Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity

2015 ◽  
Vol 24 (4) ◽  
pp. 365-376 ◽  
Author(s):  
Jinzhao Lu ◽  
Yingjiao Xu
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Target Market ◽  
Student Sample ◽  
Content Type ◽  
Brand Association ◽  
Significant Difference ◽  
Young Consumers ◽  
The Impact

Purpose – This study aims to investigate Chinese young consumers’ brand loyalty toward sportswear products from a self-congruity perspective. With different performance observed between global and domestic sportswear brands in the Chinese market, this study also aims to examine the impact of country of origin on Chinese young consumers’ behavior toward sportswear brands. Design/methodology/approach – A survey with street intercept method was conducted in Shanghai to collect data for this study. Multiple independent t-tests and structural equation modeling (SEM) with bootstrap method were used to test the hypotheses. Findings – The SEM results indicate a significant influence of brand self-congruity on consumers’ brand association and perceived quality, which, in turn, influenced consumers’ brand loyalty. The multiple t-test results suggest a significant difference between Chinese and global sportswear brands in terms of consumers’ brand association and attitudinal brand loyalty. No significant difference was found in terms of consumers’ behavioral brand loyalty. Research limitations/implications – The main limitation of this study comes from the convenience student sample. Practical implications – First, brands need to strategically design the brand image to represent the largest segment of the target market. Second, while global brands could focus on their pricing strategies, domestic brands need to focus more on maintaining a positive brand association in consumers’ mind. Originality/value – This study contributes to the growing research on the self-congruity perspective of brand loyalty by empirically confirming the indirect effect of brand self-congruity on brand loyalty via the mediation effects of brand association and perceived quality in the context of the ever-growing Chinese sportswear market.

How does brand innovativeness affect brand loyalty?

2016 ◽  
Vol 50 (1/2) ◽  
pp. 2-28 ◽  
Author(s):  
Ravi Pappu ◽  
Pascale G. Quester
Keyword(s):  
Brand Loyalty ◽  
Brand Management ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Performance ◽  
Content Type ◽  
Performance Metric ◽  
Brand Innovativeness ◽  
The Impact

Purpose – This paper aims to examine how consumers’ perceptions of innovativeness affect an important brand performance metric: consumer brand loyalty. Specifically, the mediating role of perceived quality in this relationship is explained using signaling theory. Design/methodology/approach – The conceptual model was tested in two empirical studies for three global consumer electronics brands in two product categories. Data were collected using a mall-intercept approach from consumers at a major shopping precinct in a metropolitan city. The data were analyzed using structural equation modeling. Findings – The results provide compelling evidence for the proposed mediation relationship. Study 1 shows that perceived quality fully transmits the impact of brand innovativeness on to brand loyalty. Study 2 confirms this mediation relationship. Practical implications – The results can help product managers in their brand management and promotion of new products. Originality/value – Emerging research on consumer-level effects of innovativeness provides conflicting advice regarding how consumers’ perceptions of brand innovativeness affect intangible assets such as loyalty toward the brand. The present research reconciles contradictory findings in the literature by uncovering a different route through which consumer perceptions of brand innovativeness affect a key brand performance metric: brand loyalty. Specifically, the present study fills an important knowledge gap in the innovativeness literature and deepens our understanding of the relationship between brand innovativeness and brand loyalty by empirically examining and confirming the role of a hereto overlooked intervening variable, perceived quality.

Influences of the spokes-character on brand equity antecedents

2014 ◽  
Vol 26 (3) ◽  
pp. 494-515 ◽  
Author(s):  
En-Chi Chang
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Secondary Association ◽  
Content Type ◽  
Brand Association ◽  
Asian Market

Purpose – To draw attention to the importance of the spokes-character to marketing communications and a company's branding strategy, this exploratory study attempts to suggest a scale for measuring the spokes-character perception and to explore the relationships among the spokes-character perception and brand equity antecedents, i.e. brand awareness, brand association, perceived quality and brand loyalty, in the context of a retail brand. The purpose of this paper is to encourage the discussion about spokes-characters’ functions in marketing and branding, particularly in the Asian market. Design/methodology/approach – Data were collected through a survey among university students in Taiwan. The survey questionnaire was based on the literature on spokes-characters and on the available scales of consumer-based brand equity. Data were analyzed by using structural equation modeling. Findings – The results in this study show that the spokes-character perception is properly reflected by likability, relevance and expertise and likability is the most salient attribute. The spokes-character perception influences brand awareness/association and perceived quality, which in turn influence brand loyalty. Research limitations/implications – This study suggests that likability, relevance and expertise are proper constructs connoting the spokes-character perception and verifies the influence of the spokes-character, as a source of secondary association, on brand equity antecedents, i.e. brand awareness/association, perceived quality and brand loyalty. This study also finds that the spokes-character serves as a cue of perceived quality. Practical implications – The suggested scale provides marketers with an instrument for measuring consumers’ perception of a potential spokes-character. Besides, when the advertiser or the marketer designs a spokes-character, the character should not only be likable, but also be relevant and show expertise relating to the endorsed brand. Originality/value – This study hopes to encourage more discussions about the utilization of the spokes-character in the Asian market because the discussion about how the spokes-character works in this market is still scant. This study also provides empirical evidence for the influence of a secondary association, i.e. the spokes-character, on brand equity antecedents.

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.

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.

scholarly journals The Influence of Brand Equity Elements on Purchase Decision and Its Imlication on Customer Loyalty

2019 ◽  
Author(s):  
Lingga Binangkitsari ◽  
Sulistiono
Keyword(s):  
Brand Equity ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Purchase Decision ◽  
P Value ◽  
Brand Association

This research aims to determine how the influence of brand equity elements (brandawareness, brand association, perceived quality, and brand loyalty) to purchase decision andtheir impact on consumer loyalty PT. Garuda Indonesia in Bogor City. This research usedexogenous variables (brand awareness, brand association, perceived quality and brandloyalty) and endogenous variables (purchase decision and costumer loyalty). The samplemethod that used in this research was Roscoe. With 100 respondents selected are people whohave been used the inflight services of Garuda Indonesia. This research data is processedusing AMOS 22 for structural equation modeling analysis.The results of this research showsthat brand awareness has a positive and significant influence to purchase decision, brandassociation has a positive and significant impact to purchase decision, perceived quality hasa positive and significant influence to purchasie decision, brand loyalty has a positive andsignificant influence to purchase decision, and purchase decision has a positive andsignificant impact on customer loyalty. Because all variables show the result of t-count orCritical Ratio (C.R.) ≥ 1.96 or p value ≤ 0.05 which means the hypothesis is accepted.Keyword: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty,Purchase Decision, Customer Loyalty

scholarly journals The influence of brand awareness, brand association, and perceived quality toward consumers' purchase intention: a case of richeese factory, Jakarta

2020 ◽  
Vol 11 (1) ◽  
pp. 039
Author(s):  
Etty Susilowati ◽  
Agatha Novita Sari
Keyword(s):  
Brand Loyalty ◽  
Fast Food ◽  
Structural Equation ◽  
Perceived Quality ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Association ◽  
Purchasing Intention

This study investigates the relationship between brand awareness, brand association, perceived quality, brand loyalty and brand purchasing intention. A total of 99 students from Budi Luhur University was used as respondents in this study based on the convenience sampling method. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) and SmartPLS 3.0 software. The analysis specifies that there is a significant positive relationship among brand awareness, brand association and perceived quality towards brand loyalty and brand purchasing intention. However, there is not a significant relationship between brand loyalty and brand purchasing intention. It indicates that consumers who are satisfied with Richeese Factory products and services do not always end up making purchases. The ability of managers to understand the factors which shape consumer brand behavior is required to develop and to maintain their brand position in high competitive fast food brand competition.

scholarly journals Hospitality branding in emerging economies: an Indian perspective

2019 ◽  
Vol 5 (1) ◽  
pp. 22-34 ◽  
Author(s):  
Shivam Rai ◽  
Jogendra Kumar Nayak
Keyword(s):  
Emerging Economies ◽  
Structural Equation ◽  
Affective Commitment ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Trust ◽  
Content Type ◽  
Branding Strategies ◽  
Brand Advocacy ◽  
The Impact

Purpose Travel and tourism is an imperative economic activity in most countries around the world. The industry has momentous indirect and induced impacts apart from its direct economic impact. The purpose of this paper is to test the applicability of brand interaction and perceived quality theory in the formation of brand trust, and the impact of affective commitment and brand trust toward advocacy intentions in the context of the Indian hospitality industry. This study also examines how emotional, and experiential hospitality brand relationship with the consumers can be developed in the emerging economies. Design/methodology/approach A total of 430 respondents participated in the study. Empirical evidence from depth interviews and data were garnered into a conceptual model. The proposed model was tested using structural equation modeling. Findings The findings reveal that perceived quality and brand interaction forms brand trust and trust is the key factor in establishing emotional (affective) commitment between the customer and the hospitality brand. The study also suggests that emotional commitment in customers help them in becoming brand advocates. The findings of the research will help hospitality brand strategists in developing successful branding strategies. Research limitations/implications This research examines the advantage of customers’ relationship and their meaningful brand connections in the hospitality context. The study establishes a relationship among antecedents of trust, trust and commitment which can lead toward brand advocacy. Originality/value The findings provide insight for hospitality brand managers in developing effective branding strategies for their organizations. This study inspects the advantages of cultivating meaningful brand connections and relationships with consumers in the Indian hospitality sector.

The impact of economic perceptions on status consumption: an exploratory study of the moderating role of education

2014 ◽  
Vol 31 (2) ◽  
pp. 111-117 ◽  
Author(s):  
Dora Elizabeth Bock ◽  
Jacqueline Kilsheimer Eastman ◽  
Benjamin McKay
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Economic Welfare ◽  
Economic Downturn ◽  
Student Sample ◽  
Content Type ◽  
Status Consumption ◽  
The Impact ◽  
Moderating Role ◽  
Economic Perceptions

Purpose – Given the economic downturn, the purpose of this study was to determine if a relationship exists between economic perceptions and consumers' motivation to consume for status and if this relationship was moderated by education level. Design/methodology/approach – A stratified random sample of adult consumers in the southeastern USA were surveyed by telephone. The hypotheses were tested utilizing structural equation modeling. Findings – The results indicated that those consumers with a lower level of perceived economic welfare (i.e. see the economy and their family's financial situation as worse this year versus last year) were less motivated to consume for status. Furthermore, this relationship was positively moderated by education. No relationship was found between consumer confidence (i.e. consumers' perceptions of the economy in the future year) and status consumption. The results suggest that those consumers who perceive themselves to be financially better off this year versus last, particularly those more educated, are more motivated to consume for status. Research limitations/implications – The main research limitation was that the sample skewed to be older, female and Caucasian, though the sample did match Census figures for the critical variable of education. Additionally, the phone response rate was 9 percent, but it is important to recognize that this was for a non-student sample. Practical implications – The results suggest that marketers, targeting luxury consumers in the current stagnant economy, aim for more educated consumers who see their economic welfare as improving. This implication stems from the research findings revealing that consumers who feel they are recovering economically from the recent economic downturn, especially those with higher education levels, may more likely be status consumers. Originality/value – With the democratization of luxury there is renewed interest in luxury consumption research. While research suggests there is a relationship between economic conditions and status consumption, few studies have measured consumer economic perceptions in relation to status consumption and none have examined how education may play a moderating role in explaining why people buy luxuries in a tough economic climate.

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.

Brand equity in the Portuguese vinho verde “green wine” market

2018 ◽  
Vol 30 (1) ◽  
pp. 2-18 ◽  
Author(s):  
Ana Brochado ◽  
Fernando Oliveira
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Perceived Quality ◽  
Region Of Origin ◽  
Content Type ◽  
Brand Association ◽  
Body Of Knowledge ◽  
Wine Market ◽  
Main Determinants

Purpose This paper aims to examine the main determinants of brand equity in the context of brands defined by their region of origin, as is the case for Portuguese green wine. Design/methodology/approach Data were collected from a sample of wine consumers in Portugal through personal interviews (N = 200). Structural equation modelling was then applied to study the causal relationships between brand equity and its dimensions (i.e. brand loyalty, brand awareness, perceived quality and brand association) for top-of-mind green wine brands, based on Aaker’s conceptual Framework (Aaker, 1991). Findings The study’s results reveal that brand loyalty is the most influential dimension of brand equity for Portuguese green wine and that the links between brand equity and both brand association and perceived quality are significant. These findings can help Portuguese wineries to prioritise – and allocate resources across – brand equity dimensions. Originality/value Although the literature identifies dimensions of brand equity in other industries, the literature on the wine market is still sparse. This study, therefore, contributes to expanding this body of knowledge.

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