Drivers and outcomes of brand engagement in self-concept for luxury fashion brands

PurposeTo understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities, brand self-connection and brand image) of BESC that in turn, enhance brand loyalty and positive word-of-mouth (WOM) in the context of luxury fashion brands.Design/methodology/approachA descriptive survey approach was utilized and data were analyzed using structural equation modeling (SEM).FindingsThe findings reveal that value co-creation, SMM activities and brand self-connection are significantly related to BESC and subsequently, BESC is related to both brand loyalty and positive WOM. However, brand image is not related to BESC and brand loyalty but shows a strong relationship with WOM.Originality/valueThe recognition that consumer experiences add significant value to a brand drives companies to engage with their consumers focusing on the self-concept.

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Brand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia

Young Consumers Insight and Ideas for Responsible Marketers ◽

10.1108/yc-07-2019-1017 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Cited By ~ 2

Author(s):

Ahmed Rageh Ismail ◽

Bang Nguyen ◽

Junsong Chen ◽

T.C. Melewar ◽

Bahtiar Mohamad

Keyword(s):

Brand Loyalty ◽

Structural Equation ◽

Self Concept ◽

Strategy Development ◽

Equation Modeling ◽

Content Type ◽

Brand Engagement ◽

Generation Z ◽

Value Consciousness ◽

The Relationship

Purpose This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments. Design/methodology/approach A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students in Malaysia. The hypothesized structural models are tested using partial least squares structural equation modeling. The study also uses cluster analysis to segment the Generation Z consumers. Findings The results reveal that among Generation Z consumers both BESC and VC have a positive effect on brand loyalty. Additionally, the mediation analysis established that BESC plays a mediating role in the relationship between VC and brand loyalty. The study also identified four consumer groups – attentive group, dedicated group, prospective group and switchers group. Furthermore, consumer classification according to BESC can be used by marketers and managers in marketing strategy development. Originality/value The study has originality and value in developing and testing a new model linking BESC with VC and brand loyalty. Further, market segmentation on the basis of BESC and VC has been rarely studied. Even less, has been studied among Generation Z consumers and this study fills this important gap.

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Brand engagement in self-concept: a comparative study in Austria, Italy and Poland

Journal of Consumer Marketing ◽

10.1108/jcm-09-2019-3412 ◽

2020 ◽

Vol 37 (7) ◽

pp. 785-794

Author(s):

Wiktor Razmus ◽

Valentina Mazzoli ◽

Diletta Acuti ◽

Sonja Grabner-Kräuter

Keyword(s):

Structural Equation ◽

Cross Cultural ◽

European Countries ◽

Self Concept ◽

Equation Modeling ◽

Observation Study ◽

Content Type ◽

Brand Engagement ◽

Country Level ◽

Cross Country

Purpose The study aims to shed light on cross-country comparisons of brand engagement in self-concept (BESC) among consumers from European countries and to link presumed differences with country-level economic growth and materialism. This study contributes to the literature on the customer–brand relationship and provides implications for international branding strategies. Design/methodology/approach This observation study explored levels of BESC in three European countries. Questionnaire data were collected from consumers of Austria (N = 302), Italy (N = 431) and Poland (N = 410) with the purpose to make cross-country comparisons of BESC among consumers. Findings The results provide evidence for partial scalar invariance of the BESC scale. Cross-country comparisons of latent means reveal that Polish consumers score higher on BESC than consumers from Austria and Italy. Moreover, Austrian consumers score higher on BESC than Italian consumers. Research limitations/implications Culture as a contextual factor of BESC should be studied further. The findings should be replicated with non-convenience samples in additional cultural contexts to improve the generalizability of data. Structural equation modeling could be used to investigate psychological drivers of BESC differences. Practical implications The findings coming from the cross-country comparisons of BESC are of practical relevance to marketing managers: they should tailor their branding and communication strategies accordingly. Originality/value So far, the understanding of cross-cultural and cross-country differences in consumer–brand relationships has remained limited. This study adopts a rigorous approach to cross-cultural research enriching the literature on BESC from a cross-country perspective.

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Model of intention to behave in online product purchase for Muslim fashion in Pekanbaru, Indonesia

Journal of Islamic Marketing ◽

10.1108/jima-09-2018-0159 ◽

2020 ◽

Vol 11 (6) ◽

pp. 1419-1441

Author(s):

Rosmayani ◽

Annisa Mardhatillah

Keyword(s):

Structural Equation ◽

Brand Image ◽

Survey Methods ◽

Consumer Trust ◽

Equation Modeling ◽

Content Type ◽

Fashion Products ◽

Online Sales ◽

Online Purchase ◽

Descriptive Survey

Purpose The purpose of this paper is to examine the effect of company brand image on consumer confidence in the online purchase of Muslim fashion products, to assess the influence of company brand image on Muslim fashion online behavior and to assess the influence of the company brand image on the intention to behave online on Muslim fashion products through consumer trust. Design/methodology/approach This paper’s objective is to study the e-marketing online sales of Muslim fashion products. This paper is descriptive verification in nature. The paper is carried out through data collection in the field. Descriptive survey methods and explanatory survey methods were used in its implementation. The sample of this paper is a group of 97 UIR FISIPOL students who have purchased Muslim fashion products online. Structural equation modeling is used as a natural analysis in this paper. Findings Brand image has a significant effect on consumer trust which has been proven by the value of t-count being greater than the value of t-table. Simultaneously, brand image and consumers’ trust have a significant effect on intention to behave which has been proven by the value of F-count being greater than the value of F-table. Simultaneously, brand image and consumers’ trust have a significant effect on intention to behave which has been proven by the t-count value being greater than the value of F-table. By using mediation test, it has been revealed that consumers’ trust cannot mediate the brand image on the intention to behave significantly. The magnitude of the influence of brand image on consumer trust is 0.482, the effect of consumer trust on intention to behave is 0.239, while the effect of brand image on intention to behave through consumer trust is 0.077. Hence, the total influence jointly is 0.797. Originality/value This is one of the few papers that investigate the model of behavioral intentional of online purchase of Muslim clothing products. Fashion products are important for teenagers because they like to present themselves through their appearance. Fashion products are fashion clothing, including all accessories such as belts, shoes, hat, bag, socks and underwear. Watches and cell phones can also be products that have their own mode; it is not surprising if some people consider them as fashion products.

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The role of customer brand engagement and brand experience in online banking

International Journal of Bank Marketing ◽

10.1108/ijbm-07-2015-0110 ◽

2016 ◽

Vol 34 (7) ◽

pp. 1025-1041 ◽

Cited By ~ 40

Author(s):

Imran Khan ◽

Zillur Rahman ◽

Mobin Fatma

Keyword(s):

Brand Loyalty ◽

Structural Equation ◽

Online Survey ◽

Online Banking ◽

Equation Modeling ◽

Brand Experience ◽

Content Type ◽

Brand Engagement ◽

Brand Satisfaction

Purpose The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating variable amidst the relationship of customer-brand engagement with brand satisfaction and brand loyalty. Design/methodology/approach This study has used 348 responses been collected through an online survey which was conducted among various online bank customers in Delhi, the national capital of India. The responses were analyzed by the means of the confirmatory factor analysis and structural equation modeling. Findings The results of online survey show that customer-brand engagement positively influences online brand experience. The effects of customer-brand engagement on brand satisfaction and brand loyalty are partially mediated by the online brand experience. Mediation of online brand experience produces the stronger effects as compared to those direct effects of the customer-brand engagement on the brand satisfaction and the brand loyalty. Practical implications This study suggests bank managers to develop strategies that could be able to increase the levels of the customer-brand engagement in an online setting because of its scheduled effects on the online brand experiences and the consumer behavioral outcomes. Originality/value This research is the first-of-its-kind that examines the effect of customer-brand engagement on the customers’ brand experience, brand satisfaction and brand loyalty in the online banking context.

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Consumers’ self-congruence with a “Liked” brand

European Journal of Marketing ◽

10.1108/ejm-07-2015-0442 ◽

2017 ◽

Vol 51 (2) ◽

pp. 367-390 ◽

Cited By ~ 35

Author(s):

Elaine Wallace ◽

Isabel Buil ◽

Leslie de Chernatony

Keyword(s):

Social Relations ◽

Brand Loyalty ◽

Structural Equation ◽

Large Scale ◽

Equation Modeling ◽

Future Research ◽

Tie Strength ◽

Brand Love ◽

Content Type ◽

Self Image

Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”. Design/methodology/approach A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling. Findings Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved. Research limitations/implications Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables. Practical implications Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands. Originality/value The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes.

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Place attachment and brand loyalty: the moderating role of customer experience in the restaurant setting

International Hospitality Review ◽

10.1108/ihr-02-2021-0013 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Michael Boadi Nyamekye ◽

Diyawu Rahman Adam ◽

Henry Boateng ◽

John Paul Kosiba

Keyword(s):

Brand Loyalty ◽

Place Attachment ◽

Emotional Response ◽

Structural Equation ◽

Equation Modeling ◽

Content Type ◽

Place Dependence ◽

Identity Based ◽

Moderating Role

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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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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Credibility of online reviews and its impact on brand image

Management Research Review ◽

10.1108/mrr-06-2017-0173 ◽

2018 ◽

Vol 41 (1) ◽

pp. 148-164 ◽

Cited By ~ 7

Author(s):

Uttam Chakraborty ◽

Savita Bhat

Keyword(s):

Attitude Change ◽

Attribution Theory ◽

Structural Equation ◽

Brand Image ◽

Oral Communication ◽

Online Reviews ◽

Consumer Electronics ◽

Equation Modeling ◽

Content Type ◽

Novel Approach

Purpose Brand image is considered as a signaling phenomenon because high brand image ensures quality product that can reduce consumer’s uncertainty. A strong brand image induces consumers to pay higher prices, which in turn provides competitive advantage and market success to a company. Online reviews, blogs and texts on brand usage experiences are more effective than oral communication to build a strong brand image. Online reviews on products create distinct places for brands in the consumer’s mind, and thus ultimately affect images of the brands. Therefore, the purpose of this study is to investigate the effects of online reviews on functional and hedonic brand images in the context of consumer electronic products in India. Design/methodology/approach The present study adopts a novel approach to collect data. The data have been collected from select e-commerce sites’ brand pages on Facebook through Google form application. A number of respondents are 1,038. Structural equation modeling technique has been used to examine the effects of online reviews on functional and hedonic brand images. Findings The data analysis reveals that source and review quality have more significant effect on credibility evaluation of online reviews as compared to the effects of review consistency and receiver. Moreover, credible online reviews have more impact on hedonic brand image rather than functional brand image in the context of consumer electronics product in India. Originality/value The present study combines Yale attitude change model and attribution theory to examine the effects of online reviews on brand image.

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Does product design matter? Exploring its influences in consumers’ psychological responses and brand loyalty

Information Technology and People ◽

10.1108/itp-07-2017-0206 ◽

2018 ◽

Vol 31 (3) ◽

pp. 886-907 ◽

Cited By ~ 6

Author(s):

Chia-Lin Hsu ◽

Yen-Chun Chen ◽

Tai-Ning Yang ◽

Wei-Ko Lin ◽

Yi-Hsuan Liu

Keyword(s):

Product Design ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Management ◽

Affective Response ◽

Equation Modeling ◽

Psychological Responses ◽

Cognitive Response ◽

Cross Sectional ◽

Content Type

Purpose Unique product design is a highlight of sustainable branding. The purpose of this paper is to investigate whether product design affects customers’ psychological responses (i.e. cognitive and affective responses) to smartphones, and, in turn, affects their brand loyalty (i.e. attitudinal and behavioral brand loyalty), further advancing the knowledge of product design and brand management. Design/methodology/approach This work used survey data from 456 Taiwanese with experience using smartphone. Structural equation modeling was employed to test the proposed model and hypotheses. Findings The results indicate that the product design significantly affects both cognitive response and affective response, which, in turn, significantly affect both attitudinal brand loyalty and behavioral brand loyalty. The findings also suggest that the moderating effect of product involvement on the relationship between product design and affective response is statistically significant, although it does not positively and significantly moderate the link between product design and cognitive response. Research limitations/implications This study has two main limitations. First, this study was conducted in the context of smartphones, thus potentially constraining the generalization of the results to other industries. Second, the data in this study were obtained from a cross-sectional design. Practical implications These findings can permit companies to generate more brand loyalty in their customers and guide their management of assets and marketing activities. Originality/value This paper presents new insights into the nature and importance of product design in brand value.

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How does corporate association influence consumer brand loyalty? Mediating role of brand identification

Journal of Product & Brand Management ◽

10.1108/jpbm-07-2015-0932 ◽

2016 ◽

Vol 25 (7) ◽

pp. 629-641 ◽

Cited By ~ 16

Author(s):

Mobin Fatma ◽

Imran Khan ◽

Zillur Rahman

Keyword(s):

Brand Loyalty ◽

Structural Equation ◽

Affective Commitment ◽

Equation Modeling ◽

Brand Identification ◽

Content Type ◽

Mediating Role ◽

Corporate Associations ◽

Corporate Ability ◽

Managerial Implications

Purpose The aim of this study is to investigate the influence of two types of corporate associations – corporate ability (CA) and corporate social responsibility (CSR) – on consumer brand loyalty in retail banks in India. Design/methodology/approach A survey on 489 banking consumers was carried out. To achieve research objectives, test hypotheses and analyze data, structural equation modeling was used. Findings The findings show that CA and CSR associations were found to have positive and indirect influences on consumer brand loyalty through brand identifications. This indicates that the process of corporate association transforming into loyalty is much more complicated, and there are other factors influencing this process, making brand identification necessary for achieving customer brand loyalty. Research limitations/implications The results presented in this study have important managerial implications for banking companies in India. The findings demonstrate the importance of CA and CSR associations in the present business scenario and highlight the need to successfully implement them in management policies. Originality/value This study contributes to the existing body of literature by highlighting the influence of brand identification on brand loyalty through affective commitment and satisfaction.

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