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Article
Publication date: 3 April 2023

Ahmad Khabib Dwi Anggara, Ririn Tri Ratnasari and Ismah Osman

This study aims to determine the influence of store attributes on customer experience, brand love and brand loyalty at Hijup stores.

1936

Abstract

Purpose

This study aims to determine the influence of store attributes on customer experience, brand love and brand loyalty at Hijup stores.

Design/methodology/approach

This research uses quantitative methods. The technique of determining the sample used is purposive sampling. The sample criteria in this study were consumers who had visited and bought products directly at the Hijup store with a minimum age of 17 years. The amount of data collected is 224 samples. Data was collected by distributing online questionnaires. The data analysis technique used the structural equation modeling operated through the IBM AMOS 26.0 program.

Findings

The results of the study reveal that customer experience is influenced by all dimensions of the store attribute variable including merchandise, communication with staff, store atmosphere and transaction convenience. In addition, this study shows that customer experience also positively affects brand love and brand loyalty. Finally, the analysis shows that brand love positively affects brand loyalty.

Research limitations/implications

The theoretical contribution of this research is the testing of four variables (store attribute, customer experience, brand love and brand loyalty) in the same model in the context of halal fashion, thus helping to broaden insight and understanding of the influence of store attributes on customer experience, brand love and brand loyalty in halal fashion. This research can be a reference for academics to develop further research following this research topic.

Practical implications

This study provides practical implications for managers to increase their efforts in creating good store attributes, to create a positive customer experience that can build customer brand love and brand loyalty.

Social implications

The long-term effect of the company’s success in developing brand love and brand loyalty is that it makes it easier for customers to trust, be satisfied and recommend the brand to others.

Originality/value

In the context of the halal concept, several studies among Muslims in Asia and western countries have yielded important information about consumer behavior toward halal products such as food and tourism. Departing from previous research, this research is to fill the gaps of previous research and get better insights into the customer experience visiting halal fashion stores. Therefore, this study tries to define and validate consumer profiles about halal fashion and identify customer experience, brand loyalty and brand love in the context of halal fashion.

Details

Journal of Islamic Marketing, vol. 14 no. 11
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 15 August 2016

Sreejesh S., Abhigyan Sarkar and Sudeepta Pradhan

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.

1597

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Practical implications

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.

Originality/value

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.

Details

Management Research Review, vol. 39 no. 8
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 7 March 2019

Abhigyan Sarkar, Juhi Gahlot Sarkar and Gaurav Bhatt

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…

1296

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Originality/value

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

Details

Marketing Intelligence & Planning, vol. 37 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 6 December 2021

Riaz Uddin Ahmed

This study investigates the impact of social media marketing activities (SMMA) on shoppers' store love and the impact of store love on store loyalty in grocery retail. Moreover…

1870

Abstract

Purpose

This study investigates the impact of social media marketing activities (SMMA) on shoppers' store love and the impact of store love on store loyalty in grocery retail. Moreover, it explores the mediating and moderating role of store love and social media usage intensity (SMUI).

Design/methodology/approach

A survey was conducted among grocery shoppers and social media users in Norway. A total of 177 valid responses were collected and analyzed using partial least squares structural equation modeling (PLS-SEM).

Findings

The study discovered that SMMA impacts store love, and store love affects store loyalty. Store love serves as a mediator between SMMA and store loyalty. SMUI positively moderates the relationship between SMMA and store love; however, the relationship between store love and store loyalty is not moderated by SMUI.

Research limitations/implications

Despite having limited generalizability from a cross-sectional study, this study provides literary additions to the body of knowledge in grocery retail and enhances the cognitive appraisal theory (CAT) and the attachment theory (AT).

Practical implications

The findings of this study will help grocery shoppers, store managers and grocery chain marketers to comprehend the role of SMMA in building emotional attachment with a grocery store and help make better decisions.

Originality/value

For the first time, this study incorporated SMUI as a moderator in the relationship between SMMA, store love and store loyalty in grocery retail. The study also proposes a new explanation for the relationship between SMMA and store loyalty by highlighting the mediating role of store love.

Details

Marketing Intelligence & Planning, vol. 40 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 25 April 2022

Kara Chan and Qiqi Li

The purpose of this paper is to investigate the common attributes of brick-and-mortar retail shops liked by young adults in the digitalized retail context. The 7Ps of the…

Abstract

Purpose

The purpose of this paper is to investigate the common attributes of brick-and-mortar retail shops liked by young adults in the digitalized retail context. The 7Ps of the marketing mix were used as a framework to shed insights for marketing strategies.

Design/methodology/approach

A qualitative study using personal interviews was designed. A convenience sample of 24 young adults from 20 to 22 years of age was asked to take photos, showing the exterior and interior of their favorite shop in Hong Kong. They were interviewed face to face to explain why they like these shops. Other information about the shopping context, including frequency of visits and whether shopping alone or with friends, was collected.

Findings

The favorite shops of young adults are clothing retailers and stores for snacks. Attributes of favorite shops include stylish product design, variety of choices, cozy physical environment, technology-assisted shopping process and customer-friendly return policy. Young adults seek taste and artistic presentation in consumption. Self-expression and social communication of consumption play a major role in retail brand love.

Research limitations/implications

The sample size of this study was small and may not be generalizable to populations of different socioeconomic status. A quantitative survey can be conducted to further examine the topic.

Practical implications

This study deepens the understanding of how young adults perceive product, store and process attributes of shops that are related to retail brand love. Tangible qualities such as product and physical space played a more important role than intangible attributes such as friendly frontline or sales staff. The results imply that retailers need to pay attention to a shop’s product offering, interior design, as well as develop a seamless integration of online and offline shopping processes to engage customers.

Originality/value

There are very few studies of young consumers and retail brand love using qualitative methods. This study contributes to a deeper understanding of young consumers’ perception of the retail stores that they love in the digitalized retail landscape.

Details

Young Consumers, vol. 23 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 19 March 2020

Gaurav Bhatt, Abhigyan Sarkar and Juhi Gahlot Sarkar

The majority of past studies on the physical store environment have focused on the impacts of distinct store environmental cues like music, crowding and décor on consumers'…

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Abstract

Purpose

The majority of past studies on the physical store environment have focused on the impacts of distinct store environmental cues like music, crowding and décor on consumers' responses. However, recent research posits that consumer is more likely to experience several cues in a combination, rather than in isolation, i.e. different categories of store environmental cues are likely to impact consumer psychology holistically. Hence, our study aims to identify the relevant factors of store atmospheric cues impacting consumer's attitude in physical retail store context and validate scales to measure such factors.

Design/methodology/approach

This research develops and validates psychometrically reliable scales to measure two broad store stimuli factors namely: attractive and facilitating store stimuli, following the scale development method suggested by Churchill (1979).

Findings

The study shows that attractive store stimuli predict affective and sensory store brand experiences. The facilitating store stimuli moderate the effects of attractive store stimuli on affective and sensory store brand experiences. Affective and sensory store brand experiences predict store satisfaction.

Originality/value

This research contributes to the existing body of store ambience research by empirically understanding the psychological mechanism through which customers perceive different store cues holistically leading to the elicitation of store satisfaction.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 17 May 2023

Geeta Marmat

The purpose of this study is to provide information that reflects the true state of affairs and to develop a conceptual model that examines the moderating effect of uncertainty on…

Abstract

Purpose

The purpose of this study is to provide information that reflects the true state of affairs and to develop a conceptual model that examines the moderating effect of uncertainty on relative brand trust–love.

Design/methodology/approach

Extant empirical studies, conceptual literature and related theories were identified and integrated to develop the conceptual model.

Findings

Findings of the study suggest that relative brand trust–love arises because of different components of uncertainty. Relative brand trust–love exhibited by the customer is moderated by uncertainty at the individual level, brand level and technology level. These uncertainties represent the situation that considers if relative brand trust–love can be enhanced. A few propositions have been suggested for such situations to enhance relative brand trust–love.

Research limitations/implications

This paper proposes a conceptual model and also makes research propositions that need to be validated and confirmed empirically. It adds value to theoretical advancements in strengthening the customer–brand relationship. Furthermore, results suggest that relative brand trust–love can be improved over time if these components can be supported by increasing information at different levels. The conclusions will be informative to practitioners and brand managers in strengthening a brand into the market more effectively. Moreover, it can transform the brand into a global brand and help build sustainable long-term relationships. Findings can be useful and interesting information for the researchers who are interested in finding strategic ways for effective decision-making related to brand trust and brand love.

Originality/value

The conceptual model, and the propositions related to different levels of uncertainty, and its effect on relative brand trust–love, is a new approach in enhancing relative brand trust–love and hence helpful in strengthening the quality of customer–brand relationships.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

Keywords

Article
Publication date: 4 September 2023

Afia Khalid, Raheel Amir Awan, Rizwan Ali and Imran Sarmad

This study aims to examine the moderating effect of sustainability marketing on brand loyalty of brands that advertise their sustainable development agenda goals. The study…

1081

Abstract

Purpose

This study aims to examine the moderating effect of sustainability marketing on brand loyalty of brands that advertise their sustainable development agenda goals. The study highlights the mediating effect of brand love having cognitive antecedents of brand authenticity, popularity and congruence with private and social self of the consumer.

Design/methodology/approach

A mall intercept survey was used to collect data from consumers who use brands that embrace sustainable marketing strategies. Only those brands were selected which are popular as well as advertise sustainable practices in their brand communication (mainstream and social media). The data was self-administered by trained research assistants, who gathered data from a sample of 350 respondents.

Findings

The findings revealed that the popularity and authenticity of a brand play an essential role in developing brand love and later influences brand loyalty behavior. A larger effect is seen on brand love when there is congruence of private and social self with the brand. The brand has even a stronger relationship with brand loyalty when moderated by sustainability marketing.

Research limitations/implications

Brand love has the potential for long-term influences, only if sustainability marketing is used as a backbone. Brand managers should target an authenticity-seeking segment of consumers, who once convinced can lead to repeat business and brand loyalty and reduce dissonance. As sustainability marketing provides multiple benefits, genuine branding strategies should be devised that amalgamate into a single message spun around sustainability concerns and connecting the ethos of authenticity, popularity and self-expression. Future research may take into consideration more categories than this study on clothing, and consumer goods, adopting a mixed-methods approach. Moreover, a range of potential antecedents of brand love can be determined along with potential outcomes when aligned with external efforts such as sustainability, corporate social responsibility and international investment.

Originality/value

To the best of the authors’ knowledge, this is the first study investigating the moderating role of sustainability marketing on the relationship between brand love and brand loyalty and the mediating role of brand love between brand authenticity, popularity, social/private-self-expression and brand loyalty. It is also the first study documenting how sustainability marketing reinforces the brand loyalty for popular brands in developing countries like Pakistan. This study fills a research gap as it expands the existing literature on sustainability marketing and brand love that is generally focused on brand dimensions and not the brand communications and thus has not reached similar results.

Details

Corporate Governance: The International Journal of Business in Society, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1472-0701

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Abstract

Details

Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)
Type: Book
ISBN: 978-1-78560-216-0

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