Service brand coolness in the construction of brand loyalty: A self-presentation theory approach

2022 ◽  
Vol 65 ◽  
pp. 102876
Author(s):  
Jano Jiménez-Barreto ◽  
Sandra Maria Correia Loureiro ◽  
Natalia Rubio ◽  
Jaime Romero
Keyword(s):  
Brand Loyalty ◽  
Theory Approach ◽  
Self Presentation ◽  
Service Brand

Influence of Marketing Mix Decisions on Emotional Branding and Its Effect on Customer Appeal

2018 ◽  
pp. 107-124
Author(s):  
Rahul Gupta Choudhury
Keyword(s):  
Marketing Strategy ◽  
Brand Loyalty ◽  
Marketing Mix ◽  
Brand Experience ◽  
Consumer Loyalty ◽  
Positive Experience ◽  
Emotional Connection ◽  
Long Period ◽  
Product Service ◽  
Service Brand

Emotional branding has become a necessity for most brands today. Brand loyalty can be developed by brands only when there is an emotional connection between the brand and its consumers. This chapter deals with the nuances and meaning of emotional branding and how it appeals to consumers. There is also a lot of discussion on how the elements of the marketing mix (4Ps) help the brands to attract and retain consumer loyalty over a long period of time. Marketing mix decisions are part of the overall marketing strategy of the firm as well as the brand, and more often than not - considerable changes have to be made in order to establish an emotional connection with the consumers. Research shows that today's consumers are more experience-oriented and hence, a positive experience motivates the customer towards repeat purchase and ultimately brand loyalty. The marketing mix should then be geared to provide a great product/service/brand experience to its consumers.

Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junyun Liao ◽  
Jiawen Chen ◽  
Xuebing Dong
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Positive Impact ◽  
Information Value ◽  
Brand Community ◽  
Self Presentation ◽  
Content Type ◽  
Complementarity Theory

PurposeThis study aims to examine the increasingly widespread phenomenon of brand community-swinging, which refers to a user's routine use of multiple brand communities of a brand across different social media. Drawing from channel complementarity theory, this study examines whether the complementarity of gratifications in four values (i.e. information value, entertainment value, social interaction value and self-presentation value) influences brand community-swinging and, in turn, cultivates brand loyalty.Design/methodology/approachA questionnaire was developed to collect relevant data from users of a well-known smartphone brand. The survey yielded a total of 351 useable responses, and a structural equation model approach was used to test the hypotheses.FindingsThe results indicate that three types of gratification complementarity (information value, social interaction value and self-presentation value) have a significantly positive impact on consumers' brand community-swinging, which further fosters brand loyalty.Originality/valuePrevious research predominantly focused on the motivations and outcomes of consumers' participation within a single-brand community, but little is known about the antecedents and outcomes of brand community-swinging in a poly-social-media context. This study contributes to the brand community literature by addressing this research gap.

Contemporary research in brand management

2018 ◽  
Author(s):  
Hasnizam Shaari ◽  
Salniza Md. Salleh
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Business Performance ◽  
Brand Management ◽  
Marketing Strategies ◽  
Brand Performance ◽  
Factors Influencing ◽  
Service Brand ◽  
Consumer Purchase Intention ◽  
Research Findings

This book is about research in brand management and contemporary issues in marketing. It is designed to bring today�s professionals, managers, academicians and students the current research findings relating to issues in branding and marketing across the globe. Generally, branding has been accepted as an important strategy in managing business and marketing activities.This is because effective branding and marketing strategies can help improve business performance and bring up companies to a better position.Hence, this book is a good reference to those who wanted to understand factors influencing product and service brand performance, issues on brand loyalty, consumer purchase intention and Islamic retailing.

Promoting customers’ involvement with service brands: evidence from coffee shop customers

2017 ◽  
Vol 31 (7) ◽  
pp. 733-744 ◽  
Author(s):  
Soon-Ho Kim ◽  
Seonjeong (Ally) Lee
Keyword(s):  
Brand Loyalty ◽  
Symbolic Interaction ◽  
Interaction Theory ◽  
Coffee Shop ◽  
Content Type ◽  
Customer Involvement ◽  
Service Brand ◽  
Service Brands ◽  
Involvement Theory ◽  
Symbolic Interaction Theory

Purpose The purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds. Design/Methodology/approach This study investigated how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds. Findings Results identified customer–brand identification and service value influenced both service brand involvement and service brand-decision involvement. However, self-congruity only influenced customers’ service brand-decision involvement. Results also confirmed that customer involvement positively influenced service brand satisfaction and service brand loyalty. Research limitations/implications This study contributed to involvement and brand loyalty research, investigating the role of customer involvement on service brand loyalty. Practical implications Results suggested what factors could enhance brand loyalty to gain competitive advantages. Originality/value This study proposed and empirically investigated ways to enhance brand loyalty in the context of the coffee shop industry.

Influence of Marketing Mix Decisions on Emotional Branding and Its Effect on Customer Appeal

2019 ◽  
pp. 806-823
Author(s):  
Rahul Gupta Choudhury
Keyword(s):  
Marketing Strategy ◽  
Brand Loyalty ◽  
Marketing Mix ◽  
Brand Experience ◽  
Consumer Loyalty ◽  
Positive Experience ◽  
Emotional Connection ◽  
Long Period ◽  
Product Service ◽  
Service Brand

Emotional branding has become a necessity for most brands today. Brand loyalty can be developed by brands only when there is an emotional connection between the brand and its consumers. This chapter deals with the nuances and meaning of emotional branding and how it appeals to consumers. There is also a lot of discussion on how the elements of the marketing mix (4Ps) help the brands to attract and retain consumer loyalty over a long period of time. Marketing mix decisions are part of the overall marketing strategy of the firm as well as the brand, and more often than not - considerable changes have to be made in order to establish an emotional connection with the consumers. Research shows that today's consumers are more experience-oriented and hence, a positive experience motivates the customer towards repeat purchase and ultimately brand loyalty. The marketing mix should then be geared to provide a great product/service/brand experience to its consumers.

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