The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification

Kuenzel, Sven; Halliday, Sue Vaux

doi:10.1057/jt.2010.15

Cited by 123 publications

(101 citation statements)

References 59 publications

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“…On the side of brand loyalty, it was considered a key marketing concept and extensively researched for an understanding of its significant importance in developing brand trust, brand equity, image and awareness (Han & Jeong, 2013;Wirtz, Den Ambtman, Bloemer, Horváth, Ramaseshan, Van de Klundert, 2013;He & Li, 2011;Kuenzel & Halliday, 2010;Ryu, Han & Kim, 2008).…”

Section: Analysis and Discussionmentioning

confidence: 99%

Brand equity in the Pakistani hotel industry

Ishaq¹,

Hussain²,

Asim³

et al. 2014

Rev. adm. empres.

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Brand equity is considered as the most important aspect of branding, which is a set of brands' assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and service quality) in Pakistani hotel industry. Data was collected from 821 consumers who experienced the services of Pakistani five star hotels from multiple locations. Mediating regression and stepwise regression analyses were applied for investigation of study hypotheses. Results pointed out positive and significant influences of service quality on all other dimensions of brand equity whereas partial mediations were endorsed among the variables. Researchers and practitioners implications are discussed.KEYWORDS | Service quality, brand loyalty, brand equity, hospitality industry, Pakistan. RESUMO O valor da marca é considerado o aspecto mais importante da marca, que é um conjunto de responsabilidades e ativos das marcas, seu símbolo ou nome que subtraem de ou adicionam o valor fornecido por um produto ou serviço para uma empresa e clientes. Dessa forma, o esforço da pesquisa atual foi identificar a inter-relação das dimensões de valor da marca baseadas no cliente (reconhecimento da marca, fidelidade à marca, imagem da marca e qualidade do serviço) na indústria hoteleira paquistanesa. Os dados foram coletados de 821 consumidores que experimentaram os serviços dos hotéis cinco estrelas paquistaneses de vários locais. Mediar a regressão e as análises de regressão em etapas foram aplicada para investigação das hipóteses do estudo. Os resultados apontaram as influências significativas e positivas da qualidade do serviço em todas as outras dimensões do valor da marca, enquanto as mediações parciais foram aprovadas entre as variáveis. As implicações dos pesquisadores e profissionais são discutidas. PALAVRAS-CHAVE | PALABRAS CLAVE |

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Section: Analysis and Discussionmentioning

confidence: 99%

Brand equity in the Pakistani hotel industry

Ishaq¹,

Hussain²,

Asim³

et al. 2014

Rev. adm. empres.

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“…Finally, virtual communities consist of individuals who have common interests and goals. Future research may want to examine whether the value congruity of consumer-consumer (Shen, Huang, Chu, & Liao, 2010) and consumer-brand (Kuenzel & Halliday, 2010) will moderate the effects observed in the present research. Investigating these issues will further advance our understanding of eWOM intentions in SNSs.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 97%

Investigating the ripple effect in virtual communities: An example of Facebook Fan Pages

Hsu

Wang

Chih

et al. 2015

Computers in Human Behavior

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“…Kuenzel and Halliday (2008) confirm that brand prestige positively affects consumers' brand identification. Also, Kuenzel and Halliday (2010) address that consumers have a higher level of brand identification when they perceive a reputable brand. Moreover, Lii and Lee (2012) testing CSR reputation (prestige) as a moderator of the relationship among CSR initiatives, consumer-company identification, and brand attitude, found that CSR initiatives have a significant effect on consumer-company identification and brand attitude.…”

Section: Literature Reviewmentioning

confidence: 99%

The Relationship among Corporate Social Responsibility, Consumer-Company Identification, Brand Prestige, and Purchase Intention

Chen¹,

Tai²,

Chen³

2015

IJMS

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This study analyzes relationships between corporate social responsibility, consumer-company identification, brand prestige, and purchase intention. A self-report survey yields data for 252 college students. After confirming reliability and validity of survey questionnaire, the structural equation modeling was used for tests the model. Results were summarized as follows: (a) CSR image has a significant positive effect on brand prestige and consumer-company identification. (b) Brand prestige has a significant positive effect on consumer-company identification. (c) Consumer-company identification has a significant positive effect on purchase behavior. (d) Consumer-company identification mediates the effect of CSR image on consumers' purchase intention. This outcome reveals that CSR image creates consumers' identification with the company, which may enhance consumers' purchase intention.

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The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification

Cited by 123 publications

References 59 publications

Brand equity in the Pakistani hotel industry

Brand equity in the Pakistani hotel industry

Investigating the ripple effect in virtual communities: An example of Facebook Fan Pages

The Relationship among Corporate Social Responsibility, Consumer-Company Identification, Brand Prestige, and Purchase Intention

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