The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY's in the luxury branding sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Khyati Shetty ◽  
Jason R. Fitzsimmons
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Empirical Support ◽  
Equation Modeling ◽  
Brand Attachment ◽  
Brand Love ◽  
Content Type ◽  
Luxury Branding ◽  
Brand Personality Congruence ◽  
The Impact

PurposeThe purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector.Design/methodology/approachEmpirical data were gathered from 416 millennial shoppers with incomes from US$100,000 and above (High-Earners-Not–Rich-Yet). Structural equation modeling was used to test the hypotheses of the framework developed for the study. Dubai is chosen as the context of the study based on the fact that the luxury brands sector is one of the leading industries in the country, and has a sizeable population of HENRY's.FindingsThe findings of this study revealed that brand personality congruence is a critical determinant of brand love and brand loyalty, suggesting congruence between the consumer's personality and the brand is essential to the luxury branding sector. The study also establishes a relationship between brand attachment and brand loyalty.Research limitations/implicationsThis study offers new empirical support for the proposition that consumers' emotional aspects like brand personality congruence and brand love are critical for enhancing brand loyalty toward luxury. The findings from this study can provide brand managers with a guide to managing their branding strategies and understand the strategic role of these variables on communication strategies for a new emerging segment of the HENRY's customer segment.Originality/valueThis study contributes to luxury branding and a new segment of millennials by examining the relationship between brand personality congruence, brand love, brand attachment and its effect on brand loyalty in the luxury branding context.

Linking social media marketing activities with brand love

Kybernetes ◽  
2017 ◽  
Vol 46 (10) ◽  
pp. 1801-1819 ◽  
Author(s):  
Raed Salah Algharabat
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Marketing Activities ◽  
Facebook Pages ◽  
The Impact

Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand love on brand loyalty. Design/methodology/approach Using a sample of 400 followers of Facebook pages, data were collected and analyzed using structural equation modeling. Findings The findings reveal that SMM activities positively affect self-expressive brands (inner and social), which in turn impact brand love. The author also finds that brand love positively affects brand loyalty. The author further finds that self-expressive brand (inner) fully mediates the relationship between SMM activities and brand love, whereas self-expressive brand (social) partially mediates this relationship. Originality/value Previous researchers neither have the chance to link SMM activities with brand love nor to explain its role as an antecedent to self-expressive brand. Therefore, the author contributes to nascent literature by linking and investigating the mediating impact of self-expressive brands between the relationships of SMM activities and brand love which in turn impact brand loyalty.

scholarly journals BRAND LOYALTY DETERMINANTS IN THE CONTEXT OF A SOFT DRINK BRAND

2019 ◽  
Vol 20 (5) ◽  
Author(s):  
VALTER M. M. FORTES ◽  
GABRIEL S. MILAN ◽  
LUCIENE EBERLE ◽  
DEONIR DE TONI
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Soft Drink ◽  
Brand Personality ◽  
Perceived Quality ◽  
Positive Influence ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Love ◽  
The Impact

ABSTRACT Purpose: Developing and keeping customers’ loyalty in relation to the brand is a strategic requisite for well-succeeded business. Thus, our main purpose was to develop and validate a theoretical model concerning customers brand loyalty. Originality/value: We explored perceived quality, brand awareness, brand personality, and brand love as brand loyalty determinants. In this sense, the focus of this study was to analyze the impact of some brand loyalty determinant constructs. Design/methodology/approach: The study was implemented by means of a survey, applied to 284 customers of a soft drink brand from Northeast Brazil that was acquired by one of the biggest soft drink producers in the world. Data were analyzed through multivariate statistics and applying structural equation modeling technic. Findings: It was possible to evidence that there is a positive relation between the constructs brand awareness and perceived quality and positive influence of brand personality over brand awareness, as well as perceived quality over brand love. Also, evidence showed that brand love influences brand loyalty and that consumption level is a meaningful moderator of this relation.

Brand communities’ relational outcomes, through brand love

2019 ◽  
Vol 28 (2) ◽  
pp. 154-165 ◽  
Author(s):  
Arnaldo Coelho ◽  
Cristela Bairrada ◽  
Filipa Peres
Keyword(s):  
Brand Loyalty ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Mediating Effects ◽  
Brand Love ◽  
Content Type ◽  
Brand Communities ◽  
Brand Advocacy ◽  
Relational Outcomes ◽  
The Impact

PurposeThis paper aims to identify the impacts of brand communities on relational outcomes such as word-of-mouth, advocacy and loyalty through the mediating effects of brand love.Design/methodology/approachIn total, 510 valid questionnaires were collected from Portuguese consumers. Structural equation modeling was used to test the proposed hypotheses.FindingsThis investigation shows how brand communities may contribute to reinforce the bonds between brands and customers by introducing love in these relationships. The results of this study show that the identification dimension of brand communities has an important effect on brand love, word-of-mouth, advocacy and brand loyalty. Building on the foundations of previous studies, this research also highlights the role of brand love on word-of-mouth, brand advocacy and brand loyalty and the impact of brand loyalty on word-of-mouth, brand advocacy and brand loyalty.Originality/valueThis investigation makes two major contributions: first, investigating the impacts of brand communities, and second, using the mediating effects of brand love on relational outcomes.

Consumers’ self-congruence with a “Liked” brand

2017 ◽  
Vol 51 (2) ◽  
pp. 367-390 ◽  
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.

scholarly journals Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Flavia Braga Chinelato ◽  
Cid Gonçalves Filho ◽  
Clodoaldo Lopes Nizza Júnior
Keyword(s):  
Organizational Commitment ◽  
Sales Performance ◽  
Equation Modeling ◽  
Brand Relationships ◽  
Salesperson Performance ◽  
Brand Attachment ◽  
Content Type ◽  
The Impact ◽  
The Relationship

Purpose Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing. Design/methodology/approach A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3. Findings The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance. Practical implications Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance. Originality/value Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

Connecting the dots between brand logo and brand image

2019 ◽  
Vol 11 (1) ◽  
pp. 68-87
Author(s):  
Harsandaldeep Kaur ◽  
Kanwalroop Kaur
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Brand Personality ◽  
Equation Modeling ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Familiarity ◽  
Sphere Of Influence ◽  
The Impact ◽  
The Relationship

Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.

The impact of brand personality on consumer behavior: the role of brand love

2019 ◽  
Vol 23 (1) ◽  
pp. 30-47 ◽  
Author(s):  
Cristela Maia Bairrada ◽  
Arnaldo Coelho ◽  
Viktoriya Lizanets
Keyword(s):  
Consumer Behavior ◽  
Willingness To Pay ◽  
Brand Loyalty ◽  
Brand Personality ◽  
Negative Information ◽  
Active Engagement ◽  
Self Disclosure ◽  
Brand Love ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct. The aim is to expand upon existing literature in the field of branding, investigating the relationship between brand love and brand personality through experiential approaches to consumer behavior. Design/methodology/approach The conceptual model and the analysis of related hypotheses were based on a sample of 478 Portuguese clothing brand consumers. The data were collected using an online survey and the data analysis was done using the structural equations modeling. Findings The results show that brand personality has a positive and significant impact on brand love, resistance to negative information and self-disclosure and brand love has a positive and significant impact on brand loyalty, word-of-mouth, resistance to negative information, willingness to pay more, self-disclosure and active engagement. Research limitations/implications This study has some methodological limitation affecting its potential contributions. This investigation has a cross-sectional nature and only tested a few variables as consequences of brand personality. Practical implications This investigation provides evidence of the major impacts of both brand personality and brand love, showing how they combine to boost relevant outcomes like brand loyalty, WOW, willingness to pay more, resistance to negative information, self-disclosure or active engagement. Originality/value The originality of this research is related to three fundamental aspects: it is the first time the relationship between brand personality and brand love is tested using second-order modeling to capture the combined effects of all dimensions of brand personality; the influence of brand personality is usually related to attitudes (e.g. word-of-mouth, willingness to pay more, etc.) and not with feelings, such as love, the most powerful feeling that can be established between two people or between a person and a brand (in the case of brand love); and the authors tested brand love by linking brand personality and some traditional relational outcomes under the assumption that brand love can strengthen such relationships.

The impact of brand associations on brand loyalty in the football industry

2016 ◽  
Vol 6 (5) ◽  
pp. 499-519 ◽  
Author(s):  
Daniel Maderer ◽  
Dirk Holtbruegge ◽  
Rachel Woodland
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Negative Impact ◽  
Equation Modeling ◽  
Brand Associations ◽  
Content Type ◽  
Attitudinal Loyalty ◽  
The Usa ◽  
The Impact

Purpose The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions are answered: how important are different determinants of brand associations for fans from developed football markets (DFM) and EFM? Are there any major differences in the importance of different brand associations and their influence on brand loyalty between fans from DFM and EFM? Design/methodology/approach Based on the customer-based brand equity framework the impact of brand associations on brand loyalty is tested with a sample of 3,587 fans from DFM – Germany, England, Spain, Italy, and France (2,032) – as well as fans from EFM – Brazil, Russia, India, China, and the USA (1,555). Findings Structural equation modeling is applied and shows a negative impact of brand attributes on attitudinal loyalty, whereas brand benefits positively impact attitudinal loyalty. Furthermore, significant differences between fans from developed and EFM are revealed. Implications for the management of football teams and for research on brand management are derived. Originality/value This study extends the work of Gladden and Funk (2001) by expanding the model used to assess brand loyalty and analyzes it empirically in different football markets. When looking to foster attitudinal loyalty, marketers should concentrate on benefit associations instead of attribute associations. Most importantly, marketers should be aware that when focusing on developing brand loyalty amongst EFM fans, they should not simply apply the same strategies that proved to be effective in DFM and vice versa.

An assessment of forerunners for customer loyalty in the selected financial sector by SEM approach toward their effect on business

2019 ◽  
Vol 53 (4) ◽  
pp. 546-561 ◽  
Author(s):  
Subhankar Das ◽  
Anand Nayyar ◽  
Inderpal Singh
Keyword(s):  
Customer Loyalty ◽  
Empirical Support ◽  
Financial Sector ◽  
Process Models ◽  
Customer Relationship ◽  
Equation Modeling ◽  
Content Type ◽  
Usability Tests ◽  
Insurance Firms ◽  
The Impact

Purpose The purpose of this paper is to identify and describe the relationship between the precursors and consequences of customer loyalty (CL) in the Indian financial sector, specially banking and insurance context, taking a sample of individual customers as respondents from the Indian State of Punjab. Design/methodology/approach The collected data have been analyzed using univariate, bivariate and multivariate analysis techniques. Specifically, descriptive statistics have been assessed to examine the basic characteristics of the sample data. Confirmatory factor analysis with maximum likelihood criteria has been adopted for the measurement and validation of various constructs. Independent samples t-test has been used to compare the CL of public and private firms, banks and insurance firms, and for some of the demographic variables like gender, marital status, etc. One-way ANOVA has been used to compare the CL for variables having more than two groups. Structural equation modeling (SEM) has been used to measure the impact of CL on the BP of financial services firms. Findings The result shows that BP is a higher-order construct measured in terms of word-of-mouth, repurchase intention, price premium and share of wallet. Though each of the four measures of CL is special and unique in nature, yet a high level of positive correlation has been seen among these dimensions. The study reveals that CL is not significantly different for the banking firms and insurance firms in Punjab. Research limitations/implications The authors consider this work as one of the foundational elements that will enable further advances toward the governance of multi-layer business impact modeling systems. Extensive usability tests would enable to further confirm the findings of the paper. This study contributes to the customer relationship management and services marketing literature by providing empirical support for CL and BP relationship in the Indian context. Practical implications The approach described here should improve the maintainability, reuse and clarity of business process models and in extension improve data for CL in large banking and insurance organizations. The approaches described here should improve the maintainability, reuse and clarity of loyalty and relationship of the customer with that of organizations. This can improve data for customer relationship and loyalty in banking and insurance sector. Originality/value This paper fulfills an identified gap to enabling SEM enabled models for data regarding customer relationship and loyalty. Loyalty revolves around the concept of relationship. CL is not a new concept, but recent years have demonstrated a developing interest to fabricate CL because of customer-oriented techniques or strategies. Over the previous era, CL has been broadly inspected inside marketing, trades and transactions. It can be concluded that the CL significantly influences BP.

scholarly journals The transformational potential of Latin American retail experiences

2020 ◽  
Vol 34 (6) ◽  
pp. 769-783
Author(s):  
Pilar Gardiazabal ◽  
Constanza Bianchi ◽  
M. Abu Saleh
Keyword(s):  
Customer Satisfaction ◽  
Latin American ◽  
Customer Loyalty ◽  
Empirical Support ◽  
Well Being ◽  
Equation Modeling ◽  
Content Type ◽  
Firm Outcomes ◽  
Transformative Potential ◽  
The Impact

Purpose The purpose of this paper is to investigate if retail services have a transformative potential to improve the well-being of customers in a Latin American market. Transformative studies have been conducted mostly in developed countries, and consumer well-being in a Latin American supermarket context has not been addressed previously. Specifically, this study aims to understand if customer satisfaction with a supermarket experience in Chile leads to positive customer well-being. Additionally, it is examined if customer well-being influences firm outcomes, such as customer loyalty, word-of-mouth (WOM) communication or retailer equity. Design/methodology/approach A conceptual model was developed, and data was collected through an online survey from 866 customers of a large supermarket chain in Chile. Hypotheses were tested with structural equation modeling. Findings The findings of this study support all the hypotheses of the model and confirm that customer satisfaction has direct and indirect effects on customer loyalty and other firm outcomes through customer well-being. Research limitations/implications This research is among the few studies in the academic literature that considers retail experience and well-being outcomes for supermarket customers in a Latin American context. Limitations derive from the cross-sectional nature of this study. Practical implications There are implications from this study contributing to the literature on customer retail experience, in terms of the potential to transform supermarket shopping in a Latin American country. This is particularly relevant in Latin America as the extent to which for-profit organizations acknowledge their relevancy of the individuals’ well-being is still at its infancy. Social implications This research provides empirical support to the importance of not only looking at traditional measures such as WOM, equity and loyalty but looking into the impact services have for customers’ life and well-being. Originality/value This study contributes to the services literature and addresses a gap in it by exploring the transformative potential of supermarket shopping on customer well-being and in turn the role of customer well-being in retail firm outcomes. The findings also contribute in considering Chile, a Latin American context that has been overlooked in the transformative services studies. This provides managerial implications for domestic and global companies that offer grocery retailing for consumers in this region.

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