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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.

Given the important role of corporate social responsibility (CSR) to enhance company performance, the purpose of this paper is to fill the existing gaps in the hotel CSR literature via application of the loyalty formation mechanism and conceptualizations of different aspects of CSR initiatives.

The current study examines the effect of environmental and social CSR strategies on multidimensional brand loyalty of hotel customers (i.e. cognitive, affective and conative). This study uses the partial least squares–structural equation modeling to examine the effect of CSR types on multidimensional loyalty.

The results reveal that environmental and social CSR strategies have a significant positive effect on all three loyalty responses of hotel customers with a different level of power. Especially, environmental CSR is highly correlated with conative loyalty, while social CSR is highly correlated with cognitive and affective loyalty responses.

Limited studies have applied the multidimensional attitudinal loyalty in the CSR context. Thus, this study brings theoretical and practical implications. The findings of this study indicate that customers’ perception of hotel CSR could be directly incorporated into their patronized attitudes.

This study provides an empirical guideline for monitoring CSR initiatives from the customers’ perspectives.

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.

Beer style consumers identify themselves more with a beer style, craft or national, rather than with brands. Tribal brand researchers have suggested that beer style consumers feel an intense sense of belonging to a beer style tribe, which may not lead to loyalty to their beer style. The purpose of this paper is to test whether public commitment to defend or spread positive word-of-mouth (WoM) about their beer style influences the development of loyalty among beer style consumers toward their beer style.

The authors surveyed 400 beer style consumers and used the structural equation modeling approach to examine the loyalty relationships between beer style consumers and their beer style. The authors followed Oliver’s cognitive-affective-conative loyalty framework to test these relationships. Then, the authors tested whether a verbal commitment to defend or spread positive WoM about their beer style strengthens loyalty between beer style consumers and their beer style.

Satisfaction of beer style consumers toward their beer style does not lead them to be willing to pay a premium price for their beer style. However, by including a public commitment to defend or spread positive WoM about their beer style, beer style consumers are more willing to pay a premium price for their beer style even in the presence of an intense sense of belonging to a beer style tribe.

Soliciting public commitment influences the development of loyalty among tribal consumers, which may also influence nontribal consumers. In addition, the inclusion of public commitment to Oliver’s loyalty framework, i.e., cognitive-affective-public commitment-conative, extends the use of Oliver’s model to consumer tribes. Finally, this study also suggests that the relationship between having a sense of belonging to a consumer tribe and willingness to pay a premium price can be influenced by a public commitment without first establishing brand satisfaction by consumers.

This study aims to investigate how the influences of store loyalty programs on store loyalty and store relations can be mediated by the store satisfaction-love framework.

The survey data were collected from selected retail stores using stratified random sampling. The hypotheses were tested using structural equation modeling.

The results indicate that the impacts of store loyalty programs on store loyalty and store relations are mediated both by store love and store satisfaction.

This study’s findings help practitioners by empirically demonstrating that the combined cognitive satisfaction of consumers with store loyalty programs and affective store love mediate the influences of loyalty programs on consumer loyalty toward the store and on the consumer–store relation. Therefore, cognitive satisfaction with loyalty programs alone cannot create strong loyalty and a customer relationship. Cognitive satisfaction with various loyalty programs must be converted into affective store love for the mediation to be significant and effective.

This research adds value to the domain of store loyalty research by empirically establishing the mediating role played by the cognitive satisfaction-affective love framework in shaping the influences of loyalty programs designed by store management on the final store loyalty and customer–store relationship.

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.

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.

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.

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.

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。

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。

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。

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。

The purpose of this paper is to investigate how various retail store atmospheric cues can impact store brand loyalty (SBL) via eliciting store brand love. This paper posits that different store brand experiential cues can predict brand love only when the experience is processed based on perceiving the brand as human-like entity, i.e. brand anthropomorphization. Brand love cannot be strongly elicited without the sense of brand anthropomorphization. Moreover, brand love can impact brand loyalty intention only under the moderating condition of perceived firm’s positive relationship marketing orientation.

Survey was conducted among urban shopping mall consumers, and the data were analyzed using structural equation modeling.

The findings support that store brand experience elicited by store environmental cues can better predict store brand love when the store is perceived as human, and store brand love can better predict conative SBL when consumer perceives that the store is having a positive relationship orientation.

The value of the paper lies in empirically testing the psychological mechanism through which store atmospheric cues lead to SBL.

The purpose of this study was to examine the loyalty of Japanese consumers to country-of-origin (COO) wine brands and how this affects purchasing behaviour.

A multi-dimensional COO brand loyalty scale was developed containing attitudinal (psychological) and behavioural loyalty dimensions. A total of 173 responses were collected using a structured self-administered questionnaire in the Japanese language.

Japanese wine consumers have moderate levels of COO brand loyalty, with high levels of satisfaction, moderate-high levels of inertia and price sensitivity and moderate levels of word-of-mouth, emotional attachment, commitment and purchase intent. Furthermore, 46 per cent of respondents exhibited true COO brand loyalty. The conceptual definition of COO wine brand loyalty proved to be sound with a high level of measurement scale reliability (a = 0.884).

The findings provide insights into the Japanese wine market and the nature of Japanese wine consumer behaviour. Wine exporters should focus greater marketing efforts on Japanese women, including more wine-specific education.

It is the first study to develop a multi-dimensional COO wine brand loyalty scale that includes psychological (cognitive, conative and affective attitudinal components) and behavioural loyalty dimensions for the Japanese wine market.

The purpose of this qualitative study is to explore the antecedents and consequences of hospital brand attachment and associated intervening factors amongst patients and attendants in the context of the emerging Indian market where the hospital industry has a heterogeneous structure consisting of state-owned and private hospitals.

Semi-structured in-depth interviews were conducted to collect data. Data were coded using the grounded theory method to explore and validate interrelationships between the constructs that emerged.

Based on the data analysis, a grounded theory framework has been developed, which recognizes hospital brand attachment as the central construct, and depicts its related antecedents, consequences and intervening or moderating factors.

The study contributes to the existing body of healthcare marketing research by having discovered actionable antecedents of hospital brand attachment that could help healthcare marketers in emerging markets to formulate branding strategies that strengthen the patient–hospital brand attachment relationships. Based on the concepts explored in this qualitative study, it has been put forth that the concept of brand love or brand attachment that is well-researched in the case of general consumer brands is also applicable in the case of hospital brands, without ignoring the specific idiosyncrasies of the hospital industry.

Customers nowadays would expect more than just the sales process. As loyal customers are crucial for businesses, research indicates that engaged consumers exhibit greater loyalty to brands. Despite its significance, consumer brand engagement (CBE) remains a concept worth deeper investigation. Building on the cognitive-affective-conative (CAC) model, this paper aims to address this lacuna by examining the precursors of CBE and tests CBE as a higher-order construct consisting of three formative dimensions, namely, cognitive processing, affection and activation.

Using a non-probability purposive sampling method, data was collected from a sample of 237 Malaysian consumers who subscribe to any of the local telco service providers. Data was then analysed using the partial least squares structural equation modelling (PLS-SEM) technique.

Communication effectiveness, core service quality and corporate social responsibility strategy are important determinants that explain consumers’ brand engagement. Furthermore, it was found that CBE prompts consumer satisfaction, which then leads to brand loyalty towards a telco service provider. Additionally, confirmatory tetrad analysis reassured CBE as a formative construct.

CBE should be best assessed as a higher-order reflective formative construct composed of cognitive processing, affection and activation.

Telco companies seeking to attain brand loyalty and consumer satisfaction should ensure that their customers are engrossed, inspired and energized in their interaction with the brands.

Drawing on the CAC model, this study contributes to consumer marketing literature by filling the gap regarding the precursors and outcomes of CBE. In addition, the multidimensionality of CBE as a higher-order reflective formative construct was established.