Binational Study of the Impact of Brand Image, Brand Personality and Brand Love on Word of Mouth: The Case of Fashion Brands in UK and Switzerland

2015 ◽  
pp. 462-471 ◽  
Author(s):  
Ahmed Rageh Ismail ◽  
TC Melewar
Keyword(s):  
Word Of Mouth ◽  
Brand Image ◽  
Brand Personality ◽  
Brand Love ◽  
Binational Study ◽  
The Impact

The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY's in the luxury branding sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Khyati Shetty ◽  
Jason R. Fitzsimmons
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Empirical Support ◽  
Equation Modeling ◽  
Brand Attachment ◽  
Brand Love ◽  
Content Type ◽  
Luxury Branding ◽  
Brand Personality Congruence ◽  
The Impact

PurposeThe purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector.Design/methodology/approachEmpirical data were gathered from 416 millennial shoppers with incomes from US$100,000 and above (High-Earners-Not–Rich-Yet). Structural equation modeling was used to test the hypotheses of the framework developed for the study. Dubai is chosen as the context of the study based on the fact that the luxury brands sector is one of the leading industries in the country, and has a sizeable population of HENRY's.FindingsThe findings of this study revealed that brand personality congruence is a critical determinant of brand love and brand loyalty, suggesting congruence between the consumer's personality and the brand is essential to the luxury branding sector. The study also establishes a relationship between brand attachment and brand loyalty.Research limitations/implicationsThis study offers new empirical support for the proposition that consumers' emotional aspects like brand personality congruence and brand love are critical for enhancing brand loyalty toward luxury. The findings from this study can provide brand managers with a guide to managing their branding strategies and understand the strategic role of these variables on communication strategies for a new emerging segment of the HENRY's customer segment.Originality/valueThis study contributes to luxury branding and a new segment of millennials by examining the relationship between brand personality congruence, brand love, brand attachment and its effect on brand loyalty in the luxury branding context.

Connecting the dots between brand logo and brand image

2019 ◽  
Vol 11 (1) ◽  
pp. 68-87
Author(s):  
Harsandaldeep Kaur ◽  
Kanwalroop Kaur
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Brand Personality ◽  
Equation Modeling ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Familiarity ◽  
Sphere Of Influence ◽  
The Impact ◽  
The Relationship

Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.

Tequila at home or abroad? paths to brand love and purchase loyalty for hedonic products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Silvia Cacho-Elizondo ◽  
Mary Conway Dato-on ◽  
Tracy Harmon-Kizer
Keyword(s):  
Brand Image ◽  
Strategy Development ◽  
Brand Relationships ◽  
Brand Love ◽  
Content Type ◽  
Segmentation Strategy ◽  
Brand Relationship ◽  
Significant Difference ◽  
The Usa ◽  
The Impact

Purpose This study aims to examine the impact of consumer brand experience on brand love and loyalty toward a favorite tequila brand across Mexico and the USA while advancing marketing strategies to strengthen consumer-brand relationships. Design/methodology/approach Data were analyzed from 906 respondents (348-USA and 558-Mexico) to assess paths to purchase loyalty and test brand relationship hypotheses using partial least squares. Findings Analysis revealed that consumers in both markets demonstrated similar paths from tequila experience to brand love and attitude toward their favorite tequila brand. On the contrary, significant differences in the influence of tequila experience on the brand image were evident. Tequila experience did not have a significant difference between markets on purchase loyalty. Attitude toward the tequila brand had a much stronger influence on brand image for the USA compared to Mexican respondents. Finally, brand love’s influence on purchase loyalty differed significantly between the two markets of respondents. Practical implications Considering different paths to behavioral brand loyalty across markets enables segmentation strategy development to increase repeat purchase and brand allegiance. Results indicate that the brand's image is a strong influencer of purchase loyalty, suggesting opportunities exist for brand managers to consider unique paths toward purchase loyalty. Originality/value This study advances the literature by answering the call for multi-national studies that investigate consumer-brand relationships. Furthermore, the research setting offers insight into consumer-brand relationships and consumption patterns for spirits in a different national context, in this case, the product’s country of origin (Mexico) and its largest market (USA).

Electronic Word of Mouth (eWOM) and Makeup Purchase Intention Among Gen-Z Females

2021 ◽  
Vol 12 (2) ◽  
pp. 17-35
Author(s):  
Sheena Lovia Boateng
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Generation Z ◽  
Increasing Demand ◽  
The Impact ◽  
Practical Implications

Generation Z (Gen-Z) consumers have been averred to rely on electronic word of mouth (eWOM) for making purchase decisions and expect integrity in brand communication. A significant question bearing both theoretical and practical implications, however, is how the tendency of these consumers to associate brand image with brand integrity influences the impact of eWOM on their purchase intentions, which remains unanswered. Also, studies focusing on a specific gender of Gen-Z consumers are limited. Using the signaling theory and a survey, the study suggests that eWOM signals play a significant role in influencing purchase intentions among female Gen-Z consumers, as well as their perceptions of the brand image and the brand integrity of makeup brands. For female Gen-Z consumers, eWOM signals that enhance the perceptions of brand integrity and brand image tend to equally matter in their makeup purchase decision making. These findings have implications for an industry that is marked by increasing demand for transparency and responsible marketing communication.

The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE)

2019 ◽  
Vol 10 (3) ◽  
pp. 759-767 ◽  
Author(s):  
Mohammed T. Nuseir
Keyword(s):  
United Arab Emirates ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Research Approach ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Online Purchase ◽  
Islamic Countries ◽  
The Impact

Purpose The purpose of this paper is to contribute to the marketing literature regarding Islamic countries, in particular the United Arab Emirates (UAE), by assessing the impact of electronic word of mouth (e-WOM) on brand image and on the online purchase intentions of consumers. Design/methodology/approach Using a descriptive research approach, this study used quantitative data to assess how the online purchase intentions of consumers in the UAE are influenced by e-WOM and brand image. Findings E-WOM has a significant impact on online purchase intentions and brand image among consumers. Brand image significantly influences the online purchase intentions of consumers. Research limitations/implications The conclusions may not be generalizable because not all areas of the UAE were represented in this study. In future studies, a larger and more inclusive sample would help to overcome this limitation. Practical implications This study will help marketers to understand the power of e-WOM, an important marketing tool, and to use resources more strategically to attract new customers. Originality/value E-WOM is the most commonly used and most effective medium of sharing opinions and reviews pertaining to various products and services in the market. Understanding how it influences the purchase intentions of consumers is imperative and has strong implications for marketers.

scholarly journals The Influence of Product Knowledge, Brand Image, and Brand Love on Purchase Decision through Word of Mouth

2020 ◽  
Vol 9 (4) ◽  
pp. 355-369
Author(s):  
Fitria Ayuningsih ◽  
Ida Maftukhah
Keyword(s):  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Decisions ◽  
Product Knowledge ◽  
Direct And Indirect Effects ◽  
Brand Love ◽  
Good Word ◽  
Intervening Variables ◽  
Positive Effect

This study aims to determine the direct and indirect effects of product knowledge, brand image, brand love, and word of mouth as intervening variables on purchase decisions. The population in this study were all JimsHoney bag consumers in Semarang. Sampling was carried out using the purposive sampling technique, the number of samples was 116 respondents. The data collection method used a questionnaire and documentation. Methods of data analysis using classic assumption tests and hypothesis testing with the IBM SPSS Statistics 25 program. The results of this study indicate that product knowledge and brand love have a positive effect on purchase decisions. The brand image does not effect on purchase decisions. As well as product knowledge, brand image, and brand love have a positive effect on purchase decisions through word of mouth. Word of mouth has an important role in influencing purchase decisions. Therefore, companies must be able to create and maintain good word of mouth among consumers to attract attention and win consumers' hearts.

scholarly journals The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Semona Pillay
Keyword(s):  
Emerging Markets ◽  
Structural Equation ◽  
Discriminant Validity ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Electronic Word Of Mouth ◽  
Brand Love ◽  
Generation Z ◽  
Managerial Implications ◽  
The Impact

Orientation: The study investigated the influence of electronic word-of-mouth (eWOM) adoption on brand love amongst Generation Z consumers in South Africa that will enable marketers to improve their brand love strategies amongst this generation.Research purpose: The study used the information adoption model to investigate the impact of eWOM adoption on brand love amongst Generation Z consumers.Motivation for the study: This study adds to the limited body of literature on Generation Z consumers in emerging markets. It examines drivers of online purchase decisions of Generation Z consumers, such as eWOM adoption and brand love.Research design, approach and method: The study followed a descriptive quantitative approach. Data were obtained through structured questionnaires from Generation Z consumers. Non-probability, purposive sampling was used to select the sample. Data were captured, coded and cleaned using Statistical package for the social sciences (SPSS) version 25, yielding 284 usable questionnaires. Apart from descriptive statistics, confirmatory factor analysis was used to test the validity of the constructs obtained from previously developed scales through convergent and discriminant validity. The reliability of the constructs was tested using Cronbach’s alpha and composite reliability. The conceptual model was tested using Structural Equation Modelling and the hypotheses were analysed using path modelling in Analysis of moment structures (AMOS) version 25.Main findings: The results revealed a positive, weak relationship between eWOM adoption and brand love. Argument quality had a strong, positive influence on information usefulness, which in turn, had a strong, positive influence on eWOM adoption.Practical/managerial implications: Marketers can use the findings of this study to target Generation Z consumers in emerging markets more effectively by sharing quality, authentic content through Facebook and Instagram to encourage eWOM adoption and somewhat affect brand love.Contribution/value-add: This study adds to the limited body of knowledge on Generation Z consumers in emerging markets. It elucidates how marketers can encourage eWOM adoption amongst this generation, thereby leading to brand love, to some extent.

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