The Role of Self-Concept Brand Image Congruity in Consumers’ Attitudinal Formation and Attitudinal Brand Loyalty: A View From Utilitarian and Hedonic Product Brands

2014 ◽  
pp. 141-141
Author(s):  
Joseph F. Rocereto ◽  
Hyokjin Kwak ◽  
Marina Puzakova
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Self Concept ◽  
Attitudinal Brand Loyalty

scholarly journals Self-Concept, Gender, And Product Type: An Investigation Of Brand Loyalty

2011 ◽  
Vol 10 (1) ◽  
pp. 25
Author(s):  
Joseph F. Rocereto ◽  
Joseph B. Mosca
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Product Type ◽  
Self Concept ◽  
Consumer Attitude ◽  
Font Size ◽  
Proposed Model ◽  
Hedonic And Utilitarian Products ◽  
The Impact

<span style="font-family: Times New Roman; font-size: small;"> </span><p style="margin: 0in 0.5in 0pt; text-align: justify; mso-pagination: none; mso-add-space: auto;" class="MsoBodyText3"><span style="color: black; font-size: 10pt; mso-themecolor: text1;"><span style="font-family: Times New Roman;">Numerous studies have investigated the impact of self-concept brand image congruity on brand loyalty.<span style="mso-spacerun: yes;"> </span>However, there is a dearth of literature which has assessed this relationship across different product types.<span style="mso-spacerun: yes;"> </span>Furthermore, there is a lack of understanding regarding the role that gender may play in the creation of such brand loyalty.<span style="mso-spacerun: yes;"> </span>This study investigates the effects of self-concept brand image congruity on consumer attitude formation and resulting brand loyalty across two different types of products (i.e., hedonic and utilitarian products) and assesses the moderating role of gender within each product type setting.<span style="mso-spacerun: yes;"> </span>Results reveal that the proposed model is sufficiently robust to explain the effects of self-concept brand image congruities across different product types.<span style="mso-spacerun: yes;"> </span>Furthermore, this study indicates that gender serves as a moderator in both product type settings, however, in theoretically important different manners.</span></span></p><span style="font-family: Times New Roman; font-size: small;"> </span>

scholarly journals Faktor pembentuk brand loyalty :
peran self concept connection, brand love, brand trust dan brand image (telaah pada merek h&m di kota dki jakarta)

2018 ◽  
Vol 2 (2) ◽  
pp. 157
Author(s):  
Meta Andriani ◽  
Frisca Dwbunga
Keyword(s):  
Customer Loyalty ◽  
Brand Loyalty ◽  
Brand Image ◽  
Sampling Technique ◽  
The Self ◽  
Self Concept ◽  
Brand Trust ◽  
Brand Love ◽  
Marketing Costs

Brand loyalty or customer loyalty is an important concept for many companies that can bring many benefits to companies, such as repeat purchases and brand recommendations to others, who then can reduce marketing costs. Trust in the brand is important and is a major factor in the development of brand loyalty. Along with the development of industry, entertainment, information and technology, style of fashion becomes a medium to demonstrate the existence of a person in the community. By following certain fashion, people can show their true identity. The purpose of this study was to determine the role of the Self Concept Connection, Brand Love, Brand Trust and Brand Image on the increase Brand Loyalty.The focus of this study object is H&M brand in Jakarta region. The data used in this study were gathered by spreading the questionnaires to users who have purchased the H&M brand is more than one time. This study used convinience sampling as a sampling technique and obtained 158 respondend and this data processed into this study result. This study uses SEM analyze to test the data.

The role of marketing communication mix on Korean customers' coffee shop brand evaluations

2020 ◽  
Vol 3 (3) ◽  
pp. 291-309 ◽  
Author(s):  
Soon-Ho Kim ◽  
Seonjeong Ally Lee
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Marketing Communication ◽  
Brand Identification ◽  
Coffee Shop ◽  
Brand Love ◽  
Content Type ◽  
Brand Evaluations ◽  
Advertising Spending

PurposeThis study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of this study is advertisement spending, customers' attitudes toward the advertisement, monetary promotion and non-monetary promotion as marketing communication mix elements.Design/methodology/approachProposed relationships are investigated with 683 previous coffee shop customers, based on a cross-section, online, self-administered survey in South Korea.FindingsResults identify advertising spending, attitude toward the advertisement, monetary promotion, and non-monetary promotion play key roles in influencing brand identification; however, they do not influence brand image. Both brand identification and brand image further influence brand love on brand loyalty.Originality/valueThis study is the first to investigate the marketing communication mix elements in a coffee shop context.

scholarly journals The Role of Social Media on Sponsorship Activation

2021 ◽  
Vol 66 (1) ◽  
pp. 111-126
Author(s):  
Mihai Constantin Răzvan Barbu ◽  
George Bogdan Burcea ◽  
Dragoş Laurenţiu Diaconescu ◽  
Marius Cătălin Popescu ◽  
Leonardo Daniel Păsărin ◽  
...  
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Financial Support ◽  
Brand Image ◽  
Consumer Preferences ◽  
Brand Awareness ◽  
Sport Organizations ◽  
The Social ◽  
Or Organization

"ABSTRACT. Globally, sponsorship has grown impressive over the last 30 years, receiving an increased importance in the communication mix of companies. Sport organizations have understood the importance and the role sponsorship it plays for the financial support they need. Sponsorship is the material support of an event, activity or organization by an unaffiliated partner. It is a good way to increase brand awareness, which helps to generate consumer preferences and promote brand loyalty and also improves the brand image. Brands play an important role in the development of companies because they bring a number of benefits to them. The paper ""Innovation’s impact on sponsorship activation"" aims to present a series of theoretical elements of activating sponsorship, as well as the element of innovation in this process, an element represented by the social media presence in our lives and in the last part of the paper is presented a study based on a survey on our topic."

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