The choice of brand extension: the moderating role of brand loyalty on fit and brand familiarity

PurposeThe purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience with a restaurant brand. Additionally, the authors investigate whether emotion-based attachment mediates the relationships between identity-based attachments, place dependence and brand loyalty in the restaurant setting.Design/methodology/approachThe authors administered the questionnaire to customers (diners) of restaurants in Ghana, and they were completed via a paper and pencil/pen approach. The authors tested their hypotheses using structural equation modeling.FindingsThe findings show that identity-based and emotion-based attachment enhances brand loyalty within a restaurant setting. The results also show that place dependence attachment promotes emotional bonding with restaurant brands. The study's findings also show that place dependence attachment does not have a direct and positive significant effect on brand loyalty except when an emotional response is produced.Originality/valuePlace attachment studies in a restaurant setting are rare. This study thus contributes to the place attachment literature in restaurants setting.

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Effects of Brand Placement Disclosures: An Eye Tracking Study Into the Effects Of Disclosures and the Moderating Role of Brand Familiarity

Advances in Advertising Research VIII ◽

10.1007/978-3-658-18731-6_7 ◽

2017 ◽

pp. 85-96 ◽

Cited By ~ 4

Author(s):

Anneroos R. Smink ◽

Eva A. van Reijmersdal ◽

Sophie C. Boerman

Keyword(s):

Eye Tracking ◽

Brand Placement ◽

Brand Familiarity ◽

Moderating Role

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Brand attachment and oppositional loyalty: The moderating role of moral identity

Social Behavior and Personality An International Journal ◽

10.2224/sbp.10804 ◽

2021 ◽

Vol 49 (10) ◽

pp. 1-18

Author(s):

Guo Cheng ◽

Weiping Yu

Keyword(s):

Brand Loyalty ◽

Moral Identity ◽

Customer Relationships ◽

Dimensional Structure ◽

Brand Attachment ◽

Corporate Managers ◽

The Impact ◽

Positive Effect ◽

Moderating Role

Comprehension of the driving factors and dimensional structure of oppositional loyalty (OL), which comprises willingness to pay a price premium, oppositional referrals, schadenfreude, and antibrand actions, is limited. To analyze OL behavior, we collected 453 surveys from Xiaomi mobile online communities. The results show that brand attachment had a positive effect on each dimension of OL. In addition, moral identity positively moderated the brand attachment–oppositional referrals relationship, and negatively moderated the impact of brand attachment on schadenfreude and antibrand actions. Our results can help corporate managers understand OL behavior, and contribute to new understanding of brand loyalty, customer relationships, and business ethics.

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