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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.

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. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

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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

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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

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.

Details

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

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Article
Publication date: 11 November 2020

Junyun Liao, Xuebing Dong, Ziwei Luo and Rui Guo

Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based…

Abstract

Purpose

Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is a brand identity-driven outcome and provides a unified framework for understanding the formation and activation of brand identity in influencing oppositional loyalty.

Design/methodology/approach

Structural equation modeling was used to test the theoretical framework based on an online survey of 329 brand community members. Multigroup analysis was used to test the moderating effect of inter-consumer brand rivalry and brand community engagement.

Findings

The results show that self-brand similarity, brand prestige and brand uniqueness lead to consumers’ brand identity (i.e. consumer-brand identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty.

Practical implications

Identity has great power in shaping consumer behaviors. Fostering consumer-brand identification is critical for firms to prevent consumers from switching to competing brands. Inter-consumer brand rivalry and brand community engagement can help firms consolidate their customer base by evoking consumers’ brand identity.

Originality/value

This investigation makes theoretical contributions by providing a unified theoretical framework to model the development of oppositional loyalty based on identity theory.

Details

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

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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…

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

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Article
Publication date: 11 June 2020

Nisar Ahmed Channa, Maqsood Hussain Bhutto, Musaira Bhutto, Niaz Ahmed Bhutto and Beenish Tariq

Research suggests that innovation plays a key role in creating a competitive edge and business survival in highly competitive industries like retail. Despite the…

Abstract

Purpose

Research suggests that innovation plays a key role in creating a competitive edge and business survival in highly competitive industries like retail. Despite the importance of innovation in retail establishments, very limited efforts have been made so far to study how innovation influences consumer behavior in retail establishments. This paper aims to identify the impact of relationship benefits (i.e. confidence, social and special treatment benefits) on consumer’s loyalty with the retail store and examine the moderating effect of retailer innovation in these relationships.

Design/methodology/approach

To conduct this study, a sample comprised of 400 consumers of four retail sectors (i.e. household, electronics, textile and food) was chosen. The data were analyzed through partial least squares structural equation modeling (PLS-SEM) technique.

Findings

The findings of this research suggest a significant positive influence of confidence and special treatment benefits on consumer loyalty and that retail innovation moderates the link between relationship benefits and consumer loyalty.

Originality/value

This research contributes to the existing literature in the domain of retail customer loyalty by empirically testing the under-studied phenomenon of retail innovation with the help of contingency theory.

Details

European Business Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 13 February 2019

Amit Shankar and Charles Jebarajakirthy

Providing high-quality e-banking services is considered a basic strategy for attracting and retaining customers with electronic-banking platforms. The purpose of this…

Abstract

Purpose

Providing high-quality e-banking services is considered a basic strategy for attracting and retaining customers with electronic-banking platforms. The purpose of this paper is to empirically investigate a comprehensive moderated mediated mechanism for enhancing customer loyalty toward e-banking platforms via e-banking service quality (EBSQ) practices. Reliability, website design, privacy and security and customer service and support are the dimensions of EBSQ.

Design/methodology/approach

Data were collected through structured questionnaires from a sample of 1,028 e-banking users in India. To test the hypotheses, a structural equation modeling approach was used.

Findings

The findings showed that of the EBSQ dimensions, reliability along with privacy and security enhanced customer loyalty to e-banking. The initial trust in e-banking mediates the effects of EBSQ dimensions on customer loyalty except for website design. The mediation effects of initial trust varied between high and low-involved consumers.

Research limitations/implications

This study was conducted with e-banking users in one country using cross-sectional data. Hence, the model should be replicated among e-banking users in other countries and with the longitudinal data.

Practical implications

Establishing a loyal customer base is an important goal for banks. This study demonstrates which specific EBSQ dimensions banks should emphasize to enhance consumers’ initial trust and loyalty toward e-banking services.

Originality/value

This study suggests a moderated mediated mechanism for enhancing customer loyalty to e-banking, which incorporates initial trust as a mediator and consumer involvement as a moderator. It applies cognitive-motivation-relational theory to link EBSQ dimensions with customer loyalty. Thus, this study enables a better understanding of this theory in the e-banking context.

Details

International Journal of Bank Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 May 2007

Audhesh K. Paswan, Nancy Spears and Gopala Ganesh

The purpose of this study is to focus on the feeling associated with being rejected by the preferred service brand, and its effect on consumer assessment of the alternate brand.

Abstract

Purpose

The purpose of this study is to focus on the feeling associated with being rejected by the preferred service brand, and its effect on consumer assessment of the alternate brand.

Design/methodology/approach

The data were collected using a self‐administered questionnaire in the context of higher education services targeted at the international market.

Findings

Consumers who do manage to get their preferred service brand tend to be more satisfied with the features of the obtained brand and exhibit higher levels of brand loyalty towards that brand. In comparison, consumers who end up with a service brand that is not their first choice seem to have lower levels of satisfaction with and loyalty towards the obtained brand.

Research limitations/implications

A key limitation of this study is the sampling frame. Future studies should replicate this study in different service and product contexts and with different target population. In addition, the disconfirmation of expectations or desires within the framework of preferred brand attainment should be explored.

Practical implications

Managers should ensure that one's service brand is high in the consideration set. This has implications for service branding and brand positioning as well as fulfilling service brand promise through services elements. It also has implications pertaining to winning over new customers and retaining through superior service delivery – particularly the service augmentation elements, and the selection and training of service delivery personnel.

Originality/value

This study provides answers to a crucial question – “Can the number two brand ever achieve a prominent position or is it doomed to remain in the second place waiting to be picked only when consumers do not get their first choice?”

Details

Journal of Services Marketing, vol. 21 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 12 March 2018

Liezl-Marié van der Westhuizen

This paper aims to determine one explanation for how the self-brand connection is associated with brand loyalty through the brand experience. Brand experience should…

Abstract

Purpose

This paper aims to determine one explanation for how the self-brand connection is associated with brand loyalty through the brand experience. Brand experience should verify the self-brand connection by acting as a mechanism through which a self-brand connection is associated with brand loyalty.

Design/methodology/approach

Data were obtained from 317 adults through paid Facebook Boosting of an online survey and analyzed using structural equation modeling.

Findings

Analyses confirm that brand experience fully mediates the association between self-brand connection and brand loyalty.

Research limitations/implications

Ensuring a positive brand experience is critical for brand managers opting to maintain consumers’ self-brand connections and brand loyalty. Causality suffered owing to the cross-sectional design of the study.

Practical implications

Self-brand connection is viewed as consumer-driven. However, by identifying the brand experience to verify the self-brand connection and as a factor that mediates the self-brand connection–loyalty relationship of consumers, brand experience is recognized as a new factor which brand managers can control to manage self-brand connections and brand loyalty.

Originality/value

This paper is the first to apply the self-verification theory to the self-brand connection–loyalty relationship by explicating brand experience as a mediator of this relationship. This paper argues self-verification is not context-specific and lived experiences with the brand, irrespective of context, establish consumer–brand relationships. This paper confirms the second-order factor structure of the brand experience scale (Brakus et al., 2009) as a mediator in this self-brand connection–loyalty model.

Details

Journal of Product & Brand Management, vol. 27 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 8 February 2013

Svein Ottar Olsen, Ana Alina Tudoran, Karen Brunsø and Wim Verbeke

This study aims to address the role of habit strength in explaining loyalty behaviour.

Abstract

Purpose

This study aims to address the role of habit strength in explaining loyalty behaviour.

Design/methodology/approach

The study uses 2,063 consumers' data from a survey in Denmark and Spain, and multigroup structural equation modelling to analyse the data. The paper describes an approach employing the psychological meanings of the habit construct, such as automaticity, lack of awareness or very little conscious deliberation.

Findings

The findings suggest that when habits start to develop and gain strength, less planning is involved, and that the loyalty behaviour sequence mainly occurs guided by automaticity and inertia. A new model with habit strength as a mediator between satisfaction and loyalty behaviour provides a substantial increase in explained variance in loyalty behaviour over the traditional model with intention as a mediator.

Originality/value

This study contributes to the existent literature by providing an extension of the prevalent consumer loyalty theorizing by integrating the concept of habit strength and by generating new knowledge concerning the conscious/strategic and unconscious/automatic nature of consumer loyalty. The study derives managerial implications on how to facilitate habit formation and how to influence habit‐based versus intention‐based loyalty behaviour. The external validity of this study is assured by nationwide representative samples in two countries.

Details

European Journal of Marketing, vol. 47 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

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