Social identity perspective on brand loyalty

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

“…The present study aims to contribute to the underresearched area of business ethics and hotel brands by examining the influence of consumer-perceived ethicality (CPE) of the hotel brand on customer brand loyalty through customer identification with the brand, considering the mediating role of affective commitment and trust. By doing so, present study expands the existing literature that suggests that a brand identification perspective of brand loyalty can be integrated with other service dynamics (Harris and Goode 2004) by including the mediating role of social exchange as a variable to establish hotel brand loyalty (He et al 2012). This paper takes the relational perspective of brand loyalty and characterizes the relationship between consumer-perceived ethicality and brand loyalty through the customer's brand identity, brand trust, and affective commitment.…”

A Study on Factors Affecting Customers Smart Phone Identification

“…One is the need for consistency. Consumers may search for a brand with a salient identity that matches their actual self [9]. High identity similarity/congruence between consumers and a brand facilitate strong consumer belongingness and generate identification [10].…”

Influence of Social Image and Brand Trust on Mobile Phone Brand Equity amongst African Generation Y Students

“…An individual's interactions with others within a society result in certain social norms developing that serve to guide social behaviour patterns, including consumption behaviour, and concern for social status has a significant influence on the economic behaviour of people (Acikalin et al, 2009). Brand social image is rooted in the concept of social identity and relates to consumers' use of brands as a method of self-expression, selfenhancement and self-esteem (He, Li & Harris, 2012). In terms of conspicuous consumption, the social status associated with owning and using a brand becomes a salient factor in brand choice (Atwal & Williams, 2009).…”

“…Given that brand trust mitigates perceived risk, including social and psychological risk (de Chernatony, 2003), the brand's social image is likely to influence brand trust, especially in the case of conspicuously consumed products such as mobile phones. He et al (2012) found that a brand's social image influences brand loyalty via the significant direct effect it has on brand trust.…”