The Effect of Perceived Value on Brand Loyalty and Mediated by Customer Satisfaction: A Case of Hand Phone Users

Igau, Oswald Aisat; Bin, Abdul Wahid; Kassim, Mohd. Azraai; Kaid, Abdullah; Swidi, Al; Harun, Amran; Shukor, Abdul; Shamsudin, Bin

doi:10.13140/2.1.3017.6000

Cited by 2 publications

(3 citation statements)

References 12 publications

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“…Customers who are less devoted to a brand could switch for better deals, particularly if they are price conscious (Miller et al, 2021). Effective offers increase brand value, but overzealous marketing might weaken loyalty by diluting value (Igau et al, 2013). Studies indicate that promotions draw in consumers with varying degrees of brand affinity; yet, in order to influence brand perception, they must be consistent with the personality traits of the brand (Palazn-Vidal & Delgado-Ballester, 2005).…”

Section: 5-brand and Promotional Influencementioning

confidence: 99%

Promotion Hurts Brand Personality and Consumer Responses

Kučinskas

2024

IJBMS

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This study investigates the impact of promotional offers on consumer perceptions of brand personality and their subsequent behavioral intentions. Research employs a between-subjects design with two conditions: exposure to an advertisement with a promotional offer versus no offer. The results reveal that promotional offers significantly affect perceptions of several brand personality traits, notably reducing the perception of traits such as 'spirited', 'outdoorsy', and 'upper class'. Moreover, the study examines how individual differences in consumer price sensitivity and brand affinity moderate these effects, indicating that the impact of promotional offers varies across different consumer segments. Mediation analyses further demonstrate that the perceived changes in brand personality traits due to promotional offers significantly mediate the relationship between advertising conditions and consumer responses, such as willingness to pay a premium and likelihood of visiting the brand's retail outlets. These findings suggest that promotional offers can alter consumer perceptions of brand personality. This study provides essential insights for marketers on how promotional strategies can be optimized to influence consumer attitudes and behaviors effectively, offering a nuanced understanding of the interplay between promotional offers, brand personality perception, and consumer behavior.

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Section: 5-brand and Promotional Influencementioning

confidence: 99%

Promotion Hurts Brand Personality and Consumer Responses

Kučinskas

2024

IJBMS

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“…(Awi, 2016) states that brand satisfaction results in brand loyalty. (Igau et al, 2013) and (Soltani, 2016) concluded that customer satisfaction could generate loyalty. Other similar studies are (Jaiswal, 2014) and (Yeh et al, 2016), which explain that consumers who tend to be satisfied will produce loyalty.…”

Section: The Effect Of Ideal Self On Brand Satisfactionmentioning

confidence: 99%

“…When a brand can become an inner image and explain how consumers relate to a brand, feedback will be on satisfaction with using the product or brand (Erciş et al, 2012). The brand of a product that has conformity with the consumer's self-image impacts increasing user satisfaction (Igau et al, 2013). In the context of the brand, self-congruity has a relationship with the perception of quality so that consumers will tend to be satisfied when purchasing products that have an attachment to themselves (Kim et al, 2020).…”

Section: Effect Of Actual Self On Brand Satisfactionmentioning

confidence: 99%

Secon: Analysis of the Model for Iphone User Brand Loyalty Improvement in Semarang City

2021

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This study aims to produce a Brand Loyalty Improvement Model Based on Brand Satisfaction and Self Congruity for iPhone Users in Semarang City. The population in this study were iPhone users in the city of Semarang. The sampling technique was non-probability sampling, while the sample was set at 125 people. Data collection techniques used are interviews (Interview) and a list of questions (Questionaire). The data analysis method used in this research is the Structural Equation Model method. The results showed that Actual Self affected Brand Satisfaction, Actual Self had an effect on Brand Loyalty, Ideal Self had an effect on Brand Satisfaction, Ideal Self affected Brand Loyalty, Brand Satisfaction affected Brand Loyalty. Brand Satisfaction can positively mediate the influence of Actual Self on Brand Loyalty, and Brand Satisfaction can positively mediate the influence of Ideal Self on Brand Loyalty.

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The Effect of Perceived Value on Brand Loyalty and Mediated by Customer Satisfaction: A Case of Hand Phone Users

Cited by 2 publications

References 12 publications

Promotion Hurts Brand Personality and Consumer Responses

Promotion Hurts Brand Personality and Consumer Responses

Secon: Analysis of the Model for Iphone User Brand Loyalty Improvement in Semarang City

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