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Article
Publication date: 30 September 2022

Asif Ali Safeer and Hancheng Liu

Authenticity has become increasingly dominant in business practices, particularly in branding and corporate social responsibility (CSR) activities, as consumers want it in…

Abstract

Purpose

Authenticity has become increasingly dominant in business practices, particularly in branding and corporate social responsibility (CSR) activities, as consumers want it in all aspects of their lives. Thus, the purpose of this study is to examine the role of perceived CSR authenticity in predicting perceived brand loyalty (i.e. brand trust, positive word of mouth [PWOM]) via perceived brand authenticity by considering the moderating effects of brand image on perceived brand authenticity and loyalty to determine its influence in the global branding context.

Design/methodology/approach

Using a non-probability convenience sampling technique, this study received 817 responses from consumers who regularly used global brands. Finally, this research examined 734 responses to test the proposed hypotheses using structural equation modeling.

Findings

This study discovered that perceived CSR authenticity strengthened perceived brand authenticity, which fostered perceived brand loyalty by enhancing brand trust and motivating consumers to spread PWOM about global brands. Similarly, perceived CSR authenticity directly influenced perceived brand loyalty by enhancing brand trust but did not affect PWOM. Likewise, the moderating effect of brand image was significant in fostering perceived brand loyalty by enhancing brand trust, but it had no effect on PWOM. In contrast, the brand image had a significant negative effect on perceived brand authenticity.

Practical implications

This research offered many insightful suggestions to global managers in the manufacturing and service industries that might assist them in designing and implementing several branding strategies to achieve corporate objectives.

Originality/value

This novel research contributes to the attribution theory by examining consumers’ perceptions of CSR authenticity, brand image, brand authenticity and brand loyalty from the global branding perspective.

Details

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

Keywords

Book part
Publication date: 11 June 2009

Quan Tran and Carmen Cox

In the literature on product branding, significant attention is given to brand equity in the consumer context, but relatively little attention is paid to the application…

Abstract

In the literature on product branding, significant attention is given to brand equity in the consumer context, but relatively little attention is paid to the application of the concept in the business-to-business (B2B) context. Even less research exists on the role of brand equity in the retailing context. Retailers are often seen as irrelevant to the source of brand value, resulting in manufacturers not targeting retailers to help them build stronger brands. Potential occurs, therefore, for some channel conflict to exist between manufacturers and retailers. On the one hand, retailers tend to focus on building their own, private brands to differentiate themselves from other retail competitors and to increase their power in relation to manufacturer brands. At the same time, most retailers still need to create a good image in the consumer marketplace by selling famous, manufacturer-branded products. In other words, retailers often have to sell famous brands even if they would prefer to sell other brands including their own. Manufacturers tend to focus their brand-building efforts on the consumer market to entice consumers to insist that retailers stock their brands, rather than placing any real emphasis on building a strong and positive brand relationship with the retailer directly.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

Article
Publication date: 3 December 2021

Arash Ahmadi and Sohrab Fakhimi

The main purpose of this work is to evaluate the different psychological impacts of two initial verbal recovery strategies (gratitude vs empathetic apology) on the…

Abstract

Purpose

The main purpose of this work is to evaluate the different psychological impacts of two initial verbal recovery strategies (gratitude vs empathetic apology) on the consumers' loyalty after a service failure. The proposed theoretical model also appraises the mediating role of two emotional responses (consumer forgiveness, consumer anger) and consumer self-esteem and the moderating role of self-oriented perfectionism.

Design/methodology/approach

Two studies (i.e. an experimental design and a field study) are considered for this investigation to assess the effectiveness of gratitude expression versus empathetic apology on post-recovery loyalty and test the effects of mediators and the moderator applied between the verbal recovery strategies and post-recovery loyalty.

Findings

The results of Study 1 revealed the supremacy of gratitude to empathetic apology in maintaining consumers' loyalty after service failure recovery. The better impact of gratitude expressed in increasing post-recovery loyalty is mediated through the elevation of consumers' forgiveness, the reduction of consumers' anger and consumers' self-esteem. The findings of Study 2 indicated that gratitude increases more post-recovery loyalty through individuals with a high level of self-oriented perfectionism.

Research limitations/implications

Future research could examine other service failure situations, different types of service recovery, mediators or moderators, which contribute to the service marketing literature.

Practical implications

After a service failure, using gratitude expressions to consumers often makes them feel better and more valuable.

Originality/value

This work increases service providers' knowledge in using proper expressions after a service failure to help elevate consumers' positive reactions resulting in maintaining their loyalty.

Details

Journal of Contemporary Marketing Science, vol. 4 no. 3
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 8 March 2022

Rajesh Anantharaman, Sanjeev Prashar and Sai Vijay Tata

Organizations are being compelled to revamp their loyalty programs due to the increase in digital transactions, customer acquisition costs and competition in the loyalty

Abstract

Purpose

Organizations are being compelled to revamp their loyalty programs due to the increase in digital transactions, customer acquisition costs and competition in the loyalty market. Given the significance of consumer-brand relationships, businesses must quickly identify the relationships that best elicit brand loyalty. Thus, this study seeks to develop a comprehensive model about the consumer-brand relationship that encompasses the following constructs: brand trust, brand satisfaction, brand preference, brand affect, brand equity, brand image, commitment, variety seeking, and relationship length, and their influence on brand loyalty. The study also investigates the impact of the bandwagon effect, in tandem with the aforesaid antecedents.

Design/methodology/approach

A data set comprising 248 consumers in India was used to validate the measures and test the hypotheses. Structural equation modeling was employed to test the hypothesis. The data analysis was carried out on R version 4.0.2.

Findings

The study found that all the selected constructs exert influence on brand loyalty, although commitment, brand equity and brand preference exhibited the strongest impact. The bandwagon effect also demonstrated a strong effect.

Originality/value

This study advances the field's understanding of information processing through a consolidated meta-view of various consumer-brand relationship constructs along with bandwagon effects. Perhaps the most important contribution is shedding light on the influence of bandwagon effects on brand loyalty.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 14 March 2022

Selim Ahmed, Ahmed Al Asheq, Ezaz Ahmed, Ujjal Yaman Chowdhury, Tahir Sufi and Md. Golam Mostofa

The purpose of this study is to determine how consumers perceive restaurant service in Bangladesh. The goal of this study is to determine the impact of perceived service…

1641

Abstract

Purpose

The purpose of this study is to determine how consumers perceive restaurant service in Bangladesh. The goal of this study is to determine the impact of perceived service quality and price fairness on consumer satisfaction and loyalty toward restaurant services.

Design/methodology/approach

The data for this study were collected from 326 respondents who have used restaurant services in Bangladesh. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to evaluate the research data with SmartPLS 3.3.3.

Findings

The current study’s findings indicate that perceived service quality and price fairness both have a direct and significant effect on consumer satisfaction. Additionally, the research findings reveal a considerable association between perceived pricing fairness and consumer pleasure and consumer loyalty. Additionally, findings indicate that perceived service quality and price fairness both have a significant indirect effect on customer loyalty via the mediating effect of consumer satisfaction.

Practical implications

The current study demonstrates that perceived price fairness has a substantial effect on restaurant consumers’ satisfaction and loyalty; thus, this evidence can assist restaurant owners and managers in developing and implementing their pricing strategy to retain customers. Additionally, the findings have significant implications for restaurant operators, practitioners and policymakers.

Originality/value

Only a few research have been conducted to determine the effect of service quality and pricing fairness on consumer satisfaction and loyalty when it comes to restaurant services. This research conclusion provides guidance to service providers on how to increase customer satisfaction and loyalty through an emphasis on price fairness and service quality.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 12 August 2021

Asif Ali Safeer, He Yuanqiong, Muhammad Abrar, Rizwan Shabbir and Hafiz Muhammad Wasif Rasheed

This study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI)…

1653

Abstract

Purpose

This study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity (PBA) in the global branding context.

Design/methodology/approach

A total of 422 consumers participated in this study and provided feedback on top authentic global brands after completing a self-administered online survey. Partial least squares structural equation modeling (PLS-SEM) was used to conduct the data analysis.

Findings

This study discovered that brand experience dimensions positively influenced PBA (predominantly sensory and intellectual experiences), which significantly predicted consumer loyalty (RPI, WOM and WPM).

Research limitations/implications

This research uncovered some limitations that can be used to investigate new research possibilities. From a theoretical standpoint, this study offers new insights into brand experience dimensions (BEDs), PBA and consumer loyalty in order to develop consumer-brand relationships.

Practical implications

This study offered several managerial recommendations. By considering brand authenticity as a positioning tool, global managers can effectively develop and implement various experiential marketing strategies to develop long-term relationships with consumers to attain their loyalty.

Originality/value

This is a new study that uses Fournier's relationship theory to investigate BEDs on PBA to predict consumer loyalty in the context of authentic global brands.

Details

Marketing Intelligence & Planning, vol. 39 no. 8
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 12 August 2021

Xiaodan Zhang and Maiju Guo

As globalization promotes mobility and tourism around the world, the substitution effect of outbound tourism on domestic tourism becomes increasingly apparent. Knowing how…

Abstract

Purpose

As globalization promotes mobility and tourism around the world, the substitution effect of outbound tourism on domestic tourism becomes increasingly apparent. Knowing how to increase customers' loyalty toward domestic tourism is an urgent and critical question for policymakers and tourism managers, especially from the perspective of customer segmentation. The purpose of this paper is to explore whether and how consumer expertise affects domestic tourism loyalty. This paper also provides comprehensive research for understanding differences between married and unmarried consumers in responses to the impact of expertise on loyalty.

Design/methodology/approach

The study is based on a survey of 384 individuals. We use Partial least squares (PLS), a variance-based structural equation model, and statistical comparison to test research hypotheses.

Findings

Results suggest that consumer expertise has a “double-edged sword” effect on domestic tourism loyalty. On one hand, it increases the perceived benefit of domestic tourism and reduces consumers' motivation to switch to outbound tourism, resulting in a higher level of domestic tourism loyalty. On the other hand, consumer expertise improves consumers' switching ability and switching opportunity to travel abroad, leading to a lower level of domestic tourism loyalty. Furthermore, this paper documents that married and unmarried customers present heterogeneous attitudes in the decision process. We found that married customers are less sensitive to the impact of consumer expertise on the perceived benefit and the impact of consumer expertise on switch ability. However, married customers are more sensitive to both the impact of perceived usefulness on the switch motivation, and the impact of switch motivation, switch opportunity and switch ability on domestic tourism loyalty.

Research limitations/implications

Our findings enrich the literature on consumer expertise and loyalty. Future studies may consider examining similar relationships by utilizing multiple research methods as well as testing the research findings and mechanisms in different contexts.

Practical implications

This research provides practical guidance for cultivating and maintaining domestic tourism loyalty, such as consumer segmentation in terms of tourism knowledge and information.

Originality/value

This paper examines the relationship between consumer expertise and loyalty in the context of tourism and uncovers the mechanism behind it. More importantly, to our knowledge, this paper is the first to identify consumers' marital status as a key factor that influences the process of how consumer expertise affects domestic tourism loyalty.

Details

Marketing Intelligence & Planning, vol. 39 no. 8
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 24 February 2021

Violetta Wilk, Geoffrey N. Soutar and Paul Harrigan

The 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.

1778

Abstract

Purpose

The 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/approach

An 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.

Findings

Brand 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/implications

This 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 implications

The 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/value

First, 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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 26 August 2021

Hai Minh Ngo, Ran Liu, Seifeddine Ben Taieb, Masahiro Moritaka and Susumu Fukuda

Expanding the market share of safe food through a modern retail system has faced a lot of difficulties in Vietnam. Thus, a further understanding of consumer behaviour and…

Abstract

Purpose

Expanding the market share of safe food through a modern retail system has faced a lot of difficulties in Vietnam. Thus, a further understanding of consumer behaviour and loyalty towards such food is essential for food retailers. This study aims at exploring segments of consumer loyalty and its influential factors towards safe food brands in the country.

Design/methodology/approach

Based on a sample of 250 consumers buying safe food in Hanoi city in February 2019, two-step cluster and multinomial logistic regression analyses were applied.

Findings

The results show that four segments of brand loyalty were formed from the interaction between attitudinal and behavioural loyalty as the framework of Dick and Basu (1994), namely, true loyalty, spurious loyalty, latent loyalty and disloyalty. Notably, over 60% of the consumers were in latent loyalty and spurious loyalty, indicating variety-seeking behaviour, multi-brand loyalty or low recognition of the brand. Consumer satisfaction was the most vital motivating consumers to higher loyalty levels. Additionally, brand trust and brand familiarity played significant roles in developing true brand loyalty. An attractive selling store and friendly staff were also important in enhancing brand loyalty.

Originality/value

This study is one of the first to elicit consumer loyalty and identify factors driving the loyalty towards brands of safe food in a developing country like Vietnam.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 22 October 2020

June-Hyuk Kwon, Seung-Hye Jung, Hyun-Ju Choi and Joonho Kim

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer

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Abstract

Purpose

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement (CE), brand trust and brand loyalty.

Design/methodology/approach

The study’s participants were 230 US and 376 Korean consumers who have used (i.e. contacted) a food service establishment (i.e. family restaurant) at least once before and who continue to use an SNS (e.g. Facebook and Instagram). This study conducted a hypothesis test using structural equation modeling analysis. In addition, hierarchical analysis was performed to further generalize and support the statistical analysis results.

Findings

Advertisement/promotion and SNS content have a statistically significant positive effect on CE. Advertisement/promotion has a statistically significant positive effect on brand trust, and SNS content has a statistically significant negative effect on brand trust. CE has a statistically significant positive effect on brand trust, and CE and brand trust have a statistically significant positive effect on brand loyalty. No statistically significant differences were shown between the US and Korean consumer groups (critical ratios for difference of path coefficient < ± 1.96). The hypothesis test results of the structural equation model analysis and hierarchical analysis were the same for the entire group.

Originality/value

The findings indicate that the overall mediating role of CE is important. To the best of the authors’ knowledge, this is the first study to investigate which marketing communication channels are most effective in the restaurant sector.

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