Brand Personality, Consumer Satisfaction, and Loyalty: A Perspective from Denim Jeans Brands

Su, Jin; Tong, Xiao

doi:10.1111/fcsr.12171

Cited by 30 publications

(40 citation statements)

References 57 publications

(166 reference statements)

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“…Using the survey method in Beijing, results indicated an affirmative link amid consumer's brand trust in food producers and retailers with their perceptions of food safety. When marketers aim to increase specific trust, they should address the integrity and ability of producers [70]. Drescher et al [71] studied Canadian households' perceptions of processed meat and their levels of trust.…”

Section: Brand Trustmentioning

confidence: 99%

Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products

et al. 2020

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The undertaken study examines the influence of the marketing mix, consumer attributes, and the role of religiosity towards consumer purchase behavior regarding western imported food products in Pakistan. The study has used the theory of planned behaviors as underpinning foundations for testing factors. In total, 1080 respondents from eight cities in Pakistan—Karachi, Lahore, Islamabad, Quetta, Peshawar, Hyderabad, Larkana, and Faisalabad—were part of this study. Path analysis performed through SEM (structural equation modeling). The result unveiled that product attributes, price, self-concept, brand trust, personality, and religiosity positively correlated with consumer’s purchase intention in a Muslim country. The result of this study will also help potential future candidates for the food industry, especially those aimed at using the Asian consumer market. The penetration of western imported food may also bring convergence where the nation can feel upgraded and privileged. The study also adds to the academic literature on Muslim consumer behavior by combining numerous factors on a single model, grounded in the theory of planned behavior. Limited study has analyzed religiosity and other factors in context with a Muslim majority population. This study is a preliminary effort to understand the Muslim consumer food purchase behavior inadequately investigated by the consumer researcher.

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Section: Brand Trustmentioning

confidence: 99%

Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products

et al. 2020

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“…Customer loyalty is a strategic objective for companies and the heart of marketing efforts, due to its positive impact on profitability and sustainability over time (Evanschitzky et al, 2011;Flavián et al, 2006;Nisar & Whitehead, 2016;Su & Tong, 2016). Previous studies have shown that the relative costs of customer retention are substantially less than those of acquisition (Flint et al, 2011;Fornell & Wernerfelt, 1987;Oliver, 1999), and firms spend dramatically to build and manage customer loyalty (Watson et al, 2015).…”

Section: Introductionmentioning

confidence: 99%

Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects

Carvalho

Azar

Machado

2020

Journal of Marketing Management

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Brand gender has been suggested to influence consumer's responses to the brand. The aim of this research was to deepen the understanding of the relationship between brand gender and brand loyalty by developing a research model to test the relationships among brand gender, active consumer engagement with the brand on social media, perceived quality, brand love and brand loyalty. The hypotheses were tested using structural equation modelling. The results support the importance of active consumer brandengagement, perceived quality and brand love in underpinning the underlying process between brand gender and brand loyalty. Hence, this research complements prior work on brand gender and confirms the important benefits of a clear brand gender positioning by showing that a strong gender identity will enhance loyalty towards the brand.

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“…Companies should continue to focus on factors that lead to customer loyalty and retention. Attitudinal loyalty and repurchase intention are important measures for customer loyalty and retention, which are crucial to a company's long-term business success and financial performance (Su & Tong, 2016). For a company to achieve long-term success, it is essential that it understands the factors affecting attitudinal loyalty and repurchase intention and act on it accordingly.…”

Section: Discussionmentioning

confidence: 99%

A Pilot Study of the Hong Kong Smartphone Market: How Service Quality Affects Repurchase Intention via Customer Satisfaction and Attitudinal Loyalty

Ng¹,

Li²,

Yeung³

2020

IJoBM

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The smartphone penetration rate among people aged 15 and above in Hong Kong stood at close to 90 per cent in 2018. While the demand for smartphones has been increasing, the smartphone market in Hong Kong is highly competitive. Smartphone firms strive to maintain their customers by encouraging repurchases through launching newer models. The marketing cost of keeping an existing customer is well below that of finding a new customer. Therefore, how to motivate current customers to repurchase newer editions of the same brand is a major marketing concern for most companies. The purpose of this paper is to explore the causality between service quality and repurchase intention via customer satisfaction and attitudinal loyalty. Data from a sample of 200 Hong Kong smartphone users aged 18 and above confirm that customer satisfaction mediates the relationship between service quality and attitudinal loyalty that eventually affects repurchase intention. The percentage of the direct effect of service quality on attitudinal loyalty demonstrated a significant partial mediation of customer satisfaction. The results of this study provide important theoretical and managerial implications for researchers and practitioners of the smartphone industry not only in Hong Kong but also around the world.

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Brand Personality, Consumer Satisfaction, and Loyalty: A Perspective from Denim Jeans Brands

Cited by 30 publications

References 57 publications

Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products

Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products

Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects

A Pilot Study of the Hong Kong Smartphone Market: How Service Quality Affects Repurchase Intention via Customer Satisfaction and Attitudinal Loyalty

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