Level Of Brand Loyalty Research Articles

Brand Romance; An Upright Predictor of Brand Loyalty in Mobile Phone Market, based on University Academics in Sri Lanka

Today, the fast-growing mobile phone industry necessitates marketers to develop strong customer-brand relationships in order to maintain a loyal customer base and prevent them from switching to other competitive brands in the market. In such a context; the concept of ‘Brand Romance’ is imperative for marketers to uplift brand attitude and brand loyalty of consumers. So, the main objective of this research is to investigate the impact of brand romance on brand loyalty in the mobile phone market, with a special reference to the University Academics of Sri Lanka. Indeed, this is a cross-sectional study with a deductive approach, supported by three dimensions of brand romance namely brand pleasure, brand arousal and brand dominance, introduced by Patwardhan & Balasubramanian, (2011). A sample of 200 Academics was selected using simple random sampling and data was collected using a structured questionnaire, administered via emails. Data was analyzed using descriptive statistics and inferential statistics. Descriptive statistics revealed that the sample respondents exhibit a moderate level of brand loyalty as well as moderate levels of all the three dimensions of brand romance towards the currently using mobile phone brand. Further, results of regression analysis revealed that there is a significant impact of brand pleasure (p<0.05), arousal (p<0.05) and dominance (p<0.05) on brand loyalty. Therefore, it is recommended for marketers to develop strategies fostering brand romance in order to develop a loyal customer base with the brand for the long run.

Relationship of Consumer Satisfaction and Brand Loyalty Through the Path of Attitude toward Brand

This research aims to address the issue of brand loyalty while identifying its potential predictors. Along with the relationships of consumer satisfaction, attitude towards brand and brand loyalty. Attitude towards brand plays its role as a mediator. consumer satisfaction has significant positive impact on attitude towards brand and brand loyalty. Attitude towards brand partially mediates the relationship of consumer satisfaction and brand loyalty. For generalizing the result, current research can also be extended to customers of other users of products like FMCGs, luxury items and even for industrial products in which effect of consumer satisfaction and attitude towards brand may be even more prominent in enhancing the level of brand loyalty.&#x0D; This research explains how attitude towards Apple mobiles shape the consumer satisfaction and marketers can boost the level of brand loyalty by promoting the more credible customers of Samsung mobiles. This research adds in the body of literature by proposing the consumer satisfaction, attitude towards brand and brand loyalty in a single model. For the practical point of view this research describes that consumer satisfaction and attitude towards brand are equally important in shaping the brand loyalty. Simple random sampling technique is used for gathering the data from 220 respondents of Apple Pakistan from Lahore. Reliable and valid scales have been used for measuring the consumer satisfaction, attitude towards and brand loyalty.

RETRACTED: The influence of consumer brand loyalty on brand remanufacturing market strategy

This paper analyzed how consumer brand loyalty influences brand remanufacturers’ market strategy when independent remanufacturers (IRs) enter the market and when they do not. The authors developed and analyzed four market models, “no IR enter and no brand remanufacture (n),” “no IR enter and brand remanufacture (nR),” “IR enter and no brand manufacture (nr),” and “IR enter and brand remanufacture (nrR)”. They then analyzed the results using sensitivity analysis and comparative analysis. The research found that new product prices, brand remanufactured product prices, and general re-product prices are positively correlated with brand loyalty; with the increasing level of brand loyalty, brand manufacturers’ profit increases, while the IR’s profit is lowered. Further, when the manufacturing costs of new products are high, the model preference for the brand manufacturers is always [Formula: see text]; when the costs are lower, the level of the consumer brand loyalty affects the model preference. In models nr and nrR, brand loyalty may increase the brand consumer surplus, but reduces the average consumer surplus, total consumer surplus, and total social welfare.

Relationship of Brand Credibility with Brand Loyalty

Globalization has turned the world into a small village, giving access to everyone for everything. World is now becoming brand less as organizations are facing the problem of brand loyalty throughout the world. Pakistan being a developing country who is also facing the same problem. This research aims to address the issue of brand loyalty while identifying its potential predictor. Along with the relationship attitude towards brand and brand loyalty. Attitude towards brand plays its role as an independent variable and brand loyalty consider as dependent variable. Simple random sampling technique is used for gathering the data from 220 respondents of Samsung Pakistan from Lahore. Reliable and valid scales have been used for measuring the attitude towards and brand loyalty. Results indicate that brand credibility has significant impact on brand loyalty. For generalizing the result, current research can also be extended to customers of other users of products like FMCGs, luxury items and even for industrial products in which effect of brand credibility and attitude towards brand may be even more prominent in enhancing the level of brand loyalty. This research explains how attitude towards Samsung mobiles shape the brand loyalty and marketers can boost the level of brand loyalty by incorporating the better policies about attitude toward brand. For the practical point of view this research describes that attitude towards brand is important in shaping thebrand loyalty.

Лояльность к бренду и экономический национализм российских потребителей

Objectives. The study of the relationship between economic nationalism and loyalty to foreign and domestic brands among Russian consumers. Background. Due to the peculiarities of the political and economic situation in the world, the problem of maintaining the national economy and domestic producer has become more acute in many countries. This problem is especially relevant for Russia, which is under sanctions. It was found In a number of foreign studies, that one of the factors of consumer loyalty is economic nationalism, however, the influence of this factor on the behavior of Russian consumers remains unexplored. Study design. The significance level of the differences between loyalty to the domestic and foreign brands was analyzed using the one-way ANOVA analysis of variance. The relationship between economic nationalism and brand loyalty was established using Spearman nonparametric correlation coefficient. Participants. 96 respondents aged 18 to 45 years (M = 22.51; SD = 4.63), 110 men and 86 women. Measurements. To assess the economic nationalism, the CENTSCALE (Consumer Economic Nationalistic Tendencies Scale) methodology of Cheah and Phau was translated in Russian and adapted. To measure brand loyalty, the author’s technique was used. Results. The main hypothesis was not confirmed: there were no significant correlations between economic nationalism and brand loyalty, while a higher loyalty of Russians to foreign brands than to domestic ones was found. Conclusions. Russian consumers have a significantly higher loyalty to foreign brands than domestic ones, while the correlation between economic nationalism and the level of brand loyalty among Russian consumers has not been revealed.

Self-congruity and brand loyalty - an innovation of diffusion approach

Brand loyalty is a much debated topic in marketing and the present challenge for marketers' lie in understanding the self-image and product-image from the consumer's perspective. Though awareness remains the first factor in the adoption process, the interest and desire stages are of prime importance because consumers relate themselves to the offerings during these two stages. This article aims at relating the concept of self-congruity to brand loyalty across various consumer adoption categories [innovation of diffusion, Rogers (1962)] and suggests strategies to increase brand loyalty of the various adopter categories. It theoretically brings forth the differences in self-congruity levels amongst various adoption categories of consumers and its related brand loyalty levels. The need for relating self attributes to brand attributes is the need of the hour. Therefore this article aims at discussing the various theoretical assumptions built on concrete constructs which provides a new approach towards measuring brand loyalty.

ANALISIS LOYALITAS KONSUMEN PERBANKAN SYARIAH DI SUMATERA BARAT

This study aims to analyze the loyalty of Islamic bank customers in West Sumatra. The object of research is all Islamic banks operating in West Sumatra. The population of this study is all Islamic banking customers in the province of West Sumatra. The research sample is 200 Islamic bank customers. The technique used in sampling is a non probability sampling method using Convenience sampling. The level of customer loyalty can be seen from the level of brand loyalty. In general, customer loyalty to Islamic banks in West Sumatra is very good or loyal. This can be seen from the value of the possibility of brand transfer (ProT) of Islamic banks in West Sumatra is (25.5%) and the Atrition Rate is (3%), these results indicate the percentage of a customer moving to another company, which is obtained from the reduction in the value of ProT with a percentage of non-loyal values

The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty

Abstract With growing competition, loyal customers have become the key to the company’s success. Brand loyalty has been a central structure for marketing for almost a century, yet this research topic is still modern and up to date. The aim of this contribution is to answer the research question of whether there are different segments of customers based on demographic and psychographic aspects that would differ in the level of brand loyalty in the company. In other words, do certain groups of company’s customers (according to demographic or psychographic segmentation) have a higher degree of loyalty to the company’s brand? To answer the research question, we have identified hypotheses expressing the existence of a statistical dependence between individual segmentation variable and the level of brand loyalty. Based on statistical testing of established hypotheses, we have confirmed the existence of certain company’s segments that have a higher degree of loyalty.

Branding Services in Mature Markets: Evidence from Egypt

Branding of services is a challange due to services characteristics. It is even more challanging in mature markets. In mature markets, customers show low levels of brand loyalty, with minimum perceived differences among competing offers. All of these factors raise the complexity of branding services in mature highly competitive markets. This research provides guidance for branding services in such markets. To fulfill the research main aim, Aaker&amp;rsquo;s (1991) model of branding is extended to include variables of importance, as detected from literature, and confirmed by practitioners. Direct and indirect relationships are tested in the extended model to provide detailed guide to practitioners.&#x0D; &#x0D; To fulfill the aim of this research, quantitative tools were employed through surveying mobile service industry customers. Confirmatory factor analysis and path analysis were used to test hypotheses of direct and indirect relationships among Aaker&amp;rsquo;s (1991) model of branding, and variables derived from services marketing literature. All hypotheses were accepted except one. Direct and indirect relationships are justified. This implies that branding in mature markets should be considering direct relationships, as well as, indirect relationships among variables tested. Results of this research are not only of valuable contributions to academics, but also serve as guidance for service marketers operating in similar contexts.

The “brand” of the Catholic Church in England and Wales: Challenges and opportunities for communications

This paper considers the concept of “brand” in relation to religious organisations and, in particular, the Catholic Church in England and Wales. It explores the application of marketing and branding concepts to the Church and reports on perceptions of the Church's brand and identity. The findings show that the Catholic Church in England and Wales has very strong brand equity and high levels of brand loyalty among its members, although conventional marketing language should be avoided due to the sensitivities involved. The findings suggest that the Church could usefully be regarded as a “brand community,” akin in many key respects to brand communities in the commercial sphere. It recommends that Church communications could be enhanced by leveraging the brand more effectively as within a true “brand community” for the purpose of encouraging brand loyalty and energising Church members.

An empirical study on the relationship between consumption emotions and brand loyalty

Consumption emotions play a crucial role in consumers’ post-purchase behaviors. Evoked by potentially controllable factors related to marketers, consumption emotions fall into a two-by-two matrix: attribute-level emotions (ALE) and beyond attribute-level emotions (BALE) with positive or negative latencies. ALE is related to product, and BALE is related to marketing communication. The authors hypothesized a model of consumption emotions in relation to brand trust, brand affect, and brand loyalty in product consumption. The study tested the model by using a sample of 398 college students and applying structural equation modeling. The results supported most the hypotheses, suggesting indirect effects of the four major types of consumption emotions on brand loyalty via brand affect. Furthermore, the study revealed the direct effects of positive or negative emotions at the attribute level. The positive emotions on brand trust were induced by marketing communication, which in turn led to higher levels of brand loyalty. Nevertheless, the effect of negative emotions on brand trust was non-significant.

BRAND LOVE AND CUSTOMER ENGAGEMENT S ROLE OVER BRAND LOYALTY

Purpose - In this study, we wanted to examine the role of brand love and customer engagement over brand loyalty whether they are differentiating by demographic or socio-economic factors or not. It is expected to make a contribution to the literature by expanding brand love and customer engagement by also relating it with brand loyalty. Methodology – We collected data with survey method from 386 participants on internet by promoting it via social media advertisements. Data has been analysed with SPSS 23, using ANOVA, T-test and F-test. Findings- Results seem to be proving that demographic and socio-economic factors are differentiating brand love, customer engagement and brand loyalty levels and there are significant differences between some sub age groups, education levels and gender. Conclusion- In consideration of the results, managers of retail clothing sector could benefit from those sub-group differences while positioning their brand or building their brands at first glance.

Virtual Co-Creation with Customers in the Early Stages of New Product Development

Virtual ‘co-creation’ can be a more effective way to integrate customers into the NPD process. In our study, we examine the effectiveness of virtual co-creation in the early stages of new product development (i.e. idea generation). Specifically, we focus on multiple contingent factors that can potentially impact the outcomes of co-creating activities in terms of the quality of submitted ideas by customers. Based on two integrated empirical studies, we analyze whether certain design elements of virtual co-creation activities, specific customer characteristics, brand relationship characteristics and selected interactions between those variables impact the quality of submitted ideas. We find that design aspects of virtual co-creation such as incentives, seed ideas, topic scope and task-related information have no or only little impact on the quality of submitted ideas. Customers who have a high level of latent dissatisfaction with existing products, a high level of creativity, and a strong commitment to the brand produce higher quality new product ideas. The interaction between latent dissatisfaction and intention to recommend is significant which reinforces the notion that dissatisfied customers with high levels of brand loyalty come up with high quality new product ideas.

Deadly Attraction - Attentional Bias toward Preferred Cigarette Brand in Smokers.

Numerous studies have shown that biases in visual attention might be evoked by affective and personally relevant stimuli, for example addiction-related objects. Despite the fact that addiction is often linked to specific products and systematic purchase behaviors, no studies focused directly on the existence of bias evoked by brands. Smokers are characterized by high levels of brand loyalty and everyday contact with cigarette packaging. Using the incentive-salience mechanism as a theoretical framework, we hypothesized that this group might exhibit a bias toward the preferred cigarette brand. In our study, a group of smokers (N = 40) performed a dot probe task while their eye movements were recorded. In every trial a pair of pictures was presented – each of them showed a single cigarette pack. The visual properties of stimuli were carefully controlled, so branding information was the key factor affecting subjects’ reactions. For each participant, we compared gaze behavior related to the preferred vs. other brands. The analyses revealed no attentional bias in the early, orienting phase of the stimulus processing and strong differences in maintenance and disengagement. Participants spent more time looking at the preferred cigarettes and saccades starting at the preferred brand location had longer latencies. In sum, our data shows that attentional bias toward brands might be found in situations not involving choice or decision making. These results provide important insights into the mechanisms of formation and maintenance of attentional biases to stimuli of personal relevance and might serve as a first step toward developing new attitude measurement techniques.

English

The study was done in Ethiopia three cities. The success of any business is highly dependent on getting and maintaining customers. Many firms try to sphere their operations aiming customers through measuring customers’ satisfaction. Recent research findings indicated that satisfaction alone did not guaranty the long term survival. Loyalty is a better indicator in this aspect since it incorporates satisfaction as an antecedent factor. This study was conducted to investigate influential factors of brand loyalty, and different loyalty level of beer consumers in Ethiopian context that would shed light on other developing countries too. The research approach was quantitative wherein the two best known brand loyalty measurement models have been used. Data was collected via questionnaires from 400 respondents consuming two dominant brands in the selected three cities. The software used for analysis was statistical package for social sciences (SPSS) statistics version 20. Principal components analysis was used to analyze the data determine, and the main components that are statistically and practically significant. The findings indicated that among 13 brand loyalty influences identified in the model, brand trust, breweries marketing activity, culture, repeat purchase and the combination of brand relevance and brand performance had the highest influences on consumer loyalty. The study concluded that the level of brand loyalty of beer consumers were not in one loyalty stage and almost 1/3 consumers were not totally loyal for their respective beer choice. The result of the research clearly indicated that breweries must focus on the ten most significant brand loyalty factors, and adjust their overall marketing strategy according to the beer consumers’ loyalty level. Due to brand proliferation of beers in Ethiopian context, the level of brand loyalty has to be taken as segmenting criteria to develop marketing strategies and decisions. The research is done in two brands, and the geographic coverage consists of three major cities, thus this research could be done at large scale by taking into account geographic and demographic difference of beer consumers Key words: Beverage, brand, customer, loyalty, model, satisfaction.

English

One of the controversies in existing marketing literatures is on how to retain existing and new customers to have repurchase intention in the long-run; however, empirical answer to this question is scanty in existing studies. Thus, this study investigates the moderating effect of consumer loyalty on long-run repurchase intentions in telecommunication industry using Lagos State environs. The study adopted field survey research design using questionnaire to elicit responses from 250 respondents who were selected using random and stratified random sampling techniques from the telecommunication industry in Lagos State, Nigeria. The internal consistency of the research instrument was verified using the Cronbach&rsquo;s alpha, the result of 0.89 implies the acceptability of the internal consistency of the survey instrument. The test of the research hypotheses were analyzed using Pearson Product Method of Correlation (PPMC), simple regression analysis and inferential statistics with the aid of Statistical Package for Social Science version 20.0 (SPSS). The study confirmed that customer satisfaction has a significant relationship with customer loyalty in the telecommunication industry. Furthermore, service quality has a significant relationship with customer loyalty to a brand; loyalty programs have a significant relationship with customer loyalty to a network operator in Nigeria and customer loyalty has a significant effect on the long run repurchase intentions of the customer. The study concluded that one of the determinants of long term profitability of a business entity is the long run repurchase intentions of its customers which hinges on the level of brand loyalty of the customer. Thus, it was recommended that service providers in Nigeria should improve on factors like customer satisfaction, service quality, and loyalty programs in order to increase the loyalty of their customer to their brands thereby increasing their repurchase intentions. Key words: Customer loyalty, long run repurchase intentions, brands, service quality, customer satisfaction.

PERBANDINGAN TINGKAT LOYALITAS TERHADAP MEREK PADA PENGGUNA SMARTPHONE BERDASARKAN TEORI KEPRIBADIAN BIG FIVE FACTORS OF PERSONALITY

Abstract This study aims to know whether there is comparative of brand loyalty degree based on theory Big Five Factors of Personality on smart-phone user. The level of brand loyalty formed based on brand loyalty pyramid by David A. Aaker (1991) that having a certain characteristics on each level of brand loyalty. Research conducted by involving 142 smartphone user that settle in Jakarta. An instrument consisting of two research scale, the level of brand loyalty scale and personality scale that adopted from personality scale of International Personality Item Pool (IPIP) which based on NEO-PI R. Hypotheses tested by chi square analyze with the assistance program SPSS ver 17.0 for Windows. Based on the analysis result of data that has been done obtained chi square of personality variable is 58,070, degree of freedom is 4 with p-value 0.00 &lt; 0.05, chi square of brand loyalty level variable is 15,958, degree of freedom is 4 with pvalue 0.03 &lt; 0.05. This means that the null hypothesis is rejected and the alternative hypothesis is accepted, then there is a significant comparison of levels of brand loyalty based on the theory the Big Five Factors of Personality on the smart-phone user. Keywords: Brand Loyalty Personality, Big Five Factors, Smartphone, NEO-PI R

Customer Loyalty of Islamic Banks

&lt;p&gt;The highly rapid growth of sharia commercial banks have required them to compete in obtaining and retaining customers. Therefore, it is important to look carefully at the position of their brands within the industry. Among the measures to see how strong the position of a brand in the market is the level of customers’ brand loyalty. There are five levels of brand loyalty, each of which indicates particular marketing challenge to be addressed. Those levels - from least loyal to most loyal - include switcher, habitual buyer, satisfied buyer, liking the brand, and committed buyer. Using questionnaire to collect primary data from 100 respondents, the results indicate that the highest brand loyalty to Islamic banks has been at the level of satisfied buyer and liking the brand, indicating that consumer loyalty to the Islamic banks has not been perfect. Loyalty needs to be improved towards the committed buyer.&lt;/p&gt;&lt;p&gt;&lt;br /&gt;Keywords: Brand, Customer Loyalty, Islamic Bank&lt;/p&gt;

An investigation of service quality, customer satisfaction and loyalty in China's airline market

Customer loyalty is a source of competitive advantage and an important intangible asset to any organisations, but empirical evidence from China's airline market regarding the determinants of passenger satisfaction and loyalty is lacking. This paper investigates the service quality of four major airlines in China's domestic market and explores the links between their service quality and customer satisfaction, as well as the conditions under which airlines can retain existing passengers. In line with previous studies, service quality variables are significant factors influencing customer satisfaction levels. However, satisfactory service was not found to result in higher customer loyalty among business travellers. In comparison to Hainan Airlines, passengers who travelled with Air China, China Southern and China Eastern were more likely to switch to an alternate carrier, indicating lower levels of brand loyalty. In addition, the frequent flyer programs (FFPs) have been largely a failure for the four major airlines in terms of increasing customer loyalty, as revealed in this study. It is necessary to draw distinctions between business and leisure travellers when studying the determinants of customer satisfaction and customer loyalty. Ticket pricing had a positive and significant effect on passengers' overall satisfaction and in turn strengthened customer loyalty among leisure travellers, but achieved no impact on the satisfaction and loyalty of business passengers. Some demographic variables such as gender, income and education are statistically significant for one group of passengers but not for another in the probit models estimated. It is suggested that different marketing strategies may be used to target different market segments to improve customer loyalty.

Brand Loyalty of Fans Towards the the Buriram United Football Club

The objective of the study was to measure the level of Brand Loyalty towards the Buriram United Football Club. For the study theoretical concepts was identified in literature related to the brand loyalty to define loyalty factors of Buriram United Football Fan Club; in order to measure brand loyalty. The sample group of 382 respondents was chosen for the study based on Krejcie and Morgan table. The survey method was adopted for the study by using questionnaire. The statistical tools used for the study were Mean, Pearson Correlation and Comparison Analysis. Dependent variables consist of 6 factors of brand loyalty and strategies used for creating loyalty. Independent variables consist of fan club group and loyalty levels. The study found that majority of the respondents, who are fans of Buriram United football club was from Buriram Province. Though the loyalty level was high for all the 5 levels, majority of the respondents have committed relationship with the brand. And out of 6 loyalty factors, it is found that Brand affect, customer satisfaction and Brand equity were at high level. Finally, the strategies used for creating loyalty also resulted at high level, but Brand Identity; Brand Insistence; Brand Preference was at high level. The results of correlation analysis indicate that there is a high positive relationship (.830) among loyalty factors and strategies for building loyalty. Conclusion and recommendations are presented for the study.