Influence Brand Loyalty Research Articles

Content Influence on Brand Loyalty

This research paper explores that, in today's digital age, content has become a powerful tool when it comes to building brand loyalty. The purpose of this research paper is to explore the influence of content on brand loyalty. Specifically, this paper will examine the various types of content (e.g., social media, blogs, videos, etc.) and how they influence brand loyalty. Additionally, this paper will analyse the role of customer engagement and the impact on brand loyalty. Through primary & secondary data that we have collected, this research aims to provide a deeper understanding of how content can be used to enhance brand loyalty and drive customer engagement. Ultimately, this research will contribute to the existing body of knowledge in the field of marketing and provide valuable insights for marketers to leverage content to build a loyal customer base. Keywords: Loyalty, Influence, Insights, Marketing, Enhance, Analyse.

CSR Impact on Brand Loyalty: Insights from Consumer Perceptions

This research explores the intricate relationship between corporate ethics, social responsibility (CSR), brand association, and brand loyalty in the context of the dynamic Chinese market. Chinese consumers exhibit an increasing awareness of and enthusiasm for CSR initiatives, seeking information on ethical and social practices when making purchasing decisions. Strong brand association significantly influences brand loyalty, with consumers choosing brands that align with their values, including CSR values. The interplay between CSR and brand association is dynamic and positively impacts brand loyalty. The findings highlight the significance of aligning CSR initiatives with local values, effective storytelling, and consistency in CSR engagement for brands operating in China. Understanding generational dynamics and the unique dynamics in the Chinese market is crucial. Brands embracing CSR as a strategic necessity foster lasting brand loyalty in this consumer-driven market.

The antecedent cognitions of brand love and its impact on brand loyalty: the moderating role of sustainability marketing

PurposeThis study aims to examine the moderating effect of sustainability marketing on brand loyalty of brands that advertise their sustainable development agenda goals. The study highlights the mediating effect of brand love having cognitive antecedents of brand authenticity, popularity and congruence with private and social self of the consumer.Design/methodology/approachA mall intercept survey was used to collect data from consumers who use brands that embrace sustainable marketing strategies. Only those brands were selected which are popular as well as advertise sustainable practices in their brand communication (mainstream and social media). The data was self-administered by trained research assistants, who gathered data from a sample of 350 respondents.FindingsThe findings revealed that the popularity and authenticity of a brand play an essential role in developing brand love and later influences brand loyalty behavior. A larger effect is seen on brand love when there is congruence of private and social self with the brand. The brand has even a stronger relationship with brand loyalty when moderated by sustainability marketing.Research limitations/implicationsBrand love has the potential for long-term influences, only if sustainability marketing is used as a backbone. Brand managers should target an authenticity-seeking segment of consumers, who once convinced can lead to repeat business and brand loyalty and reduce dissonance. As sustainability marketing provides multiple benefits, genuine branding strategies should be devised that amalgamate into a single message spun around sustainability concerns and connecting the ethos of authenticity, popularity and self-expression. Future research may take into consideration more categories than this study on clothing, and consumer goods, adopting a mixed-methods approach. Moreover, a range of potential antecedents of brand love can be determined along with potential outcomes when aligned with external efforts such as sustainability, corporate social responsibility and international investment.Originality/valueTo the best of the authors’ knowledge, this is the first study investigating the moderating role of sustainability marketing on the relationship between brand love and brand loyalty and the mediating role of brand love between brand authenticity, popularity, social/private-self-expression and brand loyalty. It is also the first study documenting how sustainability marketing reinforces the brand loyalty for popular brands in developing countries like Pakistan. This study fills a research gap as it expands the existing literature on sustainability marketing and brand love that is generally focused on brand dimensions and not the brand communications and thus has not reached similar results.

Factors influencing Brand Loyalty for Scarlett Whitening products in Jakarta

This study intends to investigate the effects of three important variables on brand loyalty for Scarlett Whitening products among Jakartan consumers: brand image, brand experience, and brand trust. The study used a quantitative methodology and a survey method to examine data from 100 customers who had at least three purchases of the product. Structural Equation Modeling (SEM) was used to process the data, and the results made it abundantly evident that all three variables greatly affect brand loyalty. The research is helpful for both corporations and academic scholars. For academics, it offers a well-organized overview of the factors influencing brand loyalty, acting as a valuable starting point for further study. Additionally, it implies that future study should think about varying the research factors and increasing the sample size to obtain more diverse results. The findings provide critical consumer behavior insights for businesses, particularly Scarlett Whitening, and emphasize the necessity to concentrate on enhancing brand image, experience, and trust to increase customer loyalty. The study paves the way for future research that will be more thorough and serves as a roadmap for efficient brand management tactics.

BRAND LOYALTY DITINJAU DARI BRAND EXPERIENCE, BRAND AUTHENTICITY DAN BRAND LOVE

The hotel and resort business are required to sustain consumer loyalty effectively. The study was carried out at Navotel Lombok Resort. The primary objective of this research is to ascertain the impact of brand experience, brand authenticity, and brand love on brand loyalty. Furthermore, this study aims to examine the potential mediating effects that may arise through the concept of brand love. The present study used a descriptive quantitative research design. The sampling approach employed in this study was purposive sampling. The present study discovered a noteworthy and affirmative relationship between brand authenticity and brand love, indicating that both factors substantially influence brand loyalty in contrast to brand experience, which has been found to have a limited impact on brand loyalty. Moreover, the impact of brand experience and authenticity on brand love is positive and substantial. The subsequent finding demonstrates an indirect relationship between brand experience and brand authenticity with brand loyalty, mediated by brand love.

The Influence of Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty and Price on Daihatsu Car Buying Decisions (Case Study at Daihatsu Pemalang Car Dealership)

The purpose of this study to find and obtain empirical evidence of the influence of brand awareness, perceived quality, brand association, brand loyalty, and price on buying decisions both partially and simultaneously. This study uses a sample of 70 respondents, namely some of consumers who buy Daihatsu cars at Pemalang Daihatsu Dealers. The sample used was using purposive sampling technique. The testing in this study was carried out using instrument test analysis methods such as validity, reliability, classic assumption tests such as normality tests, linearity tests, and heterogedity tests, and on statistical tests such as path analysis, multiple linear regression, t-test, F test. The results of this study were obtained 1) there is a significant influence between brand awareness variables (X1) on purchasing decisions (Y); 2) there is a significant influence between the perceived quality variable (X2) on purchasing decisions (Y); 3) there is a significant influence between brand association variables (X3) on purchasing decisions (Y); 4) there is a significant influence between brand loyalty variables (X4) on purchasing decisions (Y); 5) there is a significant influence between the price variable (price) (X5) on the purchase decision (Y); 6) brand awareness variables (X1), perceived quality (X2), brand associations (X3), brand loyalty (X4), and price (X5) partially influence purchasing decisions (Y); 7) variable brand awareness (X1), perceived quality (X2), brand association (X3), brand loyalty (X4), and price (X5) simultaneously influence purchasing decisions (Y);

Research on Brand Image Marketing Strategy - From Brand Awareness to Brand Loyalty

Brand image marketing is closely related to brand awareness and brand loyalty. Brand image marketing improves brand awareness and recognition through a variety of means and activities, thus enhancing consumers' loyalty and willingness to purchase brands. Enterprises need to adopt corresponding brand image marketing strategies and tools according to market demand and their situation to enhance the brand image and competitiveness comprehensively. This paper first introduces the definition and objectives of brand image marketing and then focuses on the influence of brand awareness and loyalty on brand image marketing and the key factors affecting brand awareness and loyalty. Then, this paper illustrates how to achieve the goal of brand image marketing from the aspects of unified management of brand image, multi-channel marketing, and personalized marketing, and illustrates cases, which can provide reference and inspiration for enterprises to implement brand image marketing, and also provide new ideas and directions for the development of the industry.

Examining the effect of brand coolness on communal brand connection and brand commitment: a mediation and moderation perspective

PurposeThe purpose of this study, which draws on the stimulus organism response (S-O-R) theory, is to empirically examine the effect of brand coolness on communal brand connection and brand commitment, while assessing how the latter fosters brand trust and loyalty among smartphone users.Design/methodology/approachData are collected from 410 smartphone users in Ghana and analyzed with Smart-PLS utilizing the structural equations modeling technique.FindingsThe study's findings show that consumers' perceptions of brand coolness have a positive influence on their communal brand connection and brand commitment. The study also discovers that brand commitment influences brand loyalty, whereas communal brand connection influences brand commitment, loyalty and trust, respectively. Similarly, brand commitment and communal brand connection are identified as important mediating variables in the relationship between brand coolness and both brand loyalty and brand trust.Practical implicationsThe study underlines the significance of developing cool brand images and communicating same effectively to current and prospective customers, along with other stakeholders.Originality/valueThe study highlights the fact that properly creating cool brands can lead to increased communal brand connection, brand commitment, and, consequently, brand trust and loyalty.

BRAND EXPERIENCE, ATTITUDE, AND LOYALTY IN BRAND EQUITY FASHION LUXURY BRAND

Luxury products have become a means of self-actualization in society to show prosperity or wealth. Even so, the consumption of luxury goods is the prerogative of people in the world. There are several studies and research that discuss this luxury item to understand how consumer experiences with brands are either negative or positive, how luxury products affect people's attitudes which ultimately lead to loyalty to product purchases and provide benefits to producers how the product is considered good by the public. The purpose of this paper is to find out how the influence of brand experience, brand attitude, and brand loyalty on brand equity in luxury fashion brands. The research method used in this study is collecting responses from consumers who have at least bought several luxury fashion brands (such as Hermes, Chanel, Yves Saint Laurent, Fendi, and other luxury fashion brands with a minimum of 2 purchases within 2 years. Data were collected from 188 respondents using a questionnaire with a Likert scale. The empirical results show that customer engagement positively encourages brand loyalty.

BRAND EXPERIENCE, ATTITUDE, AND LOYALTY IN BRAND EQUITY FASHION LUXURY BRAND

Luxury products have become a means of self-actualization in society to show prosperity or wealth. Even so, the consumption of luxury goods is the prerogative of people in the world. There are several studies and research that discuss this luxury item to understand how consumer experiences with brands are either negative or positive, how luxury products affect people's attitudes which ultimately lead to loyalty to product purchases and provide benefits to producers how the product is considered good by the public. The purpose of this paper is to find out how the influence of brand experience, brand attitude, and brand loyalty on brand equity in luxury fashion brands. The research method used in this study is collecting responses from consumers who have at least bought several luxury fashion brands (such as Hermes, Chanel, Yves Saint Laurent, Fendi, and other luxury fashion brands with a minimum of 2 purchases within 2 years. Data were collected from 188 respondents using a questionnaire with a Likert scale. The empirical results show that customer engagement positively encourages brand loyalty.

Brand Experience on Brand Loyalty through Brand Satisfaction and Brand Trust: Study on Altex Cat Customers in East Java

The paint industry in Indonesia is facing fierce competition from competitors and increasingly selective consumers. In this context, PT Atlantic Ocean Paint, a prominent company known for its product Altex, aims to understand customer needs and create positive brand experiences to foster brand loyalty and boost sales. This study, conducted in Papua Province, Indonesia, with 200 participants from various cities, explores how brand experience, brand satisfaction, and brand trust influence brand loyalty. Data was collected through a structured research instrument with validated scales for the mentioned variables. The findings indicate that brand experience directly affects brand satisfaction but not brand trust. Brand satisfaction, in turn, influences both brand trust and brand loyalty. However, brand experience does not have a direct impact on brand loyalty. Nevertheless, there is an indirect influence, as brand experience significantly affects brand loyalty through brand satisfaction and brand trust. By grasping these insights, PT Atlantic Ocean Paint can effectively enhance customer loyalty and improve its competitive edge in the challenging paint market in Indonesia.

The Impact of Brand Romance Dimensions on Brand Loyalty: A Study on Uniqlo Indonesia

The significant growth of the fashion industry has made it an appealing sector to explore. This research aims to investigate how brand pleasure, brand arousal, and brand dominance influence brand loyalty in UNIQLO Indonesia. The study employed a quantitative approach using a survey method with 75 respondents. The research data was collected through online questionnaires and analyzed using multiple linear regression with SPSS software. The findings indicate that brand pleasure, brand arousal, and brand dominance have a positive relationship with brand loyalty. Furthermore, brand pleasure has the most significant impact on brand loyalty, while brand dominance has the least impact among the three dimensions in affecting brand loyalty in the case of UNIQLO Indonesia.

Analysis of Brand Experience, Brand Love and; Brand Loyalty to Willingness to Pay Premium Price to Starbucks Indonesia Consumers in Jakarta

This study was conducted with the aim to analyze the factors that influence brand loyalty and willingness to pay premium price in Starbucks Indonesia consumers in Jakarta. The development of consumer relationships with brands has become a focus for every business. Through brand-related communication, the brand acts as a system that engages buyers and sellers. Not only limited to the relationship between consumers and brands, but also related to greater sales, price vulnerabilities, better loyalty, and higher margins. SEM (Structural Equation Modeling) analysis was used as a data analysis method in this study. The research model used in this study is second order. The use of SEM with PLS (Partial Least Square) approach was chosen because it can be used effectively with small sample sizes and complex models The sample of this study amounted to 114 Indonesian Starbuks consumers in Jakarta. The results showed that brand experience has a positive and significant effect on brand love, brand experience has a positive and significant effect on brand loyalty, brand love does not have a significant effect on willingness to pay premium price, love for brand has a positive and significant effect on brand loyalty, brand experience does not have a significant effect on brand loyalty.Willingness to pay premium price, as well as brand loyalty have a positive and significant effect on willingness to pay premium price.

An Analysis of Factors Affecting Brand Loyalty to E-Commerce Users Mediated by Brand Trust

This study aimed to analyze the factors that influence brand loyalty, and the role of brand trust as an intervening variable in E-Commerce users. Two hundred and fifty (250) respondents participated in the sample data collection. The results of this study found that brand trust and brand image did not affect brand trust. Brand positioning, customer satisfaction, and brand awareness had a significant effect on brand trust. And, brand trust had a significant effect on brand loyalty.

The Influence of Customer Satisfaction, brand trust and Brand Loyalty on Purchase Intention: A Study of McDonald’s in Malaysia

Customer satisfaction is crucial to the success of any business.It has been studied in the fields of business and marketing since the 1970s. When customers are satisfied, brand loyalty is immediately involved. As a result, brand loyalty has received a lot of attention in recent decades. McDonald's is the world's leading fast service restaurant, with over 36,000 outlets worldwide and more than 70 million customers served daily in more than 100 countries. Every month, McDonald's serves approximately 13.5 million customers in over 320 stores in Malaysia. The company's performance is strongly related to its high levels of brand loyalty and customer satisfaction. This paper aims to examine how customer satisfaction, brand trust and brand loyalty may influence the purchase intention of McDonald in Malaysia. We applied SPSS to test hypotheses, and 150 McDonald's customers engaged in a Google form-based online survey. The findings reveal that customer satisfaction, brand trust and brand loyalty influence McDonald's customers purchasing intentions. Recommendations and implications were discussed.

It is not merely a chat: Transforming chatbot affordances into dual identification and loyalty

Artificial intelligence (AI)-powered service chatbot functionality is changing to more effectively connect with customers in the era of digital marketing. As such, an understanding of how to enhance user perceptions and behaviors through interface design has become crucial. Using affordance actualization theory and social identity theory as a theoretical lens, this study explored how chatbot affordances affect consumer brand loyalty. Data were collected from 369 respondents who had at least one conversation with AI chatbots from a predetermined list of banks in Taiwan; the collected data were then analyzed using structural equation modeling. The results revealed that anytime–anyplace connectivity, information association, visibility, and interactivity affordances provided by chatbots positively influenced chatbot exploitation, which in turn affected perceived brand competence and perceived brand warmth. Furthermore, perceived brand competence influenced customer–chatbot identification and customer–brand identification, whereas brand warmth influenced customer–brand identification. Customer–chatbot identification also influenced brand loyalty both indirectly—through customer–brand identification—and directly. These findings are useful for assisting managers in various industries in the application of AI technologies to implement digital transformation strategies and improve customer services.

Brand Loyalty and Its Impact on Repeat Purchase Behaviour of Customers: A Cross-Sectional Study in the FMCG Context

Brand loyalty is a fundamental concept in marketing, particularly in the "fast-moving consumer goods (FMCG)” industry, where competition is intense and consumer choices abound. Understanding the impact of "brand loyalty” on repeat purchase behavior is crucial for businesses striving to build enduring customer relationships and achieve sustainable growth. Brand loyalty plays an important role in shaping the success of companies as it influences customer retention and sustains long-term profitability. By understanding the underlying mechanisms that drive repeat purchases, companies can develop effective strategies to cultivate brand loyalty and enhance customer satisfaction. The results suggest that various factors, including brand reputation, product quality, price, and promotional activities, significantly affect brand loyalty, leading to increased repeat purchase behavior. Furthermore, "customer satisfaction” and "trust"  emerge as critical mediating factors in the relationship between brand loyalty and repeat purchase behavior. The results will enable FMCG companies to comprehend the factors influencing brand loyalty and identify strategies to foster customer loyalty. Additionally, this study can serve as a foundation for future research exploring the dynamics of brand loyalty in different industries or cultural contexts. The study survey was conducted among 220 consumers to know the role of brand loyalty and its impact on repeat purchase behavior of customers in the FMCG context. The study concludes that there is significant impact of brand loyalty on repeat purchase behavior of customers in the FMCG context.

Investigating the Effect of Drivers of Customer Equity on Continuance Use Intention of Branded Apps

Customer equity, which is one of the key factors in modern marketing, has been recognized as an influential factor in customer loyalty and their behavioral intention. To better understand and manage customers' or users' behavioral intentions, it is necessary to find out the effect of customer equity on them. Customer equity includes the three main drivers of value equity, brand equity and relationship equity. The present research also seeks to investigate the effect of customer equity drivers on customer continuance use intention, as well as the mediating role of brand loyalty in this regard. The statistical population of the research was the users of Instagram app in a public university in Tehran. The results of the data analysis showed that the brand equity affects the brand loyalty, the relationship equity influences brand loyalty, value equity impacts customer behavioral intention, relationship equity affects customer behavioral intention and brand loyalty is effective on customer behavioral intention.

THE IMPACT SOCIAL MEDIA MARKETING, SOCIAL INTERACTIVITY AND PERCEIVED QUALITY OF BRAND LOYALTY ON IPHONE USERS

Brand loyalty plays a crucial role in social media services for consumers. Marketing activities through social media can predict and focus on consumer values in brand selection and sharing information with other consumers through social media. Therefore, the purpose of this study is to investigate the impacts of Social Media Marketing, Social Interactivity, and Perceived Quality on Brand Loyalty among iPhone users. The research employed a survey method, and a set of questionnaires were administered to 117 iPhone users located in a specific area via Google Forms. Structural Equation Modelling (SEM) and SmartPLS 4 were utilized to analyze the collected data. The findings demonstrated that Social Media Marketing has a significant simultaneous effect on brand loyalty among iPhone users, although its partial effects were insignificant. Effective Social Media Marketing can enhance iPhone users' loyalty to the brand as they actively engage in marketing campaigns on social media. Social Interactivity also has a significant effect on brand loyalty among iPhone users. Social interactions between users and the brand on social media influence user engagement, relationship, and experience with the brand, which in turn affects iPhone users' loyalty. Perceived Quality also plays a crucial role in influencing brand loyalty among iPhone users. iPhone users who perceive the product as high-quality tend to be more loyal to the brand. There are interrelated relationships between Social Media Marketing, Social Interactivity, and Perceived Quality in shaping brand loyalty among iPhone users. Therefore, Marketers and brand managers should focus on developing effective social media strategies, good user interactions, and product quality enhancement to improve user loyalty to the iPhone brand.

The Influence of Brand Loyalty, Brand Awareness, Brand Image, and Perceived Quality on Brand Equity in MS Glow

<em>This study aims to determine the effect of brand loyalty, brand awareness, brand image, and perceived quality on MS Glow. The data collection technique was carried out by distributing Likert questionnaires which were distributed online on Google Forms. The sampling technique uses purposive sampling. Data were taken from 202 respondents and analyzed using SPSS 26 and SEM Lisrel 8.8. Respondents were taken from MS Glow users who lived in Tangerang Regency. Based on the test results, it was found that the variables brand loyalty, brand awareness, and perceived quality had a positive and significant influence on brand equity and brand image had no positive effect and did not support brand equity.</em>