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1 – 10 of over 35000Ratna Dewi, Hastuti Mulang and Junaidi Junaidi
This study aims to examine the role of religion on Indonesia’ Muslim consumers’ emotional bonding and loyalty.
Abstract
Purpose
This study aims to examine the role of religion on Indonesia’ Muslim consumers’ emotional bonding and loyalty.
Design/methodology/approach
The sample consists of 505 and structural equation modelling was used to confirm research hypotheses.
Findings
The results indicated that religion has a positive and significant effect on Muslim consumers’ emotional bonding; furthermore, emotional bonding play an important role in mediating the relationship between consumers’ religiosity and consumers’ loyalty.
Research limitations/implications
Future research is required to confirm the validity of this study throughout the sector and among Muslim banking consumers.
Practical implications
Bank managers also promote their consumers as change agents to recommend their companies to others. It is also essential in strengthening the relationship between consumers and the companies.
Originality/value
This study provided the Muslim consumers’ loyalty standpoint, the study enlightened bank managers about consumers’ loyalty through religiosity and emotional bonding.
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Ishfaq Hussain Bhat, Shilpi Gupta and Satinder Singh
Purpose: This study examines sustainability communication’s direct and indirect effects on consumer loyalty and brand reputation. It also aims to identify sustainable practices…
Abstract
Purpose: This study examines sustainability communication’s direct and indirect effects on consumer loyalty and brand reputation. It also aims to identify sustainable practices that enhance consumer behaviour and brand reputation.
Methodology: The study used a cross-sectional survey design and collected data from 500 participants through an online survey. The survey included measures of sustainability communication, consumer loyalty, brand reputation, and demographic variables. Structural equation modelling (SEM) was used to test the hypothesised relationships between the variables.
Findings: The results of the SEM analysis suggest that sustainability communication has a direct and positive effect on consumer loyalty, which in turn positively impacts reputation. Furthermore, the study identifies specific sustainability practices, such as reducing the carbon footprint and promoting ethical sourcing, that can positively influence consumer behaviour and brand reputation.
Implications: The study underscores the significance of adept sustainability communication for fostering consumer loyalty and boosting brand reputation. Focusing on initiatives like loyalty programs and personalised offers can harness this connection. Additionally, the research identifies critical sustainable practices – carbon reduction, ethical sourcing, and renewable energy investment – that foster positive consumer behaviour and brand reputation.
Originality/value: This study provides new insights into the mechanisms by which sustainability communication can influence consumer behaviour and brand reputation. The study identifies the importance of consumer loyalty as a mediator between sustainability communication and brand reputation. It recommends companies seeking to enhance their brand reputation through sustainability practices.
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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 of the…
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.
Shahidul Islam, Mashiat Zahin and Shahida Binte Rahim
This study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and…
Abstract
Purpose
This study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and loyalty for electronic home appliance brands in an emerging market. It also explores the moderating effect of perceived store image on the relationship between brand attitude and loyalty.
Design/methodology/approach
This study proposes an integrated model based on consumption values and the value-attitude-behavior (V-A-B) framework. Survey data from 209 Bangladeshi consumers of electronic home appliances were used to test the model. Covariance-based structural equation modeling (CB-SEM) and PROCESS macro were employed to test the hypotheses.
Findings
This research underscores the importance of CPV dimensions, such as product quality, price fairness, brand prestige and positioning, in predicting brand loyalty through brand attitude. Store image moderates the link between brand attitude and loyalty, with a stronger relationship when store image is high and a weaker relationship when it is low.
Originality/value
This study broadens marketing and consumption value theory by investigating brand prestige and positioning in the V-A-B framework in the emerging market. This is the first study to use perceived store image to moderate the relationship between brand attitude and loyalty.
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Kasnaeny Karim, Gunawan Bata Ilyas, Zainal Abidin Umar, Muhammad Jibril Tajibu and Junaidi Junaidi
This study aims to examine the relationship between emotional bonding (e.g. brand love, brand commitment and brand trust) and consumers’ awareness and consumers loyalty to…
Abstract
Purpose
This study aims to examine the relationship between emotional bonding (e.g. brand love, brand commitment and brand trust) and consumers’ awareness and consumers loyalty to conventional and Islamic banking products in Indonesia.
Design/methodology/approach
The sample consists of 585 Muslim and bank consumers obtained through a survey study and using structural equation modeling to test the research hypotheses.
Findings
The empirical results indicate that brand love, commitment and trust have significant and positive effects on consumers’ awareness and loyalty. Furthermore, as the mediator variables, consumers’ awareness partially mediates the relationship between emotional bonding and consumers’ loyalty.
Research limitations/implications
This study was validated by Indonesian Muslims; therefore, future study is needed to validate across the region and sector.
Practical implications
This study enlightened the bank managers from a marketing and psychological context. The bank managers need to enhance the control and promote their brand and products to improve their relationship and consumers.
Originality/value
This study provided the Muslim consumers' decision-making process by developing and testing a model of emotional bonding and consumers’ perspective toward bank products.
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Khalil Hussain, Muhammad Shahzeb Fayyaz, Amjad Shamim, Amir Zaib Abbasi, Sana Jawed Malik and Muhammad Farrukh Abid
This study aims to investigate consumer brand loyalty toward halal cosmetics using the theory of planned behavior through repurchase intention, which is primarily relying on the…
Abstract
Purpose
This study aims to investigate consumer brand loyalty toward halal cosmetics using the theory of planned behavior through repurchase intention, which is primarily relying on the consumer’s attitude toward halal cosmetics. Important predictors such as trust on halal cosmetics, quality of halal cosmetics and religious beliefs of millennial Muslim female consumers shape consumer attitude.
Design/methodology/approach
The present study used the quantitative research design and deductive approach to collect the data from 275 halal cosmetics users in Pakistan by using a judgmental sampling approach.
Findings
Findings of the study provide useful insights for both theory and practice. The results support product quality, religious belief and trust on halal cosmetics as predictors of consumer’s attitude toward halal cosmetics that further develop consumers’ repurchase intention, which in turn enhances their overall brand loyalty. Besides, the findings also show that consumer repurchase intention has a mediating effect between consumer attitude toward halal cosmetics and consumer brand loyalty.
Practical implications
The current study helps in advancing practitioners’ understanding of female consumers’ brand loyalty in the halal cosmetics context. This study is considered to be greatly helpful for managers to gain knowledge about how repurchase intention and brand loyalty of millennial Muslim female consumers can be developed in the halal cosmetics segment, especially in the case of Pakistan.
Originality/value
Brand loyalty has been investigated by previous studies through different predictors and antecedents. This study contributes to the literature of brand loyalty by empirically examining and validating the different antecedents of consumer attitude that are accountable for creating consumer brand loyalty in the domain of halal cosmetics within the Pakistani cultural context. The current study also enhances the previous scholarly understanding on halal cosmetics by investigating the mediating role of consumer repurchase intention of halal cosmetics that further extends the discussion for both theory and practice.
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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.
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.
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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 all…
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.
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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), word of…
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.
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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 engagement…
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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