The Effect of Brand Image and Brand Benefit on Customer Loyalty: The Case of Turkey

Durmaz, Yakup; Çavuşoğlu, Sinan; Özer, Özlem

doi:10.6007/ijarbss/v8-i5/4140

Cited by 24 publications

(32 citation statements)

References 2 publications

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“…This result is in line with the literature that reveals that fans tend to create attitudinal loyalty from the attributes of their professional sports team as the impact of internationalization (Maderer & Holtbrugge, 2018). Whilst, due to geographic distance, overseas fans prefer continuously supporting their favourite team because of benefits offered which eventually create behavioral loyalty (Durmaz et al, 2018). Furthermore, the factors behind regularly watching team matches and purchase relatedproducts are caused by the possibility to cultivate value congruence and foster social interaction/relationship between fans and their favourite teams (Biscaia et al, 2016).…”

Section: Discussionsupporting

confidence: 88%

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Fan Loyalty Toward International Football Team: The Role of Brand Image

Irianto¹,

Kartikasari²

2020

IJABR

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The study of fan loyalty in sports marketing mostly is focused on spectator attachment and brand athlete. However, lack of studies examines the fan loyalty formulation toward the international team using brand image. This study aims to examine the influence of two brand image dimensions (attributes and benefits) in creating fan loyalty toward the international team. This study applies the covariance-based structural equation model for analyzing the data. The sample consists of 335 international team football fans in Indonesia. These results reveal that both attributes and benefits are pivotal factors in influencing attitudinal loyalty as well as behavioral loyalty. Further, the result shows that the effect of attributes on attitudinal loyalty is higher compared to behavioural loyalty. These findings extend the existing knowledge on the relationship between brand image and customer loyalty in a sports context and provide useful implications for practitioners to retain their fan loyalty.

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Section: Discussionsupporting

confidence: 88%

“…Literature finds out the significant impact of brand attributes in forming loyalty (Durmaz, Cavusoglu, & Ozer, 2018). However, in a sports context, there is an incongruity result of this causality.…”

Section: Attributesmentioning

confidence: 99%

Fan Loyalty Toward International Football Team: The Role of Brand Image

Irianto¹,

Kartikasari²

2020

IJABR

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“…This finding is in line with theoretical studies byTjiptono and Chandra (2012), which states dith a good quality of service the company can create customer satisfaction which in turn can be the basic capital for the company in forming customer loyalty. These findings also support the results of the studyShamsudin, Esa, and Ali (2019), Durmaz et al (2018) in Turky, S. , MA Ashraf et al (2018) in Pakistan and who discovered that perceived service quality customers or consumers have a significant positive impact on customer loyalty.…”

Section: Effect Of Service Quality On Consumer Loyaltysupporting

confidence: 87%

“…Research Durmaz, Çavuşoğlu, and Özer (2018) in Turky, S. Ashraf, Ilyas, Imtiaz, and Ahmad (2018) in Pakistan proving factor service quality, company image and customer valuehas a significant impact on customer satisfaction and customer loyalty. Next research byMA Ashraf, Peng, Zare, and Rhee (2018) in Pakistan concluded that Brand image, service quality, and trust have a positive influence on customer loyalty.…”

Section: Introductionmentioning

confidence: 99%

The Role of Consumer Satisfaction in Mediating Service Quality and Brand Image on Consumer Loyalty

Putra

Yeni

Fitri

et al. 2020

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Tujuan dari penelitian ini adalah untuk menganalisis peran kepuasan kerja dalam memediasi pengaruh kualitas layanan dan citra merek terhadap loyalitas konsumen di Toko Sepatu Padang Holic. Populasi dan sampel penelitian adalah 80 konsumen Holic Shoes Shop Padang. Teknik pengumpulan sampel menggunakan metode sensus dengan model penelitian Structural Equation Modeling (SEM) dengan alat uji analisis menggunakan perangkat lunak SmartPLS 3. Hasil penelitian menyimpulkan bahwa kualitas layanan dan kepuasan pelanggan adalah faktor yang mempengaruhi loyalitas pelanggan. Sedangkan citra merek bukan merupakan faktor yang dapat mempengaruhi dan menentukan loyalitas pelanggan. Temuan lain juga menunjukkan bahwa kualitas layanan juga merupakan faktor yang mempengaruhi kepuasan pelanggan, sedangkan citra merek masih merupakan faktor yang tidak mempengaruhi kepuasan konsumen. Untuk efek tidak langsung, kualitas layanan mempengaruhi loyalitas pelanggan melalui kepuasan pelanggan sementara citra merek tidak memiliki pengaruh yang signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan. The purpose of this study is to analyze the role of job satisfaction in mediating the effect of service quality and brand image on consumer loyalty at the Holic Padang Shoe Store. The population and sample of the study were 80 consumers of Holic Padang Shoes Shop. The sample collection technique is used the census method with Structural Equation Modeling (SEM) research models with SmartPLS software tools. The results of the study concluded that service quality and customer satisfaction are factors that influence customer loyalty. While brand image is not a factor that can influence and determine customer loyalty. Other findings also indicate that service quality is also a factor influencing customer satisfaction, while brand image is still a factor that does not affect consumer satisfaction. For indirect effects, service quality affects customer loyalty through customer satisfaction while brand image does not have a significant effect on customer loyalty through customer satisfaction.

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“…Similar findings were produced in previous studies (Brakus et al, 2009;Sayed, 2015). In order to ensure the loyalty of the consumers, marketing managers are encouraged to achieve some degree of differentiation in the brand from the competitors by using all five senses (Durmaz et al, 2018). Thus, it will strengthen the relationship between the brand and consumers on a deeper level through the human sense's involvement.…”

Section: Discussionmentioning

confidence: 99%

Brand Loyalty and Repurchase Intention of a Coffee Brand: The Roles of Sensory Attributes, Functional Benefit, and Brand Ambassador

Pangaribuan

Paulina

Thahar

2020

IJSSB

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The trend of drinking coffee has resulted in an increase of coffee consumption around the world, including Indonesia. This study investigates the roles of sensory attributes, functional benefit, and brand ambassador towards the intention to repurchase which leads to brand loyalty of Luwak White Koffie. This study uses a quantitative approach by using primary data and distributed questionnaires to 100 employees of various corporations in Jakarta. The data was analyzed through regression analysis. The result of this study shows that functional benefit has a significant influence on both intention to repurchase and brand loyalty. This benefit factor is the most important precedent to both repurchase intention and brand loyalty. On the other hand, sensory attributes do not affect repurchase intention. This type of information can be important to predict or to explain the market response to luwak coffee products, and also to select which sensory attribute(s) should be included in a sensory specification or must be considered in product quality control programs. Another important finding is that, contrary to our expectations, we do not find empirical support for the significant influence of brand ambassador on an intention to repurchase and brand loyalty. The explanation may be that customers currently expect the functional benefit in the form of healthier gastric-friendly white coffee. Moreover, the brand ambassador may not be too influential in the high buying decision among luwak coffee consumers. The relevant contributions that emerged from this study include not only bridging the aforementioned gap in the literature but also offering significant managerial implications to assist organizations to understand the importance of functional benefits toward repurchase intention and brand loyalty.

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The Effect of Brand Image and Brand Benefit on Customer Loyalty: The Case of Turkey

Cited by 24 publications

References 2 publications

Fan Loyalty Toward International Football Team: The Role of Brand Image

Fan Loyalty Toward International Football Team: The Role of Brand Image

The Role of Consumer Satisfaction in Mediating Service Quality and Brand Image on Consumer Loyalty

Brand Loyalty and Repurchase Intention of a Coffee Brand: The Roles of Sensory Attributes, Functional Benefit, and Brand Ambassador

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