...Nasser Alqahtani Purpose The primary purpose of this study is to investigate the role of product design (PD) and consumer brand engagement (CBE) in boosting brand loyalty (BL). Through a dimension-level analysis using the Stimulus–Organism–Response framework and visual perception theory...

...) parasocial interactions (but not consumer empowerment) positively influence brand loyalty. Research limitations/implications The study offers significant theoretical implications by unraveling the mechanism of social media marketing for luxury brands, which is under-researched in the current literature...

... have a positive influence on their communal brand connection and brand commitment. The study also discovers that brand commitment influences brand loyalty, whereas communal brand connection influences brand commitment, loyalty and trust, respectively. Similarly, brand commitment and communal brand...

... by size and shape, and then color. Then, it showed that brand loyalty fully mediated the effect of brand familiarity on consumers' similarity perception, giving that no direct effect was found from brand familiarity to similarity perception but consumers' brand loyalty increased as they become more...

... re-use rights only Brand loyalty PLS-SEM eWOM Customer satisfaction Elaboration likelihood model Consumer brand engagement What makes consumers engage with a brand? How can brands consistently interact with customers to become their first choice when the brand's category is evoked...

... the direct effect of brand experience dimensions (sensory, affective, behavioural and intellectual) on customer engagement, and of customer engagement on brand loyalty. Figure 1 Conceptual framework Brands provide experiences during the customer journey, from information search...

... and brand loyalty. Design/methodology/approach Structural equation modelling using SmartPLS 2.0 software has been utilised to analyse 332 mall shoppers' data from the age group between 16 and 30 years, as they are highly brand conscious and willing to purchase branded products. Findings This study...

...Wanrudee Tangsupwattana; Xiaobing Liu Purpose The purpose of this paper is to investigate the relationship between emotional experience and symbolic consumption on brand loyalty. The authors also examine the differences in Generation Y consumer behavior through the comparison of Generation Y...

...Nikunj Kumar Jain; Shampy Kamboj; Vinod Kumar; Zillur Rahman Purpose The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms. Design/methodology...

...Apostolos Giovanis; Pinelopi Athanasopoulou Purpose In emerging devices (smartphones, tablets, and notebooks) markets, increasing brand loyalty is critical for suppliers. Generation Y (Gen Y) is the first global target group and the best customer segment for emerging devices. The purpose...

.... The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339...

... (i.e. online corporate brand experience (OCBE)), and to examine its influence on brand satisfaction and brand loyalty. Design/methodology/approach – This study surveys online banking customers to purify and validate the dimensions and measurement items of OCBE, and to test the developed...

... effects of perceived quality and brand awareness on overall brand equity are mediated by brand loyalty. Research limitations/implications – Although the exclusion of brand associations’ dimensions in the SEM improves the validity of the constructs, it should be regarded as a limitation, given its...

...Maktoba Omar; John Ensor; Tho D. Nguyen; Nigel J. Barrett; Kenneth E. Miller Purpose This paper seeks to compare some key antecedents of brand loyalty between two emerging markets: Thailand and Vietnam. Design/methodology/approach Using a sample of 603 female consumers of international shampoo...

... and particular methodology cast fresh light on an important challenge for marketing planners in the service industries. Steven Ward can be contacted at: s.ward@murdoch.edu.au © Emerald Group Publishing Limited 2007 Customer satisfaction Brand loyalty Tourism Australia The term...

... in those marketing communications to other actual or potential customers. © Emerald Group Publishing Limited 2005 Customer loyalty Brand loyalty Relationship marketing shifts the focus of the marketing exchange from transactions to relationships (Foss and Stone, 2001 ; Peck et al...

... students in Turkey. Findings The study concludes that brand loyalty is the most influential dimension of brand equity. Weak support is found for the brand awareness and perceived quality dimensions. Research limitations/implications While it is acknowledged that student samples are normally...

... of direct marketing in brand building. © MCB UP Limited 1998 Brand loyalty Corporate image Direct marketing Organizational development Public sector Purchasing In 1992 the North Eastern Rubber Company (NERCO) devised a new process for the manufacture of street furniture...

...Fiona Debling This paper is part of a doctoral study of how direct marketing affects brand commitment in the financial services sector. The research explores how to build consumer‐brand commitment within a UK personal finance context, focusing on retail banking. This paper reviews brand loyalty...

... to develop more substantive market models to regain the initiative. Outlines an empirical model of brand loyalty that provides diagnostic data to support the management of brand loyal behaviour and customer equity in grocery markets. P6: Customers prefer products with established brand names over...