Loyal Customer Behaviors: Identifying Brand Fans

2018 ◽  
Vol 46 (8) ◽  
pp. 1285-1303 ◽  
Author(s):  
Seong Ho Lee ◽  
Kyung Sik Jung
Keyword(s):  
Cluster Analysis ◽  
South Korea ◽  
Analysis Of Variance ◽  
Brand Loyalty ◽  
Business Administration ◽  
Marketing Program ◽  
Self Image ◽  
Loyal Customer ◽  
Image Congruence ◽  
Article Study

Using concepts of self-image congruence and involvement, we investigated whether existing customers can be considered brand fans and, if so, how to determine the behavior of brand fans in various situations. Participants were 180 students in a business administration marketing program in South Korea with strong brand loyalty. Cluster analysis was conducted using a 2 (high vs. low self-image congruence) × 2 (high vs. low involvement) analysis of variance and paired t tests were used to identify brand fans through fanship and switching intentions (Study 1). Then we investigated how participants' minds changed after being exposed to a negative article (Study 2) and a competitor's aggressive marketing (Study 3). We found that fans do exist for commercial brands and that, as assumed, image congruence and involvement are critical constructs. These results suggest that consideration of image congruence and involvement is necessary for businesses to secure and foster brand fans.

Cometh self-image congruence: a cross-cultural study

2017 ◽  
Vol 29 (3) ◽  
pp. 538-552 ◽  
Author(s):  
Shih-Tung Shu ◽  
Stephen Strombeck
Keyword(s):  
South Korea ◽  
Brand Preference ◽  
Research Subjects ◽  
Content Type ◽  
Global Brands ◽  
Product Categories ◽  
Self Image ◽  
Image Congruence ◽  
Asian Consumers ◽  
Cultural Similarity

Purpose Prior research has clearly shown that ethnocentric consumers favor local brands. However, consumers also strongly favor local and global brands which reinforce their desired self-images. The purpose of this paper is to examine how self-image congruence (SIC) mediates the effect of consumer ethnocentrism (CE) on local brand preference (LBP). Design/methodology/approach This study empirically tested the proposed mediation model across three countries (Taiwan, South Korea and Japan) using ten brands from two very different product categories (beer and personal computers). Research subjects were randomly selected and placed into one of four groups for each of these countries. Subjects in these groups were asked to compare well-known domestic and global brands which were either culturally similar or culturally dissimilar. Findings CE significantly impacted LBP among Taiwan, South Korea and Japan college-aged consumers but this impact was limited. SIC, however, had a powerful influence on LBP for these consumers. The cultural similarity and relative necessity of brand choices had almost no effect on the results. Research limitations/implications Researchers and practitioners need to more fully understand the contingencies Asian consumers use in selecting local brands. Under some scenarios, CE may not be a reliable predictor of local brands preference. Originality/value This is one of the first studies to demonstrate the influential role of SIC among consumers from collectivistic cultures.

scholarly journals Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

2021 ◽  
Vol 13 (20) ◽  
pp. 11413
Author(s):  
Heather Markham Kim ◽  
Kisang Ryu
Keyword(s):  
Brand Loyalty ◽  
Positive Influence ◽  
Brand Attitude ◽  
Social Self ◽  
Ideal Self ◽  
Brand Attachment ◽  
Self Image ◽  
Image Congruence ◽  
Coffee Shops

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and 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.

Direct and indirect effects of self-image congruence on brand loyalty

2006 ◽  
Vol 59 (9) ◽  
pp. 955-964 ◽  
Author(s):  
Frank Kressmann ◽  
M. Joseph Sirgy ◽  
Andreas Herrmann ◽  
Frank Huber ◽  
Stephanie Huber ◽  
...  
Keyword(s):  
Brand Loyalty ◽  
Indirect Effects ◽  
Direct And Indirect Effects ◽  
Self Image ◽  
Image Congruence

scholarly journals How Self-Image Congruence Impacts Customer Satisfaction in Hotels

2006 ◽  
Vol 11 (5) ◽  
pp. 311-318 ◽  
Author(s):  
Hugh Wilkins ◽  
Bill Merrilees ◽  
Carmel Herington
Keyword(s):  
Customer Satisfaction ◽  
Self Image ◽  
Image Congruence
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