Role of brand experience in predicting consumer loyalty

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Asif Ali Safeer ◽  
He Yuanqiong ◽  
Muhammad Abrar ◽  
Rizwan Shabbir ◽  
Hafiz Muhammad Wasif Rasheed
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Brand Experience ◽  
Consumer Loyalty ◽  
Content Type ◽  
Global Brands ◽  
Brand Authenticity ◽  
New Research

PurposeThis study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity (PBA) in the global branding context.Design/methodology/approachA total of 422 consumers participated in this study and provided feedback on top authentic global brands after completing a self-administered online survey. Partial least squares structural equation modeling (PLS-SEM) was used to conduct the data analysis.FindingsThis study discovered that brand experience dimensions positively influenced PBA (predominantly sensory and intellectual experiences), which significantly predicted consumer loyalty (RPI, WOM and WPM).Research limitations/implicationsThis research uncovered some limitations that can be used to investigate new research possibilities. From a theoretical standpoint, this study offers new insights into brand experience dimensions (BEDs), PBA and consumer loyalty in order to develop consumer-brand relationships.Practical implicationsThis study offered several managerial recommendations. By considering brand authenticity as a positioning tool, global managers can effectively develop and implement various experiential marketing strategies to develop long-term relationships with consumers to attain their loyalty.Originality/valueThis is a new study that uses Fournier's relationship theory to investigate BEDs on PBA to predict consumer loyalty in the context of authentic global brands.

Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Asif Ali Safeer ◽  
Yun Chen ◽  
Muhammad Abrar ◽  
Nilesh Kumar ◽  
Amar Razzaq
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Asian Countries ◽  
Content Type ◽  
Global Brands ◽  
Brand Authenticity ◽  
The Impact

PurposeThe study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan).Design/methodology/approachIn accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.FindingsAfter controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China.Research limitations/implicationsThe research focused on two Asian countries (China and Pakistan). However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets.Practical implicationsThe research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.Originality/valueThe novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).

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

2016 ◽  
Vol 34 (7) ◽  
pp. 1025-1041 ◽  
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.

Authenticity in branding – exploring antecedents and consequences of brand authenticity

2017 ◽  
Vol 51 (2) ◽  
pp. 324-348 ◽  
Author(s):  
Kristine Fritz ◽  
Verena Schoenmueller ◽  
Manfred Bruhn
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Brand Management ◽  
Equation Modeling ◽  
Extensive Literature ◽  
Content Type ◽  
Social Commitment ◽  
Brand Authenticity ◽  
Brand Involvement ◽  
Relational Outcomes

Purpose Consumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a brand’s perceived authenticity. The purpose of this paper is to build a link between previous research on authenticity and thus gain a deeper understanding of the influencing factors of brand authenticity and its consumer outcomes. Design/methodology/approach Building on an extensive literature review, the authors identify various antecedents of brand authenticity that are closely connected with the brand’s past, its virtuousness, consumers’ self-identification with the brand perceiver’s own self and individuals representing the brand, as well as relational outcomes as consequences of a brand’s perceived authenticity. As brand authenticity is a subjective construct, the authors include brand involvement to test for moderator effects. For data collection, they conduct an online survey that generates 509 datasets. To test the hypotheses, the authors use structural equation modeling. Findings The results demonstrate that brand authenticity can be influenced by the identified variables (i.e. brand heritage, brand nostalgia, brand commercialization, brand clarity, brand’s social commitment, brand legitimacy, actual self-congruence and employee’s passion). Moreover, brand authenticity positively affects brand relationship quality, which in turn positively influences consumers’ behavioral intentions. The analyzed relationships do not vary due to consumer-specific characteristics (i.e. brand involvement). Originality/value In sum, the results regarding the antecedents of brand authenticity demonstrate that a company can influence brand authenticity through different approaches, and that it is therefore important to analyze which of the identified antecedents brand management should manipulate to positively impact the perception of the brand’s authenticity. In addition, the findings confirm the positive consequences on consumer behavior ascribed to the authenticity concept by marketing literature.

Effects of customer-based corporate reputation on perceived risk and relational outcomes: empirical evidence from gender moderation in fashion retailing

2017 ◽  
Vol 26 (3) ◽  
pp. 227-238 ◽  
Author(s):  
Gianfranco Walsh ◽  
Mario Schaarschmidt ◽  
Stefan Ivens
Keyword(s):  
Corporate Reputation ◽  
Perceived Risk ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Firm Reputation ◽  
Content Type ◽  
Relational Outcomes ◽  
Customer Outcomes

Purpose Given the strategic importance of firm reputation because of its potential for value creation, extant reputation research focuses on favorable customer outcomes. This study proposes and tests a model that relates the customer-based corporate reputation (CBR) of fashion retailers to customer-perceived risk and two relational outcomes – trust and commitment. In addition, this study aims to test whether or not the hypothesized paths are equally strong for male and female shoppers. Design/methodology/approach Data for this study were collected through an online survey approach. Using a sample of more than 300 retail customers and structural equation modeling, the authors tested the hypotheses. Findings Drawing on previous research, the commitment–trust theory of relationship marketing and signaling theory, the authors find support for direct and indirect links between retailers’ reputation and relational outcomes, the intervening role of perceived risk and the partially moderational role of gender. Practical implications The findings of this research suggest that a retailer’s positive reputation can reduce customers’ risk and engender trust, which in turn promotes customer commitment. Originality/value A growing number of examples suggests that retailers (specially fashion retailers) need to manage their reputation, which can come under threat in myriad ways, and its outcomes. However, so far, no individual study empirically investigated any of these reputation outcomes simultaneously or considered gender differences. Thus, the authors address an important research gap by examining the mechanism through which CBR affects relevant customer outcomes and by considering contextual factors.

The role of customers in co-creating m-services in the O2O model

2017 ◽  
Vol 28 (5) ◽  
pp. 866-883 ◽  
Author(s):  
Jung-Kuei Hsieh
Keyword(s):  
Customer Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Cognitive Factors ◽  
Equation Modeling ◽  
Content Type ◽  
Emotional Factors ◽  
Message Source ◽  
Store Environment

Purpose The purpose of this paper is to investigate customer loyalty in the online-to-offline (O2O) model by conceptualizing and measuring emotion and cognition. Design/methodology/approach An online survey was used to collect 514 questionnaire responses. The data were analyzed using structural equation modeling. Findings Three emotional factors influence two cognitive factors, which in turn affect customer loyalty. The type of message source acts as a moderator. In addition to pleasure and arousal, dominance is a key factor of emotion. The effects of social enhancement and store environment on customer loyalty reflect the O2O model’s integration of online and offline environments. Practical implications The moderating role of the type of message source implies that marketers of brick-and-mortar stores can promote positive offline experiences to attract online customers and then encourage these customers to disseminate personal messages in their social circles. By attracting online customers through appealing m-services and retaining these customers through favorable store environments, marketers can maximize the utility of the O2O model. Originality/value Three emotional factors and two cognitive factors are conceptualized to predict customer loyalty in the O2O model. This study shows that the relationships between cognitive factors and customer loyalty are moderated by the type of message source. When check-in activity messages are sent by friends, the perception of social enhancement can lead to greater customer loyalty. In contrast, when check-in activity messages are sent by unfamiliar sources, customer loyalty is driven more by cognition of the store environment than by online interaction. The findings enrich existing knowledge of the O2O model and m-services, and have implications for researchers and marketers.

What’s love got to do with it? Place brand love and viral videos

2019 ◽  
Vol 30 (1) ◽  
pp. 23-43 ◽  
Author(s):  
Carola Strandberg ◽  
Maria Ek Styvén
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Place Branding ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Cultural Aspects ◽  
Place Brand

Purpose The purpose of this paper is to explore the role of brand love in place brand communication by incorporating potential antecedents and behavioral outcomes of place brand love in a social media setting. Design/methodology/approach Data were gathered from 281 residents and visitors of a place through an online survey focusing on a place brand video. Structural equation modeling was employed to examine the research model. Findings Results show that place brand love has a strong direct relationship with positive word of mouth (WOM), and an indirect effect on intention to share the place brand message. Self-expressiveness of the place brand message also seems to influence place brand love as well as intention to share the message. Research limitations/implications The role of self-related concepts and brand love to a place has theoretical implications for research in place branding and electronic word of mouth. The study has limitations to its generalizability in terms of cultural aspects and sample representativeness. Practical implications Place marketers need to successfully reflect the self-concept of key stakeholders in communication messages in order to increase the probability that recipients will engage in positive WOM and share the message. Originality/value Research on place brand love is scarce and previous studies have focused solely on brand love in connection to tourists. The main contribution of the current study is the exploration of the role of brand love in connection to residents, who are vital co-creators of the place brand.

Dual mechanisms of reinforcement reward and habit in driving smartphone addiction

2019 ◽  
Vol 29 (6) ◽  
pp. 1551-1570 ◽  
Author(s):  
Chongyang Chen ◽  
Kem Z.K. Zhang ◽  
Xiang Gong ◽  
Matthew Lee
Keyword(s):  
Structural Equation ◽  
Design Methodology ◽  
Online Survey ◽  
Value Added ◽  
Equation Modeling ◽  
Smartphone Addiction ◽  
Formation Mechanisms ◽  
Content Type ◽  
Underlying Mechanisms

Purpose In the limited existing research on smartphone addiction, reinforcement reward and automatic habit have been identified as two distinct underlying mechanisms. The purpose of this paper is to better understand the interaction between these two mechanisms, as well as role of smartphone features in activating different formation mechanisms. Design/methodology/approach An online survey with 379 samples was conducted to empirically validate the model. The data were analyzed by structural equation modeling approach. Findings The automatic habit strengthens the driving effects of reinforcement rewards (i.e. perceived enjoyment and mood regulation) on smartphone addiction. Smartphone features activate distinct underlying mechanisms. Value-added function facilitates the perception of reinforcement rewards, while convenience promotes the habit formation. Originality/value This study is one of the first ones that assess the interplay between the two formation mechanisms in the extant literature on smartphone addiction. This study also reveals the dangers of smartphone features which have always been regarded as advantages. The findings contribute to the current understandings of smartphone addiction.

Stock exchange brands as an influence on investor behavior

2017 ◽  
Vol 35 (3) ◽  
pp. 391-410 ◽  
Author(s):  
Betül Çal ◽  
Mary Lambkin
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Online Survey ◽  
Stock Exchange ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
The Impact ◽  
Corporate Brands

Purpose The purpose of this paper is to investigate the effect of stock exchange-related brand equity on intention to invest and the mediating role of perceived risk (PR) in this relationship in a comparative analysis between a developed and a developing market. Design/methodology/approach The study is carried out through an online survey among financially literate adults in two countries, Turkey and Ireland. Structural equation modeling is used to empirically test the relationships between brand equity dimensions and intention to invest, with a mediating role of PR. Findings The results indicate that the brand equity of a stock exchange is a relevant construct that significantly influences intention to invest. Also, the mediating role of PR is found to be strong in a developing market such as Turkey, but weak in a developed market like Ireland. Research limitations/implications One limitation of this paper is its inclusion of individual investors as the unit of analysis while leaving out institutional ones. The second limitation is the difficulty in generalizing the results to overall country populations. Practical implications This paper offers managerial implications regarding the need for emphasizing “stock exchange brand,” besides corporate brands traded, and customizing the management of brand-related influencers in investment decisions according to country context. Originality/value The impact of corporate brands in investment choices has been demonstrated before, but the influence of intermediaries – stock exchanges – through which investments are transacted, has not yet been investigated. This study addresses this gap, and further shows the differing extent of PR in this relationship between a developed and a developing country setting.

The role of buyer-seller guanxi facets and positions in social commerce: an analysis of the buyer's perspective in Taiwan

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wen-Kuei Wu ◽  
Hsiao-Chung Wu ◽  
Chih-Sung Lai
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Equation Modeling ◽  
Social Commerce ◽  
Content Type ◽  
And Cluster Analysis ◽  
The Individual

PurposeThis study aims to explore how a buyer's perceived buyer-seller (B-S) guanxi facets (i.e. ganqing, renqing and mianzi) and guanxi positions (i.e. zi-ji-ren, shou-ren and sheng-ren) affect the seller's influence effectiveness (SIE) and purchase intention (PI) in social commerce.Design/methodology/approachThis study conducted an online survey in three cities of Taiwan and collected a total of 364 data. The structural equation modeling and cluster analysis were used to test research hypotheses.FindingsThe results indicate that (1) each guanxi facet exerts a different and positive impact on SIE, but only one guanxi facet – renqing – helps improve PI, (2) guanxi facets can be used to predict the buyer's perceived guanxi position toward the seller, (3) the effect of guanxi facets on SIE and PI varies across B-S guanxi positions and (4) the SIE positively mediates effects of guanxi facets on the PI.Originality/valueThis study demonstrates the individual effect of each guanxi facet on SIE and PI and affirms the implicit guanxi position features guanxi facets and determines the buyer's perceived SIE and PI as well. To the best of our knowledge, these findings are rarely proposed in previous research and are beneficial for understanding the guanxi mechanism in social commerce.

From sPassion to sWOM: the role of flow

2018 ◽  
Vol 42 (2) ◽  
pp. 191-204 ◽  
Author(s):  
Carolina Herrando ◽  
Julio Jimenez-Martinez ◽  
M. Jose Martin De Hoyos
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Social Commerce ◽  
Social Stimuli ◽  
Content Type ◽  
The Social ◽  
Positive Effect ◽  
Percent Female

Purpose Social commerce websites entail a completely new scenario for sharing experiences and opinions due to its richness in terms of social interactions. Nowadays, users can interact with the company and with other users; hence, it seems important to study how social stimuli affect users. Drawing on the stimulus-organism-response framework and flow theory, the purpose of this paper is to propose that the social stimulus (named social passion (sPassion)) has a positive effect on the organism (state of flow), which leads to a users’ positive response (via social word of mouth (sWOM)). Design/methodology/approach The data were collected through an online survey in 2015. The sample consists of 771 users of social commerce websites, of which 51 percent are male and 49 percent female, aged between 16 and 80 years old. Structural equation modeling was used to analyze the data with the statistical software SPSS version 22 and EQS 6. Findings The empirical results confirm that passionate users are prone to experience a state of flow and, as a consequence, share positive sWOM. Originality/value This study contributes to the literature on customers’ online participation, and the findings are hoped to help companies in developing social commerce websites that boost users’ exchange of information.

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