Relationship between brand association and customer loyalty: The case of online retail industry

Phong, Lê Thái; Nga, Tran Hanh; Hanh, Nguyen Thi; Minh, Nguyễn Văn

doi:10.5267/j.msl.2019.12.012

Cited by 21 publications

(16 citation statements)

References 1 publication

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“…Brand association is also strongly related to customer satisfaction, which is strong and established antecedent of customer retention. Several studies have found relation among these three constructs in the past in various sectors including automobile sector (see Dao, 2017; Hosseini & Zainal, 2016; Phong et al, 2020; Susanti et al, 2019). Therefore, we hypothesized here that both brand association and customer satisfaction mediate the relationship between loyalty programs and customer retention.…”

Section: Literature Reviewmentioning

confidence: 99%

Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis

Fook

Dastane

2021

Jindal Journal of Business Research

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The impact of loyalty programs on customer retention was investigated in this study. Concomitantly, the mediating effects of brand association and customer satisfaction between loyalty programs and customer retention were also tested in three ways, viz., in parallel, distinct, and sequential through a series of structural models. The study focuses on the Malaysian national car sector, and empirical data was collected from 313 Malaysian national cars users through convenience sampling. This explanatory, quantitative research adopts a questionnaire as a survey instrument, and the collected data was first subjected to normality and reliability assessment followed by confirmatory factor analysis, structural equation modeling using IBM SPSS AMOS 24. Multiple mediation analysis was then conducted, and results were confirmed through bootstrapping. Findings show that there is a significant positive impact of loyalty programs on customer retention. The brand association has a full mediation effect between loyalty programs and customer retention when tested in parallel with customer satisfaction; on the contrary, customer satisfaction demonstrated an insignificant mediation effect. On the other hand, when tested distinctly, brand association showed a partial mediating effect while there was no mediation effect of customer satisfaction. Besides, customer satisfaction and brand association demonstrated sequential partial mediation.

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Section: Literature Reviewmentioning

confidence: 99%

Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis

Fook

Dastane

2021

Jindal Journal of Business Research

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“…At the same time, creative thinking to build, position and communicate brands is being explored more and more. Some consumers can decide to buy only the very famous brands on the market (Phong et al, 2020).…”

Section: Brand Awarenessmentioning

confidence: 99%

“…The repetition of the purchase is a function of the brand's functional use of the image. Thus, where there are perceived cost disparities between rival products, customers will "paid a price" by utilizing basic preference heuristic devices such as brand recognition for saving time and effort (Phong et al, 2020).…”

Section: Brand Awarenessmentioning

confidence: 99%

“…Various associations that consumers remember can produce a form of image about the brand (brand image) in the minds of consumers (Phong et al,2020). "According to Aaker (1993), "Brand associations are all problems related to brand memories.…”

Section: Brand Associationmentioning

confidence: 99%

“…When a product is improved in quality, packaging and attribute, customer may tend to use it and gradually it creates a loyalty in customers' mind. Lastly, basis for extensions is the result of having a successful Brand Association by creating a consistent feeling between the brand name and the new product or by providing a reason to buy the extension (Phong et al, 2020).…”

Section: Brand Associationmentioning

confidence: 99%

See 2 more Smart Citations

Descriptive Dimensions of Brand Equity in Service Sector of Pakistan: A Literature Review

Hassan

Bashir

Qureshi

2020

NRJSS

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In the industry of goods, the product is the primary brand. However, with services, the company is the primary brand. Branding is not for visible goods but also a significant factor of performance for services. The ability to educate consumers of their expertise and credence values before the order has contributed to the general awareness of the value of products in the service industry in relation to consumer preference. If the brand is an essential consideration in any campaign initiative, it is crucial to consider the meaning of its equity. Brand value is the confidence gained in a brand regardless of customer experience. Because of the strategic advantages of established and established products, brand value is significant. Brand equity can make a significant contribution to the visualization of intangible goods for service companies. Given that there is no research available, this study seeks to suggest descriptive brand equity dimensions in Pakistan's service markets. The history is regarded as Brand Loyalty, Brand Awareness, Brand Association, Brand Perceived Quality, Brand Image, Brand Trust, Brand Credibility as antecedents of brand equity in services markets. This research is focused on the literature review and specifics are discussed. A systemic literature review approach for extracting the existing literature of desire has been used.

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Cyber resilience framework for online retail using explainable deep learning approaches and blockchain-based consensus protocol

Zkik,

Belhadi,

Kamble

et al. 2024

Decision Support Systems

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Relationship between brand association and customer loyalty: The case of online retail industry

Cited by 21 publications

References 1 publication

Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis

Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis

Descriptive Dimensions of Brand Equity in Service Sector of Pakistan: A Literature Review

Cyber resilience framework for online retail using explainable deep learning approaches and blockchain-based consensus protocol

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