Role of brand experience in predicting consumer loyalty

Safeer, Asif Ali; He, Yuanqiong; Abrar, Muhammad; Shabbir, Rizwan; Rasheed, Hafiz Muhammad Wasif

doi:10.1108/mip-11-2020-0471

Cited by 40 publications

(68 citation statements)

References 78 publications

(122 reference statements)

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“…Moderating effects Control effects (Hartmann and Ostberg, 2013;Schallehn et al, 2014;Riefler, 2020;Safeer et al, 2021c). These studies demonstrate that consumers respond positively when global brands communicate their authenticity while the contradictory perspectives illustrate the ambiguous function of brand globalness in determining BA's success.…”

Section: Direct Effectsmentioning

confidence: 71%

“…As a result, many researchers are examining the effects of authenticity through the use of global brands in diverse consumer environments (Hartmann and Ostberg, 2013; Schallehn et al. , 2014; Riefler, 2020; Safeer et al. , 2021c).…”

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

“…Similarly, authenticity is associated with brands, and BA is directly linked to consumers' perceptions of a brand that appears genuine and authentic (Safeer et al. , 2021b, c). Thus, most consumers rely on their perceptions of a brand's authenticity when determining the level of quality that they may expect to receive from a brand.…”

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

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Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

Safeer

Chen

Abrar

et al. 2021

APJML

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PurposeThe study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan).Design/methodology/approachIn accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.FindingsAfter controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China.Research limitations/implicationsThe research focused on two Asian countries (China and Pakistan). However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets.Practical implicationsThe research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.Originality/valueThe novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).

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Section: Direct Effectsmentioning

confidence: 71%

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

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Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

Safeer

Chen

Abrar

et al. 2021

APJML

Self Cite

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“…It is a psychological representation that individuals can both steadily exist and temporarily evoke at the same time ( Garbasevschi, 2020 ). Safeer et al (2021c) found that sensory and intellectual experience of brand experience positively influences perceived brand authenticity, which can effectively predict consumer loyalty. Consumer behavior toward brands is influenced by identity constructs ( Leckie et al, 2021 ).…”

Section: Literature Review and Theoretical Frameworkmentioning

confidence: 98%

The Effect of Brand Internationalization Strategy on Domestic Consumers’ Purchase Intention: Configuration Analysis Based on Brand Authenticity Perspective

et al. 2022

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Brand internationalization is an important strategy for emerging market enterprises to promote their self-owned brand to the international market. It has practical significance for promoting domestic consumers’ trust and acceptance of the international self-owned brands. This paper uses the fuzzy-set qualitative comparative analysis (fsQCA) as the method and 218 consumers in China as the survey subjects. The research focuses on exploring the core factors that stimulate domestic consumers’ purchase intention from the perspective of consumers’ perceived authenticity of brand internationalization (PABI) and how these factors cooperate to affect the driving path of domestic consumers’ high purchase intention. The findings show that (1) country of origin image, quality perception, credibility, and self-identity are the four core factors that stimulate domestic consumers’ purchase intention from the perspective of PABI, but each factor cannot be the necessary condition for high domestic consumers’ purchase intention alone. (2) Three types of conditional configurations constitute the driving path of high domestic consumers’ purchase intention: “country of origin image – self-identity,” “self-identity – credibility,” and “country of origin image – quality perception – credibility.” (3) The potential substitution relationship among the four core factors reflects that emerging market enterprises should choose a targeted driving path to implement brand internationalization strategies; this strategy helps enterprises to enhance domestic consumer trust and acceptance. This study broadens the exploration of brand internationalization through new research methods and perspectives and helps emerging market enterprises to design and implement various targeting, positioning, and segmentation strategies to successfully promote brand internationalization in the contest between globalization and anti-globalization.

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“…Begitu pula menurut Schmitt (1999) yang membuktikan bahwa pengalaman merek dapat menjadi awal yang baik untuk pembelajaran pada keterikatan antara konsumen dan merek sehingga akhirnya konsumen menjadi loyal dengan merek tersebut. Strategi pemasaran yang mampu meningkatkan pengalaman merek dapat membangun ikatan yang kuat dengan konsumen untuk mencapai loyalitas mereka (Safeer et al, 2021). Lebih lanjut, pengalaman merek juga terbukti memiliki efek langsung positif pada kualitas yang dirasakan, kepercayaan merek dan loyalitas merek dalam konteks produk olah raga (Akoglu dan Ozbek, 2021).…”

Section: Ketidakpastianunclassified

Pengaruh Pengalaman Merek Pada Loyalitas Merek Produk Merchandise Klub Sepak Bola Bali United Dengan Mediasi Kepuasan Dan Ketidakpastian

Pratama

Tunjungsari

2022

JMIEB

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Loyalitas merek merupakan hal penting yang perlu diperhatikan oleh setiap pemasar. Untuk dapat mencapai loyalitas merek, pemasar dapat menciptakan berbagai strategi dan layanan yang menarik untuk dapat mencapai kepuasan pelanggan. Tujuan penelitian ini adalah untuk mengetahui pengaruh pengalaman merek terhadap loyalitas merek pada produk merchandise klub sepakbola Bali United dengan kepuasan dan ketidakpastian sebagai variabel mediasi. Peneliti menyebarkan kuesioner kepada seluruh pelanggan merchandise Bali United dengan jumlah sampel sebanyak 200 responden dengan menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey yaitu dengan penyebaran kuesioner sebanyak 200 dengan skala likert 1-5 yang telah terstruktur yang diberikan pada masyarakat / pelanggan yang pernah membeli produk merchandise yang dijual oleh klub bola Bali United melalui link google form. Pengolahan data dalam penelitian ini menggunakan SmartPLS v.3.3.3. Hasil penelitian menunjukkan bahwa seluruh hipotesis yang diajukan terbukti signifikan secara statistik. Implikasi penelitian secara teoretis dapat memperluas temuan pada topik loyalitas merek dan kepuasan pelanggan. Secara praktis, hasil penelitian dapat menjadi masukan bagi pemasar khususnya produk merchandise klub olah raga dalam menyusun strategi untuk meningkatkan dan mempertahankan loyalitas konsumen melalui penciptaan pengalaman merek yang menyenangkan. Brand loyalty is important thing that every marketer needs to pay attention to. To achieve brand loyalty, marketers can create various attractive strategies and services to achieve customer satisfaction.The purpose of this study was to determine the effect of brand experience on brand loyalty on merchandise for the Bali United football club with satisfaction and uncertainty as mediating variables. Researchers distributed questionnaires to all Bali United merchandise customers with a total sample of 200 respondents using purposive sampling. The data collection method used a survey method, namely by distributing 200 questionnaires with a structured 1-5 Likert scale given to the public / customers who had bought merchandise sold by the Bali United football club through a google form link. Data processing in this was study using SmartPLS v.3.3.3. The results showed that all the proposed hypotheses proved statistically significant. The theoretical implications of the research can be to expand the findings on the topic of brand loyalty and customer satisfaction. Practically, the research results can be input for marketers, especially sports club merchandise products in developing strategies to increase and maintain consumer loyalty through the creation of pleasant brand experiences

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Role of brand experience in predicting consumer loyalty

Cited by 40 publications

References 78 publications

Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

The Effect of Brand Internationalization Strategy on Domestic Consumers’ Purchase Intention: Configuration Analysis Based on Brand Authenticity Perspective

Pengaruh Pengalaman Merek Pada Loyalitas Merek Produk Merchandise Klub Sepak Bola Bali United Dengan Mediasi Kepuasan Dan Ketidakpastian

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