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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 …