New Strategic View on Brand: The Effect of Congruity, Reliability and Attachment on Customer Loyalty

الموضوعات :

mojtaba khansabbakh ¹ , shahnaz nayebzadeh ² , reihane sadat bakhshayesh ³

1 - Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
2 - Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
3 - Department of Management, Isfahan University, Isfahan, Iran

تاريخ الإرسال : 06 الأربعاء , رجب, 1440 تاريخ التأكيد : 06 الأربعاء , رجب, 1440 تاريخ الإصدار : 13 الخميس , جمادى الثانية, 1439

الکلمات المفتاحية: *Congruity, *Reliability, *Attachment, *Brand experience, *Brand awareness, *Brand loyalty,

ملخص المقالة :

By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. The main purpose of the current study is to investigate brand and product congruity and its effect on brand loyalty and attachment, also another aim of this study is investigating the impact of brand experience on brand loyalty with regards to the moderator factors such as brand awareness and brand association, perceived quality and hedonic emotions. The current research is an applied, non-experimental and correlation study. Data was gathered through questionnaire and data analysis was performed using SPSS and LISREL software and structural equation modeling. In this research, a sample has been selected from 384 customers of Iran Melli Bank in Yazd city. Based on the finding of this research, brand experience, brand attachment and product irreplaceability are the most effective factors on brand loyalty. The results of this research recommend marketing managers to focus on the consumer needs, emotions, and competitive environments and attempt towards strengthening branding strategy.

المصادر:

References

 

1. Aaker, D. (1991). Managing brand equity.New York: Free Press.


2. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-20.


3. Brakus, J.J., Schmitt, B.H. and Zarantonello, L. (2009). Brand experience: what is it? How is itmeasured? Does it affect loyalty? Journal of Marketing, 73(3(, 52-68.


4. Barreda, Albert A. (2016). Online branding: Development of hotel branding through interactivity theory.Tourism Management, 57, 180-192.


5. Cardinale, Sylvia, Nguyen, Bang, Melewar, TC (2016).Place-based brand experience, place attachment and loyalty.Marketing Intelligence & Planning, 34(3), 54-67.


6. Chi, Hsin Kuang, Yeh, Huery Ren and Yang, Ya Ting (2009). The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. Journal of International Management Studies, 4(1), 1-18.


7. Chen, Cheng-Hsui, , Chen ,Shaw K.,  Ma, Chien-Lin (2016).Brand Experience and Customer Equity Prediction .Advances in Business and Management Forecasting, 11,19 – 38.


8. Delgado-Ballester, E. & Munuera-Aleman, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing, 35(11), 1238- 1258.


9. Ding, Cherng G., Tseng ,Timmy H.  (2015) .On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49 (7/8), 994-1015.


10. Herter, Márcia Maurer , Cristiane Pizzutti dos Santos, Diego Costa Pinto (2014). Man, I shop like a woman! The effects of gender and emotions on consumer shopping behaviour outcomes. International Journal of Retail & Distribution Management, 42 (9), 780-804.


11. Irem Erdogmus¸ and Isıl Budeyri-Turan (2012). The role of personality congruence, perceived quality and prestige on ready-to-wear brand loyalty. Journal of Fashion Marketing and Management, 16(4), 399-417.


12. Khan ,Imran , Rahman ,Zillur  (2016). E-tail brand experience’s influence on e-brand trust and e-brand loyalty: The moderating role of gender.  International Journal of Retail & Distribution Management, 44 (6), 588-606.


13. Keller, K. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1),1-22.


14. Jumiati Sasmita Norazah Mohd Suki (2015). Young consumers’ insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 276 – 292.


15. Kim Ngoc Phan, Nabil Ghantous (2013). Managing brand associations to drive customers’ trust and loyalty in Vietnamese banking. International Journal of Bank Marketing, 31(6), 456-480.


16. Quester, Pascale G., Karunaratna ,Amal , Goh, Li Kee  (2000).Self‐congruity and product evaluation: a cross‐cultural study.  Journal of Consumer Marketing, 17 (6), 525-535.


17. Lisboa Pedro Marcelo Torres Mário Gomes Augusto João Veríssimo (2015). Determining the causal relationships that affect consumer-based brand equity: The mediating effect of brand loyalty. Marketing Intelligence & Planning, 33(6),944-956.


18. Lu, Jinzhou, Xu, Yingjiao (2015).Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity. Journal of Product & Brand Management, 24(4),365-376.


19. Ma, Jianya, Campos, Ana Cláudia, Li, Shanshi, Gardiner, Sarah, Scott, Noel  (2016).Attention, emotion and hedonic service experiences: Managing and delivering services in the Asian Century. Worldwide Hospitality and Tourism Themes, 8 (1),53-60.


20. Muhammad Kashif, Mohsin Abdur Rehman, Lina Pileliene (2016). Customer perceived service quality and loyalty in Islamic banks: A collectivist cultural perspective. The TQM Journal, 28(1), 62-78,


21. Nayebzadeh, Shahnaz, Shahbazi, Parvaneh (2013). Investigating the relationship between risk aversion and loyalty to immovable in relation to the role of customer's trust and emotions in this relationship. Marketing Management Magazine, 21, 26-15.


22. Oh, Haemoon (2000). The Effect of Brand Class, Brand Awareness, and Price on Customer Value and Behavioral Intentions. Journal of Hospitality & Tourism Research, 24,136-151.


23. Pedeliento,Giuseppe^, Andreini, Daniela^, Bergamaschi, Mara and Salo (2016) .Brand and product attachment in an industrial context: The effects on brand loyalty. Industrial Marketing Management, 52, 194-206.


24. Ran Huang Stacy H Lee HaeJung Kim Leslie Evans (2015). The impact of brand experiences on brand resonance in multi-channel fashion retailing. Journal of Research in Interactive Marketing, 9 (2), 129 – 147.


25. Risitano, Marcello, Romano, Rosaria, Sorrentino ,Annarita , Quintano, Michele  (2017) .The impact of consumer-brand engagement on brand experience and behavioural intentions: An Italian empirical study. British Food Journal, 119 (8), 1884-1896.


26. Schivinski,Bruno Dabrowski,Dariusz (2015) .The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9 (1), 31-53.


27. Šeric, Maja, Gil, Irene -Saura, Alejandro Mollá-Descals (2016). Can advanced technology affect customer-based brand equity in service firms? An empirical study in upscale hotels. Journal of Service Theory and Practice, 26(1), 2-27.


28. Shalom Levy Hayiel Hino (2016). Emotional brand attachment: a factor in customer-bank relationships. International Journal of Bank Marketing, 34 (2), 136 – 150.