Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 4 of 4
Full-Text Articles in Business
Who Buys Our Brand? The Influence Of Consumption Values And The Congruity With Brand Benefits On Brand Identification, Trust And Loyalty, Sol Namkung, Seong-Yeon Park
Who Buys Our Brand? The Influence Of Consumption Values And The Congruity With Brand Benefits On Brand Identification, Trust And Loyalty, Sol Namkung, Seong-Yeon Park
Asia Marketing Journal
This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers’ views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers’ brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer’s value is similar to a brand benefit, particularly between functional value and enabling benefit, and …
Labeling And Customer Loyalty, Zheltauova Gulzira, Sang-Lin Han
Labeling And Customer Loyalty, Zheltauova Gulzira, Sang-Lin Han
Asia Marketing Journal
The purpose of this study was to analyze the brand loyalty formation by positive labeling. Affecting such factors as involvement, self-image, community engagement, preference, and choice cutback, positive labeling can be seen as one of psychological factors that shapes consumer’s behavior and their decision.
This study was carried out because little research was done to examine the influence of positive labeling toward brand loyalty, and also to find out the benefits that consumers can get from being labeled in positive terms.
Data were collected through survey questionnaire and 151 usable responses were used. Following a series of pretests and confirmatory …
The Antecedents And Consequences Of Effective Brand Positioning, Changju Kim, Eunji Seo, Junghwa Hong, Kang, Stephen J. Newell
The Antecedents And Consequences Of Effective Brand Positioning, Changju Kim, Eunji Seo, Junghwa Hong, Kang, Stephen J. Newell
Asia Marketing Journal
This study investigates which variables most effectively influence the positioning strategy of a brand. In addition, we test the connection between the positioning strategy of the brand and loyalty. Finally, we explore how brand experience effects the relationship between brand position and brand loyalty. To this end, this study employs the street-intercept method to collect data on consumers’ perception of home appliances in Japan and conducts structural equation modeling analysis to test our hypotheses. Specifically, we find that assessments of product, service, and image have a significant impact on a brand’s position which, in turn, drives brand loyalty. In addition, …
소비자-브랜드 관계와 브랜드 충성도에 관한 정성적 연구, Jae Il Kim, Young Seo Kwon, Joon Yong Seo
소비자-브랜드 관계와 브랜드 충성도에 관한 정성적 연구, Jae Il Kim, Young Seo Kwon, Joon Yong Seo
Asia Marketing Journal
No abstract provided.