The Antecedents of Customer Loyalty

Blackwell, Steven A.; Szeinbach, Sheryl L.; Barnes, James H.; Garner, Dewey W.; Bush, Victoria D.

doi:10.1177/109467059914007

Cited by 52 publications

(11 citation statements)

References 48 publications

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“…Likewise, the relationship marketing concurs customers reciprocate to the marketing activities of businesses that benefit customers (Grönroos, 1994), corroborating the Keller's (2001) view of brand engagement as a 'highly sync' relationship between customers and brands. Additionally, the relationship marketing theory explains that response of customers towards brands originates from the perceived value they derive from brands (Blackwell et al,1999). On the same lines, the benefits customers draw from the brand become the core relational factors that determine the long-term relationship between customers and brands, eventually leading to brand engagement behavior (Bowden, 2009).…”

Section: Resultsmentioning

confidence: 99%

Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan

Farhat¹,

Mokhtar²,

Salleh³

2020

10.5267/j.msl

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Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the relationship between brand engagement and customer-based brand equity drivers; brand personality, brand experience, and brand affect. The data was collected from 426 automobile customers in Pakistan through multistage cluster sampling technique. PLS-SEM analysis of the data supported the relationships between brand equity drivers and brand engagement and the mediating role of brand affect. Brand experience, brand personality, and brand affect emerged as the significant predictors to brand engagement. It is recommended that brand managers design marketing plans with a greater emphasis and focus on pleasant brand experiences which result in brand affect, ultimately leading to brand engagement.

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Section: Resultsmentioning

confidence: 99%

Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan

Farhat¹,

Mokhtar²,

Salleh³

2020

10.5267/j.msl

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“…found that high perceived value of customers will bring high satisfaction with the products and the customers are likely to choose the enterprise in the future and has a higher loyalty to the enterprise [27]. Based on customer value-customer loyalty model, Blackwell et al (1999) proposed that profits perception, perceived loss of profit, situational and personal preferences affect the perceived value, and perceived value and context have a positive impact on customer loyalty (Blackwell et al, 1999) [28]. This paper presents the hypothesis H4: customer perceived value has a positive impact on customer loyalty.…”

Section: The Relationship Between the Customer Perceived Value And Thmentioning

confidence: 99%

Study on the Influence Path of Brand Virtual Community Interaction on Customer Loyalty

Wang¹,

Tong²,

Zhou³

2016

OJBM

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Virtual brand community is developed based on network technology and has become the theoretical and academic research focus. Interaction in the virtual brand community has a major impact on customer loyalty. This paper studied the impact mechanism on the impacts of the network interaction in virtual community on customer loyalty. The results revealed that the different dimensions, including the two-way communication, customer participation and cooperation of interaction in virtual brand community, have a significant positive relationship with customer perceived value. Then, customer perceived value positively affected trust and customer loyalty and trust had a significant positive impact on customer loyalty.

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“…Maslow(1943) divided people's demand into five levels: physiological demands, security demands, emotional demands, respect demands and self realization demands; Blackwell(1999) [16] has an opinion that perceived benefits include material factors, service factors, psychological factors. These factors all can be summed up as material demand and spiritual demand.…”

Section: The Incentive Strategies In Online Trading Platform Communitymentioning

confidence: 99%

Incentive strategies in user community of online trading platform - bilateral market uncertainty perspective

Chen

2013

IJNVO

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User community plays an important role in online trading platforms. It provides users a place to communicate, to solve problems and to exchange information with each other on an online trading platform which faced a bilateral market-seller and buyer participants. Beginning with the incentive strategy, this paper studies the influence of material and spiritual incentive strategies on online trading platform. In addition, the authors take bilateral market uncertainty as a moderator into consideration. By doing an empirical research of hard data from a representative domestic online trading platform, the result shows us that (1) both material and spiritual incentive strategies have significant effects on improving the community user loyalty; (2) both material and spiritual incentive strategies are almost equally beneficial in high seller user uncertainty; while spiritual incentive is more useful in high buyer user uncertainty.

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The Antecedents of Customer Loyalty

Abstract: ABSTRACT

Cited by 52 publications

References 48 publications

Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan

Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan

Study on the Influence Path of Brand Virtual Community Interaction on Customer Loyalty

Incentive strategies in user community of online trading platform - bilateral market uncertainty perspective

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