scholarly journals The Role of Retro Brand Experience in Repurchase Intention and Brand Loyalty

2017 ◽  
Vol 6 (2) ◽  
pp. 13-25
Author(s):  
Fatih Pinarbasi ◽  
Ceyda Aysuna Türkyılmaz
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Brand Attitude ◽  
Brand Experience ◽  
Repurchase Intention ◽  
Brand Credibility ◽  
Marketing Activities ◽  
Convenience Sampling ◽  
Transformation Processes

Concepts such as retro marketing, retro branding and nostalgia marketing are important issues that have come to the agenda in recent years in our world, which is undergoing intensive change and transformation processes. The longing for past periods can be an important source of marketing work for the consumer. Few scientific studies have been conducted in Turkey for retro marketing. It is possible to carry out researches on retro marketing and retro branding, to test relations with different concepts and to develop the researches in detailed form. The aim of this study is to determine whether the general hypotheses tested in the literature will have the same effect on brands carrying retro marketing activities. The scales for the concepts in the research were taken from the literature and 401 participants were reached by convenience sampling method. As a result of the study, it was detected that the dimensions of retro brand experience affect the intention of re-purchasing and brand loyalty. It has also been observed that the retro brand experience dimensions also affect the retro brand attitude, retro brand credibility and customer satisfaction. Finally, it has been tested whether retro brand attitude, retro brand credibility, and customer satisfaction concepts affect repurchase intention and brand loyalty. As a result, it has been observed that these concepts affect repurchase intention and brand loyalty.

Direct and indirect effect of brand experience on true brand loyalty: role of involvement

2018 ◽  
Vol 30 (3) ◽  
pp. 725-748 ◽  
Author(s):  
Veeva Mathew ◽  
Sam Thomas
Keyword(s):  
Brand Loyalty ◽  
Affective Commitment ◽  
Brand Experience ◽  
Product Involvement ◽  
Homogeneous Sample ◽  
Content Type ◽  
Brand Credibility ◽  
Product Approach ◽  
The Relationship

PurposeThe purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement.Design/methodology/approachThe variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations.FindingsThe hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups.Practical implicationsThe variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships.Originality/valueThis study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.

scholarly journals Satisfied, but Will They Spread a Word? The Role of Customer Satisfaction at Jamu Café

2018 ◽  
Vol 9 (1) ◽  
pp. 1
Author(s):  
Usep Suhud ◽  
Sheila Maryam Bajunaid
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Model ◽  
Repurchase Intention ◽  
Factor Analyses ◽  
Confirmatory Factor Analyses ◽  
Confirmatory Factor

This research aimed to investigate consumers’ intention to repurchase jamu at Jamu Café. Service quality, customer satisfaction, and Word-of-Mouth (WOM) were selected as the predictor variables. In total, 200 participants who purchased jamu at the café were selected conveniently. Data were analyzed using exploratory and confirmatory factor analyses as well as Structural Equation Model (SEM). As a result, service quality influences customer satisfaction significantly. As customers are satisfied, they do word-of-mouth and repurchase. On the other hand, WOM has an insignificant impact on repurchase intention.

Determinants of Attitudinal Loyalty in Retail Banking

2020 ◽  
pp. 178-197
Author(s):  
Ernest Emeka Izogo
Keyword(s):  
Information Sharing ◽  
Customer Orientation ◽  
Retail Banking ◽  
Brand Attitude ◽  
Marketing Theory ◽  
Attitudinal Loyalty ◽  
Mediating Role ◽  
Positive Effects ◽  
Brand Credibility

This paper tests a conceptual model by drawing on the relationship marketing theory and the brand attitude literature. Two specific research aims were explored. First, the authors tests the mediating role of brand credibility in the relationships between its antecedents and attitudinal loyalty. Second, the moderating role of satisfaction in the relationships between information sharing, customer orientation and brand credibility were explored. Quantitative data generated from 332 experienced users of banking services in Nigeria formed the final database. The study contributes to brand attitude literature and loyalty theory by demonstrating that over and above the simple significant positive effects of information sharing, customer orientation, and brand credibility on attitudinal loyalty, brand credibility transmits the effects of information sharing and customer orientation onto attitudinal loyalty.

The Role of Brand Loyalty on CRM Performance

2015 ◽  
pp. 413-446 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Customer Satisfaction ◽  
Customer Relationship Management ◽  
Brand Loyalty ◽  
Customer Value ◽  
Relationship Management ◽  
Customer Relationship ◽  
Management Performance ◽  
Business Goals ◽  
Positive Effect

This chapter introduces the framework and causal model of customer value, customer satisfaction, brand loyalty, and customer relationship management performance in terms of the innovative manufacturing and marketing solutions. It argues that dimensions of customer value, customer satisfaction, and brand loyalty have mediated positive effect on customer relationship management performance. Furthermore, brand loyalty positively mediates the relationships between customer value and customer relationship management performance and between customer satisfaction and customer relationship management performance. Customer value is positively correlated with customer satisfaction. Understanding the theoretical learning is beneficial for organizations aiming to increase customer relationship management performance and achieve business goals.

scholarly journals Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop)

2018 ◽  
Vol 31 ◽  
pp. 11001 ◽  
Author(s):  
Aries Susanty ◽  
Aprilia Tresnaningrum
Keyword(s):  
Data Processing ◽  
Brand Loyalty ◽  
Value Congruence ◽  
Social Benefit ◽  
Partial Least Square ◽  
Brand Experience ◽  
Product Involvement ◽  
Brand Identification ◽  
The Relationship

This study has several purposes. First, this study aims to investigate the effect of consumer–brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI). We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS) method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

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