Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?
نویسندگان
چکیده
منابع مشابه
Brand Equity, Brand Loyalty and Consumer Satisfaction
This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and life...
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Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...
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ژورنال
عنوان ژورنال: Journal of Brand Management
سال: 2020
ISSN: 1350-231X,1479-1803
DOI: 10.1057/s41262-020-00208-4