Brand Loyalty Relationship Research Articles

Corporate social responsibility impact on customer-based brand equity in the Moroccan luxury hotel context: mediating role of customer value co-creation

Purpose This study aims to examine the impact of corporate social responsibility (CSR) on customer-based brand equity (CBBE), with a focus on the mediating role of customer value cocreation (CVCC). The objective is to understand the direct and indirect links between CSR and the dimensions of CBBE (image, quality, awareness, loyalty) in the context of the luxury hotel industry, thus filling existing gaps. Design/methodology/approach This quantitative study of luxury hotel guests in Morocco used a questionnaire. After a pilot study with 10 professionals, the final version was administered, generating 204 valid responses. Purposive convenience sampling was chosen. PLS analysis was favored. Findings The results highlight the significant influence of CSR on the four dimensions of CBBE. Likewise, CVCC exerts a significant effect on CBBE aspects, except for brand loyalty. CVCC partially mediates the relationship between CSR and brand image, perceived quality and brand awareness. However, it does not have a significant mediating role in the CSR−brand loyalty relationship. Research limitations/implications The study, despite its contributions, is limited to the luxury hotel industry in Morocco, raising concerns of external validity. Future research should diversify service contexts and explore the multidimensionality of CSR. Practical implications Luxury hotel managers should prioritize authentic communication to optimize their CBBE through CVCC. An inclusive and strategic approach to cocreation is essential to strengthen the impact of CSR on CBBE. Integrating CSR into customer touchpoints and human resources policies is crucial. Originality/value This study, to the best of the authors’ knowledge, enriches understanding of the complex interactions between CSR, CVCC and CBBE in Morocco and North Africa. Its originality lies in its exclusive contribution to the region’s marketing literature, broadening the field of knowledge. By exploring these relationships in the specific context of the region, it offers new perspectives to researchers and practitioners interested in CSR, CVCC and CBBE.

Measuring Brand Personality of Footwear Brands in Bangladesh: Application of Aaker’s Brand Personality Scale

As the brand personality serves as a fundamental framework for studies concerning brand equity, brand image, and brand extension, that’s why brand personality is the main focus of this study. The purpose of this study is to measure the users' perceptions of the brand personality (BP) of footwear brands (such as Bata, Apex and Lotto) and to identify the dimensions that exist in the footwear industry in Bangladesh. This study applies Aaker's brand personality scale (BPS) to footwear brands in order to test the extent to which it is applicable to the brands and to investigate the fundamental structure of the brand personality of footwear brands. The data was acquired through the use of a questionnaire survey. A quantitative strategy was utilized to collect the data. For the purpose of the study, a total of 430respondent’s data were collected from different cities of Dhaka, Rajshahi and Rangpur division. In order to investigate the fundamental structure of the BP of footwear brands, descriptive statistics and exploratory factor analysis (EFA) were carried out. Study finds all the five dimensions (sincerity, excitement, sophistication, competence and ruggedness) of brand personality was extracted though the factor analysis of which ruggedness and sophistication are relatively lower than the others dimension within the realm of footwear industry. It has been found a comprehensive brand personality of footwear products and brand with the impact of all dimension of BPS and model holds a bold factor loading for all items it has. The novelty of the study lies in variable settings and arrangement, study area and context. No other research has been carried out in the context of footwear industry neither in Bangladesh nor elsewhere. There is also no evidence of research has been examined the relationship of brand personality, brand preference and brand loyalty. This study will help the marketer and the marketing practitioner to understand the dimension of brand personality, the impact of each brand personality dimensions and to identify the weaker personality dimensions that need more attention.

An Investigation on the Evaluation of Antecedents Affecting Brand Loyalty: A Mediated-Moderated Approach

This research studied the importance of brand love, its antecedents and consequences in the context of Smartphone industry; and examined the effects of each dimension of consumer characteristics, brand relationship attributes, and brand experience on brand love. The study also investigated the moderating role of self-esteem between brand love and brand loyalty relationship. The data was collected from the 351 students (users of Smartphone) from four universities of Islamabad, Lahore and Bahawalpur, through simple random sampling. Hypotheses were tested by using regression analysis. The result of the study indicated that each dimension of consumer characteristics, brand relationship attributes and brand experience positively and significantly affected brand love. The findings of this study revealed that brand relationship attributes, brand identity, brand image and brand experience contributed in generating brand love and brand loyalty. The study also found that consumer characterises and brand trust did not create brand love and brand loyalty. This study contributed in literature by examining brand love as a mediator and self-esteem as a moderator. Brand experience was found as the stronger antecedent of brand love. The finding of the study provided several useful managerial implications for strategy formulation at organization level.

HEYTEA Consumer Consumption Experience, Brand Identity and Research on the Relationship of Brand Loyalty

HEYTEA Consumer Consumption Experience, Brand Identity and Research on the Relationship of Brand Loyalty

Understanding the Role of Social Media Users’ Self-Presentation on Social Media Marketing and Brand Loyalty Relationship

The study examined users’ self-presentation in social media and its influence on social media marketing effectiveness. Data were obtained from 324 social media marketing customers of fashion brands aged between 18 and 25. Moderation analysis was conducted to establish the hypothesis regarding the effect of social media marketing on brand loyalty conditioned on users’ self-presentation characteristics. The result of the data analysis supported the effect of users’ self-presentation on social media marketing and brand loyalty relationship. The implication of this study will be in segmenting and targeting social media users based on their social media usage behaviour. This study will complement the information obtained through social media text mining and assist in predictive analytics. This article will help marketing organizations in developing their social media marketing strategy.

Peran Risk Aversion sebagai Mediator dalam Hubungan antara Parent Brand Loyalty dan Brand Extension Loyalty

This paper is aimed to examine the effect of parent brand loyalty to brand extension loyalty, vice versa, also role of parent brand association as moderator and risk aversion as mediator in the relationship of parent brand loyalty and brand extension loyalty. This paper utilizes conclusive research design with predictive causal analytics. Sample collected was from millennial mothers with children ranging from 2-7 years old and are decision makers in purchasing babies and children care products. Primary data were obtained through distributing questionnaires to 100 respondents. The data then processed using MRA for moderating variable analysis and PLS-SEM for mediator variable analysis. This research found that parent brand loyalty has significant direct effect on brand extension loyalty and vice versa, but also partial complementary mediated by risk aversion. While parent brand association proved not to be a moderating role, risk aversion is a partial compensatory mediator in the relationship between parent brand loyalty and brand extension loyalty, hence become the novelty of this study. Future study should consider discussing product categories with special cases, re-examining positive relationship of parent brand association with parent brand loyalty and brand extension loyalty, also examining individual factors that can characterize a millennial cohort consumer.

The relationship of tourism logistics management and destination brand loyalty

The tourism industry is an important part of the economy of countries around the world. In high competitive and challenging situations, tourism entrepreneurs have adopted tourism logistics and marketing managements as their strategies. The objectives of this research are to study the effects of physical flow (PHF), information flow (INF), financial flow (FIF), infrastructure (IFS) and sustainability (SUS) on tourist satisfaction (TOS) and the effect of TOS on destination brand loyalty (DBL), including the mediation effect of TOS on the effect on PHF, INF, FIF, IFS on SUS of Thailand’s tourists. The study used quantitative method research. The sample was 384 Thailand’s tourists, arisen from convenience sampling. The instruments used in the research were questionnaires. The statistics used for data analysis were frequency, percentage, mean, standard deviation, confirmative factor analysis and structural equation modeling. The findings revealed that PHF, INF, FIF, IFS and SUS had a direct positive effect on TOS and TOS had a positive direct effect on DBL. In addition, TOS mediates the effect of PHF, INF, FIF, IFS and SUS on DBL. For practical recommendation, such findings can be a guideline for government and related agencies to design the tourism strategies and policy to satisfy the tourists.

Relationship of brand credibility and brand loyalty: the mediating effects of attitude toward brand

PurposeCurrent research addresses the issue of brand loyalty while identifying its potential predictors. The research also examines the direct impact of brand credibility on brand loyalty and attitude toward brand and the direct impact of attitude toward brand and on brand loyalty respectively. Moreover, this research examines the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty.Design/methodology/approachThis is a cross-sectional research. Data is collected with the help of structured questionnaire. Simple random sampling technique is used for gathering the data from 220 Samsung users from Lahore, Pakistan.FindingsResults indicate that brand credibility has a positive influence on attitude toward brand and brand loyalty respectively. Attitude toward brand partially intervenes the relation of brand credibility and brand loyalty.Research limitations/implicationsThere are some limitations of the current research. It includes only the customers of Samsung mobile. Data is collected from the customers of Lahore, Pakistan, only. This research can also be conducted among the customers of OPPO, Vivo and Apple and compare the results of current research with the results of OPPO, Vivo and Apple, which will provide the useful insights. This kind of research will also be conducted among the customers of other kinds of products like FMCGs, luxury items and even on the organizations of industrial products for generalizability. In future, customers of other cities of Pakistan like Karachi, Multan and Faisalabad may also be included for generalization.Practical implicationsThis research provides a practical framework for the marketing department of Samsung mobiles and explains how brand credibility shape the brand loyalty through the path of attitude toward Samsung mobiles. So, Samsung mobiles can maintain current policies regarding brand credibility and attitude toward brand for attaining the better level of brand loyalty. Longitudinal research studies on these variables will also be helpful for the marketing department of Samsung for checking the level of propose relationships periodically and comparing it with previous results which will provide the true picture about propose relationships. If the value of propose relationships increases or remains at same level, then Samsung can maintain the current policies about these variables and if the value of these variables decreases, the Samsung will improve the current policies about these variables.Originality/valueThis research contributed in theory of reasoned action by proposing the brand credibility, attitude toward brand and brand loyalty in single model. Before this, these relations were explained separately. This research adds to the body of literature by checking the mediating effect of attitude toward brand for the relationship of brand credibility and brand loyalty.

Online brand advocacy and brand loyalty: a reciprocal relationship?

PurposeThe purpose of this study is to increase the understanding of the online brand advocacy (OBA) and brand loyalty relationship through a social identity theory lens.Design/methodology/approachAn online survey was used to obtain the needed data and the relationships of interest were examined using a partial least squares structural equation modelling approach.FindingsBrand loyalty and consumer-brand identification were found to be predictors of OBA, while OBA impacted on purchase intent. In addition, a strong reciprocal relationship was found between OBA and brand loyalty, which has not been reported in prior studies.Research limitations/implicationsThis study highlighted OBA's complexity. It suggested OBA is not only an outcome of a consumer-brand relationship but also that OBA plays a key role in the development of such relationships. A consumer's identification with a brand fosters brand loyalty and purchase intent through the giving of OBA.Practical implicationsThe more consumers vocalise their brand relationships through OBA, the more they strengthen their relationship with brands. The inclusion of OBA management in brand and marketing strategies should enable organisations to foster opportunities for online consumer-brand interactions that strengthen consumer-brand relationships.Originality/valueFirst, unlike previous studies that have used makeshift scales to measure OBA, the authors used a recently developed OBA scale. Second, the important reciprocal relationship between OBA and brand loyalty, which has significant implications, has not been reported in prior research.

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.
 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.

The Robustness of Corporate Social Responsibility and Brand Loyalty Relation: A Meta-Analytic Examination

It is largely believed that genuine corporate efforts to embrace social responsibilities stimulate customers to respond positively to such corporations. However, empirical research about the robustness of corporate social responsibility (CSR) and brand loyalty (BL) yields inconsistent findings. Therefore, we aggregated the results of 43 citations consisting of 28495 observations by means of meta-analysis to examine the robustness of the CSR-BL relationship. The findings of our research revealed that the overall effect size of the CSR and brand loyalty relationship is positive and yields a medium effect size. Furthermore, such a relationship was moderated by several contextual factors. We conclude with a theoretical contribution, managerial implications, limitations, and suggestions for future studies

축제 브랜드개성, 감정반응과 만족도, 충성도의 구조적 관계 연구: 2017금산세계인삼엑스포를 대상으로

The purpose of study is to verify causal relationship of brand personality, emotion, satisfaction and loyalty in festival context and to suggest theoretical and managerial implications based on results of empirical research.<BR> In total, 327 cases were surveyed and analysed by 2017 World Ginseng Expo, Geumsan, Korea using SPSS and AMOS.<BR> The consequences of this research are presented as follows: festival brand personality and positive emotion have a positive effect on satisfaction and loyalty directly, negative emotion has a negative effect on satisfaction directly, but not on loyalty, and satisfaction on loyalty. Brand personality turned out to be the most powerful factor pulling satisfaction and loyalty as well as showing the importance to manage brand personality to increase competitiveness of the Expo.

The effects of social media brand personality on brand loyalty in the Latvian banking industry

PurposeThe purpose of this paper is to draw upon social information processing theory and its purpose is twofold. First, it aims to examine the relationship among five brand personality traits (responsibility, activity, simplicity, emotionality and aggressiveness) as to brand equity created on social media in the banking industry of Latvia. Second, it aims to unveil the indirect effects of brand personality on brand loyalty, treating brand equity as a mediating variable.Design/methodology/approachA questionnaire was designed and a survey method was employed in line with the above-mentioned purposes. Data were collected from 404 customers who followed retail banks on social media. A series of hypotheses were developed and tested using structural equation modeling.FindingsThe results show that aggressiveness, followed by responsibility and activeness, form positive brand equity on social media. In contrast, emotionality and simplicity do not contribute to the brand equity of banks on social media. The results also reveal that brand equity positively impacts brand loyalty and partially mediates brand personality and brand loyalty relationship. The theoretical model is thus validated and can be used in future research.Research limitations/implicationsThe current study is cross-sectional and has a limited sample size and representativeness. Nevertheless, the results of the present study bring valuable implications for marketing managers who value the role of social media in creating long-term company–customer relationships.Originality/valueOver the past 20 years, the literature has been dominated by studies that mainly focus on the definition of brand personality and its traits. Unlike the aforementioned efforts, the current study brings new insight into the subject by focusing on brand personality created on social media and linking it to the actual consumer outcomes and exploring the mediating role of brand equity in the banking industry of Latvia.

EXPLAINING THE ROLE OF BRAND IDENTITY IN BRAND LOYALTY WITH THE MEDIATING ROLE OF BRAND COMMITMENT – A CASE STUDY: FIVE-STAR HOTELS IN TEHRAN, IRAN

The present study aimed to explain the effect of brand identity on brand loyalty with mediating role of brand commitment. In order to achieve the research goals, brand commitment, brand identity, brand loyalty, and brand trust variables were introduced into eight hypotheses. This is an applied research objectively, and a descriptive-survey study in terms of data collection. The population of this study was the customers of five-star hotels in Tehran, whom were sampled by simple random method. There was a sample size of 384 individuals, for which 400 questionnaires were distributed, and finally, 386 questionnaires were acceptable. The results were obtained through structural equations with SmartPLS software. The findings show that brand identity has significant positive relationships with brand trust and brand commitment variables, and an indirect and significant relationship with brand loyalty. Also, the role of the two moderating variables of age and gender indicated that, unlike gender, age has no moderating role in brand identity and brand loyalty relationship. Article visualizations:

Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty

ABSTRACTIn this study, 732 Turkish tourists from 25 five-star hotels serving in Bodrum (Turkey) were surveyed via questionnaires to investigate the effects of brand personality (BP), self-congruity and functional congruity on hotel brand loyalty. Before testing the research model, BP of five-star hotels was examined. Explanatory and confirmatory factor analyses demonstrated that the personality of hotel brands consisted of “excitement, sincerity, competence and androgyny” dimensions. Structural Equation Modeling analysis revealed the positive relationships between the research variables, and mediating effects of self-congruity and functional congruity on BP and hotel brand loyalty relationship was explored. The statistical significance of these mediating effects was confirmed with bootstrapping analyses performed through PROCESS macro. The results also proved the greater effect of functional congruity than self-congruity on hotel brand loyalty. In the direction of these results, suggestions were made for future research and hotel managers.

Environmental corporate social responsibility and the strategy to boost the airline’s image and customer loyalty intentions

ABSTRACTThis study aimed to uncover the role of an airline’s environmental corporate social responsibility in conjunction with building loyalty intentions of its customers while considering the mediating impact of its brand image, love and respect, as well as the moderating effect of environmental concerns. Our results from the structural analysis showed the salient role of environmental corporate social responsibility in determining loyalty intentions, and it was also a significant contributor to improving brand image, love, and respect that acted as significant mediators. Moreover, the results demonstrated a significant moderating effect of environmental concern on the brand respect and loyalty relationship.

Customer delight: An antecedent of brand loyalty in online shopping

The relationship of Brand Loyalty with customer delight have always been concentrated upon due to the changing buying patterns as different brands come into the market. Customer satisfaction is the best indicator of customer making purchase in the future which helps the firm gain competitive advantage and increase market share. In order to gain competitive advantage marketers are not only concentrating on satisfying their customers but taking a step ahead in delighting or ecstasies their customers by providing something in addition of what is expected. In addition, long term relationships with customers often means a greater resulting profitability as their economic positions improve over time. Providing satisfactory service most of the time and delightful service in the right moment is often enough for any company to make their brand and service stand out in customers mind. Satisfaction has also been linked with purchase intentions. Customers purchase a brand which they feel will make the most of their satisfaction; therefore they are more likely to purchase it, if their expectations of a particular brand are high. In this study, total 200 customers were selected from Indore city. The result indicated that there is a relationship between customers delight and brand loyalty.

Strategies in Building Brand Loyalty Based on Consumers’ Experience, Trust and Satisfaction: A Study in Vietnamese Using Smartphone Context

Consumers’ interactions with a brand; via buying, receiving or consuming new products and services; will gradually develop the brand experiences. Because of its importance, marketers and businesses have express a great emphasis on brand experience, since it is a factor that lead to another more essential and core factor of a brand–customer relationship: brand loyalty. To clarify and examine the relationship between brand experience and brand loyalty both directly and indirectly through other factors, this research is conducted. Other factors that have their impact on this relationship are brand personality, brand trust and brand satisfaction. On the other hand, in order to provide a broad view over the relationship of brand experience and brand loyalty, the model of this research was adopted and restructured based on previous studies. The Smartphone industry was chosen for this study and the target sample was also selected accordingly in order to provide accurate responds. Quantitative method was applied for this research. The result of this research proved that there exists a positive relationship between brand experience and brand loyalty; directly and indirectly through other factors such as Brand Personality, Brand Trust and Brand Satisfaction. Based on the results, marketers should focus on enhancing their customers’ experiences; besides improving customers’ satisfaction and matching the brands’ personalities with their target customers’ in order to gain their trust. All of these efforts would contribute into building a strong brand loyalty.

Impact of Service Quality, Corporate Image and Perceived Value on Brand Loyalty with Presence and Absence of Customer Satisfaction: A Study of four Service Sectors of Pakistan

Customer satisfaction is one of the major objective of the organizations because satisfaction leads the customers to be loyal and this can be source of competitive edge for the organization. Therefore, this study is designed to investigate the mediating role of customer satisfaction between service quality and brand loyalty, corporate image and brand loyalty, perceived value and brand loyalty in the four distinct service sectors of Pakistan i.e. hospitals, educations, banks and hotels. The data were collected by using nonprobability sampling and snowball sampling from the students for determining educational sectors results and customers of other sectors to examine their results. The total 500 questionnaires distributed to respondents from which 440 (88%) were usable and able for testing. The results indicate that service quality, corporate image and perceived value are the key drivers in enhancing brand loyalty when customer satisfaction mediated in their relationship. The findings confirm the mediating role of customer satisfaction in the relationship of service quality and brand loyalty, corporate image and brand loyalty, perceived value and brand loyalty.

The Mediating Effect of Trust Toward Brand Social Responsibility and Brand Loyalty Relationship

The Mediating Effect of Trust Toward Brand Social Responsibility and Brand Loyalty Relationship