scholarly journals The Millennials: Insights to Brand Behavior for Brand Management Strategies

2018 ◽  
Vol 9 (3) ◽  
pp. 1
Author(s):  
Babijtchouk Olga ◽  
Dames D. David ◽  
Gehan S. Dhameeth ◽  
Sleezer Adam ◽  
Smith Elliott
Keyword(s):  
Generation X ◽  
Brand Loyalty ◽  
Online Survey ◽  
Partial Correlation ◽  
Brand Management ◽  
Management Strategies ◽  
International College ◽  
Data Points ◽  
Brand Resonance ◽  
The Relationship

Millennial generation has surpassed generation X and Baby Boomers in terms of population (market) size and standout to be the largest market segment. This demographic change will undoubtedly be an opportunity for marketing and brand managers to reach, acquire, and retain Millennial market to achieve organizational profitability. Prior research has not been successful to provide a detailed understanding of Millennials and their degree of brand loyalty over prior generations. In this article, the authors used Kevin Lane Keller’s work (Brand Resonance Pyramid 2009) to test the degree of brand loyalty of Millennials over prior generations and the degree of brand resonance that predicts the brand loyalty while this relationship is moderated by the generation. In addition, they determined how the elements of the brand pyramid relate to each other. In this study, the authors administered an online survey using SurveyMonkey to reach local (US) and international college/university respondents (n=267) age 18 years and above. The survey was administered using a questionnaire (46 data points). Linear Regression and Partial Correlation were used for analysis. The authors find that Millennials and Generation X/Boomers are not significantly different in terms of brand loyalty, brand resonance is a strong positive predictor for brand loyalty, and finally, the relationship between brand resonance and brand loyalty is weaker for Millennials than for Generation X/Boomers.

scholarly journals Relationship Between Millennials and Brand Loyalty: Mediating Brand Loyalty Factors

2017 ◽  
Vol 5 (3) ◽  
pp. 223
Author(s):  
Dhameeth, S. Gehan ◽  
Ochi, Yamamoto
Keyword(s):  
Root Mean Square ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Management Strategies ◽  
Second Phase ◽  
Mean Square ◽  
Root Mean Square Residual ◽  
Mediating Factors ◽  
The Relationship

<p><em>The purpose of this study is to identify factors (brand elements) that mediate between Millennials and brand loyalty, and to test a theoretical model that includes these mediating factors in describing the relationship between millennials and brand loyalty. The study focused on the key factors that we identified and hypothesized to mediate the relationship between millennials and brand loyalty. The quantitative study surveyed two hundred and fifty-three (n=253) respondents randomly drawn. Structural Equation Modelling (SEM) was used to test a model of the relationship between the mediating factors, millennials and brand loyalty. All model fit parameters were well within acceptable bounds. The Comparative Fit Index (CFI) was 0.999, Root Mean Square Error of Approximation (RMSEA) was 0.018, and Standardized Root Mean Square Residual (SRMR) was 0.022. However, we believe that the model is over-fitting the data, and this is not surprising given that there are 22 variables and 253 data points. These results show promise, but require further investigation in a second phase of the inquiry. This study limited itself to surveying millennials, brand loyalty, and the seven mediating factors we identified and hypothesized to play a role in mediating between them. Based on this study, brand management strategies are proposed.</em><em></em></p>

The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Halil Erdem Akoglu ◽  
Oğuz Özbek
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Content Type ◽  
Sports Industry ◽  
Brand Resonance ◽  
Positive Direct ◽  
The Relationship

PurposeAdopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.Design/methodology/approachThis article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.Practical implicationsThe findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.Originality/valueIt reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

scholarly journals Mindsets Predict Physical Activity and Relate to Chosen Management Strategies in Individuals with Knee Osteoarthritis

2021 ◽  
Author(s):  
Melissa A. Boswell ◽  
Kris M. Evans ◽  
Sean R. Zion ◽  
Danielle Z. Boles ◽  
Jennifer L. Hicks ◽  
...  
Keyword(s):  
Physical Activity ◽  
Knee Osteoarthritis ◽  
Online Survey ◽  
Management Strategies ◽  
The Elderly ◽  
Activity Level ◽  
Activity Levels ◽  
Group A ◽  
Test Retest Reliability ◽  
The Relationship

Objectives. We compared mindsets about physical activity among those with and without knee osteoarthritis and investigated if these mindsets relate to physical activity level and symptom management. Methods. Participants with (n=150) and without (n=152) knee osteoarthritis completed an online survey at study enrollment (T1). Participants with knee osteoarthritis repeated the survey three weeks later (T2; n=62). The mindset questionnaire, scored from 1-4, assessed the extent to which individuals associate the process of exercising with less appeal-focused qualities (e.g., boring, painful, isolating, and depriving) vs. appeal-focused (e.g., fun, pleasurable, social, and indulgent) versus. Using linear regression, we examined the relationship between mindset and having knee osteoarthritis, and, in the subgroup of participants with knee osteoarthritis, the relationship between mindset at T1 and physical activity (via the Physical Activity Scale for the Elderly) at T2. We also compared mindsets between those who use medication for management and those who use exercise. Results. A less appeal-focused mindset regarding physical activity was marginally associated with having knee osteoarthritis (β=-0.125, P=0.096). Within the knee osteoarthritis group, a more appeal-focused mindset predicted higher future physical activity (β=20.68, P=0.039), controlling for current physical activity, demographics, and health. Individuals that used exercise with or without pain medication or injections had more appeal-focused process mindsets than those who used medication or injections without exercise (P<0.001). Further, the process mindset inventory demonstrated strong internal consistency (α=0.92 at T1 for n=150 and α=0.92 at T2 for n=62) and test-retest reliability (ICC>0.841, P<0.001) within the knee osteoarthritis population. Conclusion. In individuals with knee osteoarthritis, mindsets predict future physical activity levels and relate to an individual's management strategy. Mindsets are a reliable and malleable construct and may be a valuable target for increasing physical activity and improving adherence to rehabilitation strategies involving exercise among individuals with knee osteoarthritis.

scholarly journals Impact of Relationship Marketing Variables on Brand Resonance: Mediating Role of Brand Attitude

2019 ◽  
Vol 9 (2) ◽  
pp. 2084-2089
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Main Tool ◽  
Brand Attitude ◽  
Influential Factor ◽  
Conflict Handling ◽  
Marketing Variables ◽  
Brand Resonance ◽  
The Impact ◽  
The Relationship

Relationship Marketing has got its values strongly rooted in business and market place right from the year 1983. It is the core sphere of operation for all kinds of trade and no organization overlooks this concept. Holding this importance of Relationship Marketing as a core idea, the study aims at discerning the impact of Relationship Marketing Variables on Brand Resonance. Brand Resonance is yet another dominant state of psychological connect which every company would like to establish with the customers. The Relationship Marketing Variables Trust, conflict handling, empathy and Satisfaction are considered for the analysis. Brand Loyalty, Brand Community, Brand Engagement and Brand Attachment are the variables of Brand Resonance. Focusing on the relationship marketing variables that contributes towards high brand resonance would enable companies to contemplate on these profit enabling areas that eventually leads to a sustenance growth for the organization. Indian Shopping Websites has been given the prime importance in this study and data has been collected from 515 users of these websites. Multiple regression is employed as a main tool to examine the influential effect and for mediation analysis. The mediating effects of brand attitude over brand resonance is also examined in this study. Drifting from the traditional view of customer satisfaction influencing Brand Loyalty, this study has found Empathy as the most influential factor on Brand Resonance followed by Conflict handling and Trust. Brand Attitude strongly mediates the relationship between relationship marketing dimensions and Brand Resonance.

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.

scholarly journals Trust, religiosity, and relationship marketing: a conceptual overview of consumer brand loyalty

2017 ◽  
Vol 12 (3) ◽  
pp. 320-339 ◽  
Author(s):  
Rula M. Al Abdulrazak ◽  
Ayantunji Gbadamosi
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Brand Management ◽  
Content Type ◽  
Relationship Model ◽  
Role Of Religion ◽  
The Relationship ◽  
Considerable Depth ◽  
Brand Preferences

Purpose Over the years, a considerable depth of research has established the link between trust, commitment and relationship marketing and its relevance to consumers’ brand preferences. Nonetheless, there is a dearth of research on how they are linked to religiosity. Accordingly, this paper aims to address the palpable gap. Design/methodology/approach This paper is conceptual and draws from the eclectic review of the extant literature that revolves around the key themes associated with the topic. Findings The paper emphasises the significance of trust and religiosity in consumers’ commitment to specific market offerings and brands which invariably strengthen relationship marketing. A model entitled Brand-faith Relationship model (BFR) is proposed to understand brand positioning in the marketplace in relation to faith. With this model, a four-category typology of brand position scenarios is suggested in this paper. Passive brand-faith relationship, faith trust established in the absence of brands, brand loyalty without any faith associations and brand loyalty, with positive brand-faith relationship. Practical implications This paper has significant implications for brand management in relation to segmentation, targeting and the positioning of brands in the marketplace. It also raises marketers’ consciousness on the potency of trust embedded in consumers’ faith/religiosity in their brand preferences. Originality/value This paper explores the concepts of trust and consumers’ brand choices within the relationship marketing literature vis-à-vis the role of religion, which is rarely examined.

scholarly journals Brand Authenticity as a Mediator of Relationship Between Self-Congruity and Consumer Loyalty

2021 ◽  
Vol 4 (1) ◽  
pp. 35-42
Author(s):  
Susilo Hidayat ◽  
Farida Agus Setiawati
Keyword(s):  
Brand Loyalty ◽  
Online Survey ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Consumer Loyalty ◽  
Cross Sectional ◽  
Brand Authenticity ◽  
Effect Hypothesis ◽  
The Relationship ◽  
Coffee Shops

This study investigates the effect of brand authenticity as a mediator of self-congruity relationships on coffee shops consumer loyalty. Data obtained by cross-sectional method with convenience/accidental sampling through an online survey platform. Four hundred thirty responses (44.4% male) were collected from consumers of various brands of coffee shops located in DIY. The mediation effect hypothesis was tested using a bootstrapping approach and additional analysis of the causal step approach using the Sobel test. Self-congruity and brand authenticity have a positive effect on brand loyalty. There is a partial mediating effect produced by brand authenticity on the relationship between self-congruity and brand loyalty. Consumers' consideration to be loyal to the brand is not only based on the suitability of their self-concept with the brand image/brand users image (self-congruity), but also the brand's authenticity.

scholarly journals Brand Loyalty at Smartphones Market: Linking Between Brand Passion, Hedonic and Utilitarian Values

2020 ◽  
pp. 274-284
Author(s):  
Tolga Yalçıntekin ◽  
Metin Saygılı
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Influence ◽  
Study Data ◽  
General Situation ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
Study Results ◽  
The Relationship

This paper summarizes the arguments and counterarguments within the scientific discussion on the factors that influence consumers' brand loyalty to smartphone brands. The main aim of the study is to analyze the relationship between hedonic value, utilitarian value, brand passion, and brand loyalty based on consumers' loyalty at the smartphones market. Accordingly, the study focuses on brand loyalty as a consequence of brand passion and reveals it in a holistic framework as it emphasizes the direct relationship between the two variables. In this context, this study is different from others in literature in a way that it focuses on smartphones, which are at the upper ranks of the technological product category. The fact that this study only deals with mobile phones makes it different and essential as studies on electronic and technological products often focus on the general situation. Researchers used positivist research as a quantitative research design in this study, which deals with factors that influence brand loyalty to smartphone brands. The study universe involves 18-year-old and older consumers with a purchase capacity. In this context, the study sample comprises smartphone users at or over the age of 18. The conceptual model and associated hypotheses are tested with a sample of 330 consumers. Researchers collected the study data with a convenience sampling method with the help of an online survey. In the study, data were analyzed through structural equation modelling. The results demonstrate strong relationships between the two antecedents (hedonic value and utilitarian value) and brand passion and between brand passion and its consequence (brand loyalty). Study results indicate that hedonic value (β=0,506; p<0,001) and utilitarian value (β=0,202; p<0,001) have a positive influence on brand passion. Study results also show that brand passion (β=0,683; p<0,001) has a positive influence on brand loyalty. On the other hand, the study also reveals that brand passion mediates the relationship between hedonic and utilitarian value and brand loyalty. Study results point out that hedonic value, utilitarian value, and brand passion have a positive influence on the development of consumers' loyalty to smartphone brands. Keywords brand loyalty, brand passion, hedonic value, smartphone, utilitarian value

scholarly journals Relationship Between Sexual Assault and Development of Eating Disorders in Domestic and International College Women [Miami University]

2019 ◽  
Author(s):  
Jessica Lauren Cefalo ◽  
Rose Marie Ward
Keyword(s):  
Eating Disorders ◽  
Anorexia Nervosa ◽  
Sexual Assault ◽  
Mortality Rate ◽  
College Women ◽  
Online Survey ◽  
Older Students ◽  
Miami University ◽  
International College ◽  
The Relationship

One in four women will experience some form of sexual assault in their lifetime and 0.3-1% of women will experience anorexia nervosa in their lifetime (Hoek, 2006). Compared to other psychiatric disorders, anorexia has been found to have the highest mortality rate (Morris, 2007). Anorexia nervosa has a mortality rate of 10% (Insel, 2012). Additionally, college women seem to be at great risk for both eating disorders and experiencing sexual assault. While a few studies examine the relationship between eating disorder behavior and sexual assault, it is unclear if this risk is different across year in school and for those who are members of sororities. The objective of this study is to extend the literature by examining some groups who might be at higher or lower risk for both sexual assault and disordered eating. Given the higher rates of eating disorders and sexual assault, college women will be the focus of the current study. An anonymous online survey with census sampling was used to obtain the data for this study. It was only distributed to college students around the ages of 18-22. Data collection is ongoing. It is hypothesized that members of sororities and older students will have higher rates of both behaviors. Interventions can utilize the results of this study to target students who might be at a particularly higher risk. Implications will be discussed.

scholarly journals Research on the Influence Mechanism of Joint Promotion on the Loyalty of the Main Brand

2018 ◽  
Vol 13 (7) ◽  
pp. 222
Author(s):  
Sartova Zhamilya 
Keyword(s):  
Brand Loyalty ◽  
Brand Management ◽  
Living Standards ◽  
Business Managers ◽  
Marketing Manager ◽  
Theoretical Concepts ◽  
The Past ◽  
Similar Product ◽  
Management Method ◽  
The Relationship

As the economy of commodities continues to grow, people's living standards continue to increase, and the choice of turntables they face is also more abundant. The competition for businesses around the terminal market has become intense and fierce. The number of brands, the fierce market Jinzheng, the increase in similar product readings, and the increase in consumer choices, have also led to the continuous promotion of various promotions by various merchants.Effective control loyalty management method for a marketing manager is very important, but in the past literature I have not been able to study brand loyalty stand in the perspective of business managers. So to put it plainly that the current research on the support of brand loyalty management methods - the relationship between brand management behavior and brand loyalty - is a blank area, and few scholars have conducted in-depth research. In such a situation, it directly leads the managers of the company to have a full grasp of brand loyalty. In interviews with corporate brand managers, the authors found that brand managers really lack knowledge in this area and urgently need brand loyalty management methods. This article mainly studies the mechanism of the joint marketing promotion on the loyalty of the main brand. First of all, it summarizes the background significance of the research and the research status at home and abroad, and then explains the related theoretical concepts. Then it studies the concept, characteristics, and influencing factors of joint promotion, finally analyzes the ways of building brand loyalty, and proposes related strategies. 

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