Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features

Abstract

Consumers may be attracted to superficial functionality and design, but they may easily switch brands when another company’s product/service with higher functionality and a more fashionable design appears. If consumers remain loyal to a brand, it is because they understand, sympathize with, and value the brand’s concept. However, few studies have focused on brand concept as a factor of loyalty. Therefore, this study verified the influence of the brand concept on repurchase intention. Through multiple regression analysis of Apple MacBook Pro, Dyson Big Ball, Nintendo Switch, Facebook, Starbucks, and Tokyo Disney Resort users in Japan, the first hypothesis—consumers who recall a brand concept are more likely to have repurchase intention than those who recall specific features when asked about brand attractiveness—was supported. Furthermore, Fisher’s exact test supported a second hypothesis—consumers with high loyalty maintain high-level construal, even if they use a brand frequently and recall the concept as the brand’s attractiveness, contrary to construal level theory. By introducing the viewpoint of brand loyalty, the conditions under which construal level theory does not conform were shown. The present study encourages reaffirmation of the importance of brand concept and suggests the concept recall index to effectively use management resources.

Unlock Happy Interactions: Voice Assistants Enable Autonomy and Timeliness

“…Second, respondents should be able to recall their experience of interacting with VAs so that their answers are reliable. Six months is a reasonable timeframe for respondents to recall their experiences with VAs and sufficiently long to include more potential experiences [94]. Based on the two aspects mentioned above, qualified respondents were required to have used VA devices at least monthly in the past six months.…”

Percepción de calidad y percepción de riesgo: Cómo influyen en la elección de proveedor de internet

“…Los consumidores y clientes son los principales protagonistas que participan al momento de crear valor de marca, pueden ser atraídos únicamente por la funcionalidad y el diseño del producto, es decir, lo que asimila nuestra vista (Vallaster & Wallpach, 2013) y cuando no están seguros de utilizarlo, pueden cambiar fácilmente a otro producto nuevo que recién apareció en el mercado con funciones, superficies y diseño moderno (Kato, 2021). Por ende, la competitividad entre marcas hoy en día toma dirección hacia el valor emocional, antes que el valor funcional (Noble & Kumar, 2008).…”

“…Estudios realizados demuestran que el valor de marca impacta de manera directa al momento que la empresa quiera exigir precios más altos de un determinado producto (Maity & Gupta, 2016;Yoganathan et al, 2015). Finalmente, se puede decir que el valor de marca es muy importante al momento de querer expandir y formar alianzas de marca (Kato, 2021).…”

Accommodating heterogeneity in brand loyalty estimation: application to the U.S. beer retail market

“…( 2006 ) claim that brands are no longer seen to be just representations of items with distinct qualities; instead, they are now viewed as encapsulating factors that represent the unique traits, characteristics, and lifestyle signals in customers’ community and their environs. Kato ( 2021 ) explains a similar term as a brand concept, which is defined as abstract notions that often stem from a firm’s efforts to differentiate itself from rivals (Park et al. 1991 ).…”