scholarly journals Customer’s Choice of Purchasing Channel: Do Channel Characteristic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers?

2021 ◽  
Vol 13 (5) ◽  
pp. 2453 ◽  
Author(s):  
Radka Bauerová ◽  
Veronika Braciníková
Keyword(s):  
Brand Loyalty ◽  
Brand Management ◽  
Online Environment ◽  
Online Panel ◽  
Research Company ◽  
Channel Characteristic ◽  
Content Analyses ◽  
Online Attention ◽  
Brand Perception

Despite the increasing interest of researchers in the factors that lead customers to buy online, attention has not yet been paid to the factors in hybrid companies, where it is possible to choose both online and offline purchasing channels. Therefore, this paper is focused on investigating the importance of factors that affect customers in both environments. Data were obtained from 1021 respondents using an online panel from the IPSOS research company in Czechia in 2019. Two content analyses were used to obtain results. Attention was also focused on the perception of brand/loyalty in shifting retailers to the online environment or offline environment. The aim of the paper is to find out what factors and how they influence customers when deciding of purchasing channel. The results show the choice of channel is influenced by factors given by channel benefits, the product, brand perception, loyalty, and customer characteristics. Within hybrid retailers, the most preferred purchasing channel is still the offline channel. However, the results also show a significant impact of brand perception and loyalty in the transition of hybrid retailers to a purely online or offline environment, which significantly opens up opportunities for retailing management within sustainable brand management.

scholarly journals Relationship Between Millennials and Brand Loyalty: Mediating Brand Loyalty Factors

2017 ◽  
Vol 5 (3) ◽  
pp. 223
Author(s):  
Dhameeth, S. Gehan ◽  
Ochi, Yamamoto
Keyword(s):  
Root Mean Square ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Management Strategies ◽  
Second Phase ◽  
Mean Square ◽  
Root Mean Square Residual ◽  
Mediating Factors ◽  
The Relationship

<p><em>The purpose of this study is to identify factors (brand elements) that mediate between Millennials and brand loyalty, and to test a theoretical model that includes these mediating factors in describing the relationship between millennials and brand loyalty. The study focused on the key factors that we identified and hypothesized to mediate the relationship between millennials and brand loyalty. The quantitative study surveyed two hundred and fifty-three (n=253) respondents randomly drawn. Structural Equation Modelling (SEM) was used to test a model of the relationship between the mediating factors, millennials and brand loyalty. All model fit parameters were well within acceptable bounds. The Comparative Fit Index (CFI) was 0.999, Root Mean Square Error of Approximation (RMSEA) was 0.018, and Standardized Root Mean Square Residual (SRMR) was 0.022. However, we believe that the model is over-fitting the data, and this is not surprising given that there are 22 variables and 253 data points. These results show promise, but require further investigation in a second phase of the inquiry. This study limited itself to surveying millennials, brand loyalty, and the seven mediating factors we identified and hypothesized to play a role in mediating between them. Based on this study, brand management strategies are proposed.</em><em></em></p>

Does product design matter? Exploring its influences in consumers’ psychological responses and brand loyalty

2018 ◽  
Vol 31 (3) ◽  
pp. 886-907 ◽  
Author(s):  
Chia-Lin Hsu ◽  
Yen-Chun Chen ◽  
Tai-Ning Yang ◽  
Wei-Ko Lin ◽  
Yi-Hsuan Liu
Keyword(s):  
Product Design ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Affective Response ◽  
Equation Modeling ◽  
Psychological Responses ◽  
Cognitive Response ◽  
Cross Sectional ◽  
Content Type

Purpose Unique product design is a highlight of sustainable branding. The purpose of this paper is to investigate whether product design affects customers’ psychological responses (i.e. cognitive and affective responses) to smartphones, and, in turn, affects their brand loyalty (i.e. attitudinal and behavioral brand loyalty), further advancing the knowledge of product design and brand management. Design/methodology/approach This work used survey data from 456 Taiwanese with experience using smartphone. Structural equation modeling was employed to test the proposed model and hypotheses. Findings The results indicate that the product design significantly affects both cognitive response and affective response, which, in turn, significantly affect both attitudinal brand loyalty and behavioral brand loyalty. The findings also suggest that the moderating effect of product involvement on the relationship between product design and affective response is statistically significant, although it does not positively and significantly moderate the link between product design and cognitive response. Research limitations/implications This study has two main limitations. First, this study was conducted in the context of smartphones, thus potentially constraining the generalization of the results to other industries. Second, the data in this study were obtained from a cross-sectional design. Practical implications These findings can permit companies to generate more brand loyalty in their customers and guide their management of assets and marketing activities. Originality/value This paper presents new insights into the nature and importance of product design in brand value.

Key Success Requirements for Online Brand Management

2010 ◽  
pp. 1-15 ◽  
Author(s):  
Subir Bandyopadhyay ◽  
Rosemary Serjak
Keyword(s):  
Management Strategy ◽  
Success Factors ◽  
Brand Management ◽  
The Internet ◽  
Online Environment ◽  
Key Success Factors ◽  
Online Branding ◽  
Brick And Mortar ◽  
Online Brands ◽  
Key Features

In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager must appreciate some of the key features of the Internet and make adjustments to the traditional brand management strategy. For example, the control of communication in case of online brand management lies with both the brand manager and the consumer, whereas from the traditional branding perspective, the control by and large rests with the brand manager only. We highlight the differences between traditional brand management and online brand management. We then focus on several key success factors in building a successful online brand, which we believe will help guide the brand manager through a series of steps leading to successful online branding.

The impact of brand associations on brand loyalty in the football industry

2016 ◽  
Vol 6 (5) ◽  
pp. 499-519 ◽  
Author(s):  
Daniel Maderer ◽  
Dirk Holtbruegge ◽  
Rachel Woodland
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Negative Impact ◽  
Equation Modeling ◽  
Brand Associations ◽  
Content Type ◽  
Attitudinal Loyalty ◽  
The Usa ◽  
The Impact

Purpose The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions are answered: how important are different determinants of brand associations for fans from developed football markets (DFM) and EFM? Are there any major differences in the importance of different brand associations and their influence on brand loyalty between fans from DFM and EFM? Design/methodology/approach Based on the customer-based brand equity framework the impact of brand associations on brand loyalty is tested with a sample of 3,587 fans from DFM – Germany, England, Spain, Italy, and France (2,032) – as well as fans from EFM – Brazil, Russia, India, China, and the USA (1,555). Findings Structural equation modeling is applied and shows a negative impact of brand attributes on attitudinal loyalty, whereas brand benefits positively impact attitudinal loyalty. Furthermore, significant differences between fans from developed and EFM are revealed. Implications for the management of football teams and for research on brand management are derived. Originality/value This study extends the work of Gladden and Funk (2001) by expanding the model used to assess brand loyalty and analyzes it empirically in different football markets. When looking to foster attitudinal loyalty, marketers should concentrate on benefit associations instead of attribute associations. Most importantly, marketers should be aware that when focusing on developing brand loyalty amongst EFM fans, they should not simply apply the same strategies that proved to be effective in DFM and vice versa.

scholarly journals Investigating the Contributors to Brand Loyalty with a Mediating Role of Satisfaction: Evidence from Pakistan

2021 ◽  
Vol 3 (2) ◽  
pp. 70-86
Author(s):  
Tooba Irfan ◽  
Misha Siddiqui
Keyword(s):  
Brand Loyalty ◽  
Applied Research ◽  
Brand Management ◽  
Descriptive Analysis ◽  
Sales Promotion ◽  
Mediation Effect ◽  
Mediating Role ◽  
The Subject ◽  
Buying Behaviour

This study aims to test the empirical impact of the image of the brand, customer satisfaction and product & service quality on brand loyalty in territories of Pakistan. This study is applied research-based however there are many previous research studies related to the topic, but this research is different and unique as the data in this research is taken from the developing economy of Pakistan where there is a sharp dearth of these types of research investigations. The data was collected through secondary authentic sources. Moreover, the sample size of the study is 300. The data was analyzed through statistical softwares such as SPSS, AMOS and SMART PLS. The results indicate that there is a relationship linking brand awareness and brand loyalty with buying behaviour of the customer along with the mediation effect of sales promotion. The research is supported by descriptive analysis. This study is pervasive in nature as it enhances knowledge on the subject to help organizations, brand management and other related institutions.

scholarly journals The Relationship between Word-of-Mouth, Satisfaction, Trust and Loyalty in Herbal Medicine Industry

2021 ◽  
Author(s):  
Peter Kwasi Oppong ◽  
Adelaide Gyawu ◽  
Clementina Araba Yawson
Keyword(s):  
Herbal Medicine ◽  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Brand Management ◽  
Systematic Sampling ◽  
Brand Trust ◽  
The Impact ◽  
The Relationship

Favourable word-of-mouth, customer satisfaction and trust are essential elements for strengthening customer brand loyalty to gain a sustainable advantage in a competitive market. However, there is a relative scarcity of research on the impact of word-of-mouth and customer satisfaction on brand loyalty through the mediated role of brand trust in the herbal medicine market. Consequently, this research aimed to assess the impact of word-of-mouth and customer satisfaction on loyalty through the mediating role of trust in the herbal medicine market. A survey questionnaire was utilised to obtain empirical data from a sample of 265 customers through systematic sampling strategy. Covariance-based structural equation modelling was employed to examine the hypotheses formulated to achieve the aim of the study. The research established that positive word-of-mouth, satisfaction, and trust significantly impact loyalty in the herbal medicine market. More importantly, the research indicated that the customers` trust partially mediated the impact of word-of-mouth and customer satisfaction on loyalty in the herbal medicine market. Hence, this research contributes to advancing the extant brand management literature by establishing the intervening role of trust in the relationship between word-of-mouth, satisfaction and loyalty in the herbal medicine market. This research further provides a reference point to encourage the practitioners to develop and track the customers` word-of-mouth, satisfaction and brand trust to enhance loyalty in the industry.

scholarly journals DO TAGLINES HAVE A POSITIVE IMPACT ON BUILDING THE BRAND PERCEPTION? A CASE STUDY ON KIT KAT

2016 ◽  
Vol 12 (1) ◽  
Author(s):  
Farooq-E Azam Cheema ◽  
Keyword(s):  
Brand Management ◽  
Positive Impact ◽  
Geographical Area ◽  
Strong Impact ◽  
Brand Associations ◽  
Brand Perception ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

Purpose: This study, focusing on the relationship of tagline and brand image, finds the impact of the Kit-Kat’s tagline on the product’s popularity. Methodology: For the purpose, a correlational test and regression analysis have been conducted. The data was collected by preselected enumerator through shoppers’ intercepts method by collecting the responses of 378 consumers of KitKat. Findings: Findings of the study suggest that taglines not only have strong impact on brand perception, but they also help in creating strong brand associations. Kit Kat is a famous brand that has various attributes and has gained popularity among the customers not just because of its tagline but because of various other elements. The Study has concluded that the tagline of the brand has a strong impact on building positive brand perception about Kit Kat. Practical Implications: This study contributes to knowledge development on brand management, and it might be helpful to other companies in designing their products’ taglines around correct parameters. However, limitation of this research is that it is based on the respondents of one area of Karachi. Hence, results may differ if this study is conducted in a wider geographical area with bigger sample size.

Typology of advertising music components and consumers’ responses to the brand

2019 ◽  
Vol 34 (3) ◽  
pp. 47-82
Author(s):  
Alice Zoghaib
Keyword(s):  
Classical Music ◽  
Brand Management ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Managerial Implications ◽  
Preliminary Study ◽  
The Cross ◽  
Brand Perception ◽  
Cross Fertilization

The present research aims to explore the effects of advertising music components (MCs) on brand perception, attitude, and purchase intentions using the cross-fertilization between research in marketing and musicology. Previous research has shown that the MCs (e.g. tempo, mode, and timbre) of advertising music can influence brand perception. However, few MCs have been studied and without controlling the influence of all MCs. In addition, existing categorizations of MCs are not applied to advertising music and mainly focus on classical music. A preliminary study analyzing 125 advertising music pieces with musicologists provides a typology of advertising MCs and of induced brand perceptions. Four experiments then explore the effects of advertising MCs in different contexts (music in the foreground, music in the background with a neutral message, music in the background with a non-neutral message, and replication with a real, well-known brand). The research indicates the influence of each advertising MC on brand perception while controlling for all MCs. In particular, some MCs induce the same brand perception. Their perceptual influence remains the same when they are in the background or when they are incongruent. They can even change the perception of a well-known brand, as well as influence brand attitude and purchase intentions. Conceptual and methodological implications for research on music and brand management as well as managerial implications are discussed.

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