Impact of Brand Engagement on Behavioral Loyalty, Brand Equity and WOM Through Attitudinal Loyalty

ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI ATTITUDINAL LOYALTY DAN BEHAVIORAL LOYALTY PADA NASABAH PERBANKAN SYARIAH

IQTISHODUNA ◽

10.18860/iq.v0i0.2125 ◽

2012 ◽

Author(s):

Deasy Wulandari

Keyword(s):

Service Quality ◽

Brand Equity ◽

Customer Loyalty ◽

Competitive Advantages ◽

Indicator Variable ◽

Behavioral Loyalty ◽

Attitudinal Loyalty ◽

Single Indicator

Bank Muammalat Indonesia (BMI) as a leading banking in the syariah system should improve their service quality to the customers and know the customers based brand equity to keep their loyalty and competitive advantages. This research is held to test the influences service quality and brand equity toward the customers loyalty. SEM is used as the technic of analysis. The five hypothesis proposed is accepted. The management should give time more to value every single indicator variable in order to keep and improve the customer loyalty.

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Understanding brand equity in hotel firms. What is the role of brand loyalty and satisfaction?

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-06-2018-0516 ◽

2019 ◽

Vol 31 (9) ◽

pp. 3526-3546 ◽

Cited By ~ 4

Author(s):

Maja Šerić ◽

Irene Gil-Saura

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Brand Image ◽

Perceived Quality ◽

Content Type ◽

Behavioral Loyalty ◽

Attitudinal Loyalty ◽

Proposed Model ◽

Brand Satisfaction

Purpose This paper aims to focus on examining the relationships between hotel brand equity (BE), brand satisfaction (BS) and brand loyalty, considering both behavioral loyalty (BL) and attitudinal loyalty (AL). These relationships are tested through seven causal models, i.e. one proposed model (PM) and six alternative models (AMs). Design/methodology/approach The fieldwork was conducted among 360 hotel guests in Spain in 2016. Findings The findings reveal that the PM, which considers BL, AL and BS as direct antecedents of BE, performed better than the alternative ones. AL is confirmed as the most significant driving factor of hotel BE, followed by brand image and perceived quality. Research limitations/implications More rigorous measurement of brand image could be used as some of its indicators did not result significantly. Practical implications AL needs to be highly encouraged, as concerning customers’ subjective disposition and appraisal of a brand helps them maintain preference for the brand over alternatives. In addition, a positive brand image and superior perceived quality should be considered by hotel marketers as a basis for BE building. Originality/value The models proposed in this study can be used to examine how hotel BE results from its potential antecedents and outcomes. The significant insight lies in identifying key drivers of BE and in considering the causal relationships between BE, satisfaction and loyalty in hotel firms.

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Can Brand Equity Explain Excess Behavioral Loyalty?

ASIA MARKETING JOURNAL ◽

10.15830/amj.2015.17.1.55 ◽

2015 ◽

Vol 17 (1) ◽

pp. 55

Author(s):

Sang Uk Jung

Keyword(s):

Brand Equity ◽

Behavioral Loyalty

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What makes the difference? Employee social media brand engagement

Journal of Business and Industrial Marketing ◽

10.1108/jbim-09-2018-0279 ◽

2019 ◽

Vol 34 (7) ◽

pp. 1459-1467 ◽

Cited By ~ 1

Author(s):

Sherese Y. Duncan ◽

Raeesah Chohan ◽

João José Ferreira

Keyword(s):

Social Media ◽

Brand Equity ◽

Positive Emotions ◽

Content Type ◽

Word Use ◽

Brand Engagement ◽

Analytical Thinking ◽

Industry Competition ◽

The Difference ◽

Business To Business

Purpose This paper aims to explore, using the employee lens of business-to-business firms, word use through brand engagement and social media interaction to understand the difference between employees who rate their employer brands highly on social media and those who don't. Design/methodology/approach We conducted a textual content analysis of posts published on the social media job evaluation site glassdoor.com. LIWC software package was used to analyze 30 of the top 200 business-to-business brands listed on Brandwatch using four variables, namely, analytical thinking, clout, authenticity and emotional tone. Findings The results show that employees who rate their employer’s brand low use significantly more words, are significantly less analytic and write with significantly more clout because they focus more on others than themselves. Employees who rate their employer’s brand highly, write with significantly more authenticity, exhibit a significantly higher tone and display far more positive emotions in their reviews. Practical implications Brand managers should treat social media data disseminated by individual stakeholders, like the variables used in this study (tone, word count, frequency), as a valuable tool for brand insight on their industry, competition and their own brand equity, now and especially over time. Originality/value This study provides acknowledgement that social media is a significant source of marketing intelligence that may improve brand equity by better understanding and managing brand engagement.

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Creating Loyal Prosocial Transformative Service Consumers: A Proposed Model With Direct and Indirect Effects

Australasian Marketing Journal ◽

10.1177/1839334921998518 ◽

2021 ◽

pp. 183933492199851

Author(s):

Rory Mulcahy ◽

Rebekah Russell-Bennett ◽

Jo Previte

Keyword(s):

Indirect Effects ◽

Blood Donation ◽

Well Being ◽

Service Research ◽

Direct And Indirect Effects ◽

Behavioral Loyalty ◽

Attitudinal Loyalty ◽

Consumer Value ◽

Proposed Model ◽

Important Extension

Understanding transformative services, where the consumer is not the primary well-being beneficiary, is fundamental to furthering the transformative service research (TSR) paradigm. Furthermore, it is imperative to understand the co-creation behaviors consumers can partake in during prosocial transformative services to improve their service experience and, ultimately, their repeat usage of the service. This study is one of the first to develop a model drawing together three key service frameworks (co-creation behavior, service quality, and consumer value), which is empirically validated using real consumers of a prosocial transformative service, namely blood donation. In addition, a key strength of the study is the objective measurement of behavioral loyalty using organizational records, which is an important extension to prior TSR studies that often measure attitudinal loyalty (behavioral intentions) as a proxy. The findings have important implications for furthering transformative scholars’ and practitioners’ understanding of how services can improve individual and societal well-being.

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Consumer Brand Engagement and Brand Communications on Destination Brand Equity Maritine Tourism in Indonesia

Journal of Environmental Management and Tourism ◽

10.14505//jemt.v12.4(52).16 ◽

2021 ◽

Vol 12 (4) ◽

pp. 1032

Author(s):

Suraya MANSUR ◽

Nurhayani SARAGIH ◽

Siti SUSILAWATI ◽

Yusiatie UDUD ◽

Endri ENDRI

Keyword(s):

Brand Equity ◽

Relaxation Effect ◽

Survey Method ◽

Brand Communication ◽

Brand Engagement ◽

Regression Test ◽

Tourism Destinations ◽

Entertainment Value ◽

Destination Brand ◽

Method Approach

This study aimed to understand the influence of consumer-brand engagement and brand communication on destination brand equity, survey to maritime tourism of Ujung Kulon and Anak Krakatau, Banten. The population chosen in this study is the Instagram followers of Ujung Kulon and Krakatau Banten.The total of the samples are 96 respondents chosen using purposive sampling. This study used inferential statistic tests, which were divided into two: The correlation Test and Linear Regression Test. This study used a correlational survey method Approach. This research used a quantitative approach and a positivist paradigm. The results showed that the use of Instagram is successful in creating destination brand equity because the entertainment and interaction dimension provided a strong effect on the loyalty dimension of the destination brand equity variable. People who are online and following the Instagram account became loyal because the pictures posted gave entertainment value, joy, and relaxation effect. The interaction between the followers and admin of the account of Maritime Tourism of Ujung Kulon and Anak Krakatau, Banten also added the entertainment value. This study provides new contributions regarding the promotion of maritime tourism destinations through theories about brand engagement, brand equity, and brand communication.

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Behavioral Loyalty and Attitudinal Loyalty: Malaysian’s Intention on Counterfeit Clothing and Footwear

Journal of Public Administration and Governance ◽

10.5296/jpag.v2i1.1350 ◽

2012 ◽

Vol 2 (1) ◽

pp. 106 ◽

Cited By ~ 1

Author(s):

Annie Ng Cheng San ◽

Choy Johnn Yee

Keyword(s):

Brand Loyalty ◽

Purchase Intention ◽

Quantitative Research ◽

Behavioral Loyalty ◽

Attitudinal Loyalty ◽

Marketing Intelligence ◽

Counterfeit Products ◽

Relationship Of ◽

The Relationship ◽

Practical Implications

Purpose: The research aim to clarify the relationship of brand loyalty: attitudinal and behavioral loyalty with the Malaysian purchase intention on pirated clothing and footwear in order to gain better understanding in developing advance countermeasure.Design/ Methodology/ Approach: A quantitative research is used to obtain the first hand information. 380 sets of personally- administrated questionnaires were distributed in Malaysia -Penang’s Batu Ferringhi Night Market. A variety of statistical analysis techniques were used.Findings: The findings suggested brand loyalty: attitudinal and behavioral have a significant relationship with the purchase intention of counterfeit products. Under the two brand loyalty concepts, the behavioral loyalty had a greater negative association with the consumer intention on counterfeit. Practical implications: The paper provided in dept knowledge about the consumers motivation on counterfeit products and the information of marketing intelligence strategy-branding which available for the marketers and genuine manufacturers in better eradicate the counterfeit activities.Research Limitations: The paper was primarily focus on the counterfeit clothing and footwear. Although the focus and sample size is adequate and accepted but the generalizability of study may be limited and cannot consider as representative collectively for the whole of Malaysia and other pirated products. Secondly, the quantitative research used had limited the further insight of other unknown variables or factors that do not included.

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FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND EXPERIENCE TEHADAP BRAND LOYALTY PADA IPHONE INDONESIA

Jurnal Mitra Manajemen ◽

10.52160/ejmm.v3i1.196 ◽

2019 ◽

Vol 3 (1) ◽

pp. 147-162

Author(s):

Nur Latifah

Keyword(s):

Brand Loyalty ◽

Sensory Experience ◽

Brand Experience ◽

Brand Trust ◽

Brand Identification ◽

Brand Love ◽

Behavioral Loyalty ◽

Attitudinal Loyalty

Alat komunikasi canggih atau yang terkenal dengan smartphone, saat ini sudah menjadi kebutuhan bagi sebagian besar orang. Dengan banyaknya perusahaan smartphone yang ada di Indonesia menyebabkan konsumen lebih sadar akan merek yang ada dan mengenalinya sesuai dengan kebutuhan. Salah satu smartphone flagship yang dikenal konsumen adalah iPhone. Penelitian ini menggunakan SEM-PLS untuk mengetahui faktor-faktor yang mempengaruhi hubungan antara brand experience (sensory experience, intellectual experience, behavioral experience) terhadap brand loyalty (behavioral loyalty, attitudinal loyalty). Hasil penelitian menyatakan bahwa seluruh dimensi brand experience berpengaruh positif signifikan terhadap brand love dan brand trust . Brand love dan brand trust berpengaruh positif signifikan terhadap seluruh dimensi brand loyalty. Brand love memediasi secara signifikan hubungan antara seluruh dimensi brand experience dengan seluruh dimensi brand loyalty kecuali dimensi brand experience (intellectual experience) dengan brand loyalty (attitudinal loyalty). Brand identification tidak memoderasi secara positif signifikan hubungan antara seluruh dimensi brand experience dengan brand love dan brand trust. Brand identification tidak memoderasi secara positif signifikan hubungan antara brand love dan seluruh dimensi brand loyalty. Brand identification memoderasi secara positif signifikan hubungan antara brand trust dan behavioral loyalty. Brand identification tidak memoderasi secara positif signifikan hubungan antara brand trust dan attitudinal loyalty.

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Building Brand Equity through Corporate Societal Marketing

Journal of Public Policy & Marketing ◽

10.1509/jppm.21.1.78.17600 ◽

2002 ◽

Vol 21 (1) ◽

pp. 78-89 ◽

Cited By ~ 407

Author(s):

Steve Hoeffler ◽

Kevin Lane Keller

Keyword(s):

Brand Equity ◽

Brand Image ◽

Brand Awareness ◽

Future Research ◽

Research Directions ◽

Brand Engagement ◽

Brand Credibility ◽

Future Research Directions ◽

Research Propositions ◽

Key Questions

Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the authors describe six means by which CSM programs can build brand equity: (1) building brand awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking brand feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The authors also address three key questions revolving around how CSM programs have their effects, which cause the firm should choose, and how CSM programs should be branded. The authors offer a series of research propositions throughout and conclude by outlining a set of potential future research directions.

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