a r t i c l e i n f o Keywords: Customer–brand identification Company identity Brand identity Social identity Brand loyalty This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to brand loyalty framework. Th...

The purpose of this study was to investigate the relationship among the attitudinal brand loyalty variables (i.e., cognitive, affective, and conative components), team identification, and customer satisfaction by developing a structural equation model, based on Oliver's (1997) attitudinal brand loyalty model. The results of this study confirmed the study of brand loyalty stages by Oliver (1997)...

a r t i c l e i n f o Keywords: Brand loyalty Individual level collectivist values Perceived value Brand trust Perceived quality China In today's dynamic business environment the success of a firm often depends on its ability to create brand loyalty. While there is a large body of research exploring brand loyalty and its antecedents, little has been done to examine how the relationship between ...

Customer loyalty is a component with considerable focus on by relationship-oriented marketing. Firm brand is one of the factors that play significant role in creating brand loyalty. Therefore in this research, we studied brand effect on customer loyalty. Also in this research, we examined customer satisfaction, loyalty, perceived quality and brand equity (brand value) in relation to customer lo...

This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...

Brand Loyalty is the only tool for any company to survive in a severe competition. Brand helps in creating relationship between consumer and producer. In this research we study and investigated the effect of service quality, perceived quality, perceived value, brand trust and customer satisfaction on brand loyalty. The service quality, perceived quality and value were determined to be input var...

Building brand loyalty has become more crucial, yet more complex to achieve in today’s age of immense competition. The paper discusses the brand loyalty as it is becoming an important element for gaining competitive advantage. The study looks into different key factors affecting brand loyalty in a developing country like Pakistan. The study focused on the aspects; Brand Knowledge, Brand Social ...

BACKGROUND AND AIM There is little academic research on tobacco brand loyalty and switching, and even less in restrictive marketing environments such as Australia. This paper examines tobacco brand family loyalty, reasons for choice of brand and the relation between these and sociodemographic variables over a period of 10 years in Australia. METHODS Data from current Australian smokers from 9...

Purpose – The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty. Design/methodology/approach – The convenience sampling method was used to collect primary data. A total of 400 adult consumers were interviewed who looked round or bought toys and video games in Taipei City Mall, and 387 effective questionnaires were collected; ...