Influence of advertising on consumer-based brand loyalty

Bakator, Mihalj; Boric, Sladjana; Paunović, Mina

doi:10.5937/jemc1702075b

Cited by 9 publications

(8 citation statements)

References 26 publications

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“…The second analysis was conducted to complement the findings of the first by uncovering the relationships among pre-reshoring perceived product quality, post-reshoring perceived product quality, affective ethnocentrism and cognitive ethnocentrism. In addition, with the intent to increase the predictive validity of the study, the effects of perceived quality were evaluated (Bakator et al, 2017) by modelling purchase intentions as the dependent variable. For this purpose, PLS-SEM multigroup analysis was used TQM 32,6 with two groups: those with and without previous knowledge of the firm's past offshoring decision.…”

Section: Second Analysis: Pls-sem Multigroup Analysismentioning

confidence: 99%

‘Manufacturing is coming home’: does reshoring improve perceived product quality?

Cassia

2020

TQM

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PurposeRecently, many firms have reshored manufacturing activities back to their home countries to increase customer perceptions of product quality. However, there is no evidence that relocating production to the home country improves customer-perceived quality. This study intends to address this gap by assessing the variations between pre- and post-reshoring product quality, as perceived by domestic customers.Design/methodology/approachData were collected through a questionnaire, which used the case of an Italian fashion brand that had reshored its manufacturing from Romania to Italy as the stimulus. Two analyses of the collected data (n = 399) were conducted, applying both 2 × 2 × 2 factorial design and partial least squares–structural equation modelling (PLS–SEM) multigroup analysis.FindingsReshoring increased the level of perceived product quality only for customers that both were aware of the firm's past offshoring decision and had high levels of affective ethnocentrism. For all other customers, no significant variations between pre- and post-reshoring product quality were observed.Research limitations/implicationsThis study challenges previous findings, revealing that only a minor share of customers perceived products to be of higher quality after reshoring.Practical implicationsIncreasing customer-perceived quality may not be a sufficient motivation to select the reshoring strategy. In addition, when announcing reshoring strategies, producers should appeal to customers' emotions and not use rational arguments about objective product quality.Originality/valueThis is the first study to assess variations between pre- and post-reshoring customer-perceived quality and to identify factors that explain such variations.

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Section: Second Analysis: Pls-sem Multigroup Analysismentioning

confidence: 99%

‘Manufacturing is coming home’: does reshoring improve perceived product quality?

Cassia

2020

TQM

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“…Ads that evoke positive and negative emotions may have similar effects on consumers when it comes to their buying behaviour (McKay-Nesbitt, Manchanda, Smith, & Huhmann, 2011). Advertising is a strong tool for communicating the emotional and functional values of a brand (Bakator, Bori c, & Paunovi c, 2017;De Chernatony, 2010). However, it is also noted that older consumers are more interested in rational, informational ads, rather than emotion-provoking ads.…”

Section: The Importance Of Advertisingmentioning

confidence: 99%

Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia

Bakator

Đalić

Petrović

et al. 2019

Economic Research-Ekonomska Istraživanja

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Transition economies often face various issues in their socioeconomic structures. Several studies analysed the differences and similarities between traditional capitalist economies and transition economies. In this research, advertising and customer satisfaction, two crucial market-driving factors, are measured in the emerging economy of Serbia. Additionally, perceived quality, brand credibility and brand relationship quality are included in the study as mediating factors. Four hundred thirty-two (432) customers and consumers participated in the survey. The findings indicate that advertising has a strong positive correlation with customer satisfaction. This provides support and invites future research in the domain of emerging economies when it comes to key market factors such as advertising and customers' post-purchase experiences.

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“…Companies strive towards loyal customers, and are eager to develop strong customer relationships, as loyalty is crucial for a competitive advantage on the market (Aggarwal, 2004). Loyalty can be achieved through customer satisfaction, thus companies have to address the needs and wishes of their customers (Bakator, Boric & Paunovic, 2017). Certainly, consumer-company relationships are a complex construct where achieving brand loyalty is the main goal of consumer-relationship building strategies.…”

Section: Relationships Towards a Company And Brand Trustmentioning

confidence: 99%

“…This means that corporate social responsibility (CSR) should be taken into consideration when aiming for higher financial performance and increased competitiveness on the market (Vlastelica Bakic, Cicvaric Kostic & Neskovic, 2015). Companies use various forms of marketing communication such as advertising and public relations through different media outlets in order to increase brand awareness, create brand image, and connect with the consumers (Bakator, Boric & Paunovic, 2017). From here, dynamic relationships arise between consumers and companies.…”

Section: Introductionmentioning

confidence: 99%

The Impact of Consumer-Company Relationships on Brand Loyalty

Bakator

Đorđević

Ćoćkalo

et al. 2019

Manage: J. Sustainable Bus. Manage, Solutions Emerging Econ.

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Research Question: In this paper the effect of consumers’ relationship towards a company on brand loyalty is analysed. Motivation: The main goal is to determine if consumers’ relationship towards a company develops brand loyalty. In addition, consumer-brand relationships, consumer-product relationships, brand trust and brand relationship quality are observed. This is important for defining complex relationships between companies, consumers and brands. Brand loyalty is the result of marketing, management and public relations practices. This thorough research provides a substantial insight into this domain. The number of studies that address several marketing management constructs in this form is low. Therefore, this approach is innovative from that viewpoint. Idea: The main idea is to analyse the complex relationships between the above-mentioned constructs and to highlight key factors while taking into consideration the integrity of the analysed data. Data: For this research, the data was collected via structured survey. The sample size of 407 included male and female consumers, aged from 15 to 65, from the major cities in Serbia. Potential biases were taken into consideration when undertaking data analysis. Tools: Conclusions were drawn from the extensive data analysis that included OLS regression analysis, (with and without control parameters), correlation analysis, reliability test, and tests for multicollinearity, heteroscedasticity and autocorrelation. Findings: The results indicate that there is a strong link between consumers’ relationship towards a company and brand loyalty. In addition, the links between the mediating constructs shed light on the complexity of developing relationships with consumers. Contribution: This study contributes to the existing body of literature and expands the view on consumer-company relationships from the aspect of brand and marketing management and management overall.

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Influence of advertising on consumer-based brand loyalty

Cited by 9 publications

References 26 publications

‘Manufacturing is coming home’: does reshoring improve perceived product quality?

‘Manufacturing is coming home’: does reshoring improve perceived product quality?

Transition economy and market factors: the influence of advertising on customer satisfaction in Serbia

The Impact of Consumer-Company Relationships on Brand Loyalty

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