Consumer-Based Brand Authenticity and Brand Trust in Brand Loyalty in The Korean Coffee Shop Market

2020 ◽  
pp. 109634802098005
Author(s):  
Soon-Ho Kim ◽  
Minseong Kim ◽  
Stephen Holland ◽  
Kyle M. Townsend
Keyword(s):  
Brand Loyalty ◽  
Two Dimensions ◽  
Three Dimensions ◽  
Brand Trust ◽  
Coffee Shop ◽  
Brand Authenticity ◽  
Positive Effects ◽  
Dynamic Relationships ◽  
Brand Affect

Based on a well-established framework, this study proposes and tests a model that attempts to understand the dynamic relationships among three dimensions of brand authenticity (i.e., quality commitment, heritage, and sincerity), two dimensions of brand trust (i.e., brand reliability and brand intention), brand affect, and brand loyalty among coffee shop customers. The verified model confirmed that all aspects of brand authenticity had significant effects on brand reliability and brand intention. Two aspects of brand trust had positive effects on brand affect and brand loyalty. Last, brand affect was, in turn, positively associated with brand loyalty. This research suggests that coffee shop brand managers may be well served by focusing on developing and strengthening brand authenticity and brand trust.

scholarly journals Pengaruh Brand Trust dan Brand Affect Terhadap Brand Loyalty Threeosix Coffee Shop Surabaya

2021 ◽  
Vol 2 (6) ◽  
pp. 922-935
Author(s):  
Irra Chrisyanti Dewi ◽  
Ferris Julian
Keyword(s):  
Structural Equation Modeling ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Trust ◽  
Coffee Shop ◽  
Probability Sampling ◽  
Brand Affect

Beberapa tahun ini, sebelum pandemic perkembangan bisnis meningkat drastic. Hal ini, menjadikan banyak perusahaan terpacu menyusun strategi agar survive. Salah satu strategi yang dilakukan adalah menciptakan kosumen yang loyal terhadap brand perusahaan, sehingga konsumen memiliki loyalty. Penelitian ini bertujuan untuk mengetahui pengaruh brand trust dan brand affect terhadap brand loyalty pada Threeosix Coffee Shop di Surabaya. Pendekatan kuantitatif dilakukan melalui metode Structural Equation Modeling (SEM). Sampel dari penelitian ini dipilih menggunakan teknik non probability sampling, karakteristik yang dituju adalah pria dan wanita, berdomisili di Surabaya, minimal usia 17 tahun sampai 40 tahun ke atas, pernah membeli produk Threeosix Coffee Shop minimal satu kali dalam satu bulan terakhir. Jumlah sampel yang digunakan pada penelitian sebanyak 133 orang. Hasil penelitian menunjukkan bahwa: 1) brand trust berpengaruh secara signifikan terhadap brand affect Threeosix Coffee Shop; 2) brand trust berpengaruh secara signifikan terhadap brand loyalty Threeosix Coffee Shop; dan brand affect berpengaruh secara signifikan terhadap brand loyalty.

Brands Loyalty

2019 ◽  
pp. 1446-1465
Author(s):  
Maha Mourad ◽  
Karim Youssef
Keyword(s):  
Customer Satisfaction ◽  
Literature Review ◽  
Conceptual Framework ◽  
Mobile Communication ◽  
Brand Loyalty ◽  
Exploratory Study ◽  
Retail Market ◽  
Brand Trust ◽  
Quantitative Technique ◽  
Brand Affect

Over the last couple of decades, the mobile communication companies have been growing rapidly and it plays a major role in the emerging economies that can't be underestimated. This study was conducted to better understand the factors that lead to brand loyalty in the Egyptian mobile retail industry as an example of an emerging economy. Based on the literature review and an exploratory study a conceptual framework was proposed that was tested using a quantitative technique. It was launched with 245 responses to test the hypothesis using SPSS tool. The findings of the research showed that Brand Trust, Customer Satisfaction, Brand Affect, and Resale Value are determinants of Brand Loyalty. The outcomes of this study will help in better understanding the determinants of brand loyalty and can be used by marketers to know how to create loyalty of the Egyptian consumers to the multinational brands in the mobile retail market.

scholarly journals Factor model of social media marketing effect on brand loyalty

2019 ◽  
Vol 65 ◽  
pp. 04011
Author(s):  
Olga Chubukova ◽  
Iuliia Kostynets ◽  
Igor Ponomarenko ◽  
Nataliia Rallie ◽  
Yuliia Zymbalevska
Keyword(s):  
Social Media ◽  
Direct Effect ◽  
Brand Loyalty ◽  
Theory And Practice ◽  
Marketing Communications ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Theory ◽  
Brand Trust ◽  
Brand Affect

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.

Involvement in consumer-generated advertising

2019 ◽  
Vol 31 (4) ◽  
pp. 1763-1784 ◽  
Author(s):  
James A. Busser ◽  
Lenna V. Shulga
Keyword(s):  
Structural Equation ◽  
Consumer Involvement ◽  
Equation Modeling ◽  
Coffee Shop ◽  
Content Type ◽  
Customer Perceptions ◽  
Brand Authenticity ◽  
Positive Effects ◽  
Marketing Tool ◽  
Organizational Transparency

PurposeThe purpose of this paper is to examine consumer involvement with a popular US-based coffee-shop brand consumer-generated advertising (CGA) and its effect on brand loyalty and trust, to test the influence of antecedents: organizational transparency and brand authenticity on CGA involvement, and to analyze differences among customers and non-customers of the brand.Design/methodology/approachGrounded in the service-dominant logic and signaling theory, a scenario-based survey describing a contest to co-create a video commercial, as CGA, for a prominent US-based coffee-shop brand, yielded 492 responses from recent restaurant patrons. Structural equation modeling was used to test the effects of involvement in CGA on loyalty and trust. Multi-group comparison examined the differences between customers and non-customers of the brand.FindingsInvolvement in CGA had positive effects on loyalty and trust for both brand customers and non-customers. Transparency builds perceptions of brand authenticity; both authenticity and transparency significantly and positively affected trust, but only authenticity influenced loyalty. There was a stronger impact of involvement with CGA on loyalty for non-customers than brand customers. Non-customer perceptions of the brand’s authenticity influenced brand trust more significantly than customer perceptions.Practical implicationsCoffee-shop brand marketers should leverage online and physical brand exposure to involve both customers and non-customers in company-driven CGA, as a relationship management and marketing tool. Marketers should enhance transparency, which builds perceptions of brand authenticity, leading to greater CGA involvement.Originality/valueThis study contributes to hospitality research and literature, revealing that non-customers can be converted to brand customers through authenticity and indirect involvement with CGA, leading to long-term relational outcomes. The results identified consumers’ perception of organizational transparency is an antecedent of brand authenticity and established CGA contests as a relational marketing tool for hospitality brands.

scholarly journals Effects of Brand Experience on Brand Loyalty in Fashion Retail Business

2016 ◽  
Vol 23 (03) ◽  
pp. 73-88
Author(s):  
Huong Pham Thi Lan ◽  
Hong Ngo Thi ◽  
Khai Tran Trieu
Keyword(s):  
Brand Loyalty ◽  
Brand Experience ◽  
Brand Trust ◽  
Product Experience ◽  
Positive Effects ◽  
Retail Business ◽  
Shopping Experience ◽  
Fashion Retail ◽  
Fierce Competition ◽  
Competition Pressure

In the retail environment where fierce competition pressure can be perceived, the role of brand experience becomes increasingly important. This study addresses the theory of brand experience and verifies its relationship with brand loyalty as well as its scales and model in the fashion retail industry. With the data collected from direct personal interviews with 285 consumers aged between 18–35 of such two fashion brands as Ninomax and Blue Exchange in Danang City, the findings suggest positive effects of the constructs of brand experience concerning sense, emotion, cognition, and relation on the two concepts of shopping experience and product experience, both of which, in turn, have positive effects on brand personality, brand trust, brand satisfaction, and brand loyalty. Particularly, brand trust is found to have no effect on brand loyalty.

scholarly journals ANTESEDEN LOYALITAS MEREK: STUDI EMPIRIS PADA KONSUMEN STARBUCKS

2021 ◽  
Vol 5 (1) ◽  
pp. 99
Author(s):  
Cindy Alfian ◽  
Sabrina Oktaria Sihombing
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Reliability And Validity ◽  
Equation Modeling ◽  
Young Generation ◽  
Brand Trust ◽  
Coffee Shop ◽  
Self Image ◽  
Image Congruence ◽  
Validity Tests

Di era globalisasi ini, sudah menjadi gaya hidup bagi hampir setiap generasi muda dan dewasa untuk bersantai dengan cara menongkrong di café atau kedai kopi. Starbuck merupakan salah satu kedai kopi yang sering dikunjungi anak muda. Penelitian ini bertujuan untuk memprediksi hubungan variabel anteseden (yaitu: kepercayaan merek, afeksi merek, kesesuaian citra diri, dan kesesuaian fungsional) dari loyalitas merek.  Penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan melalui survei dengan mengintegrasikan disain sampling bertujuan. Kuesioner didistribusikan secara online dan melibatkan 200 responden. Sebelum data diolah, uji reliabilitas dan validitas dilakukan untuk memastikan indikator yang digunakan adalah andal dan valid. Kemudian, data dianalisis dengan menggunakan model persamaan struktural. Hasil analisis memperlihatkan bahwa terdapat tiga dari empat hipotesis penelitian yang didukung. Secara spesifik, penelitian ini menunjukkan bahwa kepercayaan merek, afeksi merek, dan kesesuaian citra diri merupakan prediktor utama dari loyalitas merek. Pembahasan dan keterbatasan penelitian disampaikan dalam penelitian ini. In this era of globalization, it has become a lifestyle for almost every young generation and adult to relax by hanging out in a café or coffee shop. Starbuck is one of the coffee shops frequented by young people. This study aims to predict the relationship between antecedent variables (namely: brand trust, brand affection, self-image congruence, and functional congruence of brand loyalty. This study uses a quantitative approach. The data were collected through a survey by integrating a purposive sampling design. The questionnaire was distributed online and involved 200 respondents. Before the data is processed, reliability and validity tests are carried out to ensure that the indicators used are reliable and valid. Then, the data were analyzed using structural equation modeling. The results of the analysis show that there are three of the four supported research hypotheses. Specifically, this study shows that brand trust, brand affection, and self-image congruence are the main predictors of brand loyalty. The discussion and limitations of the research are presented in this study.

scholarly journals Does Usage of Online Social Media Help Users With Depressed Symptoms Improve Their Mental Health? Empirical Evidence From an Online Depression Community

2021 ◽  
Vol 8 ◽  
Author(s):  
Yingjie Lu ◽  
Taotao Pan ◽  
Jingfang Liu ◽  
Jun Wu
Keyword(s):  
Online Community ◽  
Two Dimensions ◽  
Three Dimensions ◽  
Negative Effects ◽  
Positive Effects ◽  
Shared Identity ◽  
Online Social Media ◽  
Negative Effect ◽  
Practical Implications ◽  
Depressed Symptoms

Online depression communities offer people with depressed symptoms new opportunities to obtain health information and provide social support for each other to fight against the depression. We sought to investigate whether usage of online community help improve depression outcomes and determine which types of usage behaviors have positive or negative effects on depression. We proposed that two dimensions of the sense of belonging (sense of identity and trust) and three dimensions of the sense of support (informational, emotional, and socializing) have significant effects on depression, and further considered gender difference and its effect on depression. We obtained a dataset consisting of 465,337 posts from 244 members from a popular online depression community to test all 10 proposed hypotheses. The results reveal that (i) the sense of shared identity, trust, informational support, and emotional support have positive effects on depression, while socializing support have negative effects on depression, and (ii) the sense of shared identity and trust have more positive effects on depression for female users than male users while socializing support has a more negative effect on depression for female users than for male users. The findings have important practical implications for designers and managers of online depression communities.

scholarly journals Corporate Governance: Can Creditors Fit in with Companies’ Board of Directors?

2020 ◽  
Author(s):  
Bashir Mande Tsafe ◽  
Zuaini Ishak ◽  
Kamil Md Idris
Keyword(s):  
Corporate Governance ◽  
Factor Analysis ◽  
Firm Value ◽  
Statistical Tests ◽  
Two Dimensions ◽  
Sustainable Growth ◽  
Three Dimensions ◽  
Positive Effects ◽  
Depth Analysis ◽  
Credit Contracts

How do suppliers of finance make sure that firm managers enforce credit contracts, or do not invest in bad projects? This approach is missing in corporate governance research. To bridge the gap, we take steps towards developing a stakeholder perspective with the focus on examining the effects of creditor participation in a firm’s top decisions, in relation to board performance. Based on a sample of 154 questionnaire survey responses from Nigerian public firms, after relating all measured items to every construct in the statistical tests of exploratory factor analysis (EFA), we employed the use of confirmatory factor analysis (CFA) in a structural equation modelling (SEM) approach for an in-depth analysis to estimate how well the stakeholder model fits the data. Building upon the construct creditor participation, and based on the proposed theory, we confirmed three dimensions – protect risk projects, protect collateral, and enforce contracts – to be confirmed measures of the latent construct. Significant creditors such as banks interfering in the firm’s board, especially in major board decisions, can reduce the potentials of managers to engage in high-risk projects. This has significant positive effects on the board’s role performance. However, items in the two dimensions – protect collateral and enforce credit contracts show weak measurements after EFA. The consequences are a new research agenda for boards has been set. The agenda will focus on the suppliers of debt finance, as significant to the firms akin with their equity shareholders’ counterparts. This will create knowledge; reduce conflicts of interests, and exploitation; and ensure equitable distribution of firm value. The approach exposes firms to access more inclusive strategic inputs especially on important and less risky projects that will yield better margin and sustainable growth. This may stimulate further debates on other stakeholder researches that are vital to debt financiers and boards, thus becoming actionable for practitioners in decisions on projects.  

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