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1 – 10 of over 4000
Article
Publication date: 29 October 2019

Naser Pourazad, Lara Stocchi and Vipul Pare

The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social…

4034

Abstract

Purpose

The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation). These aspects are explored for sports apparel brands after considering the perceptions of Iranian consumers.

Design/methodology/approach

This study is based on the analysis of survey data gathered online and face-to-face from a sample of Iranian consumers of sports apparel brands that were analysed using partial least square path modelling.

Findings

The key empirical findings obtained confirm that brand passion underpins attitudinal brand loyalty and several important brand-related outcomes. Furthermore, the findings show that attitudinal brand loyalty explains the impact of brand passion on most of the outcomes considered, except for social media following.

Research limitations/implications

This study advances knowledge of brand passion by illustrating its “power” as a strong nuance of relationships between consumers and brands. In particular, this study highlights the importance of brand passion in shaping attitudinal brand loyalty, as well as a driver of several outcomes of theoretical and managerial relevance.

Practical implications

By establishing strategies aimed at enhancing brand passion, brand managers can increase attitudinal brand loyalty, attain important goals such as brand advocacy, premium price and social media following, as well as the devaluation of competing brands.

Originality/value

This study uses a unidimensional theorisation of brand passion to increase the understanding of its role as predictor of attitudinal brand loyalty and driver of relevant outcomes. It also examines the mediating effect of attitudinal brand loyalty, thus illustrating important conceptual links between brand passion and brand loyalty in the context of sports apparel brands in a growing economy (Iran).

Details

Journal of Product & Brand Management, vol. 29 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 14 November 2016

Daniel Maderer, Dirk Holtbruegge and Rachel Woodland

The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets…

3150

Abstract

Purpose

The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions are answered: how important are different determinants of brand associations for fans from developed football markets (DFM) and EFM? Are there any major differences in the importance of different brand associations and their influence on brand loyalty between fans from DFM and EFM?

Design/methodology/approach

Based on the customer-based brand equity framework the impact of brand associations on brand loyalty is tested with a sample of 3,587 fans from DFM – Germany, England, Spain, Italy, and France (2,032) – as well as fans from EFM – Brazil, Russia, India, China, and the USA (1,555).

Findings

Structural equation modeling is applied and shows a negative impact of brand attributes on attitudinal loyalty, whereas brand benefits positively impact attitudinal loyalty. Furthermore, significant differences between fans from developed and EFM are revealed. Implications for the management of football teams and for research on brand management are derived.

Originality/value

This study extends the work of Gladden and Funk (2001) by expanding the model used to assess brand loyalty and analyzes it empirically in different football markets. When looking to foster attitudinal loyalty, marketers should concentrate on benefit associations instead of attribute associations. Most importantly, marketers should be aware that when focusing on developing brand loyalty amongst EFM fans, they should not simply apply the same strategies that proved to be effective in DFM and vice versa.

Details

Sport, Business and Management: An International Journal, vol. 6 no. 5
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 9 November 2012

Philippe Aurier and Gilles Séré de Lanauze

This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased…

6526

Abstract

Purpose

This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased packaged goods markets, and propose the perceived brand relationship orientation concept as an additional antecedent of trust, affective commitment and attitudinal loyalty. Yet, for a relationship to exist, the parties need to be mutually considered as potential relational partners. This paper seeks to introduce the concept of perceived brand relationship orientation, which is considered, along with perceived quality, as a significant direct antecedent of relationship quality (trust and affective commitment) and, indirectly, attitudinal loyalty.

Design/methodology/approach

The empirical application involves major national brands positioned in frequently purchased packaged goods food categories (ice cream and frozen meals). The conceptualization and measurement of the perceived brand relationship orientation bears on a qualitative analysis of marketing experts and consumers. Refinement and validation of measures are applied to a convenience sample of 153 students and finally to a sample of 404 consumers, using exploratory and confirmatory factor analyses. Structural equation modeling is used to test the model and hypotheses.

Findings

First, the authors validate the relationship marketing model in the case of strong national brands positioned in the frequently purchased packaged goods sector. The authors show that perceived quality impacts relationship quality (trust and affective commitment), which in turn influences attitudinal loyalty. Second, in addition to the effects of perceived quality, the authors show that perceived brand relationship orientation has direct positive impacts on trust and affective commitment and, in turn, has an indirect impact on attitudinal loyalty. However, this effect is limited to the case where consumers have a high (versus low) level of attitude toward the brand.

Research limitations/implications

The application is limited to only two product categories and to strong national brands that enjoy high levels of perceived quality and attitude. Also, the model could be connected to behavioral loyalty metrics, in addition to attitudinal loyalty. The moderating impacts of relational disposition toward the brand should also be tested in future research.

Practical implications

To develop consumers' attitudinal loyalty, brands must invest in programs converting efficiently perceived quality into trust and affective commitment as bases for differentiation and competitive advantage. Implications for brands' communication and distribution policies come along together with the necessity of enhancing the contacts and dialogue between the brand and the consumers. This confirms the potential outputs of brands' CRM strategies in the case of frequently purchased packaged good categories.

Originality/value

The conceptualization of BPRO in the case of frequently purchased packaged good categories is a new step in the consumer‐brand relationship understanding.

Details

European Journal of Marketing, vol. 46 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 30 November 2018

Aobakwe Ledikwe, Mornay Roberts-Lombard and Hendrik Baltus Klopper

The purpose of this paper is to investigate the extent to which the attitudinal loyalty of customers of small and medium apparel businesses is influenced by their perceptions of…

1788

Abstract

Purpose

The purpose of this paper is to investigate the extent to which the attitudinal loyalty of customers of small and medium apparel businesses is influenced by their perceptions of trust, commitment and satisfaction. In turn, the influence of their attitudinal loyalty on future behavioural loyalty is established.

Design/methodology/approach

A quantitative descriptive research approach was employed and questionnaires were administered to customers of three selected small and medium enterprise (SME) brands in the metropolitan city of Gaborone, Botswana. A total of 260 questionnaires were suitable for data analysis. The interrelationship of the constructs was analysed via structural equation modelling. In addition, the measurement and structural models were assessed.

Findings

Trust, commitment and satisfaction have a positive and significant influence on the attitudinal loyalty of SME customers, while attitudinal loyalty has a positive and significant influence on their behavioural loyalty.

Research limitations/implications

The tested model confirms the hypothesised relationships between SME customers’ trust, commitment, satisfaction, attitudinal loyalty and behavioural loyalty. Attitudinal loyalty is linked to its three antecedents (trust, commitment and satisfaction) and its outcome, behavioural loyalty.

Practical implications

The findings assist the management of SMEs in understanding how the cultivation of trust, commitment and satisfaction can foster attitudinal loyalty, ultimately leading to improved behavioural loyalty.

Originality/value

The current study contributes to new knowledge on the interrelationship of selected relationship quality dimensions, attitudinal loyalty and behavioural loyalty among SME customers in the apparel industry of Botswana. Few research studies have examined how attitudinal loyalty relates to its antecedents and outcome in Botswana, as an emerging African economy.

Details

African Journal of Economic and Management Studies, vol. 10 no. 1
Type: Research Article
ISSN: 2040-0705

Keywords

Article
Publication date: 22 August 2022

Jookyung Kwon and Jiseon Ahn

Existing service research has revealed that customers’ perceived equity influences the sustainability of a business. Despite the importance of food service mobile applications…

Abstract

Purpose

Existing service research has revealed that customers’ perceived equity influences the sustainability of a business. Despite the importance of food service mobile applications during the COVID-19 pandemic, studies that have examined customers’ loyalty toward mobile applications remain limited. Thus, this study aims to examine the impact of mobile application-related attributes on customers’ behavior in the food delivery industry.

Design/methodology/approach

The authors collected data from 214 US customers to extend knowledge on perceived equity by examining the effect of multidimensional equity (i.e. value equity, brand equity and relationship equity) on loyalty in the mobile food service context.

Findings

Results of partial least square structural equation modeling suggest that three aspects of customers’ perceived equity are positively related to customers’ attitudinal loyalty, which is linked to behavioral loyalty. Moreover, the role of attitudinal loyalty and demographic characteristics (i.e. gender and age) is described.

Originality/value

This empirical research explores how food delivery brands can increase customers’ positive behavior by investigating the role of multidimensional equity. Service providers must understand certain aspects of customers’ perceived equity to increase food service brand sustainability.

研究目的

现有服务研究表明, 客户的资产感知会影响企业的可持续性。尽管在 COVID-19 大流行期间食品服务移动应用程序很重要, 但检查客户对移动应用程序忠诚度的研究仍然有限。

研究设计/方法/途径

作者收集了来自 214 名美国客户的数据, 通过检查多维公平(即价值公平、品牌公平和关系公平)对移动食品服务环境中忠诚度的影响来扩展关于感知公平的知识。

研究发现

偏最小二乘结构方程模型的结果表明, 客户感知资产的三个方面与客户的态度忠诚度呈正相关, 而态度忠诚度与行为忠诚度相关。此外, 还描述了态度忠诚度和人口特征(即性别和年龄)的作用。

研究原创性

这项实证研究通过调查多维公平的作用, 探讨了食品配送品牌如何增加顾客的积极行为。服务提供者必须了解顾客感知资产的某些方面以提高食品服务品牌的可持续性。

Article
Publication date: 26 October 2012

Anna Kuikka and Tommi Laukkanen

The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market.

12566

Abstract

Purpose

The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market.

Design/methodology/approach

A large sample of 808 effective responses was collected through an online questionnaire that was posted on the Facebook wall of a Finnish confectionery company. A model of four antecedents (brand satisfaction, brand equity, brand value, brand trust) leading to two aspects of brand loyalty (behavioral loyalty, attitudinal loyalty) was constructed. The moderating effect of consumers' hedonic value in the model was tested. Confirmatory factor analysis was used to validate the constructs and multigroup structural equation modeling was used to test the hypotheses.

Findings

The results suggest that brand satisfaction is the most significant factor for brand loyalty within the chocolate market, followed by brand value and brand equity. The findings suggest that brand trust is the least significant factor for brand loyalty since it was only marginally related to attitudinal brand loyalty and no effect for behavioral brand loyalty was found. The moderator effect of hedonic value shows that the effect of brand satisfaction on attitudinal loyalty is significantly stronger among consumers with high hedonic value compared to consumers with low hedonic value. No other moderating effects were found.

Originality/value

The findings provide more insight into consumer brand loyalty and the role of hedonic value research among hedonic consumable goods.

Details

Journal of Product & Brand Management, vol. 21 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 22 May 2009

Papassapa Rauyruen, Kenneth E. Miller and Markus Groth

A significant way of achieving high profitability is to retain existing customers who contribute to the service provider's revenue by continuously purchasing and paying more for…

9559

Abstract

Purpose

A significant way of achieving high profitability is to retain existing customers who contribute to the service provider's revenue by continuously purchasing and paying more for products and services and building brand equity to the provider. The main objective of this study is to empirically examine and extend the knowledge underlying the linkage between service loyalty and brand equity performance outcomes in the context of business‐to‐business markets. It aims to develop and empirically test a theoretical model examining the antecedents and the outcomes of service loyalty in a business‐to‐business context. The model also aims to examine the relationship between service loyalty and customer share of wallet and price premium, as well as the links between the proposed antecedents (habitual buying, trust in the service provider, and perceived service quality) and service loyalty.

Design/methodology/approach

The theoretical model was empirically tested with a sample of 294 Australian small‐ to medium‐sized enterprises (SMEs), using online and paper‐and‐pencil surveys. Respondents were owners of SMEs, financial controllers, and managers who are decision‐makers in the selection and use of courier service providers for their businesses.

Findings

Findings provide support for the theoretical model in linking drivers of service loyalty with two types of loyalty, purchase intentions (i.e. behavioural loyalty) and attitudinal loyalty. Furthermore, the two types of loyalty are differential predictors of brand equity outcomes in that customer share of wallet is mainly driven by purchase intentions, whereas willingness to pay a price premium is mainly driven by attitudinal loyalty.

Originality/value

The paper examines the relationship between service loyalty and willingness to pay a price premium as one key indicator of brand equity.

Details

Journal of Services Marketing, vol. 23 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 14 June 2022

Sujata Khandai, Jones Mathew, Renu Yadav, Sonia Kataria and Harpuneet Kohli

The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also…

1665

Abstract

Purpose

The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also aims to explore the mediating effect of brand trust and brand affect on this relationship.

Design/methodology/approach

A combination of descriptive and causal research has been used, for which data was collected from 582 respondents and processed using structural equation modeling to establish multivariate relationships. The PROCESS method was used to estimate mediation effects.

Findings

A rather valuable insight that emerged is the significant role that brand trust and brand affect play in engendering attitudinal and behavioral brand loyalty among consumers, for firms adopting sustainable marketing practices. Findings revealed that sustainable marketing practices result in enhanced brand trust, which further translates into higher levels of brand affect, thereby leading to attitudinal brand loyalty and further resulting in behavioral brand loyalty. This study also highlights the importance of brand affect in developing enduring behavioral brand loyalty.

Research limitations/implications

Consumers today are changing their consumption habits, preferring to satisfy ideological and symbolic needs rather than just rational needs. So, marketers practising sustainable marketing should aim to leverage brand trust and brand affect to ensure lasting behavioral brand loyalty.

Originality/value

The examination of the effect of sustainable marketing practices on brand-related variables has contributed to a better understanding of the mechanism that underlines the operation of emotion-based enduring loyalty. The vast majority of studies that provided insights about sustainable marketing practices and consumer behavior thereof were dominated by European and American perspectives and very few studies exist with a focus on developing economies. This study attempts to fill this void by exploring the personal care market in India.

Details

Society and Business Review, vol. 18 no. 2
Type: Research Article
ISSN: 1746-5680

Keywords

Article
Publication date: 11 January 2016

Heikki Karjaluoto, Juha Munnukka and Milja Salmi

The purpose of this paper is to extend brand identification theory to the sports team context by testing the direct and indirect effects of a sports team’s personality, sports…

4632

Abstract

Purpose

The purpose of this paper is to extend brand identification theory to the sports team context by testing the direct and indirect effects of a sports team’s personality, sports fans’ identification with the team, and the effect of the length of fans’ relationship with a team on their loyalty to it.

Design/methodology/approach

The authors conducted a quantitative study among ice hockey fans of one Finnish hockey team before play-off games. Data came from an online questionnaire generating 1,166 responses.

Findings

The authors find that: first, identification with a team mediates the effects of brand personality on attitudinal loyalty and behavioral loyalty; second, brand personality is a stronger driver of identification among newer fans; and third, brand personality has a stronger influence on both attitudinal and behavioral loyalty among newer fans. These findings stress the importance of sports brand’s personality in driving fans’ identification with the team and their loyalty to it.

Originality/value

The study develops and tests a new conceptual model on consumer loyalty in the sports team context. The authors shed light on how sports team personality affects its fans’ identification with the team and the formation of fan loyalty, from the perspective of fans’ relationship length.

Details

Journal of Service Theory and Practice, vol. 26 no. 1
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 19 May 2021

Cheri A. Young and David L. Corsun

The purpose of the study was to examine travelers’ attitudinal and behavioral loyalty to the product type of peer-to-peer (P2P) accommodations (as opposed to a brand).

Abstract

Purpose

The purpose of the study was to examine travelers’ attitudinal and behavioral loyalty to the product type of peer-to-peer (P2P) accommodations (as opposed to a brand).

Design/methodology/approach

P2P accommodations’ hosts provided contact information for their guests from the prior two years who were contacted to participate in the study. Respondents answered questions about their travel party, trip purpose, factors leading to their P2P accommodation stay and attitudinal and behavioral loyalty around P2P lodging.

Findings

Autonomous motivators (dislike of big hotel chains and experience authenticity) and controlled motivators (location and cooking facilities) were positively related to attitudinal loyalty to P2P accommodations. Price predicted behavioral loyalty in the form of repeat purchase behavior and attitudinal loyalty did not.

Research limitations/implications

Limitations of this study include the representativeness and size of the sample, the generalizability of the results, cross-sectional nature of the data and respondents’ recall ability. Despite a favorable attitude toward P2P accommodations, only price accounted for travelers’ repeated choice of P2P accommodations over hotels.

Practical implications

While attitudinal loyalty was explained by the dislike of big hotel chains and experience authenticity in P2P accommodations, it did not translate into repeated purchase behavior. Behavioral loyalty to P2P seems all about price, which begs the question of whether price is the most meaningful competitive lever in the battle between conventional hotels and P2P.

Originality/value

Hotel brand loyalty refers to consumer choice of brand within the conventional hotel product type. This study presents the first effort to understand consumer loyalty to a lodging product type, specifically P2P accommodations, and not a particular brand.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 15 no. 4
Type: Research Article
ISSN: 1750-6182

Keywords

1 – 10 of over 4000