Brand experience and brand loyalty: is it a matter of emotions?

Mostafa, Rania B.; Kasamani, Tamara

doi:10.1108/apjml-11-2019-0669

Cited by 136 publications

(178 citation statements)

References 69 publications

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“…In this research, loyalty is presumed to be a post-purchase intention to repurchase from the luxury fashion brand category. This is in contrast to most researchers, who tacitly relate loyalty to a particular brand and measure loyalty as a high repurchase intention of the same brand (Mostafa and Kasamani, 2021;Yi and La, 2004). In addition to being related to a specific brand, however, loyalty also can be related to similar unique values shared among certain brands.…”

Section: Affectionmentioning

confidence: 77%

“…While knowledge was proposed to have indirect impacts on purchase and loyalty in the extended HOE model, Esch et al (2006) noted that knowledge also had direct effects on purchase and loyalty. In addition, Mostafa and Kasamani (2021) revealed that affection had a significant positive impact on loyalty. Based on previous literature, the direct relationships between knowledge and purchases, knowledge and loyalty, and affection and loyalty also are controlled in this study.…”

Section: Affectionmentioning

confidence: 99%

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Luxury brands join hands: building interactive alliances on social media

Zhang

Zhao

Cude

2021

JRIM

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PurposeThis study, which is based on the extended hierarchy of effects (HOE) model, aims to examine whether social media interactions with one or more luxury brands can affect consumers' knowledge of, affection for and purchases of as well as loyalty to luxury fashion brands as a category.Design/methodology/approachSoJump (a leading data collection company in China) launched an online survey to collect data from Chinese luxury fashion brand consumers. Structural equation modeling (SEM) was conducted to analyze data from the random sample of 308 Chinese luxury fashion brand consumers.FindingsThe findings of this study demonstrated that social media interaction had direct positive influences on three stages of the luxury fashion brand decision-making process – knowledge, affection and loyalty – but not purchases. The results also empirically confirmed that consumers' response to social media interaction follows the cognition-affect-conation sequential process presented in the HOE model.Practical implicationsThis study not only provides a new perspective for researchers to investigate the impacts of interactive social media marketing on purchase decision-making in the luxury fashion brand category but also underpins the importance of building interactive alliances for luxury brands to increase consumers' knowledge of, affection for, purchases in and loyalty to the luxury fashion brand category.Originality/valueThis study is among the first to investigate whether social media interactions with luxury fashion brands as a category influence consumers' knowledge of, affection for and loyalty to that category. In addition, this study is the first attempt to explore whether social media interactions can directly influence consumers' luxury fashion brand purchases.

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Section: Affectionmentioning

confidence: 77%

Section: Affectionmentioning

confidence: 99%

Luxury brands join hands: building interactive alliances on social media

Zhang

Zhao

Cude

2021

JRIM

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show abstract

“…A decision to purchase in B2C is more emotional than rational, a reason why compa-nies are putting big efforts on their marketing communication strategy, trying to include elements such as "influencers, pricing, merchandising tricks" (R ėklaitis and Pilelien ė 2019). It has been shown that customers prefer to collect strong positive memories rather than objects (Mostafa and Kasamani 2021), hence, organizations are using experiential marketing to create a strong multisensory experience by understanding the change in customers' needs and expectations. After experiencing a marketing touchpoint, it is very likely to appear changes in customer behavior, analyzing the new perceptions of consumers being crucial for designing new experiential marketing campaigns (Aronne 2009).…”

Section: Experiential Marketing In the Business-to-consumer (B2c) Fieldmentioning

confidence: 99%

Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges

Urdea

Constantin

2021

JRFM

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Consumer needs change over time as a result of the fast-paced advancement in technology and the induction of the Internet, expansion that leads to a difficulty for brands to adapt their marketing promotion strategy and trying to remain innovative and effective at meeting their consumers’ expectations. This research investigates what effect experiential marketing campaigns have on both customers’ perception and business outcomes, aiming to develop a deeper understanding of experiential marketing, its challenges, and benefits, to understand customers’ reactions to experiential touchpoints, to explore what type of technology increases experiential perceived value, and to envisage the evolution of experiential marketing strategy. To capture all the important facets of the research objectives, an exploratory survey based on the voices of 31 marketing experts from all around the world was applied. By identifying the key drivers of experiential marketing campaigns in a hybrid setting, the present study highlighted the important role that experiential marketing has as a communication strategy, offering additional insights to marketing specialists on the experiential marketing implementation steps. A theoretical framework of the steps needed to put into practice an experiential marketing strategy was proposed.

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“…Brand attachment-satisfaction relationship positively influence customer continuance intention (Li & Fang, 2019). Through brand affection, brand passion, and self-brand connection, experiential brands can build sustainable customer loyalty to their brand (Mostafa & Kasamani, 2020).…”

Section: Brand Attachment and Customer Loyaltymentioning

confidence: 99%

Loyal Customers are Attached to Brands. Is this True? What is the Role of Customer Equity and Customer Trust?

B¹,

F²

2021

Marketing and Branding Research

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Gaining customer loyalty is key to achieving repeated purchases that have ripple effects on sale revenue, market penetration, and profitability for firms. Can brand attachment guarantee customers' loyalty? Based on the assumptions of the theory of customer equity, the study evaluated the interactions of brand attachment, customer loyalty, customer equity, and customer loyalty, focusing on Nigeria's telecommunication industry. A survey-based approach to research with 1,035 active subscribers of five telecommunication companies in Nigeria was examined. Regression analysis was used to test the four-way hypotheses formulated in the study. Overall, the result showed that brand attachment had a positive and significant effect on customer loyalty. However, the link between brand attachment and customer loyalty was explained through customer trust to suggest a full mediation effect. Further analysis revealed that customer trust explained significant variation in customer equity. The study concluded that customer trust is a critical factor in achieving the benefit of brand attachment and customer equity. The study recommended that the management of the telecommunication companies in Nigeria invest significant resources to secure their customers' trust and adhere to the dimension of value, brand, and relationship equity given their concomitant effect on customer satisfaction and loyalty.

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Brand experience and brand loyalty: is it a matter of emotions?

Cited by 136 publications

References 69 publications

Luxury brands join hands: building interactive alliances on social media

Luxury brands join hands: building interactive alliances on social media

Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges

Loyal Customers are Attached to Brands. Is this True? What is the Role of Customer Equity and Customer Trust?

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