The role of functional and symbolic brand associations on brand loyalty

Esmaeilpour, Fariba

doi:10.1108/jfmm-02-2015-0011

Cited by 71 publications

(78 citation statements)

References 77 publications

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“…Firstly, the findings show that satisfaction positively influences brand loyalty, which is consistent with previous satisfaction-related research suggesting that online shopping malls have a positive influence on brand loyalty [54] and research on hotel restaurants [55]. The relationship between brand association and brand loyalty was also confirmed, which provides additional, context-specific evidence for the findings of existing studies related to luxury fashion brands [120] and behavior indicating brand loyalty [58]. The same tendencies are evident even in the context of souvenirs and the brand of artistic and cultural attractions that incorporate mixed reality, at least in the case study described herein.…”

Section: Discussionsupporting

confidence: 87%

The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective

Bae¹,

Jung²,

Moorhouse³

et al. 2020

Preprint

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Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experience. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea using a stratified sampling method. PLS-SEM was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experience, but also positively affect brand awareness, brand association, and brand loyalty.

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Section: Discussionsupporting

confidence: 87%

The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective

Bae¹,

Jung²,

Moorhouse³

et al. 2020

Preprint

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“…First dimension is the behavioral loyalty meaning consistent purchasing of one brand over time as an indication of brand loyalty. Behavioral definitions of brand loyalty represent repeated purchasing of a brand (Yang & Peterson, 2004;Kim, Jin-Sun, & Kim., 2008); however, alone it is not enough to explain how various buying situations aggravate buying the same brand by consumer (Esmaeilpour, 2015). Thus, behavior must be supported with positive attitude.…”

mentioning

confidence: 99%

Measuring the effect of perceived logistics service quality on brand factors in the e-commerce context

Sürücü¹,

Özispa²

2017

MBR

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In e-commerce industry while most of the transactions happen electronically, logistics activities are still required to ship products to end points. Firms that operate in e-commerce industry should consider logistics as a critical success factor if they want to be successful in operations. Studies show that customers choose strong brands in e-commerce to get better logistics service. Main purpose of this research is to examine the consequences of logistics service quality on brand factors considering e-commerce industry. To this end, for brand factors including quality (PQ), brand loyalty (BL), and brand trust (BT), and logistics service quality (LSQ), a literature review is made. According to this literature review, a survey is prepared and sent to e-commerce website users via email and online survey software. The originality of this study lies on the investigation of how perceived logistics service quality affects perceived quality, brand trust, and brand loyalty from the e-commerce perspective for the first time. As an exploratory study that links logistics service quality with brand, the study investigates how logistics service quality characteristics, namely timelines, order condition, information quality, personal contact quality, ordering procedures, ordering release quantities, order accuracy, order quality, and order discrepancy handling affect brand factors as perceived quality, brand loyalty, and brand trust. To that end, the data collected based on responses from 193 online shopping website users. Based on the factor analysis results, 6 groups are identified for LSQ. The results indicated that logistics service quality has an impact on perceived quality and brand trust and it has no impact on brand loyalty. At the end, implications of these findings for managers and directions for future research are presented.

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“…Attitudinal loyalty refers to strong cognitive elements which influence affective loyalty. (Esmaeilpour, 2015). The theory of two-dimensional brand loyalty is also favoured by Rundle-Thiele and Bennett (2001).…”

Section: Introductionmentioning

confidence: 99%

“…Behavioural definitions of brand loyalty represent repeat purchasing of a brand such as amount of purchases, frequency of purchase and amount of brand switching have been offered over a period of time. But behavioural loyalty alone is not enough to explain how various buying situations provoke buying the same brand by consumer (Esmaeilpour, 2015). Day (1969) extended the behavioral aspect of loyalty with a subjective factor and was thus the first representative of the theory of two-dimensional brand loyalty.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Customer Segmentation by Factors Influencing Brand Loyalty and Customer Involvement

Vebrová¹,

Venclová²,

Rojík³

2016

Acta Univ. Agric. Silvic. Mendelianae Brun.

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Brand loyalty and customer involvement are two important concepts that help explain and understand a significant part of consumer shopping behavior. The aim of the present work is to identify factors influencing brand loyalty and customer involvement. A further aim is to consider subsequent segmentation of customers with respect to different degrees of brand loyalty and customer involvement. The research was focused on the field of Czech telecommunication services -mobile operators. Primary data were acquired through the method of questionnaire survey. In total, the questionnaire was completed by 340 respondents, of which 319 respondents owned their mobile phones for private purposes only. For more accurate interpretation of the identified factors the Exploratory Factor Analysis method was used. Four factors of brand loyalty were extracted, which account for 75 % of the variability of the original parameters: (1) Cognitive affective loyalty, (2) Trustworthiness, (3) Attitudinal loyalty and (4) Commitment and three factors of customer involvement were found to account for 71 % variability of the original parameters: (1) Social involvement, (2) Centrality, (3) Importance. High loyalty customers mostly have only one SIM card and 73 % of them use a tariff. In a further group of highly involved customers own from 80 % only one SIM card. This study forms part of a research programme investigating the influence of customer involvement on brand loyalty.

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The role of functional and symbolic brand associations on brand loyalty

Cited by 71 publications

References 77 publications

The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective

The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective

Measuring the effect of perceived logistics service quality on brand factors in the e-commerce context

Customer Segmentation by Factors Influencing Brand Loyalty and Customer Involvement

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