Brands Loyalty

Over the last couple of decades, the mobile communication companies have been growing rapidly and it plays a major role in the emerging economies that can't be underestimated. This study was conducted to better understand the factors that lead to brand loyalty in the Egyptian mobile retail industry as an example of an emerging economy. Based on the literature review and an exploratory study a conceptual framework was proposed that was tested using a quantitative technique. It was launched with 245 responses to test the hypothesis using SPSS tool. The findings of the research showed that Brand Trust, Customer Satisfaction, Brand Affect, and Resale Value are determinants of Brand Loyalty. The outcomes of this study will help in better understanding the determinants of brand loyalty and can be used by marketers to know how to create loyalty of the Egyptian consumers to the multinational brands in the mobile retail market.

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The Effect of the Relationship of Brand Trust and Brand Affect on Brand Performance: An Analysis from Brand Loyalty Perspective (A Case of Instant Coffee Product in Indonesia)

SSRN Electronic Journal ◽

10.2139/ssrn.925169 ◽

2006 ◽

Author(s):

Rizal Edy Halim

Keyword(s):

Brand Loyalty ◽

Brand Trust ◽

Brand Performance ◽

Instant Coffee ◽

Brand Affect ◽

Relationship Of ◽

The Relationship

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Factor model of social media marketing effect on brand loyalty

SHS Web of Conferences ◽

10.1051/shsconf/20196504011 ◽

2019 ◽

Vol 65 ◽

pp. 04011

Author(s):

Olga Chubukova ◽

Iuliia Kostynets ◽

Igor Ponomarenko ◽

Nataliia Rallie ◽

Yuliia Zymbalevska

Keyword(s):

Social Media ◽

Direct Effect ◽

Brand Loyalty ◽

Theory And Practice ◽

Marketing Communications ◽

Social Media Marketing ◽

Future Research ◽

Marketing Theory ◽

Brand Trust ◽

Brand Affect

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.

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The mediating impact of customer satisfaction in relation of brand equity and brand loyalty

South Asian Journal of Business Studies ◽

10.1108/sajbs-03-2019-0046 ◽

2019 ◽

Vol 9 (1) ◽

pp. 62-87 ◽

Cited By ~ 2

Author(s):

Sonia Kataria ◽

Vinod Saini

Keyword(s):

Customer Satisfaction ◽

Brand Equity ◽

Brand Loyalty ◽

Oral Care ◽

Perceived Value ◽

Perceived Quality ◽

Brand Trust ◽

Content Type ◽

Relationship Of ◽

The Relationship

Purpose The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral care segment with special reference to Delhi and connecting areas. Design/methodology/approach For achieving the objective of this study, the theoretical model was tested through structural equation modelling. Research scales from the literature were modified for suitability. Data were collected from 250 respondents. Findings The results indicate that for the oral care segment, customer satisfaction is significantly related to the perceived quality, brand trust, perceived value of cost and lifestyle congruence. Moreover, customer satisfaction partially mediates the relationship of perceived quality and perceived value of cost with brand loyalty, whereas it fully mediates the relationship of lifestyle congruence and brand trust with brand loyalty. Thus, even for low-involvement products, consumer purchases are based on the attributes of the brand rather than being merely habitual. Originality/value The literature supports the direct influence of brand equity on brand loyalty. However, no other study has investigated the mediating role of customer satisfaction on the relationship between brand equity and brand loyalty for low-involvement products.

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Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty

AFRICAN JOURNAL OF BUSINESS MANAGEMENT ◽

10.5897/ajbm11.2380 ◽

2011 ◽

Vol 5 (30) ◽

Author(s):

Artyom Shirin

Keyword(s):

Customer Satisfaction ◽

Brand Loyalty ◽

Brand Trust ◽

Variety Seeking

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The Relationships among Brand Assets, Customer Satisfaction, Brand Trust, and Brand Loyalty related to Golf Products

10.20498/eajbe.2019.7.3.75 ◽

2019 ◽

Vol 7 (3) ◽

pp. 75-81

Author(s):

Jae-Min Lee

Keyword(s):

Customer Satisfaction ◽

Brand Loyalty ◽

Brand Trust

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The impact of brand trust on brand loyalty mediated by customer satisfaction: Case of Tokobagus.com (now OLX.co.id)

Journal of administrative and business studies ◽

10.20474/jabs-1.1.2 ◽

2015 ◽

Vol 1 (1) ◽

Cited By ~ 2

Keyword(s):

Customer Satisfaction ◽

Brand Loyalty ◽

Brand Trust ◽

The Impact

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

10.31219/osf.io/n2sz3 ◽

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.

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