Impact Of Brand Loyalty Research Articles

Does Loyalty Matter? Impact of Brand Loyalty and Sales Promotion on Brand Equity

Brand Equity erosion due to non-consumer franchise building (non-CFB) sales promotions have been a recurring theme in extant literature. However, the disproportionate increase in non- CFB promotion activities by companies contradicts this academic view. This research provides a rationale for this inconsistency by examining the moderating impact of brand loyalty on the promotion – brand equity relationship. Results indicate that loyalty moderates the promotion-brand equity relationship, and even short term promotions enhance brand equity in certain market segments (like those dominated by spurious loyals). Practitioners can target specific loyalty groups through short term promotions without impacting Brand Equity.

The Impact of Brand Loyalty on Customer Purchase Intention: An Empirical Study on Basketball Shoe Brands of Adidas, Nikeand Puma

The Impact of Brand Loyalty on Customer Purchase Intention: An Empirical Study on Basketball Shoe Brands of Adidas, Nikeand Puma

Impact of Brand Loyalty on Consumers Packaged Milk Products In Chennai

Brand loyalty is refers to positive feeling towards the brand and the continuous purchase of particular brand products..It various from place to place depending on quality, reliability, service, durability etc. The main objectives of this study is to study the factors influencing brand impact of milk among rural and urban consumers and to analyse the problems faced by rural and urban consumers in the usage of different brands of milk and to find out the reasons for switchover from one brand to other brand of milk. Descriptive research is used with convenient sampling method, in this study. The research was conducted in Chennai with 1450 respondents .Primary data is collected through questionnaire schedule and secondary data was selected from journals. The research found that brand loyalty have a positive association among the people. The study concludes that impact of brand loyalty among people on packaged milk products differs from person to person.

Exploring uplift modelling in direct marketing

Purpose: This research examines the importance of an uplift marketing model compared to traditional response models, used in direct marketing. Research Methodology: A multi-method research approach was used which included a survey using an electronic questionnaire and a semi-structured interview. Results: The research findings reveal that the value of employing uplift models in direct marketing. is that it factors change in behaviour from the action, which traditional response models do not. Limitation: The study was conducted in a single institution and focused only on scustomers with banking needs. Contribution: By employing an uplift model in direct marketing it is possible to increase marketing return-on-investment and positively impact brand loyalty and brand perception. Thus, marketers need to be cognizant of these findings and strategize accordingly. Keywords: Direct marketing, Customer management, Marketing model, Marketing communication

Brand communities’ relational outcomes, through brand love

PurposeThis paper aims to identify the impacts of brand communities on relational outcomes such as word-of-mouth, advocacy and loyalty through the mediating effects of brand love.Design/methodology/approachIn total, 510 valid questionnaires were collected from Portuguese consumers. Structural equation modeling was used to test the proposed hypotheses.FindingsThis investigation shows how brand communities may contribute to reinforce the bonds between brands and customers by introducing love in these relationships. The results of this study show that the identification dimension of brand communities has an important effect on brand love, word-of-mouth, advocacy and brand loyalty. Building on the foundations of previous studies, this research also highlights the role of brand love on word-of-mouth, brand advocacy and brand loyalty and the impact of brand loyalty on word-of-mouth, brand advocacy and brand loyalty.Originality/valueThis investigation makes two major contributions: first, investigating the impacts of brand communities, and second, using the mediating effects of brand love on relational outcomes.

Store love in single brand retailing: the roles of relevant moderators

PurposeThe purpose of this paper is to investigate how various retail store atmospheric cues can impact store brand loyalty (SBL) via eliciting store brand love. This paper posits that different store brand experiential cues can predict brand love only when the experience is processed based on perceiving the brand as human-like entity, i.e. brand anthropomorphization. Brand love cannot be strongly elicited without the sense of brand anthropomorphization. Moreover, brand love can impact brand loyalty intention only under the moderating condition of perceived firm’s positive relationship marketing orientation.Design/methodology/approachSurvey was conducted among urban shopping mall consumers, and the data were analyzed using structural equation modeling.FindingsThe findings support that store brand experience elicited by store environmental cues can better predict store brand love when the store is perceived as human, and store brand love can better predict conative SBL when consumer perceives that the store is having a positive relationship orientation.Originality/valueThe value of the paper lies in empirically testing the psychological mechanism through which store atmospheric cues lead to SBL.

ANALISIS DAMPAK BRAND LOYALTY, BRAND AWARENESS, PERCEIVED QUALITY DAN BRAND ASSOCIATION TERHADAP CUSTOMER VALUE PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS ISLAM IAIN TULUNGAGUNG

Abstract: The beginning of this research comes from the variable of brand loyalty, brand awareness, quality impression and brand association is expected to increase customer value. This is because the view of universities is a very broad discussion in order to be a contribution for students to feel satisfied with the services provided. The purpose of this study is to examine: the impact of Brand Loyalty, Brand Awareness, Quality Perceptions, and Brand Associations on Customer Value to students of the Faculty of Economics and Islamic Business IAIN Tulungagung. The research method used in this research is quantitative type eksplanotry research, with the type of causality relationship on the variables through hypothesis testing. The sample selection technique is done by using non probabality sampling method. Samples taken by students majoring in Sharia Economics, Islamic Banking, Syariah Accounting and Zakat Management and Endowments amounted to 359 respondents based on Slovin calculations. The analysis technique used is multiple linear regression analysis with SPSS program version 21. The result shows that brand loyalty, brand awareness, quality perception, brand association either partially or simultaneously have a significant impact on customer value.

Impact of Brand Loyalty on Consumer Buying Behavior in Punjab University’s Hostels

Impact of Brand Loyalty on Consumer Buying Behavior in Punjab University’s Hostels

Linking social media marketing activities with brand love

PurposeThis research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand love on brand loyalty.Design/methodology/approachUsing a sample of 400 followers of Facebook pages, data were collected and analyzed using structural equation modeling.FindingsThe findings reveal that SMM activities positively affect self-expressive brands (inner and social), which in turn impact brand love. The author also finds that brand love positively affects brand loyalty. The author further finds that self-expressive brand (inner) fully mediates the relationship between SMM activities and brand love, whereas self-expressive brand (social) partially mediates this relationship.Originality/valuePrevious researchers neither have the chance to link SMM activities with brand love nor to explain its role as an antecedent to self-expressive brand. Therefore, the author contributes to nascent literature by linking and investigating the mediating impact of self-expressive brands between the relationships of SMM activities and brand love which in turn impact brand loyalty.

The influence of sport sponsorship on brand equity and purchase behavior

Drawing on Aaker’s brand equity model and Keller’s brand engagement concept and building on the sponsorship between a professional basketball club and a software company, this study examined how sport sponsorship affects brand equity and purchase behavior of the sponsor’s product. Data from 222 survey respondents were collected and analyzed using structural equation modeling techniques. The results provided evidence that perceived quality and brand engagement impact brand loyalty and purchase behavior of fans toward the sponsor’s product. Perceived fit between sponsor and sponsee and team identification were found to influence significantly sponsor’s brand equity constructs. The study extends Aaker’s model in the sport sponsorship context and highlights the influential role of perceived quality and brand engagement on driving sport team fans to form brand loyalty and purchase sponsor’s product.

Not All (Brand) Changes are Made Equal: Understanding Which Changes Impact Brand Loyalty

Some changes that brands make seem to impact brand loyalty, while other seem to have little influence. We propose that when a consumer is loyal to a brand, the consumer’s beliefs about the cause-effect relationships that exist among that brand’s features influence which changes will negatively impact brand loyalty. Specifically, brand loyalty is more harmed by changes to features that are perceived as more causally connected to other important features of a brand (i.e., more causally central), compared to changes in more causally peripheral features. Across six studies, we demonstrate that changes to features impact brand loyalty to the extent that the feature is seen as causally central. We show that manipulations that make a feature more causally peripheral decrease the impact of a change to that feature on brand loyalty. Further, we demonstrate that the impact of causal centrality on the brand loyalty response to change is mediated by perceived disruption to brand identity. Our results provide a new perspective on consumer loyalty, suggesting that maintaining brand identity is key to maintaining brand loyalty.

Mediation Role of Customer Advocacy in Customer Loyalty and Brand Equity Relationship – An Empirical Study in Context to In-store Brands

Objectives: Brand equity and purchase decisions are considered as the key determinants of consumer behaviour. The objective of this study was to examine the role of loyal consumers in strengthening brand equity of In-store brands. Statistical Analysis: The method adapted to study the objectives is a cross sectional study. Th study was carried out by self- administered questionnaire developed based on Likert scale. The survey was carried out at organised retail outlets in Bangalore city from 258 customers by following convenience sampling technique. PLS-SEM was used to analyse the data. Cronbach’s Alpha was obtained to determine the reliability of the instrument. Further, convergent and discriminant validities were established to know the measures of relationship existing. Sobel’s test was employed to test the mediation effect of customer advocacy between the relationship of customer loyalty and brand equity. Findings: From the results obtained it is observed that all AVE values obtained are greater than 0.5 i.e., Brand Equity (BE) is 0.7788, Brand Loyalty (BL) is 0.7863 and Customer Advocacy (CA) is 0.797, thus confirming the convergent validity of the constructs chosen. Further it is also observed that each construct chosen is distinct and different from the other constructs in the model. All the factor loadings of given construct are greater than corresponding cross loadings thus confirming the discriminant validity. The results of Sobel’s test indicate that the impact of brand loyalty on brand equity is greater with the mediation effect of customer advocacy (Sobel test statistic t-values=3.627) than the direct effect of brand loyalty on brand equity (Sobel test statistic t-values=3.068). Thus we can clearly state that the relationship between Brand loyalty and Brand Equity can be best explained through Customer Advocacy. Both brand loyalty and customer advocacy have accounted for 60% of variance in brand equity, wherein brand loyalty has accounted for 45.3% of variance in customer advocacy. The findings of this study can be a reference for retailers to strategize their decisions with respect to in-store brands by laying more emphasize on customer advocacy. Application/Improvements: The outcomes reflect the positive influence of consumer advocacy on brand equity, by which the brand owners can strategize their moves towards enhancing brand equity by motivating advocacy of brands by the loyal customers to prospects, thus reducing excessive promotional costs by the brand owners.

An interregional extension of destination brand equity

Since the 1990s, the Asia-Pacific region’s world market share of international travelers has increased, as America’s and Europe’s shares have fallen. China (People’s Republic of China) has become the world’s biggest tourism source market with an overseas spend of US$292 billion in 2015, fueling opportunities for the region and beyond. Now, Asia Pacific outbound travel is extending past short-haul interregional travel to long-haul destinations, specifically Europe. To realize this potential, European destinations need a better understanding of the Chinese traveler; their perceptions of destinations, awareness, and loyalty. This study measures the brand equity of Switzerland and Austria as perceived by Hong Kong Chinese tourists. Structural equation modeling results indicate that destination brand image and associations significantly impact brand loyalty, whereas destination awareness does not, contrary to past interregional research findings. Understanding the influence of brand components on overall brand equity supports the efficacy of the brand equity model for interregional destinations.

The Antecedents of Interactive Loyalty

Brand loyalty towards video game consoles may have several antecedents. Gender, genre of video games and network externality may impact brand loyalty, mediated by perceptions of video game console brand personalities. This study investigated these relationships by conducting a principal component factor analysis and testing a structural equation model. The seventh generation of video game consoles was selected as the focal concept. The video game consoles examined included Nintendo’s Wii, Microsoft’s XBOX 360 and Sony’s PlayStation 3. The findings suggest that consumers perceive all video game consoles as competent in nature, and that genre has a tremendous impact upon brand loyalty, perceptions of brand personality as well as network externality. For brand managers and industry practitioners, this study provides demonstrates which variables may influence how consumers create brand personalities of video game consoles and cultivate loyalty toward them. This also furthers and introduces the concept of brand relationship theory into the video game industry.

The Impact of Brand Loyalty on Product Performance

The Impact of Brand Loyalty on Product Performance

The relationship study on tourist brand recognition, perceived quality and brand loyalty of recreational tourisn with nature resources: Taking Beijing as examples

With growing competition within recreational tourism based on natural resources, brand construction has become the main way to obtain a competitive advantage. Based on tourism with natural resources, tourist brand recognition and brand attitude were explored. In total, 450 tourists were invited to answer questionnaires about brand recognition, perceived quality and brand loyalty regarding recreational tourism for natural resources,and eight recreational tourism places were chosen as examples. With 328 valid tourist questionnaires conducted in Beijing, SEM(structural equation models) were used to test relationships between brand recognition,perceived quality and brand loyalty. All variables were measured by Likert- 7 scales with mature scales as references. We found that brand awareness and reputation do not have a positive impact on brand loyalty for natural resource recreational tourism. Brand awareness has a negative impact on perceived quality and brand trust. Brand reputation has a negative impact on tourist perceived quality and brand trust. Brand awareness can indirectly reduce brand loyalty through brand trust. Brand awareness and brand reputation have no significant impact on brand loyalty via perceived quality. We conclude that brand recognition does not impact the brand loyalty of natural resource recreational tourism significantly because two dimensions of brand recognition do not positively impact brand loyalty. Further, perceived quality and brand trust cannot result in brand loyalty.Traditional brand theory cannot explain brand phenomena within natural resource recreational tourism, and innovation is required for brand construction across natural resource recreational tourism.

The Impact of Service Brand Dimensions on Brand Loyalty: Empirical Evidence from Iran

The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers’ evaluation of various service brand dimensions and communication. The conceptual model showing the relations among the variables, which the hypothesis are developed based on that and reviewed literature. 110 questionnaires with multiple choice questions were distributed among sample individuals in Iranian companies of Qazvin, That 102 of them were Usable. We applied Smart-PLS method to analysis the data. The findings indicated that brand attitude positively impact brand loyalty and brand satisfaction influence brand attitude. It means that satisfaction indirectly impact customers to be loyal. But brand hearsay does not effect on brand satisfaction, evidence and satisfaction.

Understanding the relationship between brand loyalty, the prevailing economic environment and optimum stimulation level

Drawing from the optimum stimulation level (OSL) framework, previous researchers have examined a variety of key brand topics, such as the relationships between individual exploratory tendencies, variety seeking and brand attitudes. In spite of these insights, little work to date has examined how the prevailing economic environment relates to individual OSL and consumer brand decisions. Thus, the present research provides an exploratory study that addresses this shortcoming by investigating the impact of consumer orientation toward the economic environment and individual differences in OSL on brand loyalty. The findings of two studies indicate that consumers do indeed consider the economic environment when making brand decisions. In particular, the results suggest that individual OSLs as well as cognitive and affective orientation toward the prevailing economic environment impact brand loyalty.

The impact of small business B2B virtual community commitment on brand loyalty

In effort to focus research attention on emerging business-to-business (B2B) virtual communities (VCs), we review and extend business-to-consumer (B2C) literature, resource-advantage theory and relationship marketing to describe how community-hosting organisations build brand loyalty in B2B markets. We explain how functional usefulness, system quality, business opportunity, dialogue initiation and response frequency impact B2B VC commitment and brand loyalty towards the community-hosting organisation. Results of this study support hypotheses that B2B VCs critically impact relationship marketing. Further, functional usefulness, system quality, business opportunity, dialogue initiation and response frequency impact B2B community commitment and brand loyalty.

A Study on the Impact of Brand Loyalty on Mediating Service Quality to Brand Association Component Factors－Focused on Internet Site－

A Study on the Impact of Brand Loyalty on Mediating Service Quality to Brand Association Component Factors－Focused on Internet Site－