THE IMPACT OF SERVICE BRAND PERSONALITY ON BRAND AFFECT, BRAND TRUST AND BRAND LOYALTY

2014 ◽  
Author(s):  
Ursula Bougoure ◽  
◽  
Dominique Greer ◽  
Ben Smith
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Brand Trust ◽  
Service Brand ◽  
Brand Affect ◽  
The Impact

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.

A Better Understanding of Children's Market

2016 ◽  
pp. 103-127
Keyword(s):  
Fuzzy Logic ◽  
Autobiographical Memory ◽  
Old Age ◽  
Brand Loyalty ◽  
Brand Personality ◽  
Age Group ◽  
Brand Trust ◽  
Brand Relationship

Back in Chapter 4, we propose a model which attempts to encapsulate the antecedents of a brand relationship and subsequently its influence towards brand loyalty. The findings suggest that brand personality, brand trust, and brand salience are important antecedents to create a brand relationship in the children's market. Meanwhile, brand loyalty was identified as the consequence of a brand relationship, autobiographical memory, and habituation. In this chapter, we are going to expand this discussion by measuring variables concerning future anticipation, ritual, autobiographical memory, and living brand using fuzzy logic on children within the 10-12 years old age group who are assumed to be mature enough to understand and reply to simple direct questions. Ultimately, we would like to see whether the two constructs of future anticipation and ritual are (among) the antecedents of a living brand.

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.

Emotional Branding Scale and Its Role in Formation of Brand Trust

Paradigm ◽  
2019 ◽  
Vol 23 (2) ◽  
pp. 148-163
Author(s):  
Vikas Singla ◽  
Gaurav Gupta
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Perceived Quality ◽  
Brand Trust ◽  
Brand Association

The importance of emotional branding (EB) strategy in building long-term and sustainable psychological links with consumers had been sufficiently highlighted in literature. However, very few research attempted to provide a structured tool for its measurement. This study proposed a 13-point four-factor multidimensional scale which could be used to measure EB formally. Dimensions measuring EB were derived from literature and then examined on three different brands in order to achieve a reliable and valid scale. Findings suggested brand loyalty, brand association, perceived quality and brand personality as constructs which would form the scale. The second part of the study was devoted to understand the role of these constructs in achieving ultimate goal of branding, that is, to infuse trust in consumers. A key finding suggested that emphasis on brand loyalty results in formation of trust and mitigates scepticism. Also, trust was positively and significantly impacted by brand loyalty and association, whereas a mismatch of brand personality with emotions reflected by brand could result in scepticism.

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