On the relationship between consumer-brand identification, brand community, and brand loyalty

Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand

“…Although interpretive or qualitative methods or case studies can be applied to the subject, there is a lack of agreedupon concepts that can be incorporated into measurable scales. The brand relationship model used here is based on Blackston's (2000) study, which refers to the interaction between consumers' attitudes toward brands and brands' attitudes toward customers (Coelho et al, 2018).…”

“…Previous studies indicate that brand relationship can increase brand loyalty (Chaudhuri and Holbrook, 2001) and brand equity (Faircloth et al, 2001), and can also affect attitude loyalty (Nyffenegger et al, 2014;Sreejesh and Roy, 2015). However, brand relationship was proven to be positively correlated with brand loyalty in some studies, while not correlated with brand loyalty in other studies (Lombart and Louis, 2016;Charton-Vachet and Lombart, 2018;Coelho et al, 2018). Is this unclear relationship between brand relationship and brand loyalty caused by certain mediating factors?…”

“…Trust can effectively reduce the uncertainties experienced by customers in the process of purchase decision making, and develop customers' belief in the reliability, honesty, profession, and integrity of a brand, thereby affecting customers' attitudinal loyalty and behavioral loyalty (Chaudhuri and Holbrook, 2001;Nyffenegger et al, 2014;Lombart and Louis, 2016). Brand trust is an important predictive variable of customer loyalty (Pan et al, 2012;Coelho et al, 2018). However, there is some controversy over whether brand trust directly affects brand loyalty (Chaudhuri and Holbrook, 2001;Lombart and Louis, 2016) or whether there are mediating factors at play (Aurier and Séré de Lanauze, 2012;Yasin and Shamim, 2013;Huang and Jian, 2015).…”

Inteligencia Artificial Para Predecir La Lealtad a La Universidad

“…Este modelo IA se podría utilizar para predecir el nivel de lealtad de un stakeholder y en función del resultado obtenido proponer acciones correctivas para mejorar su nivel de lealtad CONCLUSIONES Los resultados obtenidos en esta investigación suponen una contribución en la investigación de la capacidad predictiva de la inteligencia artificial sobre la lealtad en el contexto de una institución pública, más allá de lo investigado hasta la fecha. Esto permite reforzar trabajos previos sobre la influencia de los intangibles sobre la lealtad (Coelho, Rita, & Santos, 2018;Schlesinger et al, 2014) y validar empíricamente un modelo con variables planteadas sólo desde la teoría, o generalizar resultados que habían sido encontrados en el mundo de los negocios. Por otra parte, este trabajo ha contribuido con un enfoque diferente a través de la investigación de la aplicación de la inteligencia artificial como modelo predictor de una variable objetivo definida por la lealtad, no había sido previamente analizado en la literatura previa.…”

Analysing Consumer-Brand Engagement Through Appreciative Listening on Social Network Platforms

“…As a result, organizations started to adopt consumercentric strategies. First, to learn more about consumers' behavior (Loureiro, 2013;Coelho, Rita & Santos, 2018) and also to ensure an engaged consumer base (Dessart et al, 2015). Part of the engagement importance can be explained by the fact that companies nowadays live in a highly competitive world, which make them search for new business opportunities to transform them into competitive advantages that allow them to be successful in the market.…”