imagination. On the other hand, the impact of app utilitarianism on app involvement is moderated by consumer’s information-seeking task orientation and perceived relevance of the information. Finally, app category involvement predicts loyalty toward a particular brand in the service app category. The effect of app involvement on brand loyalty is moderated by hot and cold brand relationship quality in cases of hedonic and utilitarian apps, respectively. Originality/value The value of this research lies in identifying relevant managerially actionable moderators that shape the relationships between perceived dominant app design (hedonic vs utilitarian), app category involvement and app brand loyalty.

Unveiling heterogeneous engagement-based loyalty in brand communities

PurposeAlthough recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in brand communities, little is known about the nature of individuals’ brand engagement in brand communities. This study aims to identify brand community members’ segments in terms of their brand engagement within the community; help us understand if these segments use a different approach in the development of brand loyalty; and develop mechanisms that can be used to identify members of these segments.Design/methodology/approachThe paper adopts a quantitative approach and uses a total of 970 responses from members of Facebook brand pages in three popular languages on Facebook (English, French and Spanish). Data are analysed with structural equation modelling, integrating FIMIX-PLS and POS-PLS.FindingsThe results reveal that cognitive, affective and behavioural engagement dimensions play a different role in driving brand loyalty. Three different segments of engaged consumers exist (emotional engagers, thinkers and active engagers). Variables related to the perceived value of the brand community provide initial explanations as to the differences of the consumer groups.Research limitations/implicationsThe data were collected from a specific type of brand communities (Facebook-based, company-managed brand communities) and are self-reported.Practical implicationsThis work demonstrates the heterogeneity of brand community members in terms of their brand engagement profile and the effect of this profile on the formation of behavioural brand loyalty. Suggestions on identifying members of these segments based on the value that they get from the community are offered.Originality/valueThis work extends the brand engagement and brand community literature. It is the first work that provides this nature of actionable suggestions to the teams supporting brands with brand communities.

PENGARUH PERCEIVED QUALITY DAN BRAND IMAGE TERHADAP BRAND LOYALTY DAN BRAND EQUITY

The purpose of this study was to determine the effect of perceived quality and brand image on brand loyalty and brand equity. This research is in the form of associative and carried out on consumers of Samsung Galaxy mobile phones. The sample in this study amounted to 112 people taken using purposive sampling sampling technique, namely the technique of determining the sample with certain considerations that are considered to represent the population. Data analysis techniques are carried out using Structural Equation Modeling (SEM) with the AMOS 16.00 program. The results of this study indicate that all hypotheses are accepted. Perceived quality and brand image have a positive and significant effect on brand equity. This means that good perceived quality and brand image will form a good brand equity for the company. Perceived quality and brand image have a positive and significant effect on brand loyalty. When the perceived quality of consumers towards good brands and the resulting brand image is good, consumers will develop brand loyalty. Then brand loyalty has a positive and significant effect on brand equity. With the brand loyalty of consumers it will add to the positive value that the brand has and will add to the brand equity of the brand and company.