scholarly journals How do brand personality, identification, and relationship length drive loyalty in sports?

2016 ◽  
Vol 26 (1) ◽  
pp. 50-71 ◽  
Author(s):  
Heikki Karjaluoto ◽  
Juha Munnukka ◽  
Milja Salmi
Keyword(s):  
Brand Personality ◽  
Ice Hockey ◽  
Sports Fans ◽  
Online Questionnaire ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Relationship Length ◽  
Sports Team ◽  
Identification Theory

Purpose – The purpose of this paper is to extend brand identification theory to the sports team context by testing the direct and indirect effects of a sports team’s personality, sports fans’ identification with the team, and the effect of the length of fans’ relationship with a team on their loyalty to it. Design/methodology/approach – The authors conducted a quantitative study among ice hockey fans of one Finnish hockey team before play-off games. Data came from an online questionnaire generating 1,166 responses. Findings – The authors find that: first, identification with a team mediates the effects of brand personality on attitudinal loyalty and behavioral loyalty; second, brand personality is a stronger driver of identification among newer fans; and third, brand personality has a stronger influence on both attitudinal and behavioral loyalty among newer fans. These findings stress the importance of sports brand’s personality in driving fans’ identification with the team and their loyalty to it. Originality/value – The study develops and tests a new conceptual model on consumer loyalty in the sports team context. The authors shed light on how sports team personality affects its fans’ identification with the team and the formation of fan loyalty, from the perspective of fans’ relationship length.

Customer loyalty and value anticipation: does perceived competition matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ishmael Ofoli Christian ◽  
Thomas Anning-Dorson ◽  
Nii Nookwei Tackie
Keyword(s):  
Customer Value ◽  
Banking Sector ◽  
Value Theory ◽  
External Boundary ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Situational Effects ◽  
Bank Marketing ◽  
The Impact

PurposeDrawing on customer value theory and the demanding nature of today's customers, this paper examines the moderating effects of competition, as perceived by customers, on the nexus between customer value anticipation (CVA), satisfaction and loyalty.Design/methodology/approachUtilizing data from the Ghanaian banking sector, which has been going through some reforms that are changing the banking landscape, the study analyzes data from 587 customers. Respondents were drawn from a cluster of banks within an enclave with different types of customers and epitomize the competitive nature of Ghana's banking sector.FindingsCVA drives customer satisfaction, attitudinal loyalty and behavioral loyalty among bank customers. However, between attitudinal and behavioral loyalty, customers will be more behaviorally loyal to banks that successfully anticipate their needs than they would be in attitude. The relationships between CVA and satisfaction and loyalty are such that the level of competition among sector players does not alter the effect; thus, when a bank is able to anticipate customer value, customers are going to stay loyal to such a bank irrespective of the competitive offers.Originality/valueAlthough the impact CVA has on satisfaction and loyalty is justified in the existing literature, extant research has not systematically examined the influence of external boundary and situational effects on the potency of anticipating customer value in detail. The current study shows the effect of competition on CVA and customer behavioral outcome. The study further concludes that irrespective of competition, banks that are perceived to be high on CVA will have their customers being loyal. This is very important in the development of bank marketing and product innovation strategies.

Customer loyalty in Sabah full service restaurant

2019 ◽  
Vol 32 (7) ◽  
pp. 1407-1429 ◽  
Author(s):  
Phang Grace Ing ◽  
Ng Zheng Lin ◽  
Ming Xu ◽  
Ramayah Thurasamy
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Specific Model ◽  
Mediating Effect ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Price Perception ◽  
Customer Expectations ◽  
Price Consciousness

Purpose Loyal customers are committed to repeat patronage, make business referrals and provide publicity for the business. However, rising customer expectations and price consciousness, advancement of technology, lack of product differentiation and consumer choices have posted more challenges for customer retention. The purpose of this paper is to examine the relationships between transaction specific characteristics (i.e. food quality, service quality, atmosphere, convenience and price perception), customer satisfaction and customer loyalty (behavioral and attitudinal loyalties) in the context of Sabah full-service restaurant. The mediating effect of customer satisfaction and moderating effect of customer innovativeness were also tested. Design/methodology/approach A total of 225 valid questionnaires was collected via purposive sampling method and analyzed using Smart-PLS software 3.0. Findings All transaction specific characteristics have positive influences on customer satisfaction with price perception as the strongest predictor. Satisfaction had stronger effect on behavioral loyalty as compared to attitudinal loyalty. The mediating effects of customer satisfaction were only found in some of the relationships. None of the moderating effects of customer innovativeness was significant. Originality/value Utilizing the value-percept theory and transaction specific model which combine the evaluations of service and product elements of the full-service restaurant, this study contributed to the better understanding of the relationships between transaction specific characteristics, customer satisfaction and customer loyalty. The examination of both attitudinal and behavioral loyalties provided valuable insights to practitioners and researchers in understanding full-service restaurant consumers’ repatronage intention, intention to spread positive words-of-mouth (WoM) and commitment.

scholarly journals The Relationship between Brand Club Personalities, Trust and Brand Loyalty in Fans of Persepolis FC

2016 ◽  
Vol 8 (3) ◽  
pp. 187
Author(s):  
Hamid Roudbari ◽  
Alireza Elahi ◽  
Hossein Akbari Yazdi
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Brand Personality ◽  
Equation Modeling ◽  
Brand Trust ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Sports Clubs ◽  
Statistical Sample ◽  
The Relationship

<p>Fan loyalty is imperative for sports clubs. In fact, fans have more trust in their favorite team will remain loyal to the team. Team managers and sports clubs must win the trust of their fans. Club brand personality is one of the variables that can be used to enhance the trust of the fans. Due to this issue, in this study, the relationship between club brand personality, trust and loyalty of fans have been investigated. The population of this research consists of Persepolis FC fans and 384 persons were evaluated as the statistical sample. To collect the data, the brand personality questionnaire by Tsiotso (2012), the modified questionnaire by Chowdhury and Holbrook (2001), the attitudinal loyalty questionnaire by Gladden and Funk (2003) and the behavioral loyalty questionnaire by Fink et al. (2001) were used. Descriptive and inferential statistics (regression coefficient and Structural Equation Modeling) were used for statistical analysis. The results of structural equation modeling revealed that club brand personality influences on brand trust and it influences behavioral and attitudinal loyalty of the fans. The managers of Persepolis FC can use a brand trust to increase the loyalty of their fans and implement brand personality to gain their trust.</p>

Relational capital quality and client loyalty: firm-level evidence from pharmaceuticals, Pakistan

2016 ◽  
Vol 23 (1) ◽  
pp. 43-60 ◽  
Author(s):  
Shujaat Mubarik ◽  
VGR Chandran ◽  
Evelyn S Devadason
Keyword(s):  
Pharmaceutical Industry ◽  
Client Satisfaction ◽  
Three Dimensions ◽  
Relational Capital ◽  
Firm Level ◽  
Data Set ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Pharmaceutical Firms

Purpose – This study aims to examine the influence of relational capital quality on client loyalty, comprising both behavioral and attitudinal, in the pharmaceutical industry of Pakistan. Design/methodology/approach – The partial least squares technique is used to test the relationship using a sample of 111 pharmaceutical firms. We applied a non-parametric procedure, the bootstrapping method, to estimate the coefficient path of the relationships. Appropriate construct measures were used based on past studies to measure the dimensions of relational capital quality and client loyalty. Findings – The findings suggest that relational capital quality significantly affects client loyalty. All three dimensions of relational capital quality, commitment, satisfaction and trust, have a significant and positive influence on both attitudinal and behavioral loyalty. However, client satisfaction is found to exert the strongest impact on behavioral and attitudinal loyalty. Practical implications – It is important for the pharmaceutical firms in Pakistan to improve client satisfaction to establish behavioral loyalty and sustain their clientele base. Trust and commitment should be managed independently, depending on the focus of firms, either attitudinal loyalty or behavioral loyalty. Originality/value – This study is among the few that was able to empirically examine the role of various dimensions of relational capital quality in influencing clients’ attitudinal and behavioral loyalty. In addition, the study uses a new firm-level data set, compiled from a survey of the pharmaceutical industry in Pakistan, which is currently facing challenges in terms of customer–supplier sensitivity.

Exploring a suitable model of destination image

2019 ◽  
Vol 31 (5) ◽  
pp. 1287-1307 ◽  
Author(s):  
Yunduk Jeong ◽  
Sukkyu Kim
Keyword(s):  
Mediating Effect ◽  
Destination Image ◽  
Equation Modeling ◽  
Small Scale ◽  
Direct Influence ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Tourist Satisfaction ◽  
Sporting Event

Purpose The purpose of this paper is to investigate the structural relationships between destination image, tourist satisfaction, attitudinal loyalty and behavioral loyalty, with an emphasis on the mediating effect of tourist satisfaction on the relation between destination image and loyalty in the context of a small-scale recurring sporting event held in Asia. Design/methodology/approach Validity and reliability of the measurement scale were proved through a confirmatory factor analysis, Cronbach’s α analyses and correlation analyses. A structural equation modeling test with maximum likelihood estimation was conducted to test the relationships among the research variables using 440 participants. Findings The results revealed destination image had a direct influence on tourist satisfaction, attitudinal loyalty and behavioral loyalty, and that tourist satisfaction had a direct influence on attitudinal loyalty and behavioral loyalty. Moreover, tourist satisfaction was found to partially mediate relationships between destination image and attitudinal loyalty, and between destination image and behavioral loyalty. Practical implications First, destination marketers and organizers of a small event should provide tourists with an international or domestic newsletter of the small event. Second, destination marketers should place well-educated employees at popular hotels and restaurants and the event organizers should arrange that trained volunteers be positioned at stadiums, to enable tourists to find the locations of interest, which would help develop a positive image of the destination. Third, marketers and organizers should actively use social media to improve destination images and promote sporting events. Originality/value The authors offer a new perspective of tourist satisfaction as a mediating effect. Existing studies show tourist satisfaction fully mediates on the relation between destination image and loyalty, but the present study shows tourist satisfaction partially mediates this relation. In this respect, the term “sporting event” should be regarded important when attempting to understand tourist psychology and behavior because the level of tourist satisfaction can be affected by a term like “sporting event” in the mediating effect context.

The relationship between risk aversion, brand trust, brand affect and loyalty

2016 ◽  
Vol 8 (2) ◽  
pp. 78-97 ◽  
Author(s):  
Mukesh Kumar Mishra ◽  
Ankit Kesharwani ◽  
Dolly Das
Keyword(s):  
Risk Aversion ◽  
Personal Care Products ◽  
Equation Modeling ◽  
Brand Trust ◽  
Personal Care ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Brand Affect ◽  
The Relationship

Purpose The purpose of this paper is to explore the relationship among risk aversion, brand trust, brand affect, attitudinal loyalty and behavioral loyalty for low involvement day-to-day use of personal care products. Design/methodology/approach To achieve the above-stated objective, a theoretical model was tested using structural equation modeling. Before undertaking the analysis, preliminary analysis techniques such as the common method bias social desirability bias reliability and validity analysis were also assessed. Findings The results indicate that, for low involvement products, risk adverse consumers do not purchase a brand based only on trust. Risk aversion is also positively associated with attitudinal loyalty. When it comes to the relationship between brand trust and brand affect, it has been concluded that brand trust has had an important impact on brand affect. In this study, it has been found that attitudinal loyalty has a positive and strong impact on behavioral loyalty. This paper explains that due to the lack of trust, certain risk adverse customers are sticking with a particular brand. Originality/value Most of the brand loyalty research has been performed on high involvement products, whereas very limited research is available on low involvement day-to-day use products (i.e. personal care products), in particular where the consumption period of the product is less than a month. This kind of research is very rare, and this study has been done to fill this gap using rigorous data analysis.

Consumers’ beliefs, attitudes, and loyalty in purchasing organic foods

2014 ◽  
Vol 116 (6) ◽  
pp. 918-930 ◽  
Author(s):  
Hyun-Joo Lee ◽  
Cynthia Goudeau
Keyword(s):  
Organic Food ◽  
Equation Modeling ◽  
Organic Foods ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Welfare Benefits ◽  
Measurement Models ◽  
And Behavior ◽  
Standard Learning

Purpose – The purpose of this paper is to apply the standard learning hierarchy to the study of organic foods. More specifically, this research is intended to examine if cognition in the form of beliefs and utilitarian attitudes, affect in the form of hedonic attitudes, and behavior in the form of attitudinal loyalty and behavioral loyalty occur successively. Design/methodology/approach – A total of 725 consumer panel data were obtained through a web-based survey. A two-stage structural equation modeling with AMOS graphics version 18.0 was used to validate the measurement models and test the proposed hypotheses. Findings – While health benefits positively influenced utilitarian attitudes, no significant effect of ecological welfare benefits was detected. The results also indicate that utilitarian attitudes had a significant and positive relationship with hedonic attitudes, which in turn led to attitudinal loyalty. Lastly, the relation between attitudinal loyalty and behavioral loyalty was significant and positive. Research limitations/implications – Global attitudes and loyalty toward organic foods were examined in this research. Thus, future research could investigate more domain-specific attitudes and loyalty to various organic food items. Practical implications – The development of positive attitudes toward organic foods among consumers is important for the long-term success of organic food products or brands. Originality/value – There is a little research that adopts an established theory or theoretical approach to explain a purchase behavior of organic foods. For this reason, the standard learning hierarchy was incorporated in order to study how cognition, affect, and behavior are formed when a purchase decision involving organic foods.

Understanding brand equity in hotel firms. What is the role of brand loyalty and satisfaction?

2019 ◽  
Vol 31 (9) ◽  
pp. 3526-3546 ◽  
Author(s):  
Maja Šerić ◽  
Irene Gil-Saura
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Quality ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Proposed Model ◽  
Brand Satisfaction

Purpose This paper aims to focus on examining the relationships between hotel brand equity (BE), brand satisfaction (BS) and brand loyalty, considering both behavioral loyalty (BL) and attitudinal loyalty (AL). These relationships are tested through seven causal models, i.e. one proposed model (PM) and six alternative models (AMs). Design/methodology/approach The fieldwork was conducted among 360 hotel guests in Spain in 2016. Findings The findings reveal that the PM, which considers BL, AL and BS as direct antecedents of BE, performed better than the alternative ones. AL is confirmed as the most significant driving factor of hotel BE, followed by brand image and perceived quality. Research limitations/implications More rigorous measurement of brand image could be used as some of its indicators did not result significantly. Practical implications AL needs to be highly encouraged, as concerning customers’ subjective disposition and appraisal of a brand helps them maintain preference for the brand over alternatives. In addition, a positive brand image and superior perceived quality should be considered by hotel marketers as a basis for BE building. Originality/value The models proposed in this study can be used to examine how hotel BE results from its potential antecedents and outcomes. The significant insight lies in identifying key drivers of BE and in considering the causal relationships between BE, satisfaction and loyalty in hotel firms.

Linking brand personality to brand equity: measuring the role of consumer-brand relationship

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anees Ahmad ◽  
Swapnarag Swain ◽  
Pankaj Kumar Singh ◽  
Rambalak Yadav ◽  
Gyan Prakash
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Personality ◽  
Primary Data ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Content Type ◽  
Mediating Role ◽  
Brand Relationship

Purpose This study aims to examine the relationship between brand personality and customer-based brand equity (CBBE) by investigating the mediating role of consumer-brand relationship (CBR), which is represented through three variables, namely, brand trust, attachment and commitment. Design/methodology/approach This study adopts a cross-sectional descriptive research design. It included a mix of symbolic and utilitarian brands, namely, Pepsi and Sprite (soft drinks), Levi’s and Peter England (clothing), Pantene and Head and Shoulders (shampoos) based on their greater familiarity among Indian consumers. Primary data were gathered from 612 respondents through a self-administered online questionnaire survey approach. Structural equation modeling was performed to analyze data and validate the research model. Findings The present study establishes both direct, as well as the indirect linkage between brand personality and CBBE. Results also suggest a partial mediating role of the variables representing CBR while linking brand personality to CBBE. Originality/value The present study makes two contributions. First, it advances existing literature on brand personality and brand equity by establishing the mediating role of the CBR while linking brand personality to CBBE. Second, it establishes the importance of both the trust and attachment-based commitment mediator model of CBR influencing CBBE, which has not been addressed by prior studies.

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