Loyalty intentions

Abstract

Purpose – This article aims to present a model linking loyalty intention, brand commitment, brand credibility and brand awareness. The model shows the mediating role of brand commitment and brand credibility on loyalty intention. The researchers also investigated the changes in the given model under high and low involvement conditions, explicitly considering involvement as between-subject differences rather than between-product differences. The change in customer loyalty intention under varying levels of product involvement is a highly debated topic among researchers. Design/methodology/approach – The model was tested on a sample of 318 executives who have bought and are using deodorants. The respondents had given responses for loyalty intentions, brand commitment, brand credibility, brand awareness and involvement towards the brand of deodorant that they use. Confirmatory factor analysis was used to validate the tool for measurement of constructs and multi-group structural equation modelling for testing the hypotheses and comparing the nested models. Findings – The difference between high and low involvement groups in the given model supports the hierarchy-of-effects view. We found that attitude precedes behaviour for highly involved individuals but followed a different hierarchy among the individuals with low involvement. Research limitations/implications – This research investigates the proposed model for a single product category and so the scope of generalisability is limited to the product selected. This research has considered behavioural intention rather than the behaviour in this study. Practical implications – The study demonstrates the differences in the hierarchy-of-effects among low/high involvement groups. Thus, the findings will have an impact on the approach of practitioners, as different strategies will have to be adopted for the enhancement of loyalty intentions based on the difference in perceived involvement of consumers. Originality/value – This paper shows the need to differently target consumers with different levels of perceived involvement, within the same product class and thus between-subject involvement can be used as a segmentation variable.

Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace

“…If the customer is exposed, for example, to an advertisement or lands on a website, this state of awareness can be generated [17]. Therefore, the objective of every company is basically to generate sufficient brand awareness [1,34,35] through the creation of interesting and attractive web content. We can even define this brand awareness as simply the ability of the potential customer to remember a brand and associate it with a specific category or product line [36].…”

Peranan Brand Image Dan Brand Credibility Dalam Meningkatkan Loyalty Intention Melalui Brand Commitment

“…Terdapat berbagai faktor yang mempengaruhi loyalty intention seorang konsumen. Menurut Mathew et al (2014), loyalty intention dipengaruhi oleh brand commitment secara positif, sedangkan brand awareness dan brand credibility tidak. Penelitian yang dilakukan oleh Ogba, dan Tan (2009) menunjukkan bahwa brand image dapat menunjang loyalty, dan brand image sendiri juga telah terbukti secara signifikan dapat mempengaruhi brand commitment.…”

“…Menurut Evanschitzky et al (2006), brand commitment mengarah pada keterikatan ekonomis, emosional, dan psikologis yang dimiliki oleh konsumen terhadap suatu brand. Penelitian Mathew et al (2014) menunjukkan bahwa brand commitment secara positif mempengaruhi loyalty intention, dan brand commitment juga mampu memediasi brand credibility terhadap loyalty intention.…”

“…Menurut Mathew et al (2014), terdapat hubungan yang positif antara brand credibility dengan loyalty intention. Brand credibility merupakan salah satu faktor yang penting dalam pengambilan keputusan dan pilihan konsumen.…”

“…Kaitan antara Brand Credibility dan Brand Commitment. Mathew et al (2014) menemukan bahwa brand credibility dapat mempengaruhi brand commitment secara positif dan signifikan. Semakin konsumen merasakan bahwa suatu brand dapat memberikan dan membuktikan apa yang telah dijanjikan dengan baik, maka keinginan konsumen untuk komit akan menjadi semakin besar.…”