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.

scholarly journals The Effect of Brand Experience, Brand Personality and Brand Trust on Brand Loyalty

2021 ◽  
Vol 2 (12) ◽  
pp. 861-871
Author(s):  
Howardi Visza Adha ◽  
Wiry Utami
Keyword(s):  
Brand Loyalty ◽  
Survey Methods ◽  
Brand Personality ◽  
Secondary Data ◽  
Total Sample ◽  
Primary Data ◽  
Brand Experience ◽  
Brand Trust ◽  
Simple Regression Analysis ◽  
Positive Effect

This study conducted to determine the effect of brand experience, brand personality and brand trust on brand loyalty. This study is an explanatory research. The method used in this study is a quantitative method using survey methods. The total sample in this study was 150 respondents with the technique of taking with the method of purposive sampling. Primary data in this research is obtained from questionnaires distributed to respondents, while secondary data is data related to the object of research presented by other parties. Data analysis techniques in this study using simple regression analysis. The result of the research shows that: (1) brand experience has positive effect on brand personality, (2) brand experience has positive effect on brand trust, (3) brand personality positive effect on brand loyalty, (4) Brand trust has positive effect on brand loyalty (5) Brand experience has positive effect on brand loyalty.

scholarly journals The Influence Of Brand Experience On Brand Satisfaction, Trust And Attachment In South Africa

2013 ◽  
Vol 12 (10) ◽  
pp. 1303 ◽  
Author(s):  
Richard Chinomona
Keyword(s):  
South Africa ◽  
Brand Management ◽  
Future Research ◽  
Brand Experience ◽  
Brand Trust ◽  
Data Set ◽  
Brand Attachment ◽  
Managerial Implications ◽  
African Context ◽  
Brand Satisfaction

This study examines the influence of consumer brand experience on their brand satisfaction, brand trust and brand attachment in an African context. Five hypotheses are posited and in order to empirically test them, a sample data set of 151 was collected from Gauteng Province of South Africa. The results indicate that brand experience positively influences brand satisfaction, brand trust and brand attachment in a significant way. Drawing from the studys findings, managerial implications are discussed and limitations and future research directions are suggested. By and large, this study immensely contributes new knowledge to the existing body of brand management literature in Africa - a context that is often most neglected by some researchers in developing countries.

scholarly journals The Relationship between Word-of-Mouth, Satisfaction, Trust and Loyalty in Herbal Medicine Industry

2021 ◽  
Author(s):  
Peter Kwasi Oppong ◽  
Adelaide Gyawu ◽  
Clementina Araba Yawson
Keyword(s):  
Herbal Medicine ◽  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Brand Management ◽  
Systematic Sampling ◽  
Brand Trust ◽  
The Impact ◽  
The Relationship

Favourable word-of-mouth, customer satisfaction and trust are essential elements for strengthening customer brand loyalty to gain a sustainable advantage in a competitive market. However, there is a relative scarcity of research on the impact of word-of-mouth and customer satisfaction on brand loyalty through the mediated role of brand trust in the herbal medicine market. Consequently, this research aimed to assess the impact of word-of-mouth and customer satisfaction on loyalty through the mediating role of trust in the herbal medicine market. A survey questionnaire was utilised to obtain empirical data from a sample of 265 customers through systematic sampling strategy. Covariance-based structural equation modelling was employed to examine the hypotheses formulated to achieve the aim of the study. The research established that positive word-of-mouth, satisfaction, and trust significantly impact loyalty in the herbal medicine market. More importantly, the research indicated that the customers` trust partially mediated the impact of word-of-mouth and customer satisfaction on loyalty in the herbal medicine market. Hence, this research contributes to advancing the extant brand management literature by establishing the intervening role of trust in the relationship between word-of-mouth, satisfaction and loyalty in the herbal medicine market. This research further provides a reference point to encourage the practitioners to develop and track the customers` word-of-mouth, satisfaction and brand trust to enhance loyalty in the industry.

Effects of perceived brand authenticity in health functional food consumers

2019 ◽  
Vol 122 (2) ◽  
pp. 617-634
Author(s):  
Jisun Lee ◽  
Lana Chung
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Brand Trust ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Relationship ◽  
The Impact

Purpose The purpose of this paper is to empirically analyze how brand authenticity (BA) as perceived by consumers who take health functional foods (HFF) strengthen the brand relationship quality (BRQ) and positively affects brand loyalty. Design/methodology/approach The five sub-dimensions of BA perceived by HFF consumers, elicited through a focus group interview, were conceptualized as a second-order reflective construct. To identify the influences of the sub-dimensions of BA on each construct of the BRQ and the influence on brand loyalty though mediating BRQ, an empirical analysis was done using partial least squares-based structural equation modeling. Findings All the sub-dimensions of BA positively affect each of the BRQ s (brand satisfaction, brand trust and brand commitment) excepting product authenticity on brand commitment, and originality on brand trust. The impact of BA positively affects brand loyalty by mediating brand relationship qualities. Originality/value It is found that BA is an important antecedent for forming BRQ with consumers in the HFF industry, in which building trust with consumers is important. BA is an important factor in brand management of HFF.

scholarly journals Consumer-Brand Identification and Brand Loyalty: Analysis on Customer Satisfaction and Brand Trust as Mediators

2021 ◽  
Vol 10 (3) ◽  
pp. 283
Author(s):  
Dwike Natalia ◽  
Honey Wahyuni Sugiharto Elgeka ◽  
Anton Johannes Tjahjoanggoro
Keyword(s):  
Data Analysis ◽  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Process Model ◽  
Sampling Technique ◽  
Brand Trust ◽  
Brand Identification ◽  
The Future ◽  
The Relationship

Consumers who have used Apple-branded smartphones have greater probability that they will continue to buy iPhones in the future. This is because customers feel satisfied and have identified the product before making a purchase, creating loyalty for the Apple brand. The purpose of this study is to examine the role of customer satisfaction and brand trust as mediators in the relationship between consumer-brand identification and brand loyalty. Participants in this study consisted of 155 consumers and obtained by using accidental sampling technique. Data analysis used the Hayes Process model 4, which explains that customer satisfaction can act as a mediator in the relationship between consumer-brand identification and brand loyalty, while brand trust cannot act as a mediator. Brand loyalty is not sufficiently formed when consumers can identify the brand well or there is satisfaction with the brand, but rather by the essential emotional bond that makes consumers rely on the brand. However, this has not been fulfilled by the iPhone to make consumers have brand loyalty.

scholarly journals PERAN BRAND LOYALTY SEBAGAI MEDIATOR ANTARA BRAND LOVE DAN BRAND TRUST KONSUMEN USAHA JASA PERJALANAN WISATA

2017 ◽  
Vol 21 (1) ◽  
pp. 55
Author(s):  
Sri Vandayuli Riorini
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Equation Model ◽  
Brand Commitment ◽  
Brand Trust ◽  
Brand Love ◽  
The Relationship ◽  
A Company

Competition in tour & travel in gaining subscribers is increasing in line with the increment of consumer demand for traveling. Brands can be a competitive tool of a company. Research conducted is aimed at analyzing Brand Love, Brand Trust toward the Word of Mouth through Brand Loyalty. A total of 200 respondents in the sample who use the services of tour and travel is selected by using Purposive sampling technique. The method of data analysis applies the Structural Equation Model / SEM. This study finds (1) the positive and direct influence of Brand Love, Brand Trust toward Brand Loyalty, Word of Mouth. (2) Brand Loyalty plays a role in mediating the relationship between Brand Love, Brand Trust with Word of Mouth. (3) The strongest factor affecting the Word of Mouth is the Brand Trust. For further research is recommended to include Brand Commitment as antecedent of Brand Loyalty, and to apply this research to other services categories.

scholarly journals Global Online Entrepreneurship and the Impact of Innovation on Brands

2015 ◽  
Vol 5 (2) ◽  
pp. 90-101 ◽  
Author(s):  
Ipek Krom
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Positive Relationship ◽  
Service Industry ◽  
Customer Relationship ◽  
Future Research ◽  
Brand Trust ◽  
Regression Analyses ◽  
The Impact ◽  
The Relationship

AbstractThe purpose of this paper is to evaluate the significance of innovation driven online entrepreneurship as well as the impact of innovation on brand trust, customer satisfaction and brand loyalty in the extent of service innovations.Global online entrepreneurship was explored on a theoretical basis and correlation and regression analyses were used in order to evaluate the impact of the innovations of Google on brand trust, customer satisfaction and brand loyalty. Furthermore correlation and regression analyses were used in order to find out the relationship between brand loyalty and brand trust and the relationship between brand loyalty and customer relationship in the extent of service industry. The results show a direct and positive relationship between innovation and brand loyalty, a direct and positive relationship between innovation and brand trust and a direct and positive relationship between innovation and customer satisfaction. Furthermore, according to the research findings brand trust and customer satisfaction have a direct and positive relationship with brand loyalty. This research is limited to Google users since it is the most popular search engine worldwide. In this article the impact of innovation on brand trust, customer satisfaction and brand loyalty was evaluated. For future research the impact of innovation on other variables of brand loyalty can be studied.The findings of this study inform the readers about the impact of brand trust, customer satisfaction and brand loyalty on innovation in the extent of service innovations driven by global online entrepreneurship. 

scholarly journals PERAN BRAND TRUST DALAM MEMEDIASI BRAND EXPERIENCE, BRAND PERSONALITY DAN BRAND COMMUNITY TERHADAP BRAND LOYALTY

2018 ◽  
Vol 19 (2) ◽  
pp. 185
Author(s):  
Alifah Ratnawati ◽  
Annisa Ayu Lestari
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Sampling Technique ◽  
Positive Influence ◽  
Brand Experience ◽  
Analysis Tool ◽  
Brand Trust ◽  
Brand Community ◽  
Validity And Reliability ◽  
Convenience Sampling

This study aims to know and analyze the influence of brand experience, brand personalityand brand community to brand loyalty with brand trust as a variable intervening on Oriflameproducts .. The population is the consumer who ever bought the product Oriflame in Semarang,with the number of samples of 100 respondents. The sampling technique used in this researchis convenience sampling or convenience .. The analysis tool is path analysis, where previouslytested the validity and reliability as well as the classical assumption test.Test results show thatbrand experience, brand personality and brand personality proved to have a significant positiveeffect on brand trust and brand loyalty. Brand trusts have a positive influence on brand loyalty.Brand trust can be an intervening variable between brand experience and brand personalitytoward brand loyalty. Brand trust can be an intervening variable between brand communitytowards repurchase meaning higher brand community, the more consumers can strengthenthe understanding of its members due to high trust to Oriflame brand, so that will increasinglyincrease customer loyalty to the brand.Keywords: Brand experience, brand personality, brand community, brand trust brand loyalty

scholarly journals Moderating role of self-congruence: Impact of brand personality on Brand attachment through the Mediating role of Trust

2018 ◽  
Vol 10 (1) ◽  
pp. 13-22
Author(s):  
Asma Amjad ◽  
Fiza Amjad ◽  
Khalid Jamil ◽  
Sharjeel Yousaf
Keyword(s):  
Brand Personality ◽  
Sampling Technique ◽  
Consumer Loyalty ◽  
Brand Trust ◽  
Brand Attachment ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Increasingly companies are focused on searching for ways to create strong brand connections with consumers. It is illustrated that such connections lead to higher levels of consumer loyalty, which increases companies’ financial performance. The main purpose of this study is to explore the impact of brand personality on brand attachment through the mediating role of trust. Also investigate the moderating role of self-congruence on the relationship between brand personality and brand trust.  SPSS 23 is used to analyze the data. Data was collected through survey questionnaire technique and snow-ball sampling technique was used for data collection. Analysis reveal Brand personality have significant and positive relationship with brand trust. On the other side trust significantly enhance the brand attachment. While the results prove that self-congruence have significant moderating effect on the relationship between brand personality and brand trust. 

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