What is brand loyalty? definition and meaning - pugliablog.info
Brand loyalty is the tendency of consumers to continuously purchase one brand's products over another. Consumer behavior patterns. as relationship, brand as adding value and brand as an evolving entity. . brand identity adds in reinforcement of the meaning behind a brand for consumer;. The self-congruity effect on a long-term brand relationship can explained in Of the two types of pride, the latter, in its broader meaning, is referred to as a.
Conflict of Interest Statement The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
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Consumer-Brand Relationships under the Marketing Paradigm: A Literature Review
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Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review
A triangular theory of love. Evolving to a new dominant logic for marketing. Antecedents of brand love in online network-based communities. In terms of brand attachment, emotional dependence was evaluated on five items such as "I want to associate myself completely with this brand," and separation anxiety on six items such as "Something is missing when I do not use this brand," based on the results from the preliminary study as well as past literature Collins and Read ; Fournier Self-Appraisal and Reflected Appraisal.
Measures for self- and reflected appraisals as part of the self-esteem process were developed based on past studies Laverie, Kleine, and Kleine The study deals with such positive emotions as love, pride and joy Aaker Previous research implies that such emotions are the ones that consumers experience most frequently in their consumption life Izard ; Plutchik ; Richins ; Shaver, et al.
As mentioned above, love and joy are associated with brand attachment, and pride and joy are related with self-esteem.
It has been suggested that understanding individual emotions is more important than understanding abstract emotions in the study of consumption emotion Westbrook and Oliver ; Richins To assess emotions, respondents were asked to answer the question, "What kinds of feelings are generated when you use this brand?
Brand commitment is defined as the intention to continue the relationship with a brand, implying a certain amount of effort and sacrifice Aaker, Fournier, and Brasel It is generally considered as an indicator of brand loyalty Gundlach, Achrol, and Mentzer Commitment was measured on four 7-point Likert scales, based on past studies Aaker, Fournier, and Brasel Confirmatory Factor Analysis for All Items.
Before the hypotheses were tested, all measurement items were estimated by confirmatory factor analysis. Also, all the reliability coefficients exceeded the minimum value.
The results of the confirmatory factor analysis are shown in Table 1. These results indicate support for Hypotheses 1 and 2. Although reflected appraisal does not show evidence of a significant influence on joy, most of the results support Hypotheses 3 and 4.
This indicates that brand commitment is formed on the basis of consumer emotions; thus, Hypotheses 5 and 6 are supported.
In particular, it empirically proves that consumers establish more intense brand commitment through the experiences of love, joy and pride induced by the process of brand attachment or self-esteem.
This finding supports the argument that such emotions, the determinants of commitment, should be conceptually and empirically differentiated from commitment per se Chaudhuri and Holbrook The current study suggests that consumers experience a feeling of attachment in a relationship with a self-congruent brand. The brand attachment process involves the emotions of love and joy, which increase as a result of emotional dependence and separation anxiety. Joy is a positive emotion that consumers usually feel when using the brand they like Chaudhuri and Holbrook This feeling of joy is a starting point in forming an emotional bond with the brand and in developing more profound emotions such as love.
From an empirical perspective, this result is presumably related to the characteristics of the product categories or situational factors, but it also implies that the essence of attachment is dependence Perry As indicated by the results, consumers feel pride in using a brand with self-congruent personality, and this emotion has a positive influence on a long-term commitment. This supports the idea that the self-congruity effect can be explained by self-concept motives Johar and Sirgy ; Sirgy, Grewal, and Mangleburgespecially by the actualization of the self-esteem process Judge, Bono, and Locke Joy does not have a significant relation to a positive reflected appraisal in the self-esteem process, but it seems to be a result from a positive self-appraisal; thus, the study supports the notion that joy is also relevant to self-esteem.
Implications and Future Research Directions The role of brand personality in a consumer-brand relationship is examined in the present research. Moreover, in this study, the concept of attachment is defined and applied to the research context of consumer-brand relationships. The concept is distinguished conceptually and empirically from the notion of commitment. It is believed that these concepts will serve as a basis for future studies in this area.
The results of this study also provide insight for brand managers and marketers. According to the study findings, brand personality can play a critical role in the formation of the relationship between a company and its consumers.
However, the present study has some shortcomings, which need to be addressed and overcome in future studies. In other words, we need to make some allowance for factors that might be influencing aspects of sales without actually improving consumer demand. The most important ones are price and distribution. Brand Strength based accessing the relevant beliefs, associations and attitudes of the consumers' mind: An obvious place to understand the strength of a brand should be through the consumer's mind.
David Aaker of the University of California, Berkley, visualises each brand name as a box in the consumers brain, in which are stored away all the bits of information and associations to do with that brand. The whole box is then in turn stored with positive or negative feelings.
This is as good an image as any, although like all metaphors for how the mind works it is likely to be too simplistic and therefore runs the risk of sometimes being misleading. It will serve however to introduce some basic categories of information that we can try to gather about what goes on in the consumers mind: Awareness - whether there is a box for our brand there at all, or whether it is easy to find. Associations and beliefs - what's in the box?