Search results

This study aims to identify how perceived destination social responsibility (DSR) drives destination brand loyalty through a jointly and independently mediated mechanism of cognitive and affective components (e.g. tourist-destination identification, cognitive image, affective image and tourist satisfaction) and to examine the moderating role of individual-level collectivist values in linking perceived DSR and tourist behaviors.

An online survey is conducted to collect the data of 351 domestic tourists visiting an urban tourism destination (e.g. Danang City) in Vietnam. A serial multiple mediation model and moderation model were examined by applying covariance-based structural equation modeling.

This research’s results highlight the leading factors of perceived DSR in the process of forming destination brand loyalty and confirm the vital role of the intermediary mechanism of tourists' cognition and affect during this process. The chain of causal relationships DSR → TDI → CI → AI → TS → DBL confirms the role of perceived DSR as an essential prerequisite factor of DBL, creating a close connection to tourists' cognition and affect and contributing to improving destination brand loyalty. Individual-level collectivist values were found to positively moderate the links between perceived DSR and tourist-destination identification, affective image and destination brand loyalty.

Future research would provide insights into the links between perceived DSR and tourist behaviors by considering moderating variables (e.g. cultural distance and tourist types) and uncovering specific insights into each destination stakeholder's DSR activities.

A new integrated model of destination brand loyalty development is proposed to explore a new path for destination brand loyalty formation through cognitive, affective and cognitive-affective pathways. This moderating stream of examining individual-level collectivist values can make a significant contribution to the extant tourism literature by promoting a more positive tourist perception of DSR, thereby increasing tourists' knowledge, beliefs and emotions and enhancing destination brand loyalty.

The purpose of this paper is to identify the impacts of brand personality and functional congruity on various components of brand loyalty (i.e. cognitive, affective, and conative) by examining the moderating role of gender.

The proposed model is examined by considering car as a product brand stimulus. Using a self-structured questionnaire, 263 usable responses are considered for data analysis by applying the structural equation modelling method.

The findings indicate that all hypotheses on the relationships between brand personality, functional congruity, and stages of brand loyalty are supported except for the relationship between brand personality and conative loyalty, whereby brand personality indirectly have impacts on conative brand loyalty via functional congruity. The outcome of the multi-group analysis shows that the impact of brand personality and functional congruity on cognitive, affective, and conative brand loyalty varies across gender groups.

The results indicate that if marketing managers are willing to create cognitive, affective as well as conative brand loyalty among consumers, they ought to tally their consumers’ purchasing and evaluation criteria with the functional and symbolic attributes. If the target consumers were motivated to purchase the product based on the symbolic attributes (as preferred by females in the present study), more attention should be focussed on communicating and delivering the symbolic attributes during their marketing campaign; on the other hand, if the consumers were inclined to buy product based on the utilitarian functions (as preferred by males in the current study), more emphasis should be placed on the functional values and attributes.

This study is the first to utilise self-congruity and the elaboration likelihood model to explain the influence of brand personality and functional congruity on each component of brand loyalty within the automobile industry’s context. This study on the moderating role of gender shows that the effect of brand personality and functional congruity is different across gender groups. The findings can help marketers to design an effective brand positioning and marketing strategies in order to stay competitive.

The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value co-creation practices can cultivate consumers' brand loyalty.

Using partial least squares modeling, the hypotheses testing involves the utilization of and data collection from 599 Chinese consumers who actively engage in brand communities in China.

Value co-creation practices in brand communities cultivate consumers' affective commitment and psychological brand ownership, which in turn can further contribute to consumers' brand loyalty.

By offering a more comprehensive insight into how affective commitment and psychological brand ownership act as intermediaries between value co-creation practices and consumers' brand loyalty, this research enhances the existing knowledge on value co-creation and brand management.

Unique product design is a highlight of sustainable branding. The purpose of this paper is to investigate whether product design affects customers’ psychological responses (i.e. cognitive and affective responses) to smartphones, and, in turn, affects their brand loyalty (i.e. attitudinal and behavioral brand loyalty), further advancing the knowledge of product design and brand management.

This work used survey data from 456 Taiwanese with experience using smartphone. Structural equation modeling was employed to test the proposed model and hypotheses.

The results indicate that the product design significantly affects both cognitive response and affective response, which, in turn, significantly affect both attitudinal brand loyalty and behavioral brand loyalty. The findings also suggest that the moderating effect of product involvement on the relationship between product design and affective response is statistically significant, although it does not positively and significantly moderate the link between product design and cognitive response.

This study has two main limitations. First, this study was conducted in the context of smartphones, thus potentially constraining the generalization of the results to other industries. Second, the data in this study were obtained from a cross-sectional design.

These findings can permit companies to generate more brand loyalty in their customers and guide their management of assets and marketing activities.

This paper presents new insights into the nature and importance of product design in brand value.

The purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement.

The variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations.

The hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups.

The variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships.

This study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.

Despite the numerous works on multifaceted relationships between customers and brands, such relationships remain complex and poorly understood in retailing. This research analyses the direct effects of brand images (hedonic, symbolic and functional) on three specific relationship variables (brand trust, brand attachment and brand social identification). It also investigates their indirect effects on three types of loyalty (cognitive, affective and normative) in retailing.

This paper is based on quantitative research involving 417 respondents. It uses structural equation models to test relevant research hypotheses.

The results show that hedonic brand image affects brand attachment, while functional brand image influences brand trust. Symbolic brand image has similar effects on the three relationship variables (attachment, trust, identification). Moreover, the relationships between brand image dimensions and brand loyalty types are positively mediated by attachment, trust and brand identification. Therefore, the authors highlight a more complex process in customer–brand relationships than previously thought.

This article focusses on the cosmetic retail sector. It would be interesting to empirically test/extend the model in other industries/sectors. Future studies could also include brand attitude in their research model.

To strengthen affective loyalty, retail managers should focus on both hedonic image and brand attachment (e.g. emphasise the brand personality traits that refer to both affect and hedonism). To develop normative loyalty, they should improve symbolic brand image and facilitate customer brand identification.

This research provides a new three-dimensional model of customer relationships with brands to account for the dynamic nature of customer loyalty in retailing. It shows how three dimensions of brand image (hedonic, functional and symbolic) affect three types of loyalty (affective, cognitive and normative) through the mediation of three specific relationship variables (brand attachment, brand trust and brand identification).

The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty.

The convenience sampling method was used to collect primary data. A total of 400 adult consumers were interviewed who looked round or bought toys and video games in Taipei City Mall, and 387 effective questionnaires were collected; the effective response rate was 96.75 per cent. Regression analysis was adopted to test hypotheses.

The major findings were: a significantly positive relationship between extroversion personality trait and excitement brand personality; a significantly positive relationship between agreeableness personality trait and excitement brand personality, sincerity brand personality and competence brand personality; competence and sophistication brand personality have a significantly positive influence on affective loyalty; competence, peacefulness and sophistication brand personality have a significantly positive influence on action loyalty; agreeableness and openness personality trait have a significantly positive influence on affective loyalty; agreeableness and openness personality trait have a significantly positive influence on action loyalty.

The restriction on selecting countries and brands, and the restraint of the sampling coverage present limitations. The paper verifies that consumers with different personality traits will have different cognizance towards brand personality, which can also be applied to the toy and video game industries. The paper proves that a distinct brand personality can appeal to more brand loyalty. It shows that agreeableness and openness of personality traits have a positive influence on brand loyalty.

The paper highlights the value of brand personality that benefits a company. It emphasizes the importance of brand loyalty for a company. Consumers who register in agreeableness and openness are the target audience for BANDAI.

The extra value of the paper is to link the theory and practice, and explore the relationship of consumer personality trait, brand personality and brand loyalty.

On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI), affective brand commitment and customer–brand engagement (CBE), which, in turn, paves the way for advancing consumer relationships with hospitality brands, as measured through brand loyalty. As such, this study serves to enhance existing insight into customer relationship management dynamics, with a particular focus on hospitality brands.

The present study develops a theoretical framework that is empirically investigated by using confirmatory factor analysis and structural equation modelling analyses. Data were collected by using a self-administered questionnaire of 340 customers of four- and five-star hotel brands in India.

The results suggest value congruity as an important driver of CBI, affective commitment and CBE within hospitality brands. The results also reveal CBI to act as a significant predictor of affective commitment, CBE and brand loyalty. Furthermore, affective commitment and CBE are the significant drivers of loyalty to hospitality brands.

The research is exploratory in nature and is restricted to four- and five-star hotel customers, thereby reflecting important limitations of this study. Given these issues, ample opportunities exist for further research to further explore and/or validate the reported findings.

The current research provides new insights for marketing practitioners planning or implementing long-term customer relationship management strategi3es that centre on customer–brand identification, customer–brand engagement and brand loyalty.

Despite existing insights, empirical investigation into the proposed conceptual relationships remains limited to date, particularly in the hospitality industry. By offering empirical evidence in this area, this study adds to the extant body of knowledge on CBI/CBE-centric customer relationship management.

Sobre la base de los planteamientos teóricos de las Teorías de la identidad social y de la congruencia, este trabajo propone que la congruencia de valores afecta directamente a la identificación del consumidor con la marca, al compromiso afectivo y vínculo emocional con la misma, lo cual clarifica la manera con la que construir relaciones de los consumidores con las marcas hoteleras, aproximado a través de la lealtad. Es por ello que este estudio sirve para poner en valor las dinámicas existentes actualmente en la gestión de las relaciones con los clientes con un particular énfasis en el mercado hotelero.

Este trabajo desarrolla un marco teórico que es empíricamente contrastado a través del análisis de ecuaciones estructurales. Los datos fueron recogidos a partir de cuestionarios auto-administrados a una muestra de 340 clientes de hoteles de 4 y 5 estrellas en la India.

Los resultados sugieren que la congruencia de valores es un importante factor explicativo de la identificación del consumidor con la marca, el compromiso afectivo y el vínculo emocional con las marcas de hoteles. También se demuestra que la identificación con la marca actúa como un significativo predictor del compromiso afectivo, el vínculo emocional y la lealtad a la marca. Adicionalmente, el compromiso afectivo y el vínculo emocional ejercen un efecto significativo en la lealtad con la marca.

Esta investigación tiene una naturaleza exploratoria y sus resultados se limitan al contexto de los hoteles de 4 y 5 estrellas. Sobre la base de los resultados obtenidos, se abre un amplio número de oportunidades para el desarrollo de futuras investigaciones que confirmen validez de los resultados obtenidos.

Los resultados obtenidos proporcionan interesantes líneas de actuación para que los directivos de marketing planifiquen e implementen sus estrategias de desarrollo de relaciones con los clientes en torno a la identificación con la marca, el vínculo emocional y la lealtad hacia la misma.

Las evidencias empíricas existentes hasta la fecha son bastantes limitadas hasta la fecha, en particular en la industria hotelera. En este sentido, el presente trabajo proporciona evidencias empíricas en este ámbito y enriquece la literatura existente sobre la gestión de las relaciones con los clientes bajo un enfoque de identificación y vínculo emocional con la marca.

The purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommunication industry.

A self-administered structure questionnaire was used to collect primary data from conveniently sampled 338 lucky draw winners in the Ghanaian telecommunication industry. A response rate of 67.1 percent was obtained for data analysis using structural equation modeling approach.

It was found that LDSP positively relate to cognitive brand loyalty, and to behavioral brand loyalty through affective and conative brand loyalty. All hypothesized relationships among the sequential four-stage loyalty were confirmed, except the direct relationship between LDSP and behavioral brand loyalty.

The findings are limited to lucky draw winners in the telecommunication industry.

Marketers can increase brand loyalty and profit more from their customers through targeted programs with hedonic benefits to build strong commitment level (conative brand loyalty), strong favoritism (affective brand loyalty) and strong beliefs about the superiority (cognitive brand loyalty) of a brand.

Theoretically, this study fills the void of empirical studies on non-price sales promotion techniques of lucky draw and customer brand loyalty in the telecommunication sector in developing economy context, and contributes to the body of knowledge in the area of customer brand loyalty and LDSP.

The aim of this study is to investigate the influence of two types of corporate associations – corporate ability (CA) and corporate social responsibility (CSR) – on consumer brand loyalty in retail banks in India.

A survey on 489 banking consumers was carried out. To achieve research objectives, test hypotheses and analyze data, structural equation modeling was used.

The findings show that CA and CSR associations were found to have positive and indirect influences on consumer brand loyalty through brand identifications. This indicates that the process of corporate association transforming into loyalty is much more complicated, and there are other factors influencing this process, making brand identification necessary for achieving customer brand loyalty.

The results presented in this study have important managerial implications for banking companies in India. The findings demonstrate the importance of CA and CSR associations in the present business scenario and highlight the need to successfully implement them in management policies.

This study contributes to the existing body of literature by highlighting the influence of brand identification on brand loyalty through affective commitment and satisfaction.