scholarly journals Building brand loyalty and endorsement with brand pages: integration of the lens of affordance and customer-dominant logic

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yu-Hui Fang ◽  
Chia-Ying Li ◽  
Zeeshan Ahmed Bhatti
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Social Networking Sites ◽  
Explanatory Power ◽  
Research Model ◽  
Social Commerce ◽  
Content Type ◽  
Brand Relationship ◽  
Trait Competitiveness ◽  
Customer Values

PurposeNumerous companies have launched brand pages (BPs) on social networking sites to enhance customer-brand communication, cultivate the customer-brand relationship and promote brand loyalty. This study aims to investigate how BP affordances support social commerce.Design/methodology/approachThe study devises a theoretical model linking the proposed BP affordances (visibility, selectivity, persistence and interactivity) to three customer values (relationship quality, brand experience and smart shopping feeling [SSF]) to encourage brand loyalty and BP endorsement on the part of the customer.FindingsData collected from 591 respondents support all proposed hypotheses. The model explains high variances in brand loyalty and BP endorsement, indicating that relationship quality plays a more salient role in producing brand loyalty, while SSF plays a more important role in eliciting BP endorsement.Originality/valueThe study is unique in four ways. First, drawing on the lens of affordance, it proposes specific affordances for BPs and offers empirical results for their applicability. Second, by incorporating CDL into the research model, it illuminates the high explanatory power of these proposed BP affordances on the three customer values. Integrating the S-O-R model with the affordance perspective and CDL provides a more complete picture of the BP phenomenon. Third, it extends the reach of existing work by examining BP endorsement in social media as a dependent variable beyond brand loyalty, with SSF included as another source of values to shed more light on the relationships depicted in the model. Fourth, by taking trait competitiveness into account, it sheds further light on relationships between customer values and BP endorsement.

Building brand loyalty through user engagement in online brand communities in social networking sites

2015 ◽  
Vol 28 (1) ◽  
pp. 90-106 ◽  
Author(s):  
Xiabing Zheng ◽  
Christy M. K. Cheung ◽  
Matthew K.O. Lee ◽  
Liang Liang
Keyword(s):  
Social Networking ◽  
Brand Loyalty ◽  
Social Networking Sites ◽  
Online Survey ◽  
Survey Study ◽  
User Engagement ◽  
Research Model ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities

Purpose – The purpose of this paper is to explore the concept of user engagement in the context of online brand communities. A research model is proposed to explain how brand loyalty is developed through user engagement. Design/methodology/approach – The research model was empirically tested with an online survey study of 185 current Facebook users. Findings – Results revealed that user engagement influenced brand loyalty both directly and indirectly through online community commitment. Users tend to focus on the benefits (rather than the costs) derived from the usage when they engage in an online brand community. Research limitations/implications – The selection of respondents is bound to the Hong Kong area, while Facebook members are globally distributed. In addition, this study involved a cross-sectional design instead of investigating the development of brand loyalty from a long-term perspective. Practical implications – The results inform e-marketers the importance of user engagement behaviors for building brand loyalty through online communities. Strategies that encourage members to engage in online brand communities on social networking sites such as Facebook are also provided. Originality/value – The concept of user engagement in online brand communities is still poorly understood, underscoring the need for theoretically based research of user engagement. This paper enriches the knowledge in the area of brand engagement by presenting a research model that introduces the concept of user engagement in social media research and empirically examines its role in building brand loyalty in online brand communities.

The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality

2014 ◽  
Vol 24 (2) ◽  
pp. 184-204 ◽  
Author(s):  
Chao-Chin Huang ◽  
Shih-Chieh Fang ◽  
Shyh-Ming Huang ◽  
Shao-Chi Chang ◽  
Shyh-Rong Fang
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Customer Retention ◽  
Retention Strategies ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Retail Service ◽  
The Relationship

Purpose – While the literature attends to how customer retention strategies develop relationship quality (e.g. trust), it does not account for the potential mediator (s) in this relationship. The purpose of this paper is to examine the mediating role of brand relationship quality (BRQ) in the relationship between relational bonds and brand loyalty in retail service contexts. Design/methodology/approach – A total of 524 valid questionnaires from respondents aged between 15 and 24 are analyzed using structural equation modeling. Findings – First, BRQ significantly mediates the relationship between relational bonds and brand loyalty. Second, structural bonds are the only driver of attitudinal attachment; social and structural bonds lead to a sense of community. Third, attitudinal attachment is the main influence on both behavioral and attitudinal loyalty. Research limitations/implications – First, a focus on a single market segment, i.e. 15-24 year olds. Second the dimensions used to measure relational bonds and BRQ might not be applicable to other contexts. Third, does not consider potentially important moderator(s). Fourth, does not distinguish between store and product brands. Originality/value – This study makes the following contributions to the literature: First, demonstrates the importance of BRQ as a mediator in the relationship between relational bonds and brand loyalty. Second, elucidates the role of BRQ in establishing brand loyalty in three theoretical frameworks applied to retail service contexts. Third, suggests a more comprehensive view of brand loyalty involving both behavioral and attitudinal dimensions. Fourth, proposes the managerial implications of this work for the customer retention strategies of retail service firms.

Impact of social commerce constructs and social support on social commerce intentions

2019 ◽  
Vol 32 (1) ◽  
pp. 68-93 ◽  
Author(s):  
Zaryab Sheikh ◽  
Liu Yezheng ◽  
Tahir Islam ◽  
Zahid Hameed ◽  
Ikram Ullah Khan
Keyword(s):  
Social Support ◽  
Social Networking ◽  
Relationship Quality ◽  
Social Networking Sites ◽  
Social Networking Site ◽  
Social Commerce ◽  
Content Type ◽  
The Social ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this paper is to investigate the influence of social commerce constructs (SCCs), social support and relationship quality on social commerce intentions, which lead to use behaviour of social networking sites for social commerce.Design/methodology/approachData were collected from 343 users of social networking sites in Pakistan. The data analysis was conducted using PLS-SEM.FindingsThe results show that SCCs have empowered consumers through the existence of virtual groups, ratings and reviews and recommendations and referrals, thereby having a significant impact on social commerce intentions. The relationship quality with social networking sites, measured through commitment, satisfaction and trust, also proved to be a leading forecaster of social commerce intentions. The impact of social support could not positively influence the relationship quality with the social networking site. However, social support influences the social commerce intentions significantly.Research limitations/implicationsFuture research should enrich model with some moderating variables and data may be collected from actual online shoppers only.Practical implicationsThis study provides valuable insights to retailers to formulate their social commerce strategies as per decision factors results to have maximum engagement of consumers in social commerce.Originality/valueThe study proposes the unique model for finding the social commerce intentions and use behaviour using social support theory, relationship marketing theory and information systems literature.

Gen Y-ers’ brand loyalty drivers in emerging devices

2017 ◽  
Vol 35 (6) ◽  
pp. 805-821 ◽  
Author(s):  
Apostolos Giovanis ◽  
Pinelopi Athanasopoulou
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Brand Value ◽  
Cross Sectional ◽  
Content Type ◽  
Gen Y ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Functional Value ◽  
Customer Segment

Purpose In emerging devices (smartphones, tablets, and notebooks) markets, increasing brand loyalty is critical for suppliers. Generation Y (Gen Y) is the first global target group and the best customer segment for emerging devices. The purpose of this paper is to propose a conceptual framework that assesses the brand value of emerging devices as perceived by Gen Y-ers, identify the components that contribute to its formulation, and investigate its relative influence on the development of brand relationships, represented by satisfaction and brand trust, and on brand loyalty. Design/methodology/approach A mall-intercept survey of a sample of 1,109 Gen Y consumers was implemented using a structured questionnaire with established scales. Data were analyzed with PLS-PM, a SEM methodology. Findings Results show that brand satisfaction and reliability are the main drivers of Gen Y-ers’ brand loyalty followed by brand intentions, while both trust dimensions (reliability and intentions) and satisfaction partially mediate the relationship between brand value and brand loyalty. Brand value is also directly related to brand loyalty irrespective of consumer-brand relationship quality. Also, functional value-quality and emotional value are shown to be the most important components for brand value formulation followed by functional value-price and brand reputation (BRP) whereas symbolic value is the least important. Research limitations/implications The sample is country specific and this may affect generalizability of findings. Also, the cross-sectional design adopted does not reflect temporal changes. Practical implications Emerging devices should provide customers both functional (e.g. advanced features, attractive style, quality, durability) and emotional (entertainment, communication) benefits in order to increase brand loyalty. Furthermore, firms should manage their BRP since it can affect significantly brand value, customer-brand relationship quality, and brand loyalty. Originality/value The model developed provides a useful guideline for marketers in identifying the most important brand benefits for Gen Y-ers for developing relationships and stay loyal to a brand.

Demystifying continuous participation in game applications at social networking sites

2018 ◽  
Vol 28 (2) ◽  
pp. 374-392 ◽  
Author(s):  
Yi Wu ◽  
Tingru Cui ◽  
Na Liu ◽  
Yimeng Deng ◽  
Junpeng Guo
Keyword(s):  
Gender Differences ◽  
Social Networking Sites ◽  
Game Design ◽  
Research Model ◽  
Content Type ◽  
Actual Use ◽  
Likelihood Model ◽  
Practical Guidelines ◽  
Perceived Enjoyment ◽  
Use Behavior

Purpose Drawn from the social playfulness literature and the elaboration likelihood model, the purpose of this paper is to propose and test a research model to examine users’ continuous participation in SNS game applications. Design/methodology/approach A field survey with 133 subjects was conducted to test the research model. Findings Two identified design features, symbolic physicality and inherent sociability, are found to influence users’ perceived curiosity and perceived enjoyment toward playing SNS game applications. Perceived enjoyment is significantly associated with perceived curiosity and predicts users’ continuous participation of SNS game applications. The authors also observed a gender difference of social playfulness design on perceived curiosity. Research limitations/implications Use intention was used as a proxy for actual use behavior, since objective data on continuance behavior was not available. Additionally, the contributions of this study may be constrained by one single sample. Practical implications The findings of the study suggest practical guidelines for designing game applications in SNS through socialization design and symbolic physicality. Further, based on the findings of gender differences, a personalization game design strategy is provided. Originality/value The study contributes to the post-adoption IS literature and sheds light on the interesting area of social media participation. Additionally, this study enriches the online gaming research by demonstrating gender differences.

The effect of information privacy concern on users' social shopping intention

2020 ◽  
Vol 44 (5) ◽  
pp. 1119-1133 ◽  
Author(s):  
Tao Zhou
Keyword(s):  
Structural Equation ◽  
Information Privacy ◽  
Shopping Behavior ◽  
Equation Modeling ◽  
Research Model ◽  
Privacy Concern ◽  
Social Commerce ◽  
Complete Understanding ◽  
Content Type ◽  
Social Shopping

PurposeThe purpose of this research is to examine the effect of information privacy concern on users' social shopping intention.Design/methodology/approachBased on the 340 valid responses collected from a survey, structural equation modeling (SEM) was employed to examine the research model.FindingsThe results indicated that while disposition to privacy positively affects privacy concern, both reputation and laws negatively affect privacy concern, which in turn decreases social shopping intention. In addition, trust partially mediates the effect of privacy concern on social shopping intention.Research limitations/implicationsThe results imply that social commerce companies need to mitigate users' privacy concern in order to facilitate their shopping behavior.Originality/valueThis research disclosed that privacy concern receives a tripartite influence from users (disposition to privacy), platforms (reputation) and governments (laws). The results help us gain a complete understanding of information privacy concern mitigation in social shopping.

Examining social capital on mobile SNS: the effect of social support

2016 ◽  
Vol 50 (4) ◽  
pp. 367-379 ◽  
Author(s):  
Tao Zhou
Keyword(s):  
Social Support ◽  
Social Capital ◽  
Emotional Support ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Research Model ◽  
Content Type ◽  
Mobile Social Networking ◽  
Equation Modelling ◽  
Mobile Sns

Purpose The purpose of this paper is to examine the effect of social support on social capital in mobile social networking sites. Design/methodology/approach Based on the 234 valid responses collected from a survey, structural equation modelling was employed to examine the research model. Findings The results indicated that social support, which includes informational support and emotional support, has a significant effect on social capital that consists of structural, relational and cognitive capital. Originality/value Although previous research has found the effect of social capital on user behaviour, it has seldom identified the determinants of social capital. Thus, how to build and develop social capital remains a question. This research examined the effect of social support on social capital.

The role of WOM and dynamic capability in B2B transactions

2014 ◽  
Vol 8 (2) ◽  
pp. 84-101 ◽  
Author(s):  
Hyekyoung Kim
Keyword(s):  
Relationship Quality ◽  
Dynamic Capability ◽  
Research Model ◽  
Content Type ◽  
Mediating Role ◽  
Positive Effects ◽  
Relationship Continuity ◽  
Business To Business ◽  
Informal Process

Purpose – The purpose of this paper is to verify the factors – word-of-mouth (WOM) information and dynamic capability – that affect industrial buyer-based relationship quality and to examine their effect on relationship continuity in business-to-business (B2B) transactions. The study also aims to examine the mediating role of relationship quality in linking WOM information and relationship continuity and in linking dynamic capability and relationship continuity. Design/methodology/approach – Two methods are used for this study: a literature review to develop a research model and an empirical study to test hypotheses. To achieve the empirical research, 267 cases were analyzed. Findings – This study verified that WOM information and dynamic capability have positive effects on industrial buyer-based relationship quality and relationship continuity in B2B transactions. In addition, relationship quality plays a partially mediating role in linking WOM information and relationship continuity and in linking dynamic capability and relationship continuity. Originality/value – WOM information plays an important role in consumers’ behavior in business-to-customer transactions and in B2B transactions; however, WOM in B2B transactions receives less attention, as it occurs by an informal process. This study suggests WOM information and dynamic capability as factors that affect industrial buyers’ perception of relationship quality and relationship continuity, and the research sought to examine the effects of relationship quality on the resulting actions, relationship continuity. This study could be useful for industrial suppliers to understand the industrial buyers’ perception on relationship quality and the results of relationship quality. Moreover, industrial suppliers could utilize the results of this study to build managerial goals to satisfy customers and to strengthen relationships with customers.

scholarly journals Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships

2015 ◽  
Vol 32 (6) ◽  
pp. 405-421 ◽  
Author(s):  
Cleopatra Veloutsou
Keyword(s):  
Brand Loyalty ◽  
Strong Predictor ◽  
Product Category ◽  
Brand Relationships ◽  
Moderator Effect ◽  
Content Type ◽  
Probabilistic Sampling ◽  
Brand Relationship ◽  
Big City ◽  
As Relationship

Purpose – This paper aims to examine whether the strength of positive brand relationship can either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate the link between these variables. Existing research has established that trust, satisfaction and the attitude towards the brand contribute to the development of brand loyalty. However, recently, there is a growing stream of research indicating that the brands are not only facilitating transaction but companies can also use them to develop and maintain links with their customers. The exploration of the role of brands in the development of bonds with the customers is still very limited. Design/methodology/approach – Data were collected from 189 women who are using lipstick in Glasgow, Scotland. Respondents were asked to answer a questionnaire keeping in mind their preferred brand. Findings – The findings revealed that the strength of the consumer brand relationship is a very strong predictor of brand loyalty. They also suggested that brand relationship does not moderate the relationship between brand trust, satisfaction and brand loyalty, but it mediates the link amongst these constructs. Research limitations/implications – One product category was examined. The data were collected from females in a big city with non-probabilistic sampling. Most of the respondents were younger consumers, who may have different behavior compared to older consumers. Practical implications – Managers are constantly looking for ways to increase brand loyalty. They need to appreciate the importance of consumer engagement with their brand through positive brand relationships. Therefore, they need to try to develop brand identities and project brand images that will make the brands look as appealing to the consumers as relationship partners. Originality/value – This paper supports the view that brands are not only facilitating transactions but can also develop and maintain links with their customers, especially engaged customers, and the exploration of these bonds is still limited. This paper is adding to the literature on brand engagement and brand relationships from a quantitative perspective and is contributing to theory building, as there is no clear theoretical view on whether the brand relationship has a direct effect, i.e. either mediates or moderates the link between these variables.

Brand experience and customer citizenship behavior: the role of brand relationship quality

2017 ◽  
Vol 34 (3) ◽  
pp. 268-280 ◽  
Author(s):  
Lishan Xie ◽  
Patrick Poon ◽  
Wenxuan Zhang
Keyword(s):  
Relationship Quality ◽  
Citizenship Behavior ◽  
Brand Experience ◽  
Content Type ◽  
Mediating Role ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Customer Citizenship Behavior ◽  
The Relationship

Purpose This paper aims to examine the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior. Design/methodology/approach Two studies were conducted in China. Data were collected via questionnaire surveys. Structural equation modeling and bootstrapping methods were used for data analyses. Findings Results show that brand relationship quality mediates the effects of the four dimensions of brand experience (i.e. sensory, affective, behavioral and intellectual) on the two aspects of customer citizenship behavior (i.e. toward other customers and toward the organization). In addition, service provider ratings can moderate the effect of brand relationship quality on customer citizenship behavior. Practical implications The findings suggest that marketing or service managers should build high quality of customer–brand relationship to enhance customer citizenship behaviors by providing memorable and pleasurable brand experiences. Brands with high ratings can facilitate the effect of brand relationship quality on customer citizenship behavior. Originality/value This research sheds light on the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.

Sign in / Sign up

Export Citation Format

Share Document