What are the Building Blocks of Customer Brand Loyalty in Department Stores? A Multi-Level Mediation Analysis (original) (raw)
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Procedia - Social and Behavioral Sciences, 2015
The aim of this study was to identify the significance role of customer brand identification towards building customer brand loyalty via mediating effect of brand trust and word of mouth communication among Malaysian hypermarket customers. A self-administered questionnaire was used to collect data (n=300), using convenience sampling from Mydin, Tesco, Aeon Big, and Giant's hypermarket customers in metropolitan Kuala Lumpur, Malaysia. Structural Equation Modeling was employed to analyze the data. The result revealed that brand trust and word of mouth communication fully mediate the influence of customer brand identification towards building customer brand loyalty. Moreover, this study identified that the indirect impact of customer brand identification via brand trust and word of mouth communication is more significant than its direct effect.
European Journal of Business and Management, 2020
In 2018 and 2019, there was an increase in the number of shopping centers in Bali, which led to the tight competition in the industry. The movement of customers from one shopping center to other shopping centers indicate that the loyalty of customers can be categorized as low. This challenges business practitioners in their attempt to maintain and win the competition within the industry. This research focuses on the role of customer satisfaction, brand personality and service quality in developing the loyalty of Beachwalk Shopping Center customers. This research is categorized as an associative quantitative study and was conducted in Badung Regency, Bali. The data consists of 218 Beachwalk Shopping Center visitors, collected by distributing questionnaires which include open-ended and close-ended questions. The validity and reliability of these questions have also been verified. The analysis technique used is the Structural Equation Modelling (SEM) and the analysis tool utilized is the SmartPLS 3.0. The research results revealed that customer satisfaction and brand personality have a positive and significant influence on customer loyalty, but service quality does not have a significant influence on customer loyalty. The results also showed that customer satisfaction is capable of mediating the influence of brand personality and service quality on the loyalty of Beachwalk Shopping Center customers. Another result of this study is that there is no significant difference between the satisfaction and loyalty of local and foreign customers, indicated by both having equally high values of customer satisfaction and customer loyalty.
International Journal of Multidisciplinary Approach Research and Science, 2023
The main goal of this research is to analyze the direct influence of many variables of brand personality, customer's brand identification and trust on brand loyalty. Then an indirect influence test will also be carried using trust variables as a varying conciliator on the connection between brand personality variables, brand identification and brand loyalty. Hypothecadeductive method is utilized in this research. The sampling technique uses a purposive sampling technique where the subjects of this study are fashion customers of ZARA, and lives in the Special Capital Region of Jakarta. The research results state that: 1). Brand personality has a positive and remarkable effect on brand loyalty. 2). Brand personality has a noteworthy impact on trust positively 3). Customer's brand identification has zero influence on brand loyalty 4). Customer brand identification has a positive and remarkable effect on trust 5). Trust has a good and noteworthy effect on brand loyalty 6). Thus, the varying trust mediates the connection between brand personality and brand loyalty. The same results shows that varying trust has a conciliating impact on the connection between varying customer brand identification and brand loyalty.
Strengthening Consumer Loyalty The role of Brand Personality.pdf
The Jahangirnagar Journal of Business Studies, 2018
The aim of this paper was to investigate the role of brand personality and consumer involvement in strengthening consumer loyalty towards brands. The study also identified the moderating role of gender in the relationship between brand personality and loyalty and consumer involvement and loyalty. A structured questionnaire was used to collect data from 118 respondents from the consumers of three super shop i.e. Agora, Meena Bazar and Shwapno. The Partial Least Square Structural Equation Modeling (PLS-SEM) was followed in data analysis. The study identified brand personality and consumer involvement was the predictors of consumer loyalty whereas moderating role of gender was found non-significant. The study is significant for the marketers as they can identify the factors influencing consumers’ loyalty towards the brands in Bangladesh. The study could have been done on large number of respondents including different divisional cities. However, this empirical investigation found ways how consumer loyalty could be enhanced.
To maintain a competitive advantage, the strategy of the creation and maintenance of brand loyalty plays a vital role. The main aim of this study is to examine the theoretical and empirical evidence on the causal relationships among different factors i.e., brand personality, image, experience, satisfaction, trust and commitment that have direct and indirect effects in the creation of brand loyalty. Structural Equation Modeling (SEM) using Partial Least Squares (PLS) method was applied to test the relationships in this study. The findings indicate that brand personality, brand image and brand experience are key sources of brand satisfaction.
Tuhin & Mehedi (2017) The Relationship Between Brand Personality and Consumer Loyalty
The Comilla University Journal of Business Studies, 2017
The aim of this paper was to investigate the role of brand personality in strengthening consumer loyalty towards brands. The study also intended to identify the mediating role of consumer involvement in the relationship between brand personality and loyalty. Structured questionnaire was used to collect data from 118 respondents from the consumers of three super shop i.e. Agora, Meena Bazar and Shwapno. Partial Least Square Structural Equation Modeling (PLSSEM) was followed in data analysis. The study identified the brand personality was the predictor of consumer loyalty whereas the relationship between brand personality and consumer loyalty was mediated by consumer involvement. The study is significant for the marketers as they can identify what factors influencing consumers’ loyalty towards the brands in Bangladesh. The study could have been done on large number of respondents including different divisional cities. However, this empirical investigation found out ways how consumer loyalty could be enhanced.
Key Drivers of Brand Loyalty among Malaysian Shoppers: Evidence From a Japanese Fashion Retailer
Asian Academy of Management Journal
Due to the uncertain, changing landscape and challenges in the fast-moving fashion retailing market, fashion retailers have to find their way to stay competitive and survive in the market. One of the ways is through effective use of branding. Focusing on a currentlyleading, Japanese fast fashion retailer (Uniqlo), this research sought to determine the branding attributes which could lead to the formation of brand loyalty among customers. The Service Brand Verdict Model (SBVM) served as the basis for this study's research model. Through the partial least squares (SmartPLS 3.2.6) analysis on 309 Uniqlo customers, the results showed that merchandise, value-for-money, feelings, self-image congruence and uncontrolled communications are significant aspects that contribute to building brand loyalty among customers. In building intense and active loyalty among customers, both tangible and rational aspects of a brand as well as the imagery and emotional aspects of it need to be integrated in strategic branding decisions.
International Journal of Business and Commerce
Brand loyalty is vital for any business, be it large enterprises or Small and medium enterprises (SME), to sustain in the competitive foodservice industry. Branding researchers had claimed that both attitudinal and behavioral loyalty has their own unique influences on business performance. There has been little studies examining brand experience and brand personality on loyalty dimensions from SME brand perspective. Studies had claimed that factors tested on big brand may yield different result for SME brand. Therefore, this study will investigate the direct influence of brand experience and brand personality on both attitudinal loyalty and behavioral loyalty which yet to be investigated in any empirical research from the perspective of SME brands. Data was obtained through intercept survey of 200 diners prior analyze using SmartPLS 2.0 software. Results showed brand experience significantly influence attitudinal and behavioral loyalty. However, this study found that only behavioral loyalty is influenced by brand personality.
The Effect of Brand Personality and Brand Satisfaction on Brand Loyalty: A Conceptual Paper
Brand loyalty is one of the most-cited concepts in marketing literature, and both academic and practitioners have accepted the range of benefits derived from it. Today, brand loyalty plays a vital part in strategic management. It is surely true that the loyalty to the brand is amongst the most important company's fundamental tactics in order to acquire a maintainable competitive advantage. In order to get an understanding of brand loyalty, a discussion about the development of brand loyalty has been carried out in the following sections. The first section is about the different perspective of measurement of brand loyalty because of some argument in marketing literature and then second section is concerning potential antecedent of brand loyalty. This paper suggests a conceptual model to more understand the role of brand personality and brand satisfaction in influencing attitudinal and behavioral loyalty. The model