Audience Perception of the Role of Advertising on Product Positioning and Brand Loyalty in the Nigerian GSM Market

2014 ◽  
Vol 3 (6) ◽  
pp. 234-244
Author(s):  
Bernice Oluwalanu Sanusi ◽  
Kolade Ajilore ◽  
David b. Oloyede
Keyword(s):  
Brand Loyalty ◽  
Product Positioning

Sustaining brand loyalty: The moderating role of green consumption values

2021 ◽  
Author(s):  
Ioannis Rizomyliotis ◽  
Athanasios Poulis ◽  
Kleopatra Konstantoulaki ◽  
Apostolos Giovanis
Keyword(s):  
Brand Loyalty ◽  
Green Consumption ◽  
Consumption Values ◽  
Moderating Role

Role of Involvement in Predicting Brand Loyalty

2008 ◽  
Vol 4 (1) ◽  
pp. 44-58
Author(s):  
R. Sritharan ◽  
K. Tamizh Jyothi ◽  
C. Samudhra Rajakumar
Keyword(s):  
Brand Loyalty

Place attachment and brand loyalty: the moderating role of customer experience in the restaurant setting

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Michael Boadi Nyamekye ◽  
Diyawu Rahman Adam ◽  
Henry Boateng ◽  
John Paul Kosiba
Keyword(s):  
Brand Loyalty ◽  
Place Attachment ◽  
Emotional Response ◽  
Structural Equation ◽  
Equation Modeling ◽  
Content Type ◽  
Place Dependence ◽  
Identity Based ◽  
Moderating Role

PurposeThe purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience with a restaurant brand. Additionally, the authors investigate whether emotion-based attachment mediates the relationships between identity-based attachments, place dependence and brand loyalty in the restaurant setting.Design/methodology/approachThe authors administered the questionnaire to customers (diners) of restaurants in Ghana, and they were completed via a paper and pencil/pen approach. The authors tested their hypotheses using structural equation modeling.FindingsThe findings show that identity-based and emotion-based attachment enhances brand loyalty within a restaurant setting. The results also show that place dependence attachment promotes emotional bonding with restaurant brands. The study's findings also show that place dependence attachment does not have a direct and positive significant effect on brand loyalty except when an emotional response is produced.Originality/valuePlace attachment studies in a restaurant setting are rare. This study thus contributes to the place attachment literature in restaurants setting.

Investigating the Role of Customer Brand Engagement and Relationship Quality on Brand Loyalty

2018 ◽  
Vol 14 (3) ◽  
pp. 34-53 ◽  
Author(s):  
Samala Nagaraj ◽  
Sapna Singh
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Experiment Design ◽  
Customer Participation ◽  
Brand Engagement ◽  
Serial Mediation ◽  
Quasi Experiment

The main aim of this article is to investigate the role of customer-brand engagement (CBE) and relationship quality (RQ) when individuals engage online with a brand. The study empirically examines the serial mediation of CBE and RQ between customer participation and brand loyalty. The research included a posttest only, in a quasi-experiment design, with two comparative groups: Purchasers and nonpurchasers. A total of 215 students were invited to engage with a selected brand on Facebook for 5 days consecutively, and for 20 minutes each day. Subsequently, the participants' opinions were collected using a questionnaire. Process Macros was used to test the serial mediation (Hayes, 2013). The results confirm that CBE does not mediate among the purchasers' group, however, CBE and RQ exhibit serial mediation. Also, RQ does not mediate among the nonpurchasers' group. This evidence suggests that purchasers do not exhibit loyalty through engagement alone and confirms that CBE is beyond transactions. Finally, results support the importance of CBE for the management to improve brand loyalty.

scholarly journals A study of product strategy priorities at the small enterprises of the North-Alföld Region

2009 ◽  
pp. 55-64
Author(s):  
Zoltán Magyar
Keyword(s):  
Production Technology ◽  
Price Policy ◽  
Policy Innovation ◽  
Small Enterprises ◽  
Product Positioning ◽  
Technical Literature ◽  
The North ◽  
Marketing Activities ◽  
Characteristic Features

Through a non-representative sample of the small enterprises of the North-Alföld Region, this paper studies the product strategic priorities enabling us to make a detailed typology of smallenterprises. According to the relevant technical literature, the types of small enterprises have typical strategic priorities. Obviously, each group can be characterised with certain strategicpriorities, which are sharply distinct from each other. These priority features are shown in the form of characteristic features in the enterprise’s marketing activities, market behaviour (product policy, innovation attitude, technology, price policy). This paper studies the enterprises of the sample through the role of production technology, material quality, low price and branding endeavours affecting product positioning.

scholarly journals The Effect of Attribute Alignability on Product Purchase: The Moderating Role of Product Familiarity and Self-Construal

2021 ◽  
Vol 12 ◽  
Author(s):  
Yong Zhang ◽  
Yuwen Wen ◽  
Min Hou
Keyword(s):  
Structural Alignment ◽  
Personal Characteristics ◽  
Product Positioning ◽  
Self Construal ◽  
The Difference ◽  
Product Familiarity ◽  
High Level ◽  
The Impact ◽  
Moderating Role

Previous studies on the Structural Alignment Model suggest that people compare the alignable attributes and nonalignable attributes during the decision-making process and preference formation process. Alignable attributes are easier to process and more effective in clue extracting. Thus, it is believed that people rely more on alignable than nonalignable attributes when comparing alternatives. This article supposes that consumers’ product experience and personal characteristics also play a significant role in regulating consumers’ reliance on attribute alignability. The authors conducted three experiments to examine the moderating role of consumers’ product familiarity and self-construal in the impact of attribute alignability on consumer product purchase. The results show the following: (1) When making a purchase decision, consumers with a high level of product familiarity will rely more on nonalignable attributes, while those with a low level of product familiarity will rely more on alignable attributes. (2) The difference in consumer dependency on attribute alignability is driven by their perceived diagnosticity of attributes. (3) The dependency of consumers with different levels of familiarity on attribute alignability will be further influenced by consumers’ self-construal. Individuals with interdependent self-construal rely more on alignable attributes when unfamiliar with the product, while relying more on nonalignable attributes when familiar with the product. Individuals with independent self-construal, however, rely more on nonalignable attributes regardless of the degree of product familiarity. The conclusions of this paper can be used as references for enterprises to establish product positioning and communication strategies.

Brand attachment and oppositional loyalty: The moderating role of moral identity

2021 ◽  
Vol 49 (10) ◽  
pp. 1-18
Author(s):  
Guo Cheng ◽  
Weiping Yu
Keyword(s):  
Brand Loyalty ◽  
Moral Identity ◽  
Customer Relationships ◽  
Dimensional Structure ◽  
Brand Attachment ◽  
Corporate Managers ◽  
The Impact ◽  
Positive Effect ◽  
Moderating Role

Comprehension of the driving factors and dimensional structure of oppositional loyalty (OL), which comprises willingness to pay a price premium, oppositional referrals, schadenfreude, and antibrand actions, is limited. To analyze OL behavior, we collected 453 surveys from Xiaomi mobile online communities. The results show that brand attachment had a positive effect on each dimension of OL. In addition, moral identity positively moderated the brand attachment–oppositional referrals relationship, and negatively moderated the impact of brand attachment on schadenfreude and antibrand actions. Our results can help corporate managers understand OL behavior, and contribute to new understanding of brand loyalty, customer relationships, and business ethics.

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