Results 341 to 350 of about 822,221 (394)

Antecedents of True Brand Loyalty

Journal of Advertising, 2008
We examine a model of six latent constructs and propose that true brand loyalty can be explained as a result of five distinct antecedents: brand credibility, affective brand conviction, cognitive brand conviction, attitude strength, and brand commitment.
Joffre Swait, Jon D. Morris, Jooyoung Kim   +2 more
openaire   +3 more sources

Online brand advocacy and brand loyalty: a reciprocal relationship?

Asia Pacific Journal of Marketing and Logistics, 2021
PurposeThe purpose of this study is to increase the understanding of the online brand advocacy (OBA) and brand loyalty relationship through a social identity theory lens.Design/methodology/approachAn online survey was used to obtain the needed data and ...
Violetta Wilk, G. Soutar, P. Harrigan
semanticscholar   +1 more source

The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion

Corporate Governance: The International Journal of Business in Society, 2021
Purpose The study of the antecedents to loyalty is of great interest to both academics and professionals in the context of fashion consumption. The purpose of this paper is to define a SEM model, in which brand image and its dimensions, as well as ...
Pedro Cuesta-Valiño, Pablo Gutiérrez-Rodríguez, Estela Núñez-Barriopedro   +2 more
semanticscholar   +1 more source

Brand Loyalty vs. Loyalty to Product Attributes

2012
Typically, in a specific category, a product or service can be defined not only by the brand it bears but also by multiple other attributes (e.g., pack size, price level, product formulation): a total of ten attributes for our example, detergents. While many papers have been devoted to brand loyalty, very few have been devoted to loyalty to other ...
Laurent, Gilles, Rungie, C.
openaire   +4 more sources

Brands and political loyalty [PDF]

Journal of Brand Management, 2006
Incumbent political parties, like the providers of commercial goods and services, are seeking to secure repeat sales at a time when consumer loyalty is under threat from proliferating choice and social realignment. As with other large and infrequent purchases, parties need to use marketing not only to win a sale (an election) but also to minimise post ...
openaire   +1 more source

The Development of Brand Loyalty

Journal of Marketing Research, 1964
The experiment reported here examines the growth of brand loyalty in a setting where there is no prior consumer knowledge about any of the available brands. Search behavior precedes the development of brand loyalty, which grows to measurable strength despite the virtual identity of the available brands, suggesting that some consumers are prone to ...
openaire   +2 more sources

Brand Loyalty and Online Brand Communities

International Journal of Online Marketing, 2016
This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands.
Katherine Barnet, Sharmila Pixy Ferris
openaire   +2 more sources

Decline and variability in brand loyalty

International Journal of Research in Marketing, 1997
Abstract In this paper, we examine the over-time behavior of brand loyalty for a large set of brands drawn from 21 consumer packaged goods categories. Using the brand-loyalty operationalization of Colombo and Morrison (1989), the following conclusions are obtained.
Jan-Benedict E.M. Steenkamp, Jan-Benedict E.M. Steenkamp, Marnik G. Dekimpe, Martin Mellens, Piet Vanden Abeele   +4 more
openaire   +2 more sources

Religious Brand Loyalty and Political Loyalties

Journal for the Scientific Study of Religion, 2000
Numerous works have detailed the breakdown of brand loyalty within society over the last forty years and its results. Whether examining political loyalties, religious loyalties, or loyalties to brands such as Lucky Strike cigarettes, each study has noted a lowering of traditional barriers to switchingbrands and the creation of a nation of individualist
openaire   +2 more sources

Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers

, 2020
PurposeThis study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement (CE), brand trust and brand loyalty.Design/methodology/approachThe ...
June-hyuk Kwon, Seung-hye Jung, Hyun-ju Choi, Joon-ho Kim   +3 more
semanticscholar   +1 more source