brand identification
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2022 ◽  
pp. 174-189
Author(s):  
Catarina Isabel Andrade Basílio ◽  
Nuno Silva Gustavo

Customer brand identification is described by the customer's perception and feeling about a brand. It brings value and meets the customer's needs. The four drivers of CBI are brand self-similarity, brand social benefits, brand identity, and memorable brand experiences. The purpose of this study is to understand the influence of CBI (and, consequently, its drivers) on customer loyalty and its perception of hotel brands. Although the importance of CBI has already been recognized in some studies, its effects on customer loyalty in the hospitality context are still relatively unexplored. A survey was used to understand and confirm that CBI and all four of its dimensions significantly influence customer loyalty. This means, in the hotel industry, customers tend to look for brands that are distinct from their competitors, have an identity of their own, and close to their values. It was also possible to conclude that the client tends to behave more favorably towards the brand, spreading positive word of mouth and recommending brands that meet CBI conditions.


2021 ◽  
Vol 27 (4) ◽  
pp. 609-621

Based on the convergence of social-identity and theory of reasoned action (TORA), the purpose of this research is to investigate the mediating effect of brand engagement and store image on the relationship between consumer brand identification and purchase intention. The study empirically investigates a theoretical framework developed from literature evidence using partial-least squares (PLS) structural equation modeling (SEM) to test hypotheses. A structured questionnaire, measuring items on a Likert seven scale, was used to collect data from 344 participants among shoppers of famous retail chains in Muscat. The results indicated that store-brand identification (SBI) alone is a weak predictor of purchase intention (PI). The results revealed that brand engagement (BE) and store image (SI) fully mediate the relationship between SBI and PI. Intrinsically, the study serves to enhance the insight into customers’ attitudes towards private-labeled store brands with a focus on the Omani retail market. The findings contribute a valuable insight on retail marketing strategies, and an interpretation into branding literature related to retail marketing and provide an understanding of marketing strategies and guidance for retail store management in Oman both at a strategic and tactical level.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jitender Kumar

Purpose This study aims to examine how brand gender (masculine/feminine brand personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and activation) inside online brand communities (OBCs). The authors also explore the mediation of this effect through brand identification and brand personality appeal (BPA). The moderating role of consumers’ biological sex is also investigated. Design/methodology/approach The theoretical model has been tested with the data collected from OBC members through the structural equation modelling technique. Bootstrapping is used for mediation analysis and multiple group analysis for testing the moderating effects. Findings Results show that masculine brand personality (MBP) influences brand engagement directly, as well as through brand identification and BPA. However, FBP elicits brand engagement only through the mediation of brand identification and BPA. Consumers’ biological sex moderates the effect of FBP on brand engagement, but no moderation was traced for the effect of MBP on brand engagement. Research limitations/implications The context of the research poses a limitation on the broader replication of study findings. Other limitations include the absence of community-based variables and the focused use of gender centric brands in this study. This research will help researchers to understand the nuances in the underlying relationship between brand gender and brand engagement inside OBCs. Practical implications The managers can emphasize MBP but should not downplay the importance of FBP inside OBCs. To achieve brand engagement, the marketers should curate FBP in a way to affecting consumers’ brand identification and brand appeal. To achieve consumer brand engagement, MBP can be targeted at both male and female consumers, whereas FBP holds more importance among female consumers. Therefore, classifying members as per their biological sex is recommended for better brand engagement from brand gender inside OBCs. Originality/value This study explores finer mechanisms in the relationship between brand gender and brand engagement inside OBCs by charting out the powerful mediating role played by brand identification and BPA. The moderating role of consumers’ biological sex is an important dimension to these relationships, not explored hitherto.


2021 ◽  
Vol 5 (6) ◽  
pp. 593
Author(s):  
Benjedid Ismet ◽  
Eko Harry Susanto

This research was conducted to know the effect of value congruity on customer brand identification, brand engagement, and affective brand commitment and its impact on community brand loyalty in using iPhone cell phones. This research was conducted using the path analysis method using the partial least square approach. The research method used is quantitative research. The data collection method used is a questionnaire distributed to 96 people who have purchased products from the Apple brand and used Apple iPhone products at least 2 times. The results showed that value congruity has a significant positive effect on customer brand identification and brand engagement by the community in using iPhone cell phones. Value congruity has a significant positive effect on people's affective brand commitment in using iPhone mobile phones. Brand engagements do not affect community brand loyalty in using iPhone mobile phones, but customer brand identification has a significant positive effect on community brand loyalty in using iPhone mobile phones. And only brand engagement does not mediate the effect of value congruity on community brand loyalty in using iPhone mobile phones. Penelitian ini dijalankan dengan tujuan untuk mengetahui pengaruh value congruity terhadap customer brand identification, brand engagement dan affective brand commitment serta dampaknya pada brand loyalty masyarakat dalam menggunakan telepon genggam iPhone. Penelitian ini dijalankan dengan menggunakan metode analisis jalur menggunakan pendekatan partial least square. Metode penelitian yang digunakan adalah penelitian kuantitatif. Metode pengumpulan data yang digunakan adalah kuesioner yang disebarkan kepada 96 orang yang pernah membeli produk dari brand Apple dan menggunakan produk Apple iPhone setidaknya 2 kali. Hasil penelitian menunjukkan bahwa value congruity berpengaruh positif signifikan terhadap customer brand identification dan brand engagement masyarakat dalam menggunakan telepon genggam iPhone. Value congruity berpengaruh positif signifikan terhadap affective brand commitment masyarakat dalam menggunakan telepon genggam iPhone. Brand engagement tidak berpengaruh terhadap brand loyalty masyarakat dalam menggunakan telepon genggam iPhone, namun customer brand identification berpengaruh positif signifikan terhadap brand loyalty masyarakat dalam menggunakan telepon genggam iPhone. Dan hanya brand engagement yang tidak memediasi pengaruh value congruity terhadap brand loyalty masyarakat dalam menggunakan telepon genggam iPhone.


2021 ◽  
Vol 7 (01) ◽  
pp. 1-12
Author(s):  
Nurul Aini ◽  
Augusty Ferdinand

This study aims to formulate a conceptual model for analyzing several variables on customer engagement and brand loyalty, especially in the fast-moving consumer goods (FMCG) industry. The self-congruence theory used in this study will go through the value of congruity, brand attractiveness, and customer-brand identification. The study uses structural equation modeling with samples of 105 respondents. The result is value congruence has a positive effect on brand attractiveness and customer brand identification. Customer engagement has a positive impact on customer brand identification. Brand attractiveness has a positive impact on customer brand identification and brand loyalty. Also, customer brand identification has a positive effect on brand loyalty.


2021 ◽  
Vol 10 (3) ◽  
pp. 283
Author(s):  
Dwike Natalia ◽  
Honey Wahyuni Sugiharto Elgeka ◽  
Anton Johannes Tjahjoanggoro

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.


2021 ◽  
Vol 1 (2) ◽  
pp. 141-160
Author(s):  
Sudjudi Widia Kurnianingsih ◽  
Sri Vandayuli Riorini

The purpose of this study is to analyze the effect of Consumer-based brand equity on Brand loyalty through Customer satisfaction. This study used purposive sampling data collection techniques. This study was analyzed using the Structural Equation Model (SEM) analysis method. The results of this study indicate (1) The Influence Dimensions of Consumer-Based Brand Equity on Customer Satisfaction, where (1a) Perceived quality has no positive effect on Customer satisfaction; (1b) the Perceived value of cost has a positive effect on Customer satisfaction; (1c) Brand identification has no positive effect on Customer satisfaction; (1d) Trust has a positive effect on Customer satisfaction; (1e) Lifestyle congruence has a positive effect on Customer satisfaction. (2) Customer satisfaction has a positive effect on Brand loyalty. (3) The Influence Dimensions of Consumer-Based Brand Equity on Brand loyalty through Customer Satisfaction, where (3a) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in full; (3b) Customer satisfaction mediates the influence of Perceived value of cost on Brand loyalty in partial; (3c) Customer satisfaction mediates the influence of Brand identification on Brand loyalty in partial; (3d) Customer satisfaction mediates the influence of Trust on Brand loyalty in full; (3e) Customer satisfaction mediates the influence of Perceived quality on Brand loyalty in partial. The advice for further researchers can conduct research on various types of other food and baverage businesses, such as restaurant, bakeries, and cafes.


2021 ◽  
Vol 16 (4) ◽  
pp. 1-10
Author(s):  
Marko van Deventer

While marketing experts agree that brand personality is important for brand identification, there is no evidence of a validated brand-identification-and-personality scale in the context of retail banking in South Africa. To address this literature gap, this study’s purpose was to explain the process used to validate brand identification and personality within the retail-banking context of South Africa. A convenience sample of Generation Y banking consumers was selected, and a descriptive and single cross-sectional research design was followed. Self-administered questionnaires were used as a data collection tool and a sample size was chosen (N = 235). Data analysis entailed descriptive and confirmatory factor analysis. The confirmatory factor analysis results validated brand identification and brand personality in retail banking as a five-factor structure that includes bank identification and brand personality dimensions such as successfulness, sophistication, sincerity and ruggedness. Furthermore, the results of the study indicate the internal consistency and composite reliability of the measurement model, as well as construct, convergent, discriminant and nomological validity. In addition, the measurement model revealed no signs of multicollinearity between the factors, and the model fit index values of IFI, TLI, CFI, SRMR and RMSEA showed a good fitting model. This study concluded that this five-factor model is a reliable and valid instrument of brand identification and personality in retail banking and is the first validated brand-identification-and-personality scale within the retail-banking context of South Africa.


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