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.

Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement

2019 ◽  
Vol 21 (2) ◽  
pp. 233-253 ◽  
Author(s):  
Nagaraj Samala ◽  
Bharath Shashanka Katkam
Keyword(s):  
Social Exchange ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Moderated Mediation ◽  
Mediation Model ◽  
Content Type ◽  
Mediating Role ◽  
Brand Engagement ◽  
Moderated Mediation Model

Purpose Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and exchange fashion brand-related information on social networking sites (SNS). Marketers are subsequently engaging the young prospects and customers to keep up or improve enthusiasm and participation. The study attempts to investigate the role of customer-brand engagement (CBE) of millennials with fashion brands on SNS. The study simultaneously tests the moderating role of involvement levels affecting participation and CBE leading to brand loyalty. Design/methodology/approach The study followed a purposive sample by collecting 466 respondents from the graduate students of a university. The study adopted structural equation modelling (SEM) and Hayes process macros in SPSS 20.0 to test the moderated-mediation model. Findings The study confirms the mediating role of CBE in the relationship between participation and brand loyalty. Different degrees of involvement moderate the mediating role of CBE. Higher levels of involvement enhance the positive effect of participation on CBE. Originality/value The study is first of its kind to investigate the role of CBE and involvement among the millennial group. It also contributes to the related theories like service-dominant logic, social exchange theory and consumer culture theory regarding a unique population group, which is promising and profitable.

The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality

2014 ◽  
Vol 24 (2) ◽  
pp. 184-204 ◽  
Author(s):  
Chao-Chin Huang ◽  
Shih-Chieh Fang ◽  
Shyh-Ming Huang ◽  
Shao-Chi Chang ◽  
Shyh-Rong Fang
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Customer Retention ◽  
Retention Strategies ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Retail Service ◽  
The Relationship

Purpose – While the literature attends to how customer retention strategies develop relationship quality (e.g. trust), it does not account for the potential mediator (s) in this relationship. The purpose of this paper is to examine the mediating role of brand relationship quality (BRQ) in the relationship between relational bonds and brand loyalty in retail service contexts. Design/methodology/approach – A total of 524 valid questionnaires from respondents aged between 15 and 24 are analyzed using structural equation modeling. Findings – First, BRQ significantly mediates the relationship between relational bonds and brand loyalty. Second, structural bonds are the only driver of attitudinal attachment; social and structural bonds lead to a sense of community. Third, attitudinal attachment is the main influence on both behavioral and attitudinal loyalty. Research limitations/implications – First, a focus on a single market segment, i.e. 15-24 year olds. Second the dimensions used to measure relational bonds and BRQ might not be applicable to other contexts. Third, does not consider potentially important moderator(s). Fourth, does not distinguish between store and product brands. Originality/value – This study makes the following contributions to the literature: First, demonstrates the importance of BRQ as a mediator in the relationship between relational bonds and brand loyalty. Second, elucidates the role of BRQ in establishing brand loyalty in three theoretical frameworks applied to retail service contexts. Third, suggests a more comprehensive view of brand loyalty involving both behavioral and attitudinal dimensions. Fourth, proposes the managerial implications of this work for the customer retention strategies of retail service firms.

The role of consumer-brand engagement towards driving brand loyalty

2019 ◽  
Vol 14 (4) ◽  
pp. 987-1005 ◽  
Author(s):  
Kishalay Adhikari ◽  
Rajeev Kumar Panda
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Final Analysis ◽  
Consumer Involvement ◽  
Mediating Effect ◽  
Primary Data ◽  
Design Strategies ◽  
Content Type ◽  
Brand Engagement

Purpose The present research attempts to empirically examine the influence of consumer-brand engagement, its potent antecedents, and relationship quality towards creating and enhancing brand loyalty of automobile brands in Indian context. Design/methodology/approach Primary data through survey questionnaires were used to gather empirical data from 443 automobile consumers, out of which 417 samples were included in the final analysis. Structural equation modelling technique was used for assessing the hypothesized direct and indirect relationships among the constructs. Findings The empirical findings exhibit consumer involvement and brand interactivity contributes positively and significantly towards consumer-brand engagement, while self-brand image congruity does not significantly influence consumer-brand engagement. Further, mediation analysis results show that relationship quality partially mediates the linkage between consumer-brand engagement and brand loyalty. Research limitations/implications The outcomes of this research may provide novel insights and contribute to the limited body of knowledge regarding consumer-brand engagement. In addition, the findings may assist the automobile brand managers and market strategists to design strategies aimed at developing long-term consumer relationships. Originality/value This empirical research assesses the mediating effect of relationship quality in the linkage between consumer-brand engagement and brand loyalty for automobile brands, and to the best of our knowledge, has not been attempted by prior researchers in this domain.

The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tariq Samarah ◽  
Pelin Bayram ◽  
Hasan Yousef Aljuhmani ◽  
Hamzah Elrehail
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Online Survey ◽  
Mediating Effect ◽  
Research Approach ◽  
Brand Trust ◽  
Content Type ◽  
Brand Engagement ◽  
The Impact

PurposeThis study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand engagement (CBE) through social media platforms.Design/methodology/approachUsing an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares path modeling approach.FindingsThe study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty. Consequently, the authors observe that social media CBE is positively related to brand loyalty.Originality/valueThis study investigates the impact of perceived brand interactivity and involvement on social media CBE while accounting for the mediating role of brand trust through which social media CBE influences brand loyalty of airline brands in the Jordanian context. Finally, the findings have noteworthy theoretical and managerial implications.

Influences of customer participation and customer brand engagement on brand loyalty

2016 ◽  
Vol 33 (5) ◽  
pp. 332-342 ◽  
Author(s):  
Birgit Andrine Apenes Solem
Keyword(s):  
Social Media ◽  
Longitudinal Study ◽  
Brand Loyalty ◽  
Customer Participation ◽  
Short Term ◽  
Cross Sectional ◽  
Content Type ◽  
Brand Engagement ◽  
Short Term Effects

Purpose Value co-creation assumes that customers take active roles and create value together with firms. This paper aims to investigate the short- and long-term effects of customer participation on brand loyalty, through brand satisfaction. Participation effects were also examined among social media-using customers with the additional explanatory factor of brand engagement. Design/methodology/approach Two studies were conducted among insurance customers: a cross-sectional study using a nationwide sample (N = 954) and a subsample of social media users (N = 145) to examine short-term effects, and a longitudinal study using data from three assessment timepoints (N = 376) to enable empirical long-term testing. Findings The cross-sectional study showed positive short-term effects of customer participation on brand loyalty, mediated by satisfaction. Among customers using social media, positive participation effects gained from brand engagement strengthened brand satisfaction. The longitudinal study did not show similar positive long-term effects of customer participation. Practical implications These findings help deepen service marketers’ understanding of the possible short-term effects of customer participation and customer brand engagement, and caution them to not expect that customer participation will have long-term positive satisfaction and loyalty effects. Originality/value This research provides interesting short- and long-term findings, due to the complementary cross-sectional and longitudinal study designs.

Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships

2019 ◽  
Vol 28 (2) ◽  
pp. 274-286 ◽  
Author(s):  
Teresa Fernandes ◽  
Mariana Moreira
Keyword(s):  
Brand Loyalty ◽  
Cross Sectional Survey ◽  
Brand Relationships ◽  
Cross Sectional ◽  
Content Type ◽  
Brand Engagement ◽  
Emotional Relationships ◽  
Indirect Impact ◽  
The Impact

Purpose The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumer–brand relationships. Design/methodology/approach A cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed. Findings Results validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships. Originality/value Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumer–brand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.

scholarly journals Dressing your soul: The role of brand engagement in self-concept

2019 ◽  
pp. 75-102
Author(s):  
Valentina Mazzoli ◽  
Diletta Acuti ◽  
Raffaele Donvito ◽  
Eunju Ko
Keyword(s):  
Brand Loyalty ◽  
Self Determination Theory ◽  
Self Determination ◽  
Self Concept ◽  
Comprehensive Model ◽  
Brand Engagement ◽  
Brand Advocacy ◽  
Managerial Implications ◽  
Definition Of

The current study aims to contribute to the literature on brand engagement in self-concept (BESC). Supported by self-determination theory, a comprehensive model that explains the psychological drivers and consequences of BESC is tested. Based on a sample of 600 international highly engaged cosplayers, the results contribute to the literature on BESC by showing that extrinsic personal aspirations positively influence individuals' propensity to include brands in their definition of themselves. The findings show that higher levels of extrinsic personal aspirations lead to higher BESC manifestations that in turn lead to greater brand loyalty and brand advocacy. Furthermore, the findings indicate that personal aspirations have an indirect effect on brand loyalty and brand advocacy through BESC. The managerial implications for fashion brands are discussed.

The Impact of Social Media on Brand Loyalty

2017 ◽  
pp. 155-168
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Brand Loyalty ◽  
Brand Engagement ◽  
The Impact

Companies are always looking for different ways to increase their profits, and they often find themselves searching for new customers to grow their business. Acquiring new customers costs more than trying to encourage current ones to repurchase. This is the value of customer loyalty. In this chapter, the concept of brand loyalty is explored along with elements that influence it. In order to achieve loyalty, firms need to increase brand engagement to build deeper relationships with their customers. In previous chapters, the role of social media in brand engagement was explored, and as a result, the role of social media in creating brand royalty is explored in this chapter.

Sign in / Sign up

Export Citation Format

Share Document