Effects of structural and bonding-based attachment on brand loyalty

2018 ◽  
Vol 9 (3) ◽  
pp. 305-318 ◽  
Author(s):  
Diyawu Rahman Adam ◽  
Kwame Simpe Ofori ◽  
Abednego Feehi Okoe ◽  
Henry Boateng
Keyword(s):  
Social Interaction ◽  
Brand Loyalty ◽  
Partial Least Square ◽  
Equation Modeling ◽  
Brand Trust ◽  
Network Coverage ◽  
Content Type ◽  
Marketing Literature ◽  
Positive Effects ◽  
Network Quality

PurposeThe purpose of this paper is to ascertain the effects of structural and bonding attachment on brand loyalty. The authors identified network quality, network coverage and mobile number portability (MNP) as structural elements of attachment that affect brand loyalty. Similarly, the authors identify brand trust and social interaction ties as elements of bonding-based attachment that affects brand loyalty.Design/methodology/approachThe authors employed a survey as the research design. There were 500 respondents who were customers of telecommunication network brands in Ghana. Data collected were analyzed using the partial least square approach to structural equation modeling (PLS-SEM) on SmartPLS 3.FindingsThe findings indicate that structural and bonding-based attachments affect the brand loyalty. Specifically, the authors found that network coverage, network quality, brand trust and social interaction ties have positive effects on brand loyalty while MNP has a negative effect on brand loyalty.Originality/valueThis study conceptualizes attachment from both structural and bonding perspectives, which are rare in the marketing literature. Thus, this study advances the conceptualization of attachment in the marketing literature.

The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Halil Erdem Akoglu ◽  
Oğuz Özbek
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Content Type ◽  
Sports Industry ◽  
Brand Resonance ◽  
Positive Direct ◽  
The Relationship

PurposeAdopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.Design/methodology/approachThis article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.Practical implicationsThe findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.Originality/valueIt reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

Influence of self-disclosure of Internet celebrities on normative commitment: the mediating role of para-social interaction

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Edward Shih-Tse Wang ◽  
Fang-Tzu Hu
Keyword(s):  
Social Interaction ◽  
Private Life ◽  
Influential Factor ◽  
Equation Modeling ◽  
Normative Commitment ◽  
Self Disclosure ◽  
Content Type ◽  
Mediating Role ◽  
Positive Effects

PurposeFor Internet celebrities, self-disclosure (SD) is a crucial step in building relationships with their followers who perceive this communication as para-social interaction (PSI), which facilitates socialization among followers. Normative commitment (NC) is critical for creating bonds among community members that are strengthened through socialization. However, research on the predictive relationships among SD, PSI and NC has been insufficient. This paper aims to investigate the effects of two facets of Internet celebrity SDs (i.e. private life and opinion) and two facets of PSI (i.e. companionship and following) on NC. The mediating role of PSI on the effects of SD on NC was also analyzed.Design/methodology/approachPeople who follow at least one Internet celebrity on a social networking site were recruited to participate in this study, and 494 valid questionnaires were collected for examination. The collected data were analyzed using structural equation modeling (SEM).FindingsThe results revealed that both private-life and opinion SDs have positive effects on companionship and following PSI, which consequently influence NC. A mediation test revealed that companionship and following PSI mediate the effects of private-life and opinion SD on NC. This study's findings also revealed that NC is influenced more by following PSI than it is by companionship PSI. Furthermore, opinion SD was determined to be the more influential factor in following PSI, whereas private-life SD was the more influential factor in companionship PSI.Originality/valueThis paper is useful for understanding the influence mechanism of the SD of Internet celebrities on PSI and NC.

Social interaction and effectiveness of the online learning – A moderating role of maintaining social distance during the pandemic COVID-19

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hasnan Baber
Keyword(s):  
Online Learning ◽  
Social Interaction ◽  
Social Distance ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Online Environment ◽  
Snowball Sampling ◽  
Content Type

PurposeThe pandemic of COVID-19 has pushed most of the classroom learning to an online environment with which most of the people were not familiar. This study aims to investigate the importance of social interaction on the effectiveness of online learning during the pandemic when social distancing norms are in place.Design/methodology/approachThis study uses the partial least square (PLS) structural equation modeling (SEM) approach, a nonparametric method based on total variance, using the SmartPLS software 3.0. The data were collected using the snowball sampling technique from the students who were learning online due to the pandemic COVID-19 and asked them to forward the survey link in their network.FindingsThe results suggested that social interaction has a positive significant impact on the effectiveness of online learning. However, this effect is reduced in the presence of social distance norms as people give more importance to continuous learning and to saving lives rather than socializing in the online environment.Originality/valueThe study will be helpful for instructors and educational institutes to formalize the strategies to enhance social interaction in online learning and analyze their pedagogy to improve effectiveness.

Effects of perceived brand authenticity in health functional food consumers

2019 ◽  
Vol 122 (2) ◽  
pp. 617-634
Author(s):  
Jisun Lee ◽  
Lana Chung
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Brand Trust ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Relationship ◽  
The Impact

Purpose The purpose of this paper is to empirically analyze how brand authenticity (BA) as perceived by consumers who take health functional foods (HFF) strengthen the brand relationship quality (BRQ) and positively affects brand loyalty. Design/methodology/approach The five sub-dimensions of BA perceived by HFF consumers, elicited through a focus group interview, were conceptualized as a second-order reflective construct. To identify the influences of the sub-dimensions of BA on each construct of the BRQ and the influence on brand loyalty though mediating BRQ, an empirical analysis was done using partial least squares-based structural equation modeling. Findings All the sub-dimensions of BA positively affect each of the BRQ s (brand satisfaction, brand trust and brand commitment) excepting product authenticity on brand commitment, and originality on brand trust. The impact of BA positively affects brand loyalty by mediating brand relationship qualities. Originality/value It is found that BA is an important antecedent for forming BRQ with consumers in the HFF industry, in which building trust with consumers is important. BA is an important factor in brand management of HFF.

scholarly journals Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty

2017 ◽  
Vol 35 (2) ◽  
pp. 166-179 ◽  
Author(s):  
Sebastian Molinillo ◽  
Arnold Japutra ◽  
Bang Nguyen ◽  
Cheng-Hao Steve Chen
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Consumer Preference ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Trust ◽  
Personality Dimensions ◽  
Content Type ◽  
The Individual ◽  
The Relationship

Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.

scholarly journals Do Brand Image and Brand Trust Mediate the Effect of Service Quality on Brand Loyalty? Lessons from Higher Education Sector

2021 ◽  
Vol 3 (2) ◽  
pp. 302-315
Author(s):  
Milcha Handayani Tammubua
Keyword(s):  
Higher Education ◽  
Service Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Partial Least Square ◽  
Education Sector ◽  
Least Square ◽  
Equation Modeling ◽  
Brand Trust

This study analyzes the relationship between service quality on brand image, brand trust, and brand loyalty in the higher education sector. This study used a 4-point Likert scale questionnaire to collect the data from 185 students at the Distance Learning Program Unit Universitas Terbuka Jayapura registered in 2014-2018. It also employed the Structural Equation Modeling Partial Least Square (SEM-PLS) method to analyze the data with the help of SmartPLS 3 software. The results showed that service quality positively and significantly affected the brand image, brand trust, and brand loyalty. Brand trust has a positive and significant effect on brand loyalty, while the brand image has no significant effect on brand loyalty.  

scholarly journals The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty

2020 ◽  
Vol 24 (3) ◽  
pp. 412
Author(s):  
Innocentius Bernarto, Margaretha P. Berlianto, Yohana F. C. P. Meilani, ◽  
Ronnie R. Masman, Ian N. Suryawan
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Survey Method ◽  
Brand Trust ◽  
Coffee Shop ◽  
Positive Effect

The aim of this research is to examine the positive influence of brand awareness, brand image, and brand trust on brand loyalty. The coffee shop business in big cities in Indonesia is growing rapidly. Each coffee shop strives to show its uniqueness. This competition has resulted in them competing to increase competitiveness by using logos, symbols, unique names – or what is usually called a brand to become a differentiator among the competitors. This study was done in a quantitative manner. The data was collected by using a questionnaire distributed using a survey method. Using a snowball sampling, a total of 436 samples were used and analyzed statistically using the partial least square – structural equation modeling (PLS-SEM) approach using SmartPls 3.0 program. The results show that brand awareness and brand trust had a positive effect on brand loyalty. However, the brand image did not have a positive effect on brand loyalty. This study is expected to provide input to the coffee shop management on how to increase their brand loyalty which can be done by increasing their brand awareness, brand image, and brand trust.

What makes followers loyal? The role of influencer interactivity in building influencer brand equity

2020 ◽  
Vol 29 (6) ◽  
pp. 803-814
Author(s):  
Sunghee Jun ◽  
Jisu Yi
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Emotional Attachment ◽  
Brand Trust ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Content Type

Purpose This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment, and thus brand loyalty. Design/methodology/approach A cross-sectional survey of 282 social media users was conducted to estimate the conceptual model. Participants were asked to respond to the survey questions based on their perceptions of a specific influencer they follow on social media. The relationships among variables were tested via structural equation modeling. Findings The findings show that influencer interactivity is positively related to influencer authenticity and emotional attachment. Influencer authenticity mediates the effect of interactivity on emotional attachment and directly affects brand trust. Furthermore, the results demonstrate that followers’ emotional attachment to influencer brands increases brand loyalty through brand trust. Originality/value This study is the first to approach influencers as a brand, rather than a brand endorser. Specifically, this study conceptualizes the influencer brand’s interactivity and finds a link between influencer interactivity and the followers’ perception of influencer authenticity. It discusses why influencer interactivity and authenticity play key roles in shaping influencer brand equity. This study contributes to both the human brands and the influencer marketing literature by proposing a model to understand how the brand equity of the influencer brand is formed.

Socio-demographic characteristics and green consumption behavior in developing countries: the case of Malaysia

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jookyung Kwon ◽  
Jiseon Ahn
Keyword(s):  
Behavioral Intention ◽  
Demographic Characteristics ◽  
Partial Least Square ◽  
Equation Modeling ◽  
Content Type ◽  
Positive Effects ◽  
Green Hotel ◽  
Significant Difference ◽  
The Impact ◽  
Hotel Customers

Purpose The purpose of this study is to examine the effect of customers’ socio-demographic characteristics on the formation of behavioral intention toward green hotels in Malaysia. Design/methodology/approach The current study used partial least square-structural equation modeling to analyze a sample of 400 green hotel customers in Malaysia. Further, multi-group analysis (MGA) is conducted to examine whether a significant difference exists across demographic groups. Findings Attitude and perceived behavioral control exert positive effects on desire, which in turn considerably influences behavioral intention. Results of MGA indicate that attributions have varying effects on the desire and behavioral intention with different socio-demographic characteristics. In particular, negative anticipated emotion negatively predicts desire among the customers of the older group, whereas positive anticipated emotion and subjective norm positively influence desire among the customers of the low educational level group. Research limitations/implications The study examines green hotel customers’ behavior in Malaysia, and further research is needed to determine whether the impact of the proposed determinants across different industries. As the concept of corporate social responsibility (CSR) has started to influence customers’ behavior, the findings may be changing over time. Thus, a further longitudinal study would be beneficial to monitor the performance hotel CSR activities. Originality/value Although there is an increasing interest in CSR activities among Malaysian customers, there is a lack of information regarding customers’ motivation in the green hotel context. Furthermore, limited studies examined the role of customers’ demographic characteristics in the CSR literature. There is a need to understand green hotel industry and customers’ responses toward CSR activities.

An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Adil Khan ◽  
Abdul Saboor Mohammad ◽  
Shahaliza Muhammad
Keyword(s):  
Food Consumption ◽  
Brand Loyalty ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Content Type ◽  
Halal Food ◽  
Brand Satisfaction

Purpose This study aims to develop, propose and test an integrated framework of brand love and brand experience in the context of halal industry. Particularly, this study investigates the relationship of brand experience and brand love concepts with several outcome variables such as brand trust, brand satisfaction, brand loyalty purchase intention and word of mouth. Design/methodology/approach A structured questionnaire has been constructed using scales from past studies. Hypotheses have been tested using partial least square structural equation modelling methodology. Findings This study has found that brand experience is a significant determinant of brand love. Further, brand love has a significant influence on trust, satisfaction and loyalty. Both variables, brand experience and brand love, have either direct or indirect influences on several branding-related outcome variables such as brand trust, brand satisfaction and brand loyalty. Research limitations/implications This study has been conducted only using cross-sectional sample of one country, which may limit the generalisations. However, the results of this study offer valuable insights for the brand managers in the halal sector. Originality/value Previous studies pertaining to halal food consumption have focussed more on understanding the attitude or the buying intention of the consumers. Only few studies have attempted to investigate the branding aspect of halal food consumption. This study is one of its kinds, which offers a comprehensive framework by incorporating important brand-related antecedents and outcome variables to understand the branding aspect of the halal food consumption behaviour.

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