Influence Brand Loyalty Research Articles

Linking social media marketing efforts with customer brand engagement in driving brand loyalty

PurposeThis study explores some central questions related to the connections between social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the mediating role of social media customer brand engagement (CBE) in the airline context.Design/methodology/approachThe research model was examined empirically by targeting 360 consumers who follow Royal Jordanian Airlines on Facebook pages. Structural equation modeling (SEM) was used to analyze the data collected.FindingsUsing the Stimulus–Organism–Response (S–O–R) theory and customer engagement model as the theoretical foundations, this study confirms that SMMEs are a strong predictor and play a vital role in developing and building social media customer engagement and brand loyalty. This study also found that the cognitive aspect of CBE is a key driver in enhancing brand loyalty. Furthermore, cognitive social media CBE positively mediated the relationship between SMMEs and brand loyalty. Contrary to expectations, emotional CBE had no mediating effect on the relationship between SMMEs and brand loyalty.Originality/valueThis study contributes to CBE literature by adding SMMEs as antecedents. In addition, the findings of this study add the mediation effect of the cognitive component of customer engagement, through which SMMEs influence brand loyalty.

Research on brand loyalty of Costa coffee in Chinese marke

The purpose of this research is to explore how to improve Costa brand loyalty in Chinese market. According to the existing theories, it explained that brand loyalty is a sustainable competiveness for brand to acquired profits. And it also pointed that the advantages of brand loyalty, such as: reduce marketing costs, trade leverage, attract new consumers and respond competitive threats. It also pointed out consumers’ satisfaction, brand trust, perceive value, repeat purchase behavior, commitment and involvement all influence brand loyalty. In order to investigate which part is more important for improving brand loyalty of global coffee retail brand in Chinese market and find a way to help it success. This paper adopts secondary research to collect data and use Costa and Starbucks as case to analyze. According to Starbucks highly brand loyalty and successful experience in China, it expressed that understanding local culture and integrating it into their products and services are essential for global coffee retail brand to satisfy consumer’ need. At the end of the research, it found that global coffee brand loyalty closely related to consumers ‘satisfaction. And Costa need to provide more products choice for Chinese consumer and integrate Chinese flavor into their products will help it get highly brand loyalty then acquired more loyalty consumers.

The Effect of “Inclusive Marketing” Efforts by BLP Beauty Toward Brand Image, Brand Trust, Brand Love and Brand Loyalty

Over the last few years, the concept of beauty has changed, and different types of beauty started to be celebrated and promoted. The new concept of beauty has influenced how a brand delivers its message through advertising, especially in the beauty industry. BLP Beauty is a makeup brand that promises and promotes “Beauty for All” in its marketing. The marketing strategy is often called “Inclusive Marketing,” where a brand creates content, campaign, or advertisement using models from different backgrounds such as gender, race, ethnicity, religion or sexual orientation. This research aims to understand BLP Beauty’s inclusive marketing effect on brand image, trust, love, and loyalty through brand experience. This study employs quantitative methods by an online survey to the customers of BLP Beauty who are aware of the inclusive marketing efforts. PLS-SEM and descriptive statistics were used to analyze the data. The result indicates that the brand experience of inclusive marketing positively influences brand image, brand trust, and brand love. At the same time, brand image positively influences brand trust and significantly influences brand love. Brand love significantly influences brand loyalty. In contrast, brand trust has no significant influence on brand loyalty. The result of this study is expected to provide insight for BLP Beauty and beauty brands on inclusive marketing strategy

Investigating The Brand Loyalty of Patients to Medical Centers in Taiwan

Background: The aim of this study is to provide a reliable model to analyze the patients’ loyalty behavior while having services provide by medical centers in Taiwan. We focus on the health knowledge level of patients, combined with other significant factors such as transition cost, perceived quality, brand trust, risk perception and customer satisfaction, trying to clarify the relationship between critical factors. Methods: A total of 120 questionnaires were collected. This study adopted technology acceptance model (TAM). This study tested the relationships among computer self-efficacy, computer anxiety, perceived usefulness, perceived ease of use, and behavioral intention with structural equation models (SEM). Results: The result showed that: (1) Perceived quality positively influences brand trust; (2) Perceived quality positively influences customer satisfaction; (3) Brand trust positively influences customer satisfaction; (4) Risk perception negatively influences brand trust; (5) Customer satisfaction positively influences brand loyalty. Conclusions: The higher transition cost may in contrast lower customer satisfaction, and the high barrier of transition cost would not make patients feel satisfied. The health knowledge level of patient has directly affect toward brand loyalty, and the negative affect of health knowledge level to risk perception is not significant. The perceived quality played an important role in positively affect brand trust, customer satisfaction, and rising the perceived quality of patients should be placed in first order.

Analisis Pengaruh Brand Loyalty, Brand Quality, dan Marketing Communication Terhadap Keputusan Pembelian Kosmetik MS Glow Jogja-Bantul

This study aims to determine how the influence of brand loyalty and brand quality on the purchase of MS Glow Products, and to find out and how the consumer's purchasing decisions at the MG Glow Jogja-Bantul store. This research is a quantitative research using survey method until the population in this study are consumers of MS Glow Jogja-Bantul products. Collecting data using a questionnaire method that has been tested for validity and reliability. The data that has been collected, then carried out data testing, model testing and hypothesis testing SPSS is used for data analysis and for sampling as many as 53 people so that validity and reliability can be tested. Based on the results of the analysis and discussion, the authors conclude that Brand and Marketing Communication together have a positive and significant effect on consumer purchasing decisions on MS Glow Beauty Products Jogja-Bantul.
 Keywords: Brand Loyalty, Brand Quality, Marketing Communication, Purchase decision

How Social Media Marketing Activities Influence Brand Loyalty through Brand Identity and Brand Awareness during COVID-19

Social media is great news for businesses and brands in this pandemic situation and at best it can benefit both big and small brands. Once you know the numbers, it’s easy to understand why businesses and consumer marketers unanimously believe that social media is essential to building a brand. Therefore, the purpose of this study is to identify the impact of social media marketing on brand loyalty through brand awareness and brand identity of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners while analyzing the mediate effect of brand awareness and brand identity. The study employs a quantitative research method where the sampling method is followed by a convenience sampling technique, and study data is collected from consumers in the fashion apparel industry in Sri Lanka through the online survey questionnaire with social media users. Based on the samples of 285 respondents, Structural Equation Modelling has been used for analysis. The results showed that social media marketing influenced brand awareness, brand identity, and brand loyalty, and also, brand awareness and brand identity influenced brand loyalty. The findings further prove that brand awareness and brand identity can mediate the effect of social media marketing on customer loyalty which is promoted through social media. As a result, social media marketing has enhanced the brand and consumers can easily remember the brand as the brand visibility on social media platforms increases. Research has shown how fashion apparel consumers interact with the brand through social media and how fashion apparel companies build awareness and identity about their brand when they hear their hiccups by interacting with social media.

Factor Influencing Brand Loyalty of Asian Paints User in Kathmandu Valley

Purpose - It is tremendous competitive world, the companies have to keep up the long term relationship with the customers and essential to span of attention to the customers. Nowadays most of the customers purchase the products consideration of brand rather than inspecting the products. Brand loyalty is extent of the faithfulness on belief of customers to a particular brand, expressed through respect purchase. The main purpose of this study is to explore the factor influencing brand Asian Paints user in Kathmandu valley.
 Methodology – Descriptive and quantitative research design have been used for the study. Primary data has been collected through questionnaires using probability proportional sampling developed in five Likert scale for measuring factor influencing brand loyalty for Asian Paints user in Kathmandu valley Mean and Standard deviation have been used as tools for measurement.
 Findings –The empirical finding of this study variables found that the consumers have high brand royal due satisfaction and experience of Asian paints among the five variables based on average mean Score. Trust leads the repurchase of Asian paints is most consideration factor of the customers among different individual evaluation. Customers can quickly recall the logo of Asian Brand, is the least consideration and insufficient sector, this item is more consideration by Asian paints.
 Policy Implications – This research can be implicated for success and capture of market share of any product due to brand loyalty by improving the insufficient sectors which enhance the betterment of customer’s trust and faithfulness.

Charting the path between communication strategies and overseas purchasing service performance in the e-commerce context

PurposeDespite the growth of the online overseas purchasing industry, there is a lack of studies addressing these companies' communication strategies. Thus, this study aims to examine the impact of customer experiences with communication via overseas purchasing websites.Design/methodology/approachUsing data from overseas purchase customers in the United States, this study examines communication as either firm or customer generated and assesses their effects on brand-related outcomes.FindingsThe results show that both firm- and customer-generated communication influence brand awareness, perceived quality, and loyalty. Also, the impact of brand awareness on perceived quality is supported. Differences in the relationship between communication and behavior across demographic characteristics (i.e. gender, age, income) are identified, and the impact of firm-generated content on customers is found to be greater than that of customer-generated communication.Research limitations/implicationsGiven the limitations of quantitative surveys to examine overseas retailing practices, the results of this study provide a starting point for future researchers to conduct more qualitative studies with customers from various cultures.Originality/valueDue to the importance of communication marketing in the retail setting, this study provides useful guidelines for online retail services to enhance customers' interaction and empowerment.

외식기업의 브랜드 확장 전략이 이미지, 고객신뢰, 고객만족에 미치는 영향

This study investigated the influence of brand attitude, brand image, brand loyalty and image of brand expansion strategy on customer trust and customer satisfaction for customers who use restaurant service. A survey was conducted for one month from January 1, 2022, targeting consumers in Daegu and Gyeongbuk. A total of 249 copies were used for analysis. For statistical processing in this study, SPSS/WIN statistical program 25.0 was used, and the analysis method was confirmed factor analysis and structural equations. In conclusion, it was found that the brand expansion strategy of restaurant companies had a significant effect on image, customer trust, and customer satisfaction. Therefore, the restaurant industry is desperately in need of research on the determinants of increasing consumer trust and satisfaction.

The Impact Of Brand Factor, Customer Factor, And Product Factor On Brand Loyalty Towards Motorbike Brands In Bangkok, Thailand

Thailand’s market for “big bikes”, or motorbikes larger than 400cc, has been enjoying tremendous growth especially with their attractive design and powerful engines, big bikes are a dream machine for many men and even some women. According to the Land Transport Department, nearly 165,000 big bikes have been registered in Thailand so far, and the number is expected to near the 200,000 mark by the end of this year (2021). On a global scale, the market for motorcycles is concentrated in the countries of the Asia-Pacific region, an area that accounts for 80% of total annual global sales (source: Statista). Therefore, competition has been fierce and all brands are looking for ways to increase brand loyalty in order to stabilize their earnings and sustain sales growth over time. Therefore, it would be beneficial to all these big bike brands to understand what constitute consumer loyalty. The purpose of this research is study of factors influencing brand loyalty of big bikers in Thailand. These factors include First-order variables: Customer Expectation (CE), Customer Satisfaction (CS), Brand Personality (BP), Brand Image (BI), Brand Trust (BT), Product (PD), Customer Psychology (CP); and Second-order variables: Customer factor (CUS), Brand factor (BRA). 400 sample were collected using electronic questionnaire through social media. We used second-order Structural Equation Models (SEM) for data analysis. The result shows that the RMSEA, which is an absolute fit index that assesses how far our hypothesized model is from a perfect model, for this model is .047 (<.05) which strongly indicates a “close fit” and the Goodness of Fit Index (GFI) value is .903 (>.90), the model seems to fit well according to the descriptive measures of fit. Moreover, CFI, which is incremental fit indices that compare the fit of our hypothesized model with that of a baseline model (i.e., a model with the worst fit), its value equals .900 indicating an acceptable fit. More importantly, Customer factor (CUS), which is second-order factor of Customer Expectation (CE) and Customer Satisfaction (CS), seem to have significant effects on Customer Psychology towards Brand Loyalty of Big Bikers in Bangkok Thailand due to their p-values are all less than .05. That means if big bike companies and manufacturers can come up with the models that meet or exceed consumer expectation and satisfy customer needs, big bikers will be more likely to switch to your brand and become brand loyal any day.

Customer-to-customer Interaction in Online Brand Communities Influences Brand Loyalty

With the development of Internet technology, online brand communities have increased rapidly. Through these communities, customers can interact with other customers, gain experience with products, obtain information about the products, and enhance brand loyalty. We conducted a questionnaire with 442 online brand community members to explore the internal mechanism of how customer-to-customer interaction in online brand communities influences brand loyalty. The results were as follows: (a) Customer-tocustomer interaction in online brand communities had a positive effect on brand loyalty, (b) both customers' pleasurable experience with the online community and their community identity mediated the relationship between customer-to-customer interaction and brand loyalty, and (c) community identity and pleasurable experience had a chain mediating effect in the relationship between customer-tocustomer interaction and brand loyalty. Implications of the findings are discussed.

Consumers’ responses to moral controversies of religiously positioned brands: the effects of religiosity on brand loyalty

PurposeThis study aims to examine how religiosity influences brand loyalty toward religiously positioned brands (Chick-fil-A, Forever 21, etc.) when these brands engage in morally controversial actions.Design/methodology/approachStudy 1 investigates how religiosity affects brand loyalty when religiously positioned brands engage in religiousness-related vs nonreligiousness-related morally controversial actions. Study 2 examines several psychological processes (reactance, forgiveness and moral decoupling) as mediators of the effects of intrinsic religiosity and extrinsic religiosity on brand loyalty for controversial religious brands.FindingsStudy 1 demonstrates that religiosity leads to positive brand loyalty for religiously positioned brands in the case of both religiousness-related and nonreligiousness-related controversies. Study 2 reveals that intrinsic religiosity (extrinsic religiosity) leads to brand loyalty through moral decoupling and forgiveness, but not through reactance, when religious brands engage in religiousness-related (nonreligiousness-related) controversies.Research limitations/implicationsThis research focuses on the effects of religiosity on brand loyalty for morally controversial religious brands but does not examine the effects of religious affiliation (Christianity, Islam, Hinduism, etc.). The samples include only US residents.Practical implicationsReligious positioning of brands can engender brand loyalty for consumers with high levels of intrinsic religiosity and/or extrinsic religiosity, even when these brands engage in morally controversial actions.Originality/valueThis research shows that religiosity affects brand loyalty for morally controversial religious brands and demonstrates that psychological processes used by consumers to justify support for morally controversial religious brands depend on type of religiosity (intrinsic vs extrinsic) and type of controversy (religiousness-related and nonreligiousness-related).

Social media communication with intensified pandemic fears: evaluating the relative impact of user- and firm-generated content on brand loyalty

PurposeThe purpose of this study is to analyse user-generated content and firm-generated content on perceived quality and brand trust, and eventually how it impacted brand loyalty with pandemic fear as the moderator.Design/methodology/approachThis study employed an online survey questionnaire method in the Facebook online shopping groups to collect the data. The filter question technique was adopted to verify the respondent's validity. A total of 434 samples was collected using purposive sampling. The data were then analysed using SmartPLS 3.0.FindingsThe analysis showed that firm-generated content appeared to have a stronger positive relationship on perceived quality and brand trust than on user-generated content. Brand trust and perceived quality are found to influence brand loyalty positively. However, pandemic fears only moderate the relationship between firm-generated content and brand trust and perceived quality. This study revealed that the main components in social media communication do not influence perceived quality and brand trust to the same extent.Originality/valueThis study contributes to the knowledge of social media communication during the pandemic period that has not been studied empirically in the Malaysian context. The main components in social media communication were delineated and the impact of pandemic fears on how they would possibly affect the established relationships in the literature were examined. This study enables the researchers and practitioners to take a closer look at how the pandemic crisis could provide a shift on what has been understood so far.

The Influence of Brand Loyalty on Customers’ Repurchase Decisions of Green Beauty Product

Research aims: This study examined the relationship between green beauty products and customers’ repurchase decisions. However, this study used brand loyalty as the intervening variable.Design/Methodology/Approach: This study employed purposive sampling to collect the primary data. The object of this study was The Body Shop. Questionnaires were distributed to 236 respondents aged 14-39 years old. SEM analysis was then utilized to analyze the results of the questionnaire.Research findings: The findings of this study showed that green beauty products had a significant impact on customers’ repurchase decisions. Similarly, brand loyalty has been proven to mediate the relationship between green beauty products and customers’ repurchase decisions.Theoretical contribution/Originality: The previous study has investigated the relationship between green products and customers’ repurchase decisions, but little literature involves green products in terms of the beauty industry and customers’ repurchase decisions. Another contribution is that this study revealed that it could affect the customers’ repurchase decisions on green beauty products through brand loyalty. Practitioner/Policy implication: The authors suggest that The Body Shop maintain their added value so that customers perceive more added value and do consistent purchasing in The Body Shop rather than the other brands.Research limitation/Implication: This study has limitations when developing the structural model fit. One indicator did not meet the good fit criteria: the AGFI with the marginal fit result.

FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND LOYALTY KONSUMEN RESTORAN OPPA GALBY (CABANG : TANJUNG DUREN)

The food industry is growing so rapidly that many new concepts are present to give a different feel. One of them is a restaurant with a buffet concept. While maintaining existing consumers is critical to competing today, this study focuses on factors influencing brand loyalty. OPPA GALBI is a Korean restaurant with a buffet concept. A sample in this study of 300 respondents at OPPA GALBI restaurants in Tanjung Duren. This study obtained that service quality, brand image, perceived quality, brand awareness, brand association positively influence brand loyalty.

Influence Of Brand Communication, Brand Image And Brand Trust Through Online Media On Brand Loyalty In E-Commerce

This study is the influence of brand communication, brand image and brand trust through online media on brand loyalty in e-commerce. With sampling techniques using accidental sampling techniques where sampling by way of taking by chance, by taking cases or respondents who happen to exist or are available in a place with the context of the study. The population in this study were respondents from Sampit community who use e-commerce and 140 people were taken as a sample and tested with validity test, reliability test, mediation test, hypothesis test and goodness of fit test with the help of warppls program Version 3.0.Based on the test results of the structural equation of brand communication significantly affect the online media. With the part coefficient value of 0.087 and p-value of 0.01 < 0.05 so that the hypothesis is accepted. On the test equation structural image of the brand significantly affect the online media. With the value of the part coefficientsebesar 0,606 and p-value 0,01< 0,05 so that the hypothesis is accepted. On the test equation structural brand trust significantly affect the online media. With the value of the part coefficientsebesar to 0.573 and p-value 0,01 < 0,05 so that the hypothesis is accepted. On the test equation structural brand communication significantly influence brand loyalty. With a part coefficient value of 0.100 and p-value of 0.01 < 0.05 so that the hypothesis is accepted. In the structural equation test, brand image significantly affects brand loyalty. With a part coefficient value of 0.100 and p-value of 0.01 > 0.05 so that the hypothesis is accepted. In the structural equation test, Brand Trust significantly affects brand loyalty. With a part coefficient value of 0.085 and p-value of 0.01 > 0.05 so that the hypothesis is accepted.Based on the structural equation test, brand communication significantly affects brand loyalty through online media. Because the direct influence of the coefficient value decreased from 0.57 to 0.19, this shows that the mediating variable is able to absorb the direct influence of the model without mediating, so the hypothesis is accepted.Based on the structural equation test of brand image significantly affect brand loyalty through online media. Because of the direct influence of the value of the coefficient smaller than 0,61 be 0,32, this shows that the variable pemediasi able to absorb the direct influence of the model without pemediasi, so the hypothesis is accepted.Based on the test equation structural brand trust significantly influence brand loyalty through online media. Because of the direct influence of the value of the coefficient tapers from 0.57 to 0,41, this shows that the variable pemediasi able to absorb the direct influence of the model without pemediasi, so the hypothesis is accepted. The r number of brand communication, brand image and brand confidence in online media is 0.518 or 51.8%. The remaining 48.2%. Brand communication, brand image and brand trust to brand loyalty amounted to 0.528 or 52.8%. The remaining 47.2%.

The Customer Engagement Effect on Customer Satisfaction and Brand Trust and Its Impact on Brand Loyalty

Research aims: The research purpose is to determine the influence of customer engagement on brand loyalty through customer satisfaction and brand trust.Design/Methodology/Approach: The population in this research was customers who made purchases from December 2019 until February 2020. The sampling technique employed purposive sampling to decide on 200 respondents. The data had been examined for reliability and validity. The data analysis method used quantitative and descriptive. Structural Equation Modeling (SEM) was utilized in the quantitative analysis.Research findings: The research results uncovered that customer engagement significantly influenced customer satisfaction. Customer engagement gave a significant influence on brand trust. Customer engagement gave a significant influence on brand loyalty. Customer satisfaction gave a significant influence on brand trust. The brand trust gave a significant influence on brand loyalty. Customer engagement gave an indirect influence on brand trust through customer satisfaction. Also, customer engagement indirectly influenced brand loyalty through brand trust and customer satisfaction.Theoretical contribution/Originality: The study gives contribution to the growth of brand literature.Practitioner/Policy implication: The study has implications for researchers and sellers on how to improve the brand.Research limitation/Implication: The limitation of this study is that it only used one clothing entrepreneurship business brand that utilized Instagram as a promotional medium for further research. Developing the research object further by using more similar brands is recommended.

Social storytelling in a post-pandemic world: Four content pillars to build relevant authenticity with today’s social consumer

This article examines the recent shift in consumer expectations vis-à-vis brands in the social media space, with a focus on how brand authenticity influences brand loyalty and purchasing decisions. Having discussed the application of Walter Fisher’s narrative paradigm to social media storytelling, the article uses a case study of Dairy Farmers of America — the country’s largest dairy cooperative — to define the four content pillars brands can use to increase their authenticity and humanise their brands through social media.

Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty of Shopee on Consumers’ Purchasing Decisions

Shopping through e-commerce is one of the new tools in the current era. Various brands offer the large selection of products or services making shopping through e-commerce like shopping in the city center, but online. Currently, many e-commerce companies are running similar services because e-commerce is important to build a strong brand from the audience and shows the value of the products or services they offer. The aim of the research is to see how significant the influence of Shopee’s brand equity is on consumer purchasing decisions in Indonesia. The research applies a quantitative approach with linear regression analysis to see the causal relationship between variables, with the help of the SPSS 23 application for windows. Data are collected by distributing structured questionnaires online to 100 respondents from various segments of age, gender, and area of residence. The results show that the variables of brand equity including brand awareness, perceived quality, and brand loyalty have an influence on consumer purchasing decisions. However, brand association has no effect on purchasing decision. The most influential variable on purchasing decisions is brand loyalty from all the variables used. Moreover, it is suggested that Shopee application managers should pay more attention to factors that affect brand equity since it has a positive and significant influence on online purchasing decisions.

Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment

PurposeThis paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment.Design/methodology/approachAn online survey with 428 members of an Australian consumer panel. The data are analyzed using the structural equation modeling (SEM).FindingsThe results show that social self-congruity (SSC) has a direct effect on the brand attachment, but actual and ideal self-congruity (ASC and ISC) influence it only indirectly through brand experience. Moreover, the NFU strengthens the positive effect of ISC but weakens the effect of SSC on brand attachment.Research limitations/implicationsThis study uses publicly consumed brands and the NFU as the moderator. Future research may study privately consumer brands and use other moderators, such as regulatory focus (promotion vs prevention).Originality/valueThis study extends current research on brand attachment by highlighting the positive influence of SSC on brand attachment. It also establishes the mediating role of brand experience and the moderating role of the NFU. These are new insights about the underlying process and the boundary conditions for the well-established relationship between self-congruity and brand attachment.