The Effects of Human Brand Attractiveness on Human Brand Trust, Human Brand Attachment, and Human Brand Loyalty

2021 ◽  
Vol 31 (5) ◽  
pp. 57-70
Author(s):  
Yang Yu ◽  
Jung-Hee Kim
Keyword(s):  
Brand Loyalty ◽  
Brand Trust ◽  
Brand Attachment ◽  
Brand Attractiveness

Unpacking brand loyalty in retailing: a three-dimensional approach to customer–brand relationships

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mbaye Fall Diallo ◽  
Jean-Louis Moulins ◽  
Elyette Roux
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Three Dimensional ◽  
Customer Relationships ◽  
Brand Trust ◽  
Brand Identification ◽  
Brand Relationships ◽  
Brand Attachment ◽  
Content Type ◽  
Specific Relationship

PurposeDespite the numerous works on multifaceted relationships between customers and brands, such relationships remain complex and poorly understood in retailing. This research analyses the direct effects of brand images (hedonic, symbolic and functional) on three specific relationship variables (brand trust, brand attachment and brand social identification). It also investigates their indirect effects on three types of loyalty (cognitive, affective and normative) in retailing.Design/methodology/approachThis paper is based on quantitative research involving 417 respondents. It uses structural equation models to test relevant research hypotheses.FindingsThe results show that hedonic brand image affects brand attachment, while functional brand image influences brand trust. Symbolic brand image has similar effects on the three relationship variables (attachment, trust, identification). Moreover, the relationships between brand image dimensions and brand loyalty types are positively mediated by attachment, trust and brand identification. Therefore, the authors highlight a more complex process in customer–brand relationships than previously thought.Research limitations/implicationsThis article focusses on the cosmetic retail sector. It would be interesting to empirically test/extend the model in other industries/sectors. Future studies could also include brand attitude in their research model.Practical implicationsTo strengthen affective loyalty, retail managers should focus on both hedonic image and brand attachment (e.g. emphasise the brand personality traits that refer to both affect and hedonism). To develop normative loyalty, they should improve symbolic brand image and facilitate customer brand identification.Originality/valueThis research provides a new three-dimensional model of customer relationships with brands to account for the dynamic nature of customer loyalty in retailing. It shows how three dimensions of brand image (hedonic, functional and symbolic) affect three types of loyalty (affective, cognitive and normative) through the mediation of three specific relationship variables (brand attachment, brand trust and brand identification).

scholarly journals Determinants of Brand Loyalty in the Cola Industry of Pakistan: A Case Study of Pepsi Cola

2019 ◽  
Vol 6 (1) ◽  
pp. 12
Author(s):  
Muhammad Raza ◽  
Reema Frooghi ◽  
Saeed Abbas Shah
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Brand Management ◽  
Brand Personality ◽  
Sampling Technique ◽  
Primary Data ◽  
Future Research ◽  
Brand Commitment ◽  
Brand Trust ◽  
Brand Attachment

The study has been comprehensively designed to understand the influence of customer satisfaction on brand loyalty. Whereas, customer satisfaction with the influence of brand personality as both the rivalry brand has significantly different positioning and personality. However, the study has purposefully incorporate brand attachment, brand trust and brand commitment as determinants of brand personality. Total 503 responses were collected using convenience sampling technique from the consumer market of Karachi, Pakistan. Primary data have been gathered with the help of quantitative five-point Likert scale questionnaire adapted from various past literature. The study has used Covariance-Based (CB) SEM model is used as data analysis method using SPSS-AMOS Version 22. The results showed that brand attachment, brand trust, and brand commitment have positive and statistically high impact on brand personality. Moreover, brand personality affects customer satisfaction positively and significantly. Also, customer satisfaction also showed statistically significant and positive influence on brand loyalty. Therefore, it has been evidently proven that brand attachment, brand trust and brand commitment were constructive determinants of brand personality, whereas, brand personality inclines customer satisfaction that eventually be translated into greater brand loyalty. It further revealed that among brand attachment, brand trust and brand commitment, brand personality was most influenced by brand trust, followed by brand commitment and least influenced by brand attachment. Hence, the companies can profoundly transform their marketing and brand management strategies accordingly for better outcomes. The study also provides some managerial and future research recommendations on the basis of results and findings.

THE EFFECT OF BRAND ATTRACTIVENESS ON BRAND ATTACHMENT: THE MODERATING ROLE OF FLOW EXPERIENCE

2019 ◽  
Vol 2019 ◽  
pp. 427-427
Author(s):  
Xiaolei Yu ◽  
◽  
Kyunghoon Kim ◽  
Shuman Wang ◽  
Chunlin Yuan ◽  
...  
Keyword(s):  
Flow Experience ◽  
Brand Attachment ◽  
Brand Attractiveness ◽  
Moderating Role
Sign in / Sign up

Export Citation Format

Share Document