Gen Y consumers' brand loyalty: a brand romance perspective

Rathnayake, D.T.

doi:10.1108/mip-09-2020-0421

Cited by 13 publications

(8 citation statements)

References 66 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Many researchers have recently focused on investigating consumer brand loyalty from various perspectives (Boateng et al, 2020;Rathnayake, 2021;Atulkar, 2020). Consumer loyalty is described as a consumer's behavioral intentions and assessments of the likelihood of buying a brand (Busser and Shulga, 2019).…”

Section: Consumer Loyaltymentioning

confidence: 99%

Role of brand experience in predicting consumer loyalty

Safeer

Abrar

et al. 2021

MIP

View full text Add to dashboard Cite

PurposeThis study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity (PBA) in the global branding context.Design/methodology/approachA total of 422 consumers participated in this study and provided feedback on top authentic global brands after completing a self-administered online survey. Partial least squares structural equation modeling (PLS-SEM) was used to conduct the data analysis.FindingsThis study discovered that brand experience dimensions positively influenced PBA (predominantly sensory and intellectual experiences), which significantly predicted consumer loyalty (RPI, WOM and WPM).Research limitations/implicationsThis research uncovered some limitations that can be used to investigate new research possibilities. From a theoretical standpoint, this study offers new insights into brand experience dimensions (BEDs), PBA and consumer loyalty in order to develop consumer-brand relationships.Practical implicationsThis study offered several managerial recommendations. By considering brand authenticity as a positioning tool, global managers can effectively develop and implement various experiential marketing strategies to develop long-term relationships with consumers to attain their loyalty.Originality/valueThis is a new study that uses Fournier's relationship theory to investigate BEDs on PBA to predict consumer loyalty in the context of authentic global brands.

show abstract

Section: Consumer Loyaltymentioning

confidence: 99%

Role of brand experience in predicting consumer loyalty

Safeer

Abrar

et al. 2021

MIP

View full text Add to dashboard Cite

show abstract

“…In addition, Lam and Shankar (2014) stated that prior researchers have largely investigated the drivers of brand loyalty in general but not the smartphone market in particular. In the smartphone market, Rathnayake (2021) stressed the need of identifying the predictors of consumer loyalty. As a result, an integrated brand loyalty study in a smartphone scenario is deemed necessary and worthwhile (Islam et al, 2019; Rasool et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Predicting Smartphone Brand Loyalty Using Four-Stage Loyalty Model

et al. 2022

View full text Add to dashboard Cite

Rapid advances in mobile technology with high product diversity have led to high levels of smartphone brand switching among users. Hence, customers’ brand loyalty is the key to a smartphone manufacturer’s survival in this highly competitive market. This study developed Oliver’s four-stage loyalty model by integrating major constituents of each loyalty stage with the incorporation of brand reputation as a moderator. This study adopted a cross-sectional design and collected quantitative data from 327 smartphone users in Malaysia. The results from the structural model supported the sequential process of loyalty development through cognitive (hedonic value), affective (brand satisfaction and emotional attachment), conative (brand trust), and action (smartphone brand loyalty). Contrary to expectation, cognitive (utilitarian value) has no impact on affective (brand satisfaction and emotional attachment). Further, the moderating impact of brand reputation on the linkage between conative (brand trust) and action (smartphone brand loyalty) was verified. The discussions, implications, and limitations are provided in this study.

show abstract

“…Previous studies (Hsieh et al, 2021, Petzer et al, 2014, Rathnayake, 2021 found that the dimensions of brand romance had a significant impact on brand loyalty. When customers see a brand like a romantic partner, the relationships between the brand and the customers become less costly to retain (Hess, Story, & Danes, 2011).…”

Section: Introductionmentioning

confidence: 91%

The Impact of Brand Romance Dimensions on Brand Loyalty: A Study on Uniqlo Indonesia

Effendi,

Luhana,

Proboyo

2023

IJOBP

View full text Add to dashboard Cite

The significant growth of the fashion industry has made it an appealing sector to explore. This research aims to investigate how brand pleasure, brand arousal, and brand dominance influence brand loyalty in UNIQLO Indonesia. The study employed a quantitative approach using a survey method with 75 respondents. The research data was collected through online questionnaires and analyzed using multiple linear regression with SPSS software. The findings indicate that brand pleasure, brand arousal, and brand dominance have a positive relationship with brand loyalty. Furthermore, brand pleasure has the most significant impact on brand loyalty, while brand dominance has the least impact among the three dimensions in affecting brand loyalty in the case of UNIQLO Indonesia.

show abstract

Gen Y consumers' brand loyalty: a brand romance perspective

Cited by 13 publications

References 66 publications

Role of brand experience in predicting consumer loyalty

Role of brand experience in predicting consumer loyalty

Predicting Smartphone Brand Loyalty Using Four-Stage Loyalty Model

The Impact of Brand Romance Dimensions on Brand Loyalty: A Study on Uniqlo Indonesia

Contact Info

Product

Resources

About