scholarly journals Consumer Identity and Loyalty in Electronic Product Offline Brand Operation: The Moderator Effect of Fanship

Information ◽  
2021 ◽  
Vol 12 (7) ◽  
pp. 282
Author(s):  
Yitao Chen ◽  
Haijian Wang ◽  
Lei Wang ◽  
Jianyi Ding
Keyword(s):  
Brand Loyalty ◽  
Brand Identity ◽  
Experiential Marketing ◽  
Moderator Effect ◽  
Electronic Products ◽  
Mediating Role ◽  
Sales Channels ◽  
Consumer Identity ◽  
Identity Thinking ◽  
The Impact

Continuous enhancements of the intelligence of electronic products can lead to the homogenization of products and innovation of offline experiential marketing modes. The diversified development of brand sales channels is inevitable, to fulfill the diversified shopping demands of consumers. Based on 226 valid questionnaires, this study conducts empirical research with SPSS and AMOS to examine the impact of experience characteristics on consumer brand identity and brand loyalty. Then, the fanship consumer attribute is added to conduct path-moderating analysis. The results illustrated the following: (a) consumers act and relate experiences, which affects brand cognitive identity; thinking, acting, and relating experiences positively affect brands’ emotional identity; (b) cognitive identity and emotional identity can jointly create brand loyalty, and play a partial mediating role between offline experience and brand loyalty. Finally, the higher the fanship, the higher the consumer identity and the higher the brand loyalty. Overall, this study provides a certain basis for decision-making and suggestions for the offline operation of electronic brands.

Brand experience and brand loyalty: is it a matter of emotions?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rania B. Mostafa ◽  
Tamara Kasamani
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Mediation Effect ◽  
Brand Experience ◽  
Experiential Marketing ◽  
Brand Attachment ◽  
Content Type ◽  
The Impact ◽  
Practical Implications

PurposeBased on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.Design/methodology/approachThe study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.FindingsThe findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.Practical implicationsTo achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.Originality/valueIn contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.

scholarly journals Strategi Experiential Marketing dan Loyalitas Merek

The Winners ◽  
2008 ◽  
Vol 9 (2) ◽  
pp. 191
Author(s):  
Dian Tauriana ◽  
Rendy Manlin
Keyword(s):  
Customer Loyalty ◽  
Brand Loyalty ◽  
Secondary Data ◽  
Consumer Experience ◽  
Validity And Reliability ◽  
Experiential Marketing ◽  
Marketing Relationship ◽  
Unique Experience ◽  
The Impact ◽  
The Relationship

Consumer experience born from the consumption of a product or service gives a distinct impression in the minds of consumers. This impression creates brand loyalty, provided that the appropriate marketing program is designed to provide a unique experience. Article explores a study that uses primary and secondary data at Bengawan Solo Coffee to see the impact of marketing programs based on experience upon customer loyalty towards the Bengawan Solo Coffee brand. Data were collected by direct interviews of selected respondents through purposive sampling. Furthermore, those data were analyzed using several statistical methods, such as normality tests, the validity and reliability, the classic assumption test, Pearson product moment, and multiple regression. The results shows that there are significant correlation between  marketing based on experience (feel, act, and relate) towards brand loyalty. The relationship between experiential marketing (feel and relate) towards brand loyalty is low, while the experiential marketing relationship (act) is quite strong.

scholarly journals THE IMPACT OF AUTOMATED SERVICES QUALITY ON BRAND LOYALTY WITH THE MEDIATING ROLE OF CUSTOMER SATISFACTION AND MODERATING ROLE OF CUSTOMER KNOWLEDGE

2015 ◽  
Vol 03 (02) ◽  
pp. 10-18
Author(s):  
Anser Hayat
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Brand Loyalty ◽  
Services Quality ◽  
Customer Knowledge ◽  
Mediating Role ◽  
The Impact ◽  
Positive Effect ◽  
Moderating Role

The aim of this study was to find out the impact of automated service quality on brand loyalty with the mediating role of customer satisfaction and moderating role of customer knowledge. Data was collected through 150 questionnaires completed by randomly selected customers. Descriptive statistics, exploratory factor analysis, and multiple regressions were used to test the direct impact of automated services quality on brand loyalty, and moderating role of customer knowledge. The findings suggest that the automated service quality and customer knowledge have a significant and positive effect on customer satisfaction. The results show automated service quality and customer satisfaction to be significantly associated with brand loyalty.

scholarly journals Not All (Brand) Changes are Made Equal: Understanding Which Changes Impact Brand loyalty

2019 ◽  
Author(s):  
Stephanie Chen ◽  
Oleg Urminsky
Keyword(s):  
Brand Loyalty ◽  
Brand Identity ◽  
Consumer Loyalty ◽  
New Perspective ◽  
Response To Change ◽  
The Impact

Some changes that brands make seem to impact brand loyalty, while other seem to havelittle influence. We propose that when a consumer is loyal to a brand, the consumer’sbeliefs about the cause-effect relationships that exist among that brand’s featuresinfluence which changes will negatively impact brand loyalty. Specifically, brand loyaltyis more harmed by changes to features that are perceived as more causally connected toother important features of a brand (i.e., more causally central), compared to changes inmore causally peripheral features. Across six studies, we demonstrate that changes tofeatures impact brand loyalty to the extent that the feature is seen as causally central. Weshow that manipulations that make a feature more causally peripheral decrease the impactof a change to that feature on brand loyalty. Further, we demonstrate that the impact ofcausal centrality on the brand loyalty response to change is mediated by perceiveddisruption to brand identity. Our results provide a new perspective on consumer loyalty,suggesting that maintaining brand identity is key to maintaining brand loyalty.

scholarly journals Social media marketing activities and brand loyalty in the telecommunication industry: The mediating role of brand affect.

2020 ◽  
Vol 1 (1) ◽  
pp. 1-10
Author(s):  
Tamer Sharawneh
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Telecommunication Industry ◽  
Mediating Role ◽  
Marketing Activities ◽  
Brand Affect ◽  
The Impact ◽  
The Relationship

The effect of social media marketing activities on brand loyalty has gotten little attention in the telecommunication industry. The purpose of this study is to investigate the impact of social media marketing activities on brand loyalty as well as to examining the mediating effect of brand affect in the relationship between social media marketing activities and brand loyalty. By using an online self-administrated questionnaire to obtain 409 customers of a telecommunication company in Palestine, the finding of this study revealed that social media marketing activities positively effect brand loyalty. Further, brand affect has been found as a partial mediator in the relationship between social media marketing activities and brand loyalty. Accordingly, theoretical and practical implications as well as recommendations for future studies have been provided.  

scholarly journals THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: THE MODERATING ROLE OF WORD OF MOUTH

2015 ◽  
Vol 03 (02) ◽  
pp. 60-67
Author(s):  
Ayesha Tariq ◽  
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Practice ◽  
Mediating Role ◽  
Customer Interaction ◽  
The Impact ◽  
Moderating Role

This study is based on such customers who follow at least one brand on the social media in Pakistan. The data was collected through a structured questionnaire from the university students of Pakistan. The results showed that the brand loyalty of the customers is affected in a positive manner when the brand has presence on various platforms of social media. It has been found that customer interaction has a fully mediating role in social media marketing and brand loyalty. Also, the word of mouth has no moderating role on the relationship between customer interaction and brand loyalty. The implications for marketing practice and future research are also discussed.

The Impact of Brand Identity in Dance Sports Education on Brand Loyalty and Intention to Purchase

2021 ◽  
Vol 19 (2) ◽  
pp. 87-101
Author(s):  
Yachao Du ◽  
◽  
Jaebo Lee ◽  
Jongho Choo ◽  
Jeho Song
Keyword(s):  
Brand Loyalty ◽  
Brand Identity ◽  
Intention To Purchase ◽  
The Impact

The mediating role of customer satisfaction: evidence from the airline industry

2016 ◽  
Vol 28 (2) ◽  
Author(s):  
Rahim Hussain
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Brand Loyalty ◽  
Airline Industry ◽  
Design Methodology ◽  
Perceived Value ◽  
Corporate Image ◽  
Mediating Role ◽  
The Impact

Purpose This study examines the mediating effects of customer satisfaction in the context of the airline industry in the United Arab Emirates through three distinct models. The first model examines the impact of service quality on brand loyalty as mediated by customer satisfaction; the second model investigates the impact of corporate image on brand loyalty as mediated by customer satisfaction; and the final model examines the impact of perceived value on brand loyalty as mediated by customer satisfaction. Design/methodology/approach Three conceptual models are developed based on the existing literature. These models were validated via a quantitative approach, whereby data from 253 questionnaires were analyzed employing regression analysis. Findings The results confirm the mediating role of customer satisfaction in the three proposed models, implying that customer satisfaction is vital for an airline to thrive in such a highly competitive market, as well as for it to retain existing passengers, acquire new ones and eventually convert them into brand loyal customers. Research limitations/implications Although the research models proposed in this research have been developed based on theoretical grounds, the generalizability of the result is limited to the airline industry. Originality/value The paper contributes to the literature by being the first to study the mediating effect of customer satisfaction on corporate image, perceived value and service quality, as well as examining their relationship with brand loyalty in the context of the UAE airline industry.

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