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The purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement.

The variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations.

The hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups.

The variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships.

This study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.

This paper investigates the factors affecting customer lifetime value from an attitudinal and behavioural brand loyalty perspective in the Internet service industry. Specifically, willingness to pay more and word of mouth are categorised under attitudinal loyalty, while repurchase intention is classified under behavioural loyalty.

A self-administered questionnaire online survey via Google Forms was employed comprising a sample of 481 participants from the Internet service providers. The partial least squares structural equation modeling (PLS-SEM) approach was applied for hypotheses testing.

The current study found that “brand credibility, special treatment benefits and confidence benefits had a positive and significant influence on willingness to pay more, word of mouth and repurchase intention, with confidence benefits and brand credibility showing as the greatest elements resulting in word of mouth and repurchase intentions, whereas special treatment benefits showing as the greatest element resulting in the willingness to pay more. The results of this study did not show any positive significant between service quality dimensions and true brand loyalty (word of mouth, willingness to pay more and repurchase intention). Results also found that confidence benefits, brand credibility and special treatment benefits had an indirect impact on true brand loyalty through customer satisfaction”.

Internet service providers should develop and maintain good relationships with their customers as the excellence of the customer–service provider relationship can enhance customer lifetime value.

The current work measured customer lifetime value in terms of both the behavioural and attitudinal aspects to represent loyalty, while most previous studies consider only one dimension for this representation. Particularly, customers' true brand loyalty is measured using separate components of repurchase intentions (RIs), willingness to pay more (WPM) and word of mouth (WOM) to deepen the understanding of both managerial interest and academic.

This study aims to assess the usefulness of Dick and Basu's framework of customer loyalty to examine consumer loyalty on the grocery product market.

After a short presentation of Dick and Basu's framework, the article discusses a number of anticipated antecedents and consequences to consumer loyalty on the grocery product market. Next, the four loyalty categories and the hypothesized relationships with antecedents and consequences are tested on empirical data from a large survey investigating brand loyalty across five grocery product categories.

The results support the presence of Dick and Basu's four loyalty typologies within all the investigated product categories and further provide evidence for the expected differences between product categories with regard to the proportion of loyalty categories within each product category. The results also support relationships between relative attitude and corresponding antecedents and consequences as suggested by Dick and Basu. And, finally, men are found to be less loyal consumers when compared with women.

The study shows that, at least within some categories of grocery products, it is still possible for marketers to create loyal consumers. The importance of building true loyalty is highlighted by the evidence of true loyals being significantly more likely to postpone their purchases if the store is out of their favourite brand, the least likely to switch to another brand if on sale and less keen on variety seeking.

Survey data from 348 households were used to test the hypothesised relationships.

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.

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.

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.

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.

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 study is to explore the relationship of consumer personality trait, brand personality and brand loyalty.

The convenience sampling method was used to collect primary data. A total of 400 adult consumers were interviewed who looked round or bought toys and video games in Taipei City Mall, and 387 effective questionnaires were collected; the effective response rate was 96.75 per cent. Regression analysis was adopted to test hypotheses.

The major findings were: a significantly positive relationship between extroversion personality trait and excitement brand personality; a significantly positive relationship between agreeableness personality trait and excitement brand personality, sincerity brand personality and competence brand personality; competence and sophistication brand personality have a significantly positive influence on affective loyalty; competence, peacefulness and sophistication brand personality have a significantly positive influence on action loyalty; agreeableness and openness personality trait have a significantly positive influence on affective loyalty; agreeableness and openness personality trait have a significantly positive influence on action loyalty.

The restriction on selecting countries and brands, and the restraint of the sampling coverage present limitations. The paper verifies that consumers with different personality traits will have different cognizance towards brand personality, which can also be applied to the toy and video game industries. The paper proves that a distinct brand personality can appeal to more brand loyalty. It shows that agreeableness and openness of personality traits have a positive influence on brand loyalty.

The paper highlights the value of brand personality that benefits a company. It emphasizes the importance of brand loyalty for a company. Consumers who register in agreeableness and openness are the target audience for BANDAI.

The extra value of the paper is to link the theory and practice, and explore the relationship of consumer personality trait, brand personality and brand loyalty.

The aim of this study is to examine the role of relational benefits and brand experience measurements on willingness to pay more (WPM), effects of word of mouth (WOM) and repurchase intention (RI) in fast-food restaurants (FFR).

Employing an online questionnaire survey with a sample size of 503 respondents, the quantitative methodology included multiple regression and factor analysis to facilitate the analyses of data.

Relational benefits and their dimensions (confidence, special treatment and social benefits) found to positively impact WPM, WOM and RI. With reference to brand experiences, the current study found that behavioural and intellectual experiences have significant and positive effects on WPM, WOM and RI. Surprisingly, no positive significance was identified between sensory experiences and WPM, WOM and RI.

The findings show that relational benefits and brand experience dimensions play an essential role in improving brand loyalty.

The current study subscribes to the concept of relationship marketing theory, suggesting that loyalty to FFRs can be enhanced by offering customers relational benefits and augmenting their brand experiences.

Low-income consumers (LICs) have gained more attention from marketers after Prahalad and Hart (2004) called attention to untapped opportunities among the world’s poorest. Once neglected and seen as price-driven, more recent research has depicted LICs as brand-conscious consumers who are willing to pay a premium for quality. However, because LICs must balance their tight budgets with aspirations for branded items, this perspective may be too optimistic. To address this issue, the purpose of this paper is to investigate brand consideration and loyalty among LICs across a wide range of products.

The authors used a qualitative-inductive approach to assess LICs’ brand considerations across ten fast-moving consumer goods. In-depth interviews with 20 Brazilian LICs were conducted.

The authors found that brand loyalty among LICs is both context- and category-dependent. Patterns of loyalty are influenced by five factors: perceived differentiation, perceived risk, contextual usage, proportion of the category expenditure to household income and hedonic vs functional consumption. It seems that the interplay of these factors ultimately shapes differently the attitudes and repeated patronage of brands within each category among LICs.

Generalizability of findings is limited owing to the qualitative method used.

The authors provide practical insights to managers concerning key attributes that influence brand consideration and loyalty among LICs.

This paper adds to the yet limited knowledge on LICs and provides a deeper and more holistic understanding of the relation of LICs with brands.

The purpose of this paper is to explore the relationship among risk aversion, brand trust, brand affect, attitudinal loyalty and behavioral loyalty for low involvement day-to-day use of personal care products.

To achieve the above-stated objective, a theoretical model was tested using structural equation modeling. Before undertaking the analysis, preliminary analysis techniques such as the common method bias social desirability bias reliability and validity analysis were also assessed.

The results indicate that, for low involvement products, risk adverse consumers do not purchase a brand based only on trust. Risk aversion is also positively associated with attitudinal loyalty. When it comes to the relationship between brand trust and brand affect, it has been concluded that brand trust has had an important impact on brand affect. In this study, it has been found that attitudinal loyalty has a positive and strong impact on behavioral loyalty. This paper explains that due to the lack of trust, certain risk adverse customers are sticking with a particular brand.

Most of the brand loyalty research has been performed on high involvement products, whereas very limited research is available on low involvement day-to-day use products (i.e. personal care products), in particular where the consumption period of the product is less than a month. This kind of research is very rare, and this study has been done to fill this gap using rigorous data analysis.

The paper aims to examine brand marketing efforts and consumer loyalty among mobile phone users. By recognizing different levels of loyalty, the study assesses the degree of importance of the brand marketing programs on high and low loyalty consumer segments within an emerging market context.

The study uses a sample of 1,000 consumers of three mobile phone brands. Exploratory and confirmatory factor analyzes were used in evaluating scale measures, whereas cluster analysis was used to create consumer loyalty segments. Analysis of variance was conducted to evaluate the brand marketing programs within high and low segments before multi-group logistic regressions to assess the impact of brand marketing efforts on consumer loyalty.

Four principal brand marketing efforts were identified from the data, with varying degrees of importance among high and low loyalty consumer segments. Additionally, from the logistic regression analyzes, the brand marketing efforts exhibited various likelihood results on brand-specific loyalties among consumers of the mobile phone brands.

The findings provide evidence to issues of potential research and managerial interest, with implications to the academic and practitioner communities. Particularly for firms seeking to enter emerging markets, the findings presented in this study provide an understanding of some consumer dynamics in such settings.