Investigating the Role of Consumer Psychological Motives on Customer Engagement, Attachment and Brand Loyalty (Case Study: Me Hypermarket Chain Stores in Tehran)
Subject Areas : Jounal of Marketing ManagementAli Akbar Khademi 1 , Abbas Golshani 2 , Hanieh Farazandeh 3
1 - Assistant Professor, Department of Management, Payame Noor University, Karaj, Iran
2 - Master of Business Administration, Payame Noor University, Karaj, Iran
3 - Master of Business Administration, Payame Noor University, Karaj, Iran
Keywords: Consumer Psychological Motivations, Brand Attachment, Customer loyalty, Customer Engagement,
Abstract :
Creating lasting relationships in today's competitive environment can play a positive role in improving the performance of companies in such markets; if brands fail to succeed in this area, they will have less of a stake in today's markets. The purpose of this study is to investigate the impact of consumer psychological motivation (Brand Psychological Ownership, Value Congruity) through customer engagement and brand attachment on brand loyalty in customers of Hyper Me Chain Stores in Tehran. This study is practical in view of purpose and according to Collection data method is descriptive survey. The statistical population of this study is infinite population and include customers of Hyper Me Chain Stores in Tehran. The Sample size according to Cochran formula is obtained 384 with available sampling method. The validity was confirmed by expert and reliability is confirmed with Cronbach Alpha. In order to analyze data is used from structural equation analyze data and Smart PLS software. The result of research is showing that the Brand psychological ownership have significant effect on Value congruity. Value congruity have significant effect on Customer Brand engagement. Customer Brand engagement have significant effect on Brand attachment. Customer Brand engagement have significant effect on Customer Loyalty and Ultimately Brand attachment have significant effect on Customer Loyalty. The investigating Consumer Psychological motivation and increasing Customer Brand engagement can provide this subject that the customer know the product and service of Brand as part of self-actions and solutions than organization and product and this subject have key role in loyalty and Brand attachment.
ابراهیمپور ازبری، م.، اکبری، م. و رفیعی رشت آبادی، ف. (1394). "نقش بازاریـابی تجربـی در تعهـد بـه برنـد بـا میانجیگری اعتماد و وفاداری به برند"، مدیریت بازرگانی، دوره 7، شماره 4، صص. 783-804.
احدمطلقی، ا. و مرادی نژاد، س. (1396). "بررسی تأثیر بازاریابی رسانه‌های اجتماعی بر رفتار مصرف‌کننده از طریق متغیر میانجی آگاهی از برند"، دومین همایش بین المللی مدیریت، حسابداری واقتصاددرتوسعه پایدار.
خدامی، س. و سبحانی، ن. (1396). "پیادهسازی مدل وفاداری برند مبتنی بر درگیرسازی مشتریان بر اساس عوامل زمینهساز بازاریابی رابطهای"، پایان نامه کارشناسی ارشد، دانشگاه خوارزمی، صص. 1-17.
سمیع زاده، ر.، حیدرزاده، ک. و فرمانی، و. (1397). "بررسی تأثیر فعالیت‌های بازاریابی مبتنی بر شبکه‌های اجتماعی بر ارزش برند و پاسخ دهی مشتری مورد مطالعه: مشتریان بانک ملت تهران"، پنجمین همایش ملی پژوهش‌های مدیریت و علوم انسانی در ایران.
شیرخدایی، م. و نصیری بشری، ف. (1396). " تبیین نقش دلبستگی به برند در ایجاد تعهد و وفاداری مشتریان: مورد مطالعه هنر- صنعت فرش دستباف ایران"، نشریه گلجام، دوره 9، شماره 31، صص. 37-58.
عابدی، ا.، قیومی، ع.ع. و حیدرخان، ا. (1396). "بررسی تأثیر دلبستگی به برند و دلبستگی به محصول بر وفاداری به برند"، دومین کنفرانس بین المللی مدیریت و حسابداری، صص. 1-14.
Abedi, E., Ghayoumi, A. & Heydarkhan, A. (2017). “Investigating effect of brand attachment and attachment to product on brand loyalty”, the second of international conference management and accounting, PP. 1-14. (Persian).
Brodie, R.J., Hollebeek, L.D., Juri_C, B. & Ili_C, A. (2011). “Customer engagement: conceptual domain, fundamental propositions, and implications for research”, Journal of Service Research, Vol. 14(3), PP. 252-271.
Bolton, R.N. (2011). “Comment: customer engagement opportunities and challenges for organizations”, Journal of Service Research, Vol. 14(3), PP. 272-274.
Chang, A., Chiang, H.H. & Han, T.S. (2012). “A multilevel investigation of relationships among Brand-centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction”, European Journal of Marketing, Vol. 46(5), PP. 626-662.
Cesario, J., Higgins, E.T. & Scholer, A.A. (2008). “Regulatory fit and persuasion: Basic principles and remaining questions”, Social and Personality Psychology Compass, Vol. 2(1), PP. 444-463.
Dougherty, D. (1992) “A practice-centered model of organizational renewal through product innovation”, Strategic Management Journal, Vol. 13, PP. 77-92.
Dwivedi, A. (2015). “A higher-order model of consumer brand engagement and its impact on loyalty intentions”, Journal of Retailing and Consumer Services, Vol. 24, PP. 100-109.
Dessart, L., Veloutsou, C. & Morgan-Thomas, A. (2015). “Consumer engagement in online Brand communities: a social media perspective”, Journal of Product & Brand Management, Vol. 24(1), PP. 28-42.
De Vries, N.J. & Carlson, J. (2014). “Examining the drivers and Brand performance implications of customer engagement with brands in the social media environment”, Journal of BrandManagement, Vol. 21(6), PP. 495-515.
Ebrahimpoor Azbari, M, Akbari, M. & Rafiee Rasht Abadi, F. (2015). “The role of experimental marketing in commitment to brand with mediation Trust and Loyalty to brand”, Business manager, Vol. 7(4), PP. 783-804. (Persian).
Fang, Y.H. (2017). “Beyond the usefulness of branded applications: insights from consumer–Brand engagement and self-construal perspectives”, Psychology & Marketing, Vol. 34(1), PP. 40-58.
France, C., Merrilees, B. & Miller, D. (2016). “An integrated model of customer-brand engagement: drivers and consequences”, Journal of Brand Management, Vol. 23(2), PP. 119-136.
Harmeling, C.M., Moffett, J.W., Arnold, M.J. & Carlson, B.D. (2017). “Toward a theory of customer engagement marketing”, Journal of the Academy of Marketing Science, Vol. 45(3), PP. 312-335.
Hollebeek, L.D. (2011). “Demystifying customer brand engagement: exploring the loyalty nexus”, Journal of Marketing Management, Vol. 27(7/8), PP. 785-807.
Hollebeek, L.D., Glynn, M.S. & Brodie, R.J. (2014). “Consumer Brand engagement in social media: conceptualization, scale development and validation”, Journal of Interactive Marketing, Vol. 28(2), PP. 149-165.
Hulland, J., Thompson, S.A. & Smith, K.M. (2015). “Exploring uncharted waters: use of psychological ownership theory in marketing”, Journal of Marketing Theory and Practice, Vol. 23(2), PP. 140-147.
Harmeling, C.M., Moffett, J.W., Arnold, M.J. & Carlson, B.D. (2017). “Toward a theory of customer engagement marketing”, Journal of the Academy of Marketing Science, Vol. 45(3), PP. 312-335.
Jahn, B. & Kunz, W. (2012). “How to transform consumers into fans of your Brand”, Journal of Service Management, Vol. 23(3), PP. 344-361.
Jaakkola, E. & Alexander, M. (2014). “The role of customer engagement behavior in value co-creation: A Service System Perspective”, Journal of Service Research, Vol. 17(3), PP. 247-261.
Jussila, I., Tarkiainen, A., Sarstedt, M. & Hair, J.F. (2015), “Individual psychological ownership: concepts, evidence, and implications for research in marketing”, Journal of Marketing Theory and Practice, Vol. 23(2), PP. 121-139.
Kumar, J. & Nayak, J.K. (2019). “Consumer psychological motivations to customer brand engagement: a case of brand community”, Journal of Consumer Marketing, Vol. 36(1), PP. 168-177.
Kronrod, A., Grinstein, A. & Wathieu, L. (2012). “Go green! Should environmental messages be so assertive?”, Journal of Marketing, Vol. 76(1), PP. 95-102.
Kotler, P. (2011). “Reinventing marketing to manage the environmental imperative”, Journal of Marketing, Vol. 75(4), PP. 132-135.
Keller, K.L. (2001). “Building customer-based brand equity: a blueprint for creating strong brands”.
Khodami, S. & Sobhani, N. (2017). “Inplementation loyalty brand model based on customer engagement according to underline factors of Relationship marketing Master thesis”, Kharazmi University, PP. 1-17. (Persian).
Kang, Y.S., Hong, S. & Lee, H. (2009). “Exploring continued online service usage behavior: the roles of selfimage congruity and regret”, Computers in Human Behavior, Vol. 25(1), PP. 111-122.
Kirk, C.P., Swain, S.D. & Gaskin, J.E. (2015). “I’mproud of it: consumer technology appropriation and psychological ownership”, Journal of Marketing Theory and Practice, Vol. 23(2), PP. 166-184.
Leckie, C., Nyadzayo, M.W. & Johnson, L.W. (2016). “Antecedents of consumer brand engagement and brand loyalty”, Journal of Marketing Management, Vol. 32(5/6), PP. 558-578.
Lee, H.H.M. & Van Dolen, W. (2015). “Creative participation: Collective sentiment in online co-creation communities”; Information & Management, Vol, 52(8), PP. 951-964.
Ostrom, A.L., Parasuraman, A., Boven, D.E., Patricio, L. & Voss, C.A. (2015). “Service Research Priorities in a Rapidly Changing Context”, Journal of Service Research, Vol. 18(2), PP. 127-159.
Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. & Iacobucci, D. (2010). “Brand attachment and Brand attitude strength: conceptual and empirical differentiation of two critical Brand equity drivers”, Journal of Marketing, Vol. 74(6), PP. 1-17.
Pierce, J.L., Kostova, T. & Dirks, K.T. (2001). “Toward a theory of psychological ownership in organizations”, Academy of Management Review, Vol. 26(2), PP. 298-310.
Steg, L., Vlek, C. (2009). “Encouraging pro-environmental behaviour: An integrative review and research agenda”, Journal of Environmental Psychology, Vol. 29, PP. 309-317.
Solem, B.A.A. (2015). “The process of customer Brandengagement in interactive contexts: prerequisites, conceptual foundations, antecedents, and outcomes”, 4(2), PP. 109-113.
Shirkhodaee, M. & Nasiri Bashari, F. (2017). “Investigating role of brand attachment in creation customer commitment and loyalty”, The Journal of Golgam Vol. 9(31), PP. 37-58. (Persian).
Tuškej, U., Golob, U. & Podnar, K. (2013). “The role of consumer–brand identification in building brand relationships”, Journal of Business Research, Vol. 66(1), PP. 53-59.
Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P. & Verhoef, P.C. (2010). “Customer engagement behavior: theoretical foundations and research directions”, Journal of Service Research, Vol. 13(3), PP. 253-266.
Vivek, S.D., Beatty, S.E., Dalela, V. & Morgan, R.M. (2014). “A generalized multidimensional scale for measuring customer engagement”, Journal of Marketing Theory and Practice, Vol. 22(4), PP. 401-420.
Vlachos, P.A., Theotokis, A., Pramatari, K. & Vrechopoulos, A. (2010). “Consumer-retailer emotional attachment: Some antecedents and the moderating role of attachment anxiety”, European Journal of Marketing, Vol. 44(9/10), PP. 1478-1499.
Razmus, W., Jaroszyńska, M. & Palęga, M. (2017). “Personal aspirations and brand engagement in self-concept”, Personality and Individual Differences, Vol. 105, PP. 294-299.
_||_ابراهیمپور ازبری، م.، اکبری، م. و رفیعی رشت آبادی، ف. (1394). "نقش بازاریـابی تجربـی در تعهـد بـه برنـد بـا میانجیگری اعتماد و وفاداری به برند"، مدیریت بازرگانی، دوره 7، شماره 4، صص. 783-804.
احدمطلقی، ا. و مرادی نژاد، س. (1396). "بررسی تأثیر بازاریابی رسانه‌های اجتماعی بر رفتار مصرف‌کننده از طریق متغیر میانجی آگاهی از برند"، دومین همایش بین المللی مدیریت، حسابداری واقتصاددرتوسعه پایدار.
خدامی، س. و سبحانی، ن. (1396). "پیادهسازی مدل وفاداری برند مبتنی بر درگیرسازی مشتریان بر اساس عوامل زمینهساز بازاریابی رابطهای"، پایان نامه کارشناسی ارشد، دانشگاه خوارزمی، صص. 1-17.
سمیع زاده، ر.، حیدرزاده، ک. و فرمانی، و. (1397). "بررسی تأثیر فعالیت‌های بازاریابی مبتنی بر شبکه‌های اجتماعی بر ارزش برند و پاسخ دهی مشتری مورد مطالعه: مشتریان بانک ملت تهران"، پنجمین همایش ملی پژوهش‌های مدیریت و علوم انسانی در ایران.
شیرخدایی، م. و نصیری بشری، ف. (1396). " تبیین نقش دلبستگی به برند در ایجاد تعهد و وفاداری مشتریان: مورد مطالعه هنر- صنعت فرش دستباف ایران"، نشریه گلجام، دوره 9، شماره 31، صص. 37-58.
عابدی، ا.، قیومی، ع.ع. و حیدرخان، ا. (1396). "بررسی تأثیر دلبستگی به برند و دلبستگی به محصول بر وفاداری به برند"، دومین کنفرانس بین المللی مدیریت و حسابداری، صص. 1-14.
Abedi, E., Ghayoumi, A. & Heydarkhan, A. (2017). “Investigating effect of brand attachment and attachment to product on brand loyalty”, the second of international conference management and accounting, PP. 1-14. (Persian).
Brodie, R.J., Hollebeek, L.D., Juri_C, B. & Ili_C, A. (2011). “Customer engagement: conceptual domain, fundamental propositions, and implications for research”, Journal of Service Research, Vol. 14(3), PP. 252-271.
Bolton, R.N. (2011). “Comment: customer engagement opportunities and challenges for organizations”, Journal of Service Research, Vol. 14(3), PP. 272-274.
Chang, A., Chiang, H.H. & Han, T.S. (2012). “A multilevel investigation of relationships among Brand-centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction”, European Journal of Marketing, Vol. 46(5), PP. 626-662.
Cesario, J., Higgins, E.T. & Scholer, A.A. (2008). “Regulatory fit and persuasion: Basic principles and remaining questions”, Social and Personality Psychology Compass, Vol. 2(1), PP. 444-463.
Dougherty, D. (1992) “A practice-centered model of organizational renewal through product innovation”, Strategic Management Journal, Vol. 13, PP. 77-92.
Dwivedi, A. (2015). “A higher-order model of consumer brand engagement and its impact on loyalty intentions”, Journal of Retailing and Consumer Services, Vol. 24, PP. 100-109.
Dessart, L., Veloutsou, C. & Morgan-Thomas, A. (2015). “Consumer engagement in online Brand communities: a social media perspective”, Journal of Product & Brand Management, Vol. 24(1), PP. 28-42.
De Vries, N.J. & Carlson, J. (2014). “Examining the drivers and Brand performance implications of customer engagement with brands in the social media environment”, Journal of BrandManagement, Vol. 21(6), PP. 495-515.
Ebrahimpoor Azbari, M, Akbari, M. & Rafiee Rasht Abadi, F. (2015). “The role of experimental marketing in commitment to brand with mediation Trust and Loyalty to brand”, Business manager, Vol. 7(4), PP. 783-804. (Persian).
Fang, Y.H. (2017). “Beyond the usefulness of branded applications: insights from consumer–Brand engagement and self-construal perspectives”, Psychology & Marketing, Vol. 34(1), PP. 40-58.
France, C., Merrilees, B. & Miller, D. (2016). “An integrated model of customer-brand engagement: drivers and consequences”, Journal of Brand Management, Vol. 23(2), PP. 119-136.
Harmeling, C.M., Moffett, J.W., Arnold, M.J. & Carlson, B.D. (2017). “Toward a theory of customer engagement marketing”, Journal of the Academy of Marketing Science, Vol. 45(3), PP. 312-335.
Hollebeek, L.D. (2011). “Demystifying customer brand engagement: exploring the loyalty nexus”, Journal of Marketing Management, Vol. 27(7/8), PP. 785-807.
Hollebeek, L.D., Glynn, M.S. & Brodie, R.J. (2014). “Consumer Brand engagement in social media: conceptualization, scale development and validation”, Journal of Interactive Marketing, Vol. 28(2), PP. 149-165.
Hulland, J., Thompson, S.A. & Smith, K.M. (2015). “Exploring uncharted waters: use of psychological ownership theory in marketing”, Journal of Marketing Theory and Practice, Vol. 23(2), PP. 140-147.
Harmeling, C.M., Moffett, J.W., Arnold, M.J. & Carlson, B.D. (2017). “Toward a theory of customer engagement marketing”, Journal of the Academy of Marketing Science, Vol. 45(3), PP. 312-335.
Jahn, B. & Kunz, W. (2012). “How to transform consumers into fans of your Brand”, Journal of Service Management, Vol. 23(3), PP. 344-361.
Jaakkola, E. & Alexander, M. (2014). “The role of customer engagement behavior in value co-creation: A Service System Perspective”, Journal of Service Research, Vol. 17(3), PP. 247-261.
Jussila, I., Tarkiainen, A., Sarstedt, M. & Hair, J.F. (2015), “Individual psychological ownership: concepts, evidence, and implications for research in marketing”, Journal of Marketing Theory and Practice, Vol. 23(2), PP. 121-139.
Kumar, J. & Nayak, J.K. (2019). “Consumer psychological motivations to customer brand engagement: a case of brand community”, Journal of Consumer Marketing, Vol. 36(1), PP. 168-177.
Kronrod, A., Grinstein, A. & Wathieu, L. (2012). “Go green! Should environmental messages be so assertive?”, Journal of Marketing, Vol. 76(1), PP. 95-102.
Kotler, P. (2011). “Reinventing marketing to manage the environmental imperative”, Journal of Marketing, Vol. 75(4), PP. 132-135.
Keller, K.L. (2001). “Building customer-based brand equity: a blueprint for creating strong brands”.
Khodami, S. & Sobhani, N. (2017). “Inplementation loyalty brand model based on customer engagement according to underline factors of Relationship marketing Master thesis”, Kharazmi University, PP. 1-17. (Persian).
Kang, Y.S., Hong, S. & Lee, H. (2009). “Exploring continued online service usage behavior: the roles of selfimage congruity and regret”, Computers in Human Behavior, Vol. 25(1), PP. 111-122.
Kirk, C.P., Swain, S.D. & Gaskin, J.E. (2015). “I’mproud of it: consumer technology appropriation and psychological ownership”, Journal of Marketing Theory and Practice, Vol. 23(2), PP. 166-184.
Leckie, C., Nyadzayo, M.W. & Johnson, L.W. (2016). “Antecedents of consumer brand engagement and brand loyalty”, Journal of Marketing Management, Vol. 32(5/6), PP. 558-578.
Lee, H.H.M. & Van Dolen, W. (2015). “Creative participation: Collective sentiment in online co-creation communities”; Information & Management, Vol, 52(8), PP. 951-964.
Ostrom, A.L., Parasuraman, A., Boven, D.E., Patricio, L. & Voss, C.A. (2015). “Service Research Priorities in a Rapidly Changing Context”, Journal of Service Research, Vol. 18(2), PP. 127-159.
Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. & Iacobucci, D. (2010). “Brand attachment and Brand attitude strength: conceptual and empirical differentiation of two critical Brand equity drivers”, Journal of Marketing, Vol. 74(6), PP. 1-17.
Pierce, J.L., Kostova, T. & Dirks, K.T. (2001). “Toward a theory of psychological ownership in organizations”, Academy of Management Review, Vol. 26(2), PP. 298-310.
Steg, L., Vlek, C. (2009). “Encouraging pro-environmental behaviour: An integrative review and research agenda”, Journal of Environmental Psychology, Vol. 29, PP. 309-317.
Solem, B.A.A. (2015). “The process of customer Brandengagement in interactive contexts: prerequisites, conceptual foundations, antecedents, and outcomes”, 4(2), PP. 109-113.
Shirkhodaee, M. & Nasiri Bashari, F. (2017). “Investigating role of brand attachment in creation customer commitment and loyalty”, The Journal of Golgam Vol. 9(31), PP. 37-58. (Persian).
Tuškej, U., Golob, U. & Podnar, K. (2013). “The role of consumer–brand identification in building brand relationships”, Journal of Business Research, Vol. 66(1), PP. 53-59.
Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P. & Verhoef, P.C. (2010). “Customer engagement behavior: theoretical foundations and research directions”, Journal of Service Research, Vol. 13(3), PP. 253-266.
Vivek, S.D., Beatty, S.E., Dalela, V. & Morgan, R.M. (2014). “A generalized multidimensional scale for measuring customer engagement”, Journal of Marketing Theory and Practice, Vol. 22(4), PP. 401-420.
Vlachos, P.A., Theotokis, A., Pramatari, K. & Vrechopoulos, A. (2010). “Consumer-retailer emotional attachment: Some antecedents and the moderating role of attachment anxiety”, European Journal of Marketing, Vol. 44(9/10), PP. 1478-1499.
Razmus, W., Jaroszyńska, M. & Palęga, M. (2017). “Personal aspirations and brand engagement in self-concept”, Personality and Individual Differences, Vol. 105, PP. 294-299.
