Brand loyalty in FinTech services: The role of self-concept, customer engagement behavior and self-brand connection

Kini, Archana Nayak; Savitha, Basri; Hawaldar, Iqbal Thonse

doi:10.1016/j.joitmc.2024.100240

Cited by 1 publication

(1 citation statement)

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“…The study found that green brand trust had a significant positive impact on green brand loyalty, while the relationship between self-brand connection and green brand loyalty was significant but weak. Moreover, Kini et al (2024) examined self-concept, customer engagement behavior (CEB), and self-brand connections (SBC) about loyalty, an area that has received limited attention. This research involved 380 respondents and focused on fintech application users.…”

Section: Introductionmentioning

confidence: 99%

Influence of Self Brand Connection on Loyalty: Brand Experience as a Mediator

Tjandra Rahardja,

Karmila

2024

jam

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This study involved 145 respondents from the second wave pioneer coffee product, with an interest in seeking answers: does the second wave coffee product still have loyalists, even though it has been overshadowed by the massive and widespread third and fourth wave coffees in every area? The study employed two independent variables, namely Self Brand Connection (SC) and the mediating variable Brand Experience (BE). The researchers were interested in analyzing the direct and indirect effects of the independent variables on consumer loyalty through a case study on the second wave coffee pioneer company. In this study, the indirect effects were mediated by BE. Primary data were obtained by distributing questionnaires using the Likert scale. The research data were processed using SPSS22 to present descriptive statistical results, validity and reliability tests, classical assumption tests, regression tests, and Sobel tests to test mediation. The results showed that SC has a positive direct and indirect effect on loyalty. In this study, the indirect effect is categorized as partial mediation.

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Section: Introductionmentioning

confidence: 99%