Factors Affecting Brand Identification and Loyalty in Online Community

Chou, Chieh-Min

doi:10.4236/ajibm.2013.38076

Cited by 12 publications

(6 citation statements)

References 31 publications

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“…When a brand has good reputation, it enhances brand identification because consumers who want social approval from others cognitively identify themselves with superior traits (Lii and Lee, 2012). Thus, consumers who are satisfied with a particular brand have positive brand identification (Chou, 2013).…”

Section: Hypothesis Developmentmentioning

confidence: 99%

The dynamic models of consumers’ symbolic needs: in the context of restaurant brands

Han¹,

Nguyen

Simkin

2016

EJM

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Purpose The purpose of this paper is to investigate the dynamic process and the meaning of symbolic consumption according to the three symbolic needs (i.e. status needs, social needs, status and social needs) to understand how symbolic messages are conveyed when consumers choose a brand. Design/methodology/approach This paper develops three dynamic models, categorized according to the consumers’ needs. The conceptual framework consists of the six constructs: collectivism/individualism, brand reputation, self-congruence, brand affect, brand identification and brand loyalty. Twelve hypotheses were developed and tested. Data were collected from consumers who had experienced well-known global chain restaurant brands. The three models were tested using confirmatory factor analysis and structural equation modelling. Findings Findings highlight the important mediating role of brand affect in symbolic consumption, which previously has not been revealed empirically. Moreover, it is found that self-congruence does not mediate the relationship between brand reputation, collectivism/individualism and brand affect, despite its prominence in previous symbolic consumption studies. In the status and social needs models, brand reputation mediates between collectivism/individualism and self-congruence, brand identification, brand affect and brand loyalty. Originality/value This is the first empirical paper to investigate symbolic consumption in the context of three types of models, according to symbolic needs, in the context of restaurant consumption. The study also identifies the major components of the consumer’s symbolic needs based on the attributes of symbolic consumption. Moreover, this study reveals that when both social needs and status needs are mixed, a hierarchy exists between consumers’ symbolic needs. Finally, the study makes an important contribution to the literature by applying the concept of brand affect to symbolic consumption research and exploring the relationships between the external motivational factors and the internal elements of symbolic consumption.

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Section: Hypothesis Developmentmentioning

confidence: 99%

The dynamic models of consumers’ symbolic needs: in the context of restaurant brands

Han¹,

Nguyen

Simkin

2016

EJM

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“…According to Lai, Griffin and Babin (2009) loyalty is one of the main determinants of long term financial growth in an organization. Service packaging is also linked with customer loyalty.…”

Section: Service Packaging and Customer Loyaltymentioning

confidence: 99%

Service Packaging and Guest Hotel Selection in Umuahia, Abia State

Onyeonoro,

Aji,

Imoagene,

et al. 2023

BJMS

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The study examined the Service packaging and guest hotel selection in Umuahia, Abia State. The objectives of the study are; To examine the influence of core service packaging on guest hotel selection, to determine the influence of convenience service packaging on guest hotel selection, to examine the influence of supportive service packaging on guest hotel selection and to identify the factors affecting service packaging in hotel operations. To achieve the objective of the study, survey research design was adopted. The researcher adopted primary data in getting the required information through the use of structured questionnaire. The population of the study is infinite owing the fact that the total number of hotel customer cannot be ascertained. The sample size of the study is 196 after adopting infinite formula. In analyzing the data, simple descriptive statistics was used. The findings revealed that Core service packaging has a significant influence on guest hotel selection in hotel. The findings also revealed that convenience service packaging has a significant influence on guest hotel selection in hotel. Also supportive service packaging has a significant influence on guest hotel selection in hotel. The study recommends that hotels should invest more on service packaging and ensure that their staff are well trained on service delivery, this will help in enhancing customer patronage in hotels. Also, Hotels should time to time carry out performance evaluation to acknowledge and possibly reward the best performance staff in the area of service delivery. That would help in improving service packaging thereby improving customer patronage.

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“…It is hoped that consumer purchase intention’s subtle impact could be achieved by cultivating consumer brand awareness (Larasati & Hananto, 2013). Therefore, content marketing can be achieved when enterprises establish an emotional connection with customers, trigger customers’ brand identity and emotional resonance, and enhance customers’ brand identity and purchase intention (Chou, 2013; Tuskej et al, 2013). However, in the academic field of marketing, content marketing is a relatively new concept that is abstracted from commercial practice.…”

Section: Introductionmentioning

confidence: 99%

Research on Social Media Content Marketing: An Empirical Analysis Based on China’s 10 Metropolis for Korean Brands

et al. 2021

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Drawing from the Uses and Gratifications Theory (UGT), this study explores the influences of the gratifications derived from the use of the WeChat on Chinese consumers’ purchase intention for South Korean brands. A total of 2,276 respondents from ten cities in China—Beijing, Shanghai, Guangzhou, Shenzhen, Ji’nan, Nanjing, Zhengzhou, Wuhan, Chengdu, and Xi’an—were part of this study. Structural equation modeling (SEM) and PROCESS analysis was applied to examine the data. Gratifications that Chinese consumers receive from the WeChat, such as functional information, entertaining information, social interaction, brand interaction, and self-concept, positively influence their brand identity. In addition, the identity of South Korean brands positively correlated with consumer’s purchase intention in China. More importantly, by using a moderated mediation model, this research finds that the relationship between SNS (social networking service) content marketing and purchase intention is influenced by consumers’ regulatory focus and CSR performance of South Korean enterprises for COVID-19 in China. This study’s findings could extend the existing theoretical framework on applying the Uses and Gratifications Theory to social media. In addition, results are in line with those authors who suggest that local social media use may positively affect foreign brand promotion. Theoretical and practical implications are also discussed.

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Factors Affecting Brand Identification and Loyalty in Online Community

Cited by 12 publications

References 31 publications

The dynamic models of consumers’ symbolic needs: in the context of restaurant brands

The dynamic models of consumers’ symbolic needs: in the context of restaurant brands

Service Packaging and Guest Hotel Selection in Umuahia, Abia State

Research on Social Media Content Marketing: An Empirical Analysis Based on China’s 10 Metropolis for Korean Brands

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