Cognitive drivers of brand love and store brand loyalty: lessons for retailers in a developing country setting

Alić, Adi; Mujkić, Alisa

doi:10.1080/09593969.2022.2056905

Cited by 4 publications

(4 citation statements)

References 108 publications

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“…Thus, H5 and H7 are supported. However, when consumers tend to overlook brand characteristics, they alter their buying patterns and consider conflicting competitive messages as well as displaying switching behaviors due to postpurchase dissonance (Alić and Mujkic, 2023; Bazi et al , 2023; Bigne et al , 2020; Drennan et al , 2015; Laroche et al , 2012; Le, 2021; Mody and Hanks, 2020; Mujkic et al , 2020; Tanveer et al , 2021; Zhang et al , 2020). It is the differentiating, larger-than-life messages that hook the consumer toward repeat purchase and reflect loyalty.…”

Section: Discussionmentioning

confidence: 99%

“…Consumers who are emotionally engaged with a brand and who love it more exhibit greater brand loyalty (Huang, 2017). Brand love has a strong positive relationship with brand loyalty (Ali c and Mujkic, 2023;Bazi et al, 2023;Bigne et al, 2020;Drennan et al, 2015;Laroche et al, 2012;Le, 2021;Mody and Hanks, 2020;Mujkic et al, 2020;Tanveer et al, 2021;Zhang et al, 2020):…”

Section: Brand Love Enhances Brand Loyaltymentioning

confidence: 99%

“…According to Belk (2014), emotional attachment is connected to trust, relationships and a personal history between the customer and the brand that helps in transition to brand love (Marmat, 2023). Cognition serves as the essential stimulus for eliciting that emotion (Alić and Mujkic, 2023; Estelami, 2020). This study looked at how four cognitive preconditions (popularity, authenticity, social self-expression and private self-expression) create brand love.…”

Section: Cognitions and Brand Lovementioning

confidence: 99%

“…Second, the study contributes to assessment of brand love drivers. Here, we focused on four brand cognitions: two linked to the market (brand popularity and brand authenticity) and two linked to the consumer's internal and external self-expression, to understand the whole aspect of consumer cognitions (Ali c and Mujkic, 2023). Third, the study contributes to theoretical advancement of sustainability marketing execution and impact.…”

Section: Introductionmentioning

confidence: 99%

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The antecedent cognitions of brand love and its impact on brand loyalty: the moderating role of sustainability marketing

Khalid,

Awan,

Ali

et al. 2023

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Purpose This study aims to examine the moderating effect of sustainability marketing on brand loyalty of brands that advertise their sustainable development agenda goals. The study highlights the mediating effect of brand love having cognitive antecedents of brand authenticity, popularity and congruence with private and social self of the consumer. Design/methodology/approach A mall intercept survey was used to collect data from consumers who use brands that embrace sustainable marketing strategies. Only those brands were selected which are popular as well as advertise sustainable practices in their brand communication (mainstream and social media). The data was self-administered by trained research assistants, who gathered data from a sample of 350 respondents. Findings The findings revealed that the popularity and authenticity of a brand play an essential role in developing brand love and later influences brand loyalty behavior. A larger effect is seen on brand love when there is congruence of private and social self with the brand. The brand has even a stronger relationship with brand loyalty when moderated by sustainability marketing. Research limitations/implications Brand love has the potential for long-term influences, only if sustainability marketing is used as a backbone. Brand managers should target an authenticity-seeking segment of consumers, who once convinced can lead to repeat business and brand loyalty and reduce dissonance. As sustainability marketing provides multiple benefits, genuine branding strategies should be devised that amalgamate into a single message spun around sustainability concerns and connecting the ethos of authenticity, popularity and self-expression. Future research may take into consideration more categories than this study on clothing, and consumer goods, adopting a mixed-methods approach. Moreover, a range of potential antecedents of brand love can be determined along with potential outcomes when aligned with external efforts such as sustainability, corporate social responsibility and international investment. Originality/value To the best of the authors’ knowledge, this is the first study investigating the moderating role of sustainability marketing on the relationship between brand love and brand loyalty and the mediating role of brand love between brand authenticity, popularity, social/private-self-expression and brand loyalty. It is also the first study documenting how sustainability marketing reinforces the brand loyalty for popular brands in developing countries like Pakistan. This study fills a research gap as it expands the existing literature on sustainability marketing and brand love that is generally focused on brand dimensions and not the brand communications and thus has not reached similar results.

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