Influence Brand Loyalty Research Articles

Research on Influencing Factors of Brand Loyalty

One of the main subjects in todays research is brand loyalty. The researcher finds that as spending power continues to grow in the consumer market, brand loyalty is crucial for all stages of brand development. However, there is a lack of unified explanation for the issue of various factors influencing brand loyalty. Therefore, the research topic of this paper is to explore the influence of emotional factors, social factors and cognitive factors on brand loyalty. This papers research methodology is as follows. Firstly, this paper adopts the literature review method. Secondly, this paper analyzes the data collected from different literature on the influencing factors of brand loyalty. In conclusion, the study shows that good emotional factors like brand love are beneficial to brand loyalty. In addition, good social and cognitive factors like brand campaigns are also advantageous to brand loyalty. Good emotional, social and cognitive factors are significant in the loyalty that exists between brands and their customers As a result, brands need to manage every element and detail. Facilitating customer loyalty and brand loyalty should take emotional, social and cognitive factors in account.

How does brand authenticity influence brand loyalty? Exploring the roles of brand attachment and brand trust

PurposeThe study aims to delve into the interactive relationships among brand authenticity, brand attachment, brand trust and brand loyalty using the ERC authenticity framework, exploring the potential mechanisms and different configurations affecting brand loyalty through brand authenticity.Design/methodology/approachAbout 446 valid samples were collected through an online survey of Chinese consumers of international sports brands. Structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) were employed to test the research hypotheses.FindingsSEM results indicate significant positive correlations among brand true-to-ideal authenticity, true-to-fact authenticity and true-to-self authenticity. All dimensions of brand authenticity exert notable positive impacts on brand attachment, brand trust and brand loyalty. Brand true-to-ideal authenticity, true-to-fact authenticity and true-to-self authenticity not only directly influence consumer brand loyalty but also indirectly affect it through brand attachment and brand trust; fsQCA results reveal five heterogeneous configurations to predict brand loyalty.Originality/valueThis study not only uses SEM to validate the structural relationships among the three dimensions of brand authenticity and their linear relationships with brand attachment, brand trust and brand loyalty but also uses fsQCA to identify nonlinear relationships between concepts. It extends complexity theory to the research field of brand authenticity–brand loyalty. Furthermore, based on the research results, this study provides management suggestions for brand managers and marketers.

Exploring the influence of ‘Korean Wave’ on brand loyalty: The moderating role of product type

The ‘Korean Wave’ has significantly impacted the global economy, especially in Indonesia. However, there is a gap in understanding how Korean celebrities, as brand ambassadors, influence local consumer behavior and purchase intentions. This study aims to clarify this impact using the theory of planned behavior (TPB) framework. The roles of brand attachment, brand love, and brand loyalty, moderated by product type, were examined with 194 survey respondents, and data was analyzed using SmartPLS software. Key findings indicate that brand personality significantly influences brand attachment. Customer brand engagement positively affects brand love. Brand attachment impacts both brand loyalty and brand love, while brand love strongly influences brand loyalty. Brand loyalty significantly affects purchase intentions, confirming that loyal customers are more likely to make repeat purchases. Product type only moderates the influence of brand attachment on brand loyalty, not the influence of brand love on brand loyalty. The implications for marketers are significant. Businesses should leverage Korean celebrities as brand ambassadors to enhance brand visibility and loyalty. Aligning brand personality with ambassadors can deepen consumer attachment. Creating engaging content and focusing on emotional branding can foster stronger connections. Tailoring marketing strategies to different product types and monitoring brand loyalty feedback can enhance market performance. Despite its contributions, the study acknowledges limitations, including potential demographic biases and the need for broader cultural and product category exploration in future research.

Influence of Corporate Environmental Responsibility on Dimensions of Brand Equity in the Sustainable Food Industry

The objective of this study is to propose a theoretical model where corporate environmental responsibility (CER) influences brand loyalty (BL), perception of brand quality (PQ), brand awareness (BA), and the comparison brand (BC). A survey was carried out using an online questionnaire, and information was collected from 267. The research focuses on people who stated they were consumers of the sustainable food brand in Lima. To test the hypotheses of the proposed research model, the data were analyzed using the partial least squares path modeling method with SmartPLS software. The results showed a significant positive effect of CER on BL, PQ, BA, and BC. In conclusion, it can be stated that organizations that adopt sustainable practices and promote corporate environmental responsibility (CER) not only contribute to caring for the environment but can also improve essential aspects such as the equity of their corporate brand. Therefore, organizations must recognize the importance of taking transparent actions to strengthen the perception of their brand equity related to corporate environmental responsibility. This can translate into stronger customer loyalty and a more prominent position for sustainable food products. This study encourages prioritizing environmental responsibility, understanding that beyond contributing to the care of the environment, it also strengthens relevant aspects within the brand identity.

The Impact Of Social Media On Consumer Behavior And Its Implications For Business Growth

Social media has had a significant influence on consumer behavior and corporate growth since its inception in the late 1990s. Mostly used websites like Facebook and Twitter, which transformed online communication and information sharing, were made possible by early platformes like Friendster and Six Degrees. Social media became even more accessible as smartphone usage increased in the 2010s, which fueled the growth of influencer culture and brand communities. Peer reviews and genuine voices are now trusted by consumers, which has shifted power away from brands and highlighted the value of real-time feedback and tailored marketing. Improved customer relationship management, better marketing techniques, and insightful data have all resulted from this evolution for firms. Through direct audience engagement, improved brand reputation management, and market exploration, businesses can propel growth in a highly competitive environment. The advanced function of social media in shaping consumer behavior and its ensuing effects on corporate success are examined in this article. Social media's ongoing development is changing how customers find, assess, and buy goods. Through an analysis of recent data and trends, this study demonstrates the ways in which social media influences brand loyalty, purchase decisions, and general consumer participation. According to the research, companies that successfully use social media can improve their market visibility, cultivate clientele, and increase revenues

THE IMPACT OF AUGMENTED REALITY (AR) ON CUSTOMER EXPERIENCE MANAGEMENT

This study explores the impact of Augmented Reality (AR) technology on customer engagement, the influence of cultural factors on AR adoption, and the long-term effects of AR on customer loyalty and brand advocacy. Through a comprehensive analysis of survey data, three key hypotheses were tested. First, the effectiveness of AR on customer engagement was evaluated, revealing that AR significantly enhances customer interaction and engagement with brands across diverse industries. Second, the study investigated the role of cultural factors in moderating AR adoption. The findings indicate that cultural influences significantly shape customer perception and comfort levels with AR, especially when experiences are tailored to specific cultural contexts. Lastly, the long-term impact of AR on customer loyalty was assessed, showing that AR experiences positively influence brand loyalty and the likelihood of customers recommending brands to others. The results from this research support the integration of AR technology as a strategic tool for enhancing customer engagement and loyalty, particularly when cultural considerations are incorporated into AR experiences. The implications of these findings suggest that businesses adopting AR can benefit from increased customer satisfaction, deeper engagement, and stronger brand advocacy, positioning AR as a critical component in future marketing and customer experience strategies.

The Influence of Short Video Marketing on Consumer Brand Attitudes under New Media Environment

With the development of the Internet, it has become a convenient shopping platform for consumers. In the ear of new media and big data, the short video market has gradually become the mainstream trend of society. The research theme of this paper aims to explore the influence of short video marketing on consumer brand attitude in the context of new media. Specifically, it will analyze how factors such as content creativity and brand loyalty influence consumers perceptions and attitudes toward brands through short video marketing. In this paper, the influence of short video on brand perception and consumer brand attitude is studied. The author investigates how high quality content, user engagement and brand loyalty increase consumer brand attitude. Besides, this study aims to optimize short video marketing strategies, enhance brand influence, and analyze the impact of brand loyalty on consumers purchasing power. Overall, this study contributes to theoretical research by enriching readers understanding of new media marketing strategies while providing practical insights for consumers.

The Influence of Brand Experience, Brand Trust, and Perceived Value on Brand Loyalty of Maybelline Products in Surabaya

The current era of technological advancement has significantly changed various aspects of human life, including behavior patterns and lifestyles. Lifestyle changes that were initially cosmetic and used only on special occasions have now become daily necessities, leading to diverse demands for cosmetics and intense competition. This situation presents both opportunities and challenges for cosmetic companies. This study aims to determine how brand experience, brand trust, and perceived value affect brand loyalty of Maybelline products in Surabaya.The research method employed is quantitative research, with a sample size of 102 respondents who filled the sample criteria. Sampling was conducted using the Purposive Sampling technique, with the criteria being female, Maybelline product user, having made at least two purchases, and residing in Surabaya. Data analysis in this study utilized SEM-PLS. The results indicate that Brand Experience, Trust, and Perceived Value positively influence Brand Loyalty towards Maybelline products in Surabaya. The research method employed is quantitative research, with a sample size of 102 respondents who filled the sample criteria. Sampling was conducted using the Purposive Sampling technique, with the criteria being female, Maybelline product user, having made at least two purchases, and residing in Surabaya. Data analysis in this study utilized SEM-PLS. The results indicate that Brand Experience, Trust, and Perceived Value positively influence Brand Loyalty towards Maybelline products in Surabaya.

Brand Personality and Loyalty as Drivers of Repurchase Intentions: Evidence from Pakistani Mobile Phone Users

The purpose of this study was to examine the influence of brand personality and brand loyalty on repurchase intention of Pakistani mobile phone users. The population for this study comprised master’s students at large public sector universities of Pakistan. Results of 318 responses indicate that sincerity, competence, ruggedness and sophistication significantly predicted brand loyalty, while the excitement dimension of brand personality failed to predict brand loyalty. It was also found that brand loyalty positively predicted the repurchase intentions among mobile phone users of Pakistan. The study also tested the moderating role of relative brand identification in the relationship between brand loyalty and brand repurchase intentions. By making overall significant contributions to the existing body of literature, the test of moderated regression analysis indicates the presence of a moderating role of relative brand identification. With remarkable contributions, this research presents valuable insights to marketers and stakeholders, helping them to understand brand personality, rebuild marketing strategies, boost brand loyalty, grasp relative brand identification, gain a competitive edge, make informed decisions and stay relevant in the market.

Evolution of Localized Brands and The Influence of Cultural Norms: Analysis of Sociolla Loyalty and Trust

This research aims to determine the influence of brand trust and brand loyalty on Sociolla customers who are members of the SOCO community in Indonesia. This research uses a quantitative approach, with a sample of 200 respondents. The data analysis technique uses Structural Equation Modeling (SEM). The findings in this research found brand trust has a positive and significant influence on brand loyalty, so researchers recommend that Sociolla continue to maintain and improve brand trust with positive perceptions through dimensions of brand reliability, brand intentions, and brand reputation so that customers have trust in the brand and form brand loyalty.

Unveiling brand loyalty in emerging markets: Analyzing smartphone user preferences: Robustness of structural equation modeling (SEM) and simultaneous equation modeling (SEMs)

This study aims to examine the determinants of brand loyalty in emerging markets, focusing on smartphone consumers in Bangladesh. The study focuses on identifying the key elements that contribute to brand loyalty and the extent of their impact on customers' commitment to their preferred smartphone manufacturers. A theoretical framework will be employed to establish the relationship between the independent and dependent variables. Data for the study was collected from 390 participants through a Google form explicitly designed for this purpose. In this study Simultaneous Regression Analysis has been used to synchronize the findings of the Structural Equation Models (SEM) and also is used to emphasize the robustness of the study. The data analysis used PSS to calculate the mean and standard deviation. Structural Equation Modeling (SEM), reliability, and convergent validity were accomplished using Amos. The findings indicate that consumer attitudes, service quality, public self-consciousness, and behavioural brand experience all significantly influence brand loyalty. Furthermore, brand trust plays a crucial and favourable mediating role between consumer perceptions, brand loyalty, and service excellence. The model suggested in this study has a big effect, and Bangladesh policymakers should consider this model when planning new factors affecting brand loyalty. The results of this research can be valuable for Bangladeshi smartphone companies as they gain insights into the factors affecting brand loyalty among consumers. The study discusses the limitations of its generalizability and provides practical implications for businesses and their market offerings.

The influence of consumer confusion on the repurchase intentions of hotel guests: the role of brand loyalty and customer satisfaction

PurposeThis study aims to investigate the influence of customer satisfaction and brand loyalty on hotel guests’ repurchase intentions when they experience consumer confusion.Design/methodology/approachA quantitative research method was used in the study and the data were collected through a survey. A survey was used to collect data from 406 hotel guests staying at four and five-star hotels. The structural equation model was used to test the influence of consumer confusion on hotel guests’ repurchase intentions.FindingsThe findings of the study show that while consumer confusion has a negative effect on hotel guests’ repurchase intentions, customer satisfaction and brand loyalty have a positive influence on their repurchase intentions. Customer satisfaction and brand loyalty tend to have a partial mediating role in the relationship between consumer confusion and repurchase intention.Practical implicationsThe findings show the need for the hotel management to provide simple, concise, yet sufficient information enabling tourists to differentiate their offerings to reduce confusion.Originality/valuePrevious research has largely neglected the role of guests’ loyalty and satisfaction with the hotel brand. This research shows that guests’ loyalty and satisfaction with the hotel brand play an important role in terms of the repurchase intention and in reducing confusion.

Influence of Digital Marketing, Consumer Trust, and Brand Loyalty on Purchase Intention (Case Study of Green Product Consumers)

This study explores the influence of digital marketing, consumer trust, and brand loyalty on purchase intention in the context of green product consumers. Utilizing a sample of 248 respondents and employing SmartPLS for data analysis, the research reveals significant positive relationships between the constructs. Digital marketing significantly impacts purchase intention, consumer trust, and brand loyalty, highlighting the importance of effective digital strategies in promoting green products. Consumer trust and brand loyalty are also found to be critical in driving purchase intentions. The findings underscore the need for companies to invest in transparent, ethical, and engaging digital marketing efforts to build long-term consumer relationships and promote sustainable consumption. This study contributes to the literature on green marketing and provides actionable insights for practitioners aiming to increase the adoption of green products.

BLACKPINK Endorsement Effect: Luxury Perfume Brand Image and Consumption Behavior of Chinese College Students

This study explores the impact of K-pop stars on the brand image of luxury perfumes, with a particular focus on how Chinese university students perceive and behave towards perfumes endorsed by BLACKPINK members. This study employs a combination of textual analysis and questionnaire surveys to analyze the advertisements of four luxury perfume brands - Celine, Dior, YSL, and Tamburins- endorsed by BLACKPINK members. Through a survey of 117 Chinese university students, the relationship between the brand image conveyed by the advertisements and the consumers' brand perception is examined. The results indicate a high consistency between the visual and textual elements of the advertisements (such as the presentation style and emotional tone of the endorsers) and the perceived brand image by consumers. Moreover, the study reveals the synergistic effect of visual and textual elements in advertisements, which not only enhances the efficiency of brand information transmission but also improves consumers' overall perception and emotional connection with the brand. This study not only demonstrates the powerful influence of K-pop star endorsements but also provides important strategic insights for luxury brands in choosing endorsers and designing advertising strategies. By leveraging celebrity influence effectively, brands can achieve marketing goals and deepen the connection between consumers and the brand. Future research could further explore the relationship between different endorsers and different types of products, and how this relationship influences brand loyalty and purchasing behavior among various consumer groups.

The Customer Experience Revolution: Building Brand Loyalty in the Age of Digital Disruption

The digital age has fundamentally transformed how customers interact with brands. This research investigates the critical role of customer experience (CX) in fostering brand loyalty amidst the disruptive landscape of digital technologies. A mixed-methods approach was employed. A quantitative survey (n=500) of consumers assessed CX dimensions and their impact on loyalty. Qualitative interviews (n=20) with CX professionals explored strategies for optimizing CX in the digital era. Statistical analyses (regression, factor analysis) were conducted on survey data, while thematic analysis was applied to interview transcripts. Quantitative results identified personalization, omnichannel integration, and emotional engagement as key CX dimensions significantly influencing brand loyalty. Qualitative findings highlighted the importance of data-driven CX strategies, employee empowerment, and a customer-centric organizational culture. This research demonstrates that CX is a powerful driver of brand loyalty in the digital age. By focusing on personalization, omnichannel integration, emotional engagement, data-driven insights, employee empowerment, and a customer-centric culture, businesses can navigate digital disruption and build lasting customer relationships.

Cultivating Brand Loyalty through Content Marketing: The influence of Digital Content Characteristics on Loyalty towards Consumer Electronic Brands

The research paper explores the impact of digital content marketing on brand loyalty towards consumer electronic brands. It examines whether content characteristics: type, quality, and platform influence consumer loyalty towards electronic brands. The study uses a questionnaire of 72 respondents and employs Structural Equation Modelling (SEM) for testing the effect of content characteristics on brand loyalty among consumers. The findings suggest that content platform and quality has a significant positive influence on brand loyalty. However, no significant effect of content type was found on the brand loyalty. The study recommends that consumer electronics brands should focus on selecting the right platforms and creating high quality content to enhance brand loyalty. Future research could explore additional content characteristics that may potentially influence brand loyalty. The study is useful for consumer electronic brands, marketers and researchers who seek to gather and develop insights pertaining to the enhancement of their content marketing strategies to yield better marketing outcomes.

Unveiling the Influence of Media Platforms on Cultivating Brand Loyalty for Federal Territories Islamic Religious Council (MAIWP), Putrajaya

This study examines the impact of brand awareness, brand association, brand image, and perceived quality on brand loyalty for MAIWP in disseminating zakat-related information. A questionnaire was administered to 200 respondents from the Muslim community in Putrajaya, and data were analyzed using descriptive and inferential statistics. Results indicate that brand awareness, association, image, and perceived quality significantly influence brand loyalty. Higher awareness and positive associations contribute to increased loyalty, while a positive brand image and perceived quality enhance loyalty. These findings offer valuable insights for MAIWP in developing effective media platforms to foster engagement, trust, and seamless information dissemination.

Brand Attachment: The Moderating Effect of High and Low Involvement Products

Brand attachment can be considered one of the predictors of consumer commitment to a brand. Based on this key concept, the type of products can condition the consumer's relationship with the brand. This study analyses the moderating effect that the brand’s involvement (high or low) has on the relationship between brand attachment and some of its antecedents (brand personality, perceived quality, brand awareness, and brand credibility) and effects (brand loyalty, purchase intention, and perceived risk). This causal research, with 1922 valid surveys (simple random sampling procedure), was carried out in three main cities of Ecuador (Quito, Guayaquil, and Cuenca): 1150 high-involvement and 722 low-involvement products. Hypotheses were tested using structural equation models, and multi-sample analysis. Results show that brand personality influences brand attachment and loyalty with a higher moderating effect on products with low involvement. Additionally, brand attachment influences brand loyalty with a higher moderating effect on highly involved products. As practical implications, we state that brand managers of high-involvement products must invest in digital tools that maximize the information available to the public to make decisions. Additionally, low-involvement product brand managers must invest in an identifiable image to make it easy for customers to find their brand. This research adds value because no research has been identified that addresses the study of attachment by comparing its operation in high and low-involvement contexts. It opens future research by introducing new variables in the brand personality scale in combination with that of attachment.

Influence of Emotional Marketing and Brand Loyalty of Cosmetics Products

Influence of Emotional Marketing and Brand Loyalty of Cosmetics Products

How semiotic product packaging, brand image, perceived brand quality influence brand loyalty and purchase intention: a stimulus-organism-response perspective

PurposeThe present study, underpinned by the stimulus-organism-response (SOR) theory, aims to examine the impact of packaging semiotics on brand image, perceived brand quality, brand loyalty and purchase intention of well-established food brands.Design/methodology/approachA self-administered questionnaire was disseminated to participants residing in the Lucknow region of India. We conducted an experiment in which 374 participants evaluated the factors on a stimulus (chips packaging) using an online survey. Collected data were analysed through structural equation modelling (SEM).FindingsThe result suggests that packaging semiotics exhibits a positive influence on brand image and perceived brand quality of consumers. The brand image significantly impacts brand loyalty and consumers’ purchase intention. In addition, the perceived brand quality has a positive significant impact on brand loyalty, but a negative and insignificant influence on purchase intention. The results show that both brand image and perceived brand quality significantly mediate the relation between packaging semiotics and brand loyalty. Brand image significantly mediates but perceived brand quality does not mediate the relation between packaging semiotics and purchase intention.Practical implicationsThe results of the study will assist food brands in determining how to utilise semiotics in packaging to positively influence brand image, perceived brand quality, brand loyalty and consumers’ intent to purchase.Originality/valueThe study is unique in the sense that it assesses the role of packaging semiotics as antecedent in mapping of brand loyalty and purchase intention through brand image and perceived product quality. This study takes a lead as these constructs have been less explored relatively from the lens of packaging semiotics in an emerging Asian market.