Micro blog has become an important platform of consumer-company interaction to enhance brand loyalty. A relational model is proposed to study the influence of company micro blog interaction on customer micro blog stickiness and brand loyally, based on use and gratification theory, organization support theory and union participation theory. Results show that company interaction tactics include t...

Using the data collected from the online banking users in Taiwan, we build a hierarchical model of ebanking service quality and investigate the relationships among e-service quality, trust, satisfaction, loyalty, and brand equity. Moreover, the simultaneous equations system approach is also applied to transfer the traditional satisfaction-loyalty path into the simultaneous relationships between...

the present paper focus on itc notebook and try to understand consumer social responsibility for  cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. an experimental design with 693 participants was used. the results shows that consumers like cause related marketing campaigns and ready to do extra ef...

Private karaoke rooms (known as “KTV” or karaoke television) are a special type of leisure space in Taiwan. The focus of this study is to show the relationship between service quality, brand image, customer satisfaction, and customer loyalty in the KTV industry. This study examines two chain KTV operations in Taiwan, with two locations for each chain; the study comprises a total of 255 valid qu...

Drawing on Urde’s (2003) business model of corporate brand value creation, this exploratory study considers whether or not the use of social media for educational rather than marketing purposes can enhance student perceptions of the University corporate brand and thus increase brand loyalty. Based on focus groups with new students through to final year students at a Business School in a Scottis...

This study examined several factors related to the brand loyalty exhibited by fans of the Chicago Cubs major league baseball team. A total of 371 patrons of a restaurant located in Wrigleyville were surveyed prior to Cubs games at Wrigley Field. Working from a tripartite model of brand loyalty, it was predicted that, compared to less loyal fans, die-hard (extremely loyal) Cubs fans would demons...

INTRODUCTION Brand equity and consumer loyalty play a role in continued purchasing behaviour; however, this research has largely focused on non-addictive products without counter-marketing tactics. We examined the impact of brand equity (price premium, market share) and consumer loyalty (switching rates) on smoking cessation (discontinued cigarette purchases for 1 year) among smokers in a consu...

The rationale of this study is to look at the association between services quality of Pakistani hotel and to scrutinize cause on customer satisfaction, brand image and customer loyalty. The primary data was collected from 5 and 8 star hotels of Pakistan. The response rate was 86%. Structural equation modeling (SEM) technique was used to analyze the data. The findings suggested that high quality...

a r t i c l e i n f o This study investigates the effect of the interplay between a multi-channel retailer's offline and online brand images on consumers' online perceived risk and online loyalty within the framework of a theory of cognitive dissonance. A sample of 671 female college students participated in an experiment using a 2 (prior offline brand image) × 2 (online performance) between-su...

Analyzing purchase history of customers enables us to discover valuable knowledge that is helpful for developing effective sales promotion. In this respect, we shall introduce a new notion, association strength, defined for purchase history which quantitatively evaluates brand loyalty and brand switching behavior among several competing brands in certain commodity categories. We shall present t...