Formation Of Loyalty Research Articles

Brand-Management Theoretical Principles in Music Business

Introduction. Today there are many music artists, and each creates a large amount of musical and visual content. But the modern consumer is increasingly critical of the content consumed. The task arises to convey the artist's work to a wider audience, to create a strong loyal fanbase. This is the case when brand management is worth mentioning, which allows promoting the audience loyalty formation for a long time. Purpose and methods. The purpose of the article is to substantiate the theoretical foundations of brand management in the organization of the music business for increasing the music artists' competitiveness and their promotion effectiveness in the music market. The system approach, methods of analysis, and synthesis, in particular, analysis of the literature about brand management, its effectiveness evaluation, and promotion of music artists are used. Results. The essence and significance of brand and brand management, features of brand management in the music business are revealed. Theoretical principles of brand management in increasing the competitiveness of music artists and their promotion effectiveness are considered. The main methods of evaluating the effectiveness of brand management are described. Conclusions. The scientific novelty of the article lies in offering to consider a music artist as a brand and promote it in the market according to the principles of brand management. It also proposes to transfer the methods of estimating the product brand building and promotion efficiency to the musician’s brand. The significance of the research lies in the possible use of its results in the integration of brand management into music artists' promoting strategy in Ukraine, as well as in developing recommendations for the promoting strategy of Ukrainian show business music artists.

MARKETING ASPECTS OF TOURISM ENTERPRISE DEVELOPMENT AT THE REGIONAL LEVEL UNDER THE INFLUENCE OF GLOBAL TRENDS

The aim of the work was to investigate theoretical and applied problems of tourism business development taking into account regional specifics and trends of changes in the demand for tourist services under the influence of global influences and threats. The article notes the strategic role of the tourist industry for socio-economic development of the region. It shows the profitability of using the modern marketing approach for the tourism industry for activation of consumer’s consumption and formation of loyalty to tourist services with the aim of creating competitive advantages of tourist enterprises in the new realities. Revealed the main global trends in changes of popitu for tourist services and identified a number of priority tasks for representatives of the tourist business under their influence, The article describes the status of the tourist business under their influence, which is associated with the processes of automation, technology, informatization, digitalization in the key business processes of tourist activity. The state of tourist potential at the level of the region is characterized and peculiarities of carrying out tourist activity at the micro level – an enterprise represented at the regional tourist market and gives tourist services to its clients are analyzed. The new types of tourist services, which can be realized in the conditions of the region by the enterprise of tourism sphere are defined. The attitude of consumers to new types of tourist services thematic focus on the regional level and established measures for solving the revealed problems with the aim of developing new areas of tourist activity of the enterprise. Examined the tools of marketing communication, which is used by the company in the regional tourism market. Presented recommendations for improving marketing communications of enterprises in the tourism industry at the local level with the aim of enhancing the impact on the consumers of tourist services. The need for innovation in the field of tourism and implementation of new marketing technologies, namely digital and branding, was revealed, with the aim of keeping the attention of consumers and establishing long-lasting constructive contacts between the tourist enterprise and customers, which will contribute to the development of tourist activity in the region in view of the trends of global changes in the tourism industry.

Loyalty and public transit: a quantitative systematic review of the literature

ABSTRACT Cities are becoming more and more car-dependent. In tandem, public transit systems are facing an increasing loss of ridership. In this scenario, researchers have started investigating loyalty behaviour to understand what encourages user retention. This paper reviews the academic literature on loyalty formation in public transit, including (i) the research context; (ii) the methods applied and the assessment of heterogeneity; (iii) the conceptualisation and operationalisation of loyalty; and (iv) the influence of researched constructs on loyalty. Finally, potential avenues for future research are highlighted. The literature is largely concentrated in Asia, North America, and Europe. Most studies use a combination of quantitative data, cross-sectional design combined with survey data collection, modelling, and, to a lesser extent, clustering. In this sense, structural equation modelling (SEM) is broadly applied. The loyalty construct is usually operationalised according to attitudinal variables, while behavioural measures are less assessed. The research on this field is strongly influenced by marketing theory. Consequently, service quality, satisfaction, and perceived value are often modelled. Both satisfaction and service quality are repeatedly shown to have a strong positive influence on the development of loyalty. Nonetheless, the operationalisation of these constructs can differ greatly across studies, which makes it harder to compare the findings. Additionally, most SEM studies only report direct effects, which inhibit assessing the full influence of the variables on loyalty. There are also small clusters of research on other variables, such as image, involvement, problem experiences, and social psychology variables. To different degrees, these constructs are found to influence loyalty. Sometimes, even to a greater extent than service quality and satisfaction. In this sense, future research could benefit from further exploring these less research variables as they can bring new theoretical and operational perspectives to the current understanding of loyalty behaviour.

Resident loyalty formation for the survival of African-ethnic restaurants during COVID-19: the adaptive capabilities logic

PurposeThis qualitative research aimed to explore the relationship between adaptive dynamic capabilities and resident loyalty formation among African-ethnic restaurants (AERs) during COVID-19 in East Africa.Design/methodology/approachAnchored on the dynamic capabilities perspective, the study uses eight case studies to obtain data based on restaurant owner-managers' lived experiences.FindingsThe paper presents six factors: (1) sensory quality promise, (2) service personalization declaration, (3) openness of technology adoption, (4) healthy food and safety assurance, (5) authenticity pledge and (6) diversity provision as prerequisites for resident loyalty formation. The findings suggest adaptive capacity as an appropriate alternative for stimulating resident loyalty formation during difficult times.Practical implicationsThe findings help managers in formulating strategies that facilitate residents' display of willingness to revisit and/or recommend others. The local restaurants can now keep modifying and adjusting their practices and processes so as to exhibit the ability to handle customer unique demands during difficult times.Originality/valueThrough this work, a model of adaptive capabilities as enablers of resident loyalty formation is proposed, hence contributing the existing body of knowledge.

THE USING OF MODERN MARKETING TOOLS IN THE CONTEXT OF SOCIAL RESPONSIBILITY OF BUSINESS

The article is devoted to the problem of using modern marketing tools in the context of corporate social responsibility. It was offered the mechanism of introduction of principles of social responsibility of business through implementation of the concept of socio-ethical marketing in business practice. It was substantiated the elements of the marketing complex for the concept of socio-ethical marketing and the modern vision of this concept, which involves the use of digital marketing tools to promote goods, services and ideas. It was analyzed the factors of global influence on the conditions of doing business, which were formulated in the following areas: a single information space; creation of new business models using artificial intelligence; the economy of shared consumption, which enhances the ability to access various sources of information, providing a multidimensional picture of consumer behaviour; increase consumer loyalty to the use of digital search tools about the characteristics of the product and the possibilities of its purchase and further use; new systems of marketing information in terms of expanding its subsystem of Internet research; the spread of cognitive technologies creates new approaches to information processing and management principles, and also contributes to the transformation of many areas of social and economic development in terms of displacing human labour as a factor in the production of some of them. It was proposad the author's approach to the modern interpretation of socio-ethical marketing, which is based on the needs of consumers in the context of the principles of social responsibility and modern digital tools for their implementation, taking into account the factors of global influence. In the context of such an approach, ethical norms and principles of corporate social responsibility must be implemented. The main purpose of socio-ethical marketing should be the formation of consumer loyalty through the creation of associations with social programs conducted by enterprises and organizations. In this context, the tasks of socio-ethical marketing should be: the analysis of the target audience; development of measures to form a system of customer loyalty and strengthen the position of the brand in a niche market; the improving the quality of goods and services and their compliance with socio-economic and environmental standards; the formation of a system of measures that will improve the quality of life. It was carried out the analysis of marketing tools in the context of realization of the concept of socio-ethical marketing in the conditions of digitalization. It was considered the conditions of development of digital marketing tools. It was determined that the marketing tools that are implemented in the digital economy have certain advantages in the formation of socially defined attributes and needs of specific social groups. However, it does not sufficiently regulate the ethical issues of using personal data of consumers in the context of digitalization. However, studies show a trend of change in the field of socio-ethical relations with consumers, the formation of a paradigm of social responsibility of doing business in new conditions with the spread of cognitive technologies for managing consumer behavior.

Attitude to reproduced disease modifying therapies in patients with relapsing-remitting multiple sclerosis: results of a medical and sociological study

The problem of an adequate choice of a treatment method in multiple sclerosis (MS) remains one of the most urgent in modern neurology. The number of patients and the cost of drugs are increasing, leading to an increased MS societal burden. However, treatment costs can be reduced due to the introduction of generic drugs, including domestic ones, which price is significantly lower.Objective: to assess the attitude of Russian patients to the reproduced disease modifying therapies (DMTs) and features influencing an attitude to the replacement from the original to the reproduced drug.Patients and methods. We interviewed 300 patients from six regions of the Russian Federation, receiving interferon beta-1a 44 μg, interferon beta-1b, glatiramer acetate, and teriflunomide, who had an experience of switching from an original drug to a domestic biosimilar drug or generic not earlier than 2009.Results and discussion. The majority of patients (63%) do not notice any changes due to drug replacement from the original to the generic one, some (28%) experience a deterioration in their well-being, and others (7%) experience an improvement in their condition. Young patients (up to 30 years) are relatively less likely to notice a deterioration in well-being after drug replacement. The clinical deterioration after drug replacement is much more often experienced by the patients whose drug was replaced in a pharmacy (74% of cases) and not by the attending clinician (only 54% of cases of deterioration). The majority (87%) of patients with relapsing-remitting MS (RRMS) did not interrupt the treatment after replacement; 13% of respondents reported that they had stopped taking the drug. Among them, there were much more patients whose drug was replaced in a pharmacy, and not due to clinician recommendation (more than 80% of such cases). Adverse reactions to a new drug are another reason for drug withdrawal (20% of all withdrawals). Patients receiving interferon beta-1b have a higher negative attitude towards domestic DMTs: 52% of the respondents gave negative feedback (compared to 20–35% in other groups). Relatively higher loyalty to Russian DMTs was observed in patients receiving interferon beta-1a (20% of negative feedback, which is noticeably lower than in other groups) and teriflunomide (a relatively higher proportion of positive feedback to Russian drugs – 25% compared to 11–16% in other groups). The majority (76%) of the respondents noted that they are interested in learning more about the development and registration of new Russian drugs.Conclusion. The majority of RRMS patients do not tend to have a negative attitude towards Russian DMTs. Consequently, the proportion of ratings in favor of Russian DMTs exceeds the weight of ratings against them. The key priority in the formation of loyalty to Russian DMTs should be changing the perception of adverse reactions. This will significantly increase the adherence to therapy and the quality of the provided treatment.

Shopping motivation in consumer loyalty formation process: the case of Spanish retail

PurposeWith the gradual decline of the small retail sector in the past recent years, few researchers have been addressing the issue from a motivational approach. This paper aimed to examine the role of utilitarian, hedonic and ethical motives in the process of forming consumer loyalty in a retail setting.Design/methodology/approachA total of 213 surveys were carried out among regular fashion and accessories shoppers in Spanish small-sized retailers. A two-step methodology proposed by Anderson and Gerbing (1988) was applied to test the model.FindingsEthical shopping motivation was found to have the most relevant impact on its perceived quality and on its reassurance to a small-sized retailer, as it represented a strategic asset. Although the most appropriate approach would not be focused mainly on ethical aspects in order to be competitive in the new retailing landscape, consumers should recognize that they are contributing to a worthy cause while enjoying the shopping experience.Practical implicationsSmall-sized retailers should provide consumers with good reasons for shopping in their businesses rather than their competitors’. Moreover, it is key to differentiate and build customer loyalty with the purpose of becoming more competitive. As a consequence, in this paper, we propose a measurement scale that can be used to evaluate abstract and complex consumers’ shopping motivations.Originality/valueThe pursuit of more precise knowledge of factors that lead consumers to shop for a specific product is vital for small-sized retailers, toward sustainable competitiveness. Here we analyzed the impact of the three innovative dimensions in shopping motivation on consumers’ perceived quality and their influence on repurchase intention.

CRM-system as the basis of formation of consumer loyalty

CRM-system as the basis of formation of consumer loyalty

From satisfaction to loyalty: the role of emotional structures in the process of transition from satisfaction to loyalty

PurposeSatisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, in the current study, we seek to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.Design/methodology/approachA total of 300 valid questionnaires on Smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.FindingsThe results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.Research limitations/implicationsGeneralizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers' brand relationships help brand managers devise effective brand management strategies.Practical implicationsThe managerial implications can guide managers toward enhancing the consumers' loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.Originality/valueThe study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty; is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty.; is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

Social Networking Service as a Marketing Technology Tool and Sustainable Business in the Lodging Industry: Investigating the Difference across Older and Younger Age Groups among Tourists

Despite the importance of social networking services (SNSs), their engagement and their role as a critical marketing technology tool in explaining travellers’ approach behaviours are not well known. The present study investigated the influence of SNS engagement on traveller loyalty generation for a chain hotel brand and the health of this business by considering the roles of brand attitude, awareness, trust, and attachment and the impact of age. Fostering customers’ SNS engagement in the hospitality industry will be a vital constituent of hotels’ sustainable business. A quantitative process was used to meet the research objectives. The proposed research framework encompassing these variables was successfully developed. The framework’s efficiency in predicting brand loyalty was also demonstrated. Our results showed that SNS engagement considerably enhances loyalty and other study constructs. Attachment had a salient role in boosting loyalty. In addition, age had a moderating influence. The study constructs maximized the influence of SNS engagement on loyalty as mediators. Overall, our results considerably increase our understanding regarding the role of SNS engagement in the formation of traveller loyalty to chain hotel brands and the sustainability of such businesses.

Antecedents and consequences of online buying behavior: a mediation study

PurposeThe study is aimed to identify the determinants of online buying behavior and their associations with the consequences of online buying behavior. The study adopted an e-loyalty framework and investigated causal links among functionality, usability, trust, commitment and loyalty. In addition, the study also attempted to investigate the mediating role of trust and commitment between online buying determinants and online purchasing outcomes. The demographic variables of age, gender and income are used as control variables.Design/methodology/approachAn online questionnaire survey was conducted on Internet users by adopting purposive sampling technique. Confirmatory factor analysis (CFA) was employed for measurement development, SEM was used for testing causal links, and percentile bootstrap with 95% confidence interval was used for mediation analysis.FindingsSignificant positive relationships were found among functionality, usability, trust, commitment and loyalty. Trust was found to fully mediate the effect of functionality and usability on loyalty. It was also found that commitment fully mediates the effect of functionality on loyalty.Research limitations/implicationsHowever, caution is advised while generalizing results of this study. The study was conducted on online retailing only. The authors recommend future studies to extend the research in other e-commerce sectors and also to perform a comparative study between online and offline retailing.Practical implicationsThis study provides some practical implications to website developers in designing a web page that caters the functionality and usability aspects in understanding e-loyalty formation process so that appropriate marketing strategies and tactics can be established to accommodate customized loyalty of each customer.Originality/valueThe study demonstrates the customer loyalty formation process in online retailing. Scanty literature has witnessed mediating role of trust and commitment in the relationships among functionality, usability and loyalty along with age, gender and monthly family income as controls in Indian sub-continent.

The Impact of Service Quality on Business Commitment in Contract Manufacturing Services: An Exploratory Study of F&B Industry in Malaysia

Business environment is highly competitive for food & beverage(F&B)industry due to the low entry barrier. In order to improve their financial performances, F&B manufacturers opt to offer contract manufacturing services (CMS).There is a formal relationship established between the service provider and the buyer. However, the impact of service quality on retaining the business relationship particularly has not been empirically investigated. To fill this gap, this study explores the determinants of contract manufacturing service quality (CMSQ) and the interrelationship between CMSQ, customer satisfaction and loyalty of the F&B CMSs’ customers in Malaysia. Four focus group interviews (28 participants) were held in this study and they comprised 12 contract manufacturers and 16 business customers. Three new dimensions were discovered from the focus group interviews; product development capability, Halal certification and outcome quality in addition to the SERVQUAL dimensions. Relevantinformation via structured questionnaires were collected via online survey and drop-off method. 146 usable questionnaires were analysed using partial least squares. The results indicate that CMSQ consists of eight dimensions namely empathy, assurance, reliability, responsiveness, tangibles, outcome quality, Halal certification and product development capability. The Empathy dimension is the most important dimension influencing customers’ decision to stay with the contract manufacturers.CMSQ was found to have a small effect size on loyalty while customer satisfaction largely influenced loyalty. The result implies that CMSQ is a complement in the formation of customer loyalty while customer satisfaction is a significant predictor of behavioural intention.The findings also provide empirical evidence that the contextual specific service quality is essential particularly for contract manufacturing in F&B.

The formation of passenger loyalty: Differences between ride-hailing and traditional taxi services

BackgroundTaxi services have played an essential role in the transport system as they contribute to urban mobility. With the rapid development of information and communication technologies, ride-hailing services, one of the typical sharing economy forms of road transport, have become increasingly popular. The uptake of app-based technologies that support the sharing economy for transport is considered to threaten the future of traditional taxi services directly. AimThis study aims to compare the direct and indirect effects of factors such as perceived benefits of booking method, perceived safety, involvement and satisfaction on the loyalty of passengers to ride-hailing and traditional taxi services. MethodA structural equation model of the relationships among these constructs was tested using data collected from 545 respondents (263 ride-hailing passengers and 282 traditional taxi passengers) who have used these services at least once a month in Vietnam. ResultsThe results have confirmed that there was a strong relationship between satisfaction and loyalty for ride-hailing as well as traditional taxi services. It was also evident that the variable describing the perceived benefits of booking method was the second strongest factor influencing traditional taxi passengers’ loyalty while the perception of safety was the second most important determinant of ride-hailing passengers’ loyalty. ConclusionsResults from this investigation offer insights for the development of strategies aiming at increasing the loyalty of ride-hailing as well as traditional taxi users. By focusing on the strengths and improving the weaknesses of each transport service, these two services can be complementary and co-existing without cannibalising each other. In turn this will lead to a transport system capable to serve all types of users.

ASSESSMENT AND RESERVES FOR INCREASING LOYALTY OF ENTERPRISE STAFF

The article deals with the level of loyalty of the personnel of construction enterprises. The comprehensive methodology. recommendations for its improvement are developed. The comprehensive methods include the following methods: assessing staff turnover, determining the degree of team cohesion, assessing the state of moral and psychological climate, determining the level of work discipline, assessing the level of motivation based on self-esteem and direct assessment of loyalty by L. Porter’s method “Organizational Loyalty Questionnaire” V. Dominyak. The base of the study was five enterprises of Zaporizhia, the main type of economic activity of which according to the NACE belongs to group 42.2 “Construction of communications”. Among the surveyed organizations were medium and small enterprises, the total number of employees of which was 487 people. The application of a comprehensive methodology for assessing the level of loyalty of construction personnel allowed to determine that the average corresponds to a satisfactory level, due to: the average level of group cohesion of labor collectives; unsatisfactory state of moral and psychological climate in small production groups; the absence of any programs at enterprises to ensure and improve labor discipline of staff; low level of motivational influence of organizational culture and the desire for self-realization of workers. Solving certain problems of the internal environment of enterprises will significantly increase the level of staff loyalty. The main directions of organizational change should be: conducting team-building activities; control and improvement of working conditions of staff; moral and material incentives for staff; analysis and forecasting of potential loyalty / disloyalty of new employees; development of a program for adaptation of new employees; development of methods of working with disloyal staff; development of a program for the development and improvement of professional competencies of staff; improvement and development of organizational culture of enterprises; formation of loyalty of the personnel of the enterprises through realization of the program of social responsibility.

Impact of tourists’ perceived value on brand loyalty: a case study of Xixi National Wetland Park

ABSTRACT With the gradual deepening of the concept of brand strategy, exploring the principle of the formation of brand loyalty in ecotourism areas in China has become an important subject. However, research on the relationships between tourists’ perceived value (TPV), brand trust, brand satisfaction, and brand loyalty is limited in the context of China’s ecotourism areas. Thus, this paper examined these relationships using the structural equation model, based on data collected in 2015 and 2017 at the Xixi National Wetland Park, a popular ecotourism area in eastern China. The results show that TPV had a significant positive impact on the tourist brand satisfaction and brand trust. TPV also significantly and positively affected both attitudinal loyalty and behavioural loyalty. Furthermore, the brand satisfaction and brand trust mediated between TPV and the brand loyalty.

Popularization of Graphic Novels in Russia and the Role of the Russian State Library for Young Adults in Formation of Loyal Library Environment

The article presents the attempt to generalize the experience of working with graphic novels (comics, manga, etc.) available in the domestic book sector. The author considers the main stages of development in the historical perspective of forms and methods of popularization and distribution of graphic novels in Russia. At the first stage, formation of the segment of graphic novels in Russia was associated with the development of the festival movement. At the second stage — with the publishing boom and distribution of publications. Later — with work with a reader of graphic novels in libraries. Development of the festival movement was carried out due to the interest, first, in Japanese cartoons (anime) and Japnese graphic novels (manga), and secondly, in American comics and European graphic novels.The author presents the festival movement in the context of the main directions: anime festivals and comics festivals (with special emphasis on the work of the ‘KomMissia’ [ComMission] festival). The article gives general characteristics of these types of festivals and reveals the degree of their involvement in the processes of forming the readership and professional environment at a certain evolutionary stage.Bookstores and public libraries are the traditional operators of book dissemination and popularization of knowledge. The author explains why the integration of graphic novels into these spaces was delayed. The article notes the importance of reader communities in social networks in creating alternative channels for selling the products of publishers of graphic novels. In 2010, the Russian State Library for Young Adults (RSLYA) established the Centre for comics and visual culture, collecting graphic novels and providing methodological assistance to libraries that use graphic novels in their work. At present, it is the Centre for graphic novels and images that provides comprehensive support to libraries. The author highlights the role of the RSLYA as a methodological centre for library services to young people in the formation of loyalty to the new phenomenon among Russian library professionals. Based on the studied processes, the article gives characteristics of graphic novels as a new segment of the Russian book market with its inherent features of positioning in the reader’s environment.

Customer Loyalty: The Difference between Full-Service Carriers and Low-Cost Carriers in Indonesia

The research aimed to look at the differences in customer loyalty on domestic Full-Service Carriers (FSCs) and Low-Cost Carriers (LCCs) in Indonesia. The differences were shown from testing the effect of service quality on customer loyalty mediated by customer satisfaction and behavioral intention to use. Respondents were FSCs and LCCs passengers. Samples were taken by purposive sampling. There were 522 respondents for FSCs and 529 respondents for LCCs were observed by distributing questionnaires. Then, the research tested the validity and reliability of the variables using Confirmatory Factor Analysis (CFA), Composite Reliability (CR), and Average Variance Extracted (AVE). Structural Equation Modeling (SEM) was also applied to examine the hypothesis. The results show the formation of customer loyalty from service quality, customer satisfaction, and behavioral intention to use on FSCs and LCCs. The most significant factor is the behavioral intention in forming customer loyalty in FSCs and LCCs. Meanwhile, customer satisfaction does not influence customer loyalty for FSCs and LCCs.

Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty

Purpose Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, this study aims to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence. Design/methodology/approach A total of 300 valid questionnaires on smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method. Findings The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported. Research limitations/implications Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran, and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers’ brand relationships help brand managers devise effective brand management strategies. Practical implications The managerial implications can guide managers toward enhancing the consumers’ loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices. Originality/value The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty, is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty, is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

The study of the relationship between the formation of organizational loyalty and the degree of satisfaction with work, locus of control among employees in the organization

The article presents an analysis of such concepts in foreign and domestic psychological and pedagogical studies as organizational loyalty (commitment); satisfaction with the work of employees of organizations; external and internal locus of control. The authors show in an empirical study the relationship between organizational loyalty and such individual characteristics of an employee as subjective satisfaction with work and locus of control. The reliability of the results was proved using mathematical methods of processing the obtained data: high internality in the field of achievements has a positive effect not only on the affective loyalty of employees but also on the current and normative organization commitment.

Використання сучасних маркетингових інструментів для спонукання споживчих мотивацій

The article is concerned with improving the marketing tools aimed at encouraging consumer motivations of the branded clothing market in the context of the crisis caused by the COVID-19 pandemic. In the analysis, systematization and generalization of scientific works of many scholars, theoretical and practical approaches to the process of formation of loyalty and separate aspects of their management at retail enterprises are considered. It is found that in the current market conditions, a competitive marketing strategy involves the implementation of relationship marketing as one of the major functional tools for improving business efficiency. Relationship marketing allows to identify, establish, maintain, strengthen, change and terminate relationships with consumers in order to create value for consumers and ensure the profitability of the company in the current period and perspective. Technologies of promotion of fashion industry brands in crisis market are researched. The activity of the company engaged in retail trade of goods is considered on the example of the seller of branded clothing Polo Ralph Lauren. A marketing study is conducted in order to study the demand for the consumption of branded clothing, recommendations for its promotion are developed. The theoretical and methodical basis of the study is the work of foreign and domestic scientists-economists on the problems of brand promotion, development of the fashion market of branded clothing. The actual research task on theoretical substantiation and improvement of methodological approaches to the formation of customer loyalty in the fashion market of branded clothing has been solved. An online survey of the branded clothing consumers in the city of Kyiv was created on the GoogleForms platform, the results of which determined the significance of the factors for the purchase; it was proved that the key channels of distribution of fashion brands in the current market conditions continue to be shopping centers, with the simultaneous growth of the Internet segment. A marketing instrumentarium for the promotion of branded clothing in social networks Facebook and Instagram has been developed. Recommendations as to the main activities of the marketing complex are presented taking into account the specifics of the target audience.