scholarly journals The Investigation of Psychological Mechanism in the ‘Brand Identity-Customer Loyalty’ Relation: The Focusing on the Role of Brand Consciousness and Brand Identification

2013 ◽  
Vol 16 (1) ◽  
pp. 41-60
Author(s):  
park jong chul ◽  
김유경 ◽  
박명진
Keyword(s):  
Customer Loyalty ◽  
Brand Identity ◽  
Brand Identification ◽  
Psychological Mechanism

scholarly journals The Effect of Self Expressive Value and Perceived Value on Malaysian Cosmetic Brand Loyalty: The Mediating Role of Brand Identification & Word of Mouth

2019 ◽  
Vol 14 (1) ◽  
pp. 151-178
Author(s):  
Norzalita Abd Aziz ◽  
◽  
Hafaz Ngah ◽  
Keyword(s):  
Customer Loyalty ◽  
Significant Relationship ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Perceived Value ◽  
Brand Identification ◽  
Mediating Role ◽  
The Relationship ◽  
Self Administered Questionnaire

Competition in the cosmetic industries is stiff as more industrial players are striving to capture the market in Malaysia. Cosmetics play a crucial role in addressing image or presentation to others. There is a dearth of information concerning consumers’ perception of the Malaysian Cosmetic Brand (MCB). This article aims to understand how Self-Expressive Value (SEV) and Perceived Value (PV) relate to Brand Identification (BI) and Word of Mouth (WOM) among consumers. Using a self-administered questionnaire contributed to a total of 261 usable respondents and the PLS results indicate that there is a significant relationship between PV and SEV on BI and WOM while BI and WOM meditate the relationship between PV and SEV with Customer Loyalty. This article provides some insights on current local consumers perception and behaviour towards Malaysian cosmetic brands. Thus, MCB marketers need to emphasise the value of their products and reflect consumers’ self-expressive value that will enhance their brand identification and WOM among consumers which may lead to loyalty among users. Keywords: self-expressive value, perceived value, brand identification, word of mouth, customer loyalty, Malaysia cosmetics brand

scholarly journals Effects of brand values on customer loyalty intention: The mediating role of trust, attachment and consumer - brand identification

2017 ◽  
Vol 1 (Q1) ◽  
pp. 83-96
Author(s):  
Thuy Thi Ngoc Vo
Keyword(s):  
Empirical Study ◽  
Customer Loyalty ◽  
Functional Food ◽  
Quantitative Method ◽  
Brand Identification ◽  
Brand Attachment ◽  
Mediating Role ◽  
Loyalty Intention ◽  
Brand Values

Customers and brands usually find a connection to one another through brand values, namely the functional, emotional, experiential, and symbolic values. This connection plays a considerable role in creating loyalty intention. However, studies on the mechanism of this relationship remain limited. This study proposes that perceived functional values lead to customers' loyalty to the brand as they create trust; the emotional and experiential values result in loyalty intention as they link customers to brand attachment; and the symbolic values lead to loyalty as they create consumer-brand identification. We conducted an empirical study using quantitative method on a sample of 311 customers in three different functional food brands. The results show that trust and attachment accordingly play partial mediating roles, and attachment plays a full mediating role.

Customer Brand Identification and Its Influence on Customer Loyalty in the Hotel Industry

2022 ◽  
pp. 174-189
Author(s):  
Catarina Isabel Andrade Basílio ◽  
Nuno Silva Gustavo
Keyword(s):  
Customer Loyalty ◽  
Word Of Mouth ◽  
Hotel Industry ◽  
Brand Identity ◽  
Social Benefits ◽  
Positive Word ◽  
Brand Identification ◽  
Self Similarity ◽  
Positive Word Of Mouth

Customer brand identification is described by the customer's perception and feeling about a brand. It brings value and meets the customer's needs. The four drivers of CBI are brand self-similarity, brand social benefits, brand identity, and memorable brand experiences. The purpose of this study is to understand the influence of CBI (and, consequently, its drivers) on customer loyalty and its perception of hotel brands. Although the importance of CBI has already been recognized in some studies, its effects on customer loyalty in the hospitality context are still relatively unexplored. A survey was used to understand and confirm that CBI and all four of its dimensions significantly influence customer loyalty. This means, in the hotel industry, customers tend to look for brands that are distinct from their competitors, have an identity of their own, and close to their values. It was also possible to conclude that the client tends to behave more favorably towards the brand, spreading positive word of mouth and recommending brands that meet CBI conditions.

Selecting which touchpoints to manage for customer loyalty: an empirical analysis in retail banking

2019 ◽  
pp. 39-54
Author(s):  
Marco Ieva ◽  
Cristina Ziliani
Keyword(s):  
Empirical Analysis ◽  
Customer Loyalty ◽  
Online Survey ◽  
Customer Experience ◽  
Retail Banking ◽  
Customer Experience Management ◽  
Moderating Role

Customer Experience develops through a journey of touchpoints. However, little is known on the role of touchpoints in contributing to customer loyalty, which is the final aim of Customer Experience Management. This study provides an examination of the relative and moderating role of frequency and positivity of exposure to more than twenty touchpoints and their interplay in contributing to customer loyalty. An online survey on more than three thousand consumers is run with reference to retail banking. Results show that only a small number of touchpoints is significantly related to customer loyalty. Findings point companies' attention to invest their efforts in managing both the frequency and positivity of specific touchpoints.

Applying Expanded Servicescape to the Hotel Industry

2021 ◽  
pp. 109634802110115
Author(s):  
Seonjeong (Ally) Lee ◽  
Ning-Kuang Chuang
Keyword(s):  
Quality Of Life ◽  
Customer Loyalty ◽  
Physical Environment ◽  
Online Survey ◽  
Hotel Industry ◽  
Holistic Approach ◽  
Environmental Cues ◽  
Practical Implications

The physical environment plays an essential role in customers’ hotel stay experiences. Hotels offer a differentiated atmosphere that creates favorable customers’ evaluations. Based on the significant role of environmental cues, this study investigates the effects of an expanded servicescape on customers’ evaluations, including customer satisfaction, quality of life, and customer loyalty, in the context of the hotel industry. To test the proposed research framework, this study collects data from previous hotel customers and conducts a self-administered, online survey. Findings identified ambience, interactions with employees, authenticity, and fascination positively influenced customers’ satisfaction, which further influenced customer loyalty. Only ambience and fascination positively influenced quality of life, which in turn influenced customer loyalty. Results contributed to the application of expanded servicescape in the hotel context. Results also suggested practical implications of the holistic approach of servicescape in the hotel industry.

scholarly journals We Trust You! A Multilevel-Multireferent Model Based on Organizational Trust to Explain Performance

2021 ◽  
Vol 18 (8) ◽  
pp. 4241
Author(s):  
Marisa Salanova ◽  
Hedy Acosta Antognoni ◽  
Susana Llorens ◽  
Pascale Le Blanc
Keyword(s):  
Organizational Performance ◽  
Social Exchange ◽  
Social Exchange Theory ◽  
Organizational Trust ◽  
Organizational Practices ◽  
Return On Assets ◽  
Top Managers ◽  
Psychological Mechanism ◽  
And Performance

This study tests organizational trust as the psychosocial mechanism that explains how healthy organizational practices and team resources predict multilevel performance in organizations and teams, respectively. In our methodology, we collect data in a sample of 890 employees from 177 teams and their immediate supervisors from 31 Spanish companies. Our results from the multilevel analysis show two independent processes predicting organizational performance (return on assets, ROA) and performance ratings by immediate supervisors, operating at the organizational and team levels, respectively. We have found evidence for a theoretical and functional quasi-isomorphism. First, based on social exchange theory, we found evidence for our prediction that when organizations implement healthy practices and teams provide resources, employees trust their top managers (vertical trust) and coworkers (horizontal trust) and try to reciprocate these benefits by improving their performance. Second, (relationships among) constructs are similar at different levels of analysis, which may inform HRM officers and managers about which type of practices and resources can help to enhance trust and improve performance in organizations. The present study contributes to the scarce research on the role of trust at collective (i.e., organizational and team) levels as a psychological mechanism that explains how organizational practices and team resources are linked to organizational performance.

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