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Year 2017, Volume: 4 Issue: 4, 359 - 365, 30.12.2017
https://doi.org/10.17261/Pressacademia.2017.725

Abstract

References

  • Albert, N. & Valette-Florence, P. 2010, "Measuring the Love Feeling for a Brand using Interpersonal Love Items", Journal of Marketing Development and Competitiveness, vol. 5, no. 1, pp. 57.
  • Batra, R., Ahuvia, A. & Bagozzi, R.P. 2012;2011;, "Brand love", Journal of Marketing, vol. 76, no. 2, pp. 1-16.
  • Brodie, R.J. & Hollebeek, L.D. 2011, "Advancing and consolidating knowledge about customer engagement", Journal of Service Research, vol. 14, no. 3, pp. 283-284.
  • Carroll, B.A. & Ahuvia, A.C. 2006, "Some Antecedents and Outcomes of Brand Love", Marketing Letters, vol. 17, no. 2, pp. 79-89.
  • Demir, M.Ö. 2012, "Marka sadakatinin ölçülmesi: Niyete bagli tutumsal ölçek ile satin alma sirasina dayali davranissal ölçegin karsilastirilmasi/Measuring brand loyalty: Comparison of intention to purchase attitudinal scale and purchase sequence behavioral scale", Istanbul Üniversitesi Isletme Fakültesi Dergisi, vol. 41, no. 1, pp. 103.
  • Dick, A.S. & Basu, K. 1994, "Customer loyalty: Toward an integrated conceptual framework", Academy of Marketing Science. Journal, vol. 22, no. 2, pp. 99.
  • Fetscherin, M. & Heinrich, D. 2014, "Consumer brand relationships: A research landscape", Journal of Brand Management, vol. 21, no. 5, pp. 366-371.
  • Gur u, C.l. 2012, "A life-stage analysis of consumer loyalty profile: comparing Generation X and Millennial consumers", Journal of Consumer Marketing, vol. 29, no. 2, pp. 103-113.
  • Jacoby, J. & Kyner, D.B. 1973, "Brand Loyalty vs. Repeat Purchasing Behavior", Journal of Marketing Research, vol. 10, no. 1, pp. 1-9.
  • Kanwar, R. & Pagiavlas, N. 1992, "When are higher social-class consumers more and less brand loyal than lower social-class consumers- the role of mediating variables”, Advances in Consumer Research, vol. 19, pp. 589-595.
  • Kolodny, N. 2003, "Love as Valuing a Relationship", The Philosophical Review, vol. 112, no. 2, pp. 135-189.,
  • Melnyk, V., Stijn M. J. van Osselaer & Tammo H. A. Bijmolt 2009, "Are Women More Loyal Customers than Men? Gender Differences in Loyalty to Firms and Individual Service Providers", Journal of Marketing, vol. 73, no. 4, pp. 82-96.
  • Meyers-Levy, J. & Sternthal, B. 1991, "Gender Differences in the Use of Message Cues and Judgments", Journal of Marketing Research, vol. 28, no. 1, pp. 84-96.
  • Oliver, R.L. 1999, "Whence Consumer Loyalty?", Journal of Marketing, vol. 63, pp. 33-44.
  • Shimp, T, & Madden, T 1988, 'Consumer-Object Relations: A Conceptual Framework Based Analogously on Sternberg's Triangular Theory of Love', Advances In Consumer Research, 15, 1, pp. 163-168.
  • Tucker, W.T. 1964, "The Development of Brand Loyalty", Journal of Marketing Research, vol. 1, no. 3, pp. 32-35.
  • Quester, P. & Lin Lim, A. 2003, "Product involvement brand loyalty: is there a link?", Journal of Product & Brand Management, vol. 12, no. 1, pp. 22-38.
  • Vivek, S.D., Beatty, S.E. & Morgan, R.M. 2012, "Customer Engagement: Exploring Customer Relationships Beyond Purchase", Journal of Marketing Theory and Practice, vol. 20, no. 2, pp. 122-146.
  • Vivek, S.D., Beatty, S.E., Dalela, V. & Morgan, R.M. 2014, "A Generalized Multidimensional Scale for Measuring Customer Engagement", Journal of Marketing Theory and Practice, vol. 22, no. 4, pp. 401-420.

BRAND LOVE AND CUSTOMER ENGAGEMENT’S ROLE OVER BRAND LOYALTY

Year 2017, Volume: 4 Issue: 4, 359 - 365, 30.12.2017
https://doi.org/10.17261/Pressacademia.2017.725

Abstract

Purpose - In this study, we wanted to examine the role of brand
love and customer engagement over brand loyalty whether they are
differentiating by demographic or socio-economic factors or not. It is expected
to make a contribution to the literature by expanding brand love and customer
engagement by also relating it with brand loyalty.

Methodology – We collected data with survey method from 386
participants on internet by promoting it via social media advertisements. Data
has been analysed with SPSS 23, using ANOVA, T-test and F-test.   

Findings- Results seem to be proving that demographic and
socio-economic factors are differentiating brand love, customer engagement and
brand loyalty levels and there are significant differences between some sub age
groups, education levels and gender.

Conclusion- In consideration of the results, managers of retail
clothing sector could benefit from those sub-group differences while positioning
their brand or building their brands at first glance.  

References

  • Albert, N. & Valette-Florence, P. 2010, "Measuring the Love Feeling for a Brand using Interpersonal Love Items", Journal of Marketing Development and Competitiveness, vol. 5, no. 1, pp. 57.
  • Batra, R., Ahuvia, A. & Bagozzi, R.P. 2012;2011;, "Brand love", Journal of Marketing, vol. 76, no. 2, pp. 1-16.
  • Brodie, R.J. & Hollebeek, L.D. 2011, "Advancing and consolidating knowledge about customer engagement", Journal of Service Research, vol. 14, no. 3, pp. 283-284.
  • Carroll, B.A. & Ahuvia, A.C. 2006, "Some Antecedents and Outcomes of Brand Love", Marketing Letters, vol. 17, no. 2, pp. 79-89.
  • Demir, M.Ö. 2012, "Marka sadakatinin ölçülmesi: Niyete bagli tutumsal ölçek ile satin alma sirasina dayali davranissal ölçegin karsilastirilmasi/Measuring brand loyalty: Comparison of intention to purchase attitudinal scale and purchase sequence behavioral scale", Istanbul Üniversitesi Isletme Fakültesi Dergisi, vol. 41, no. 1, pp. 103.
  • Dick, A.S. & Basu, K. 1994, "Customer loyalty: Toward an integrated conceptual framework", Academy of Marketing Science. Journal, vol. 22, no. 2, pp. 99.
  • Fetscherin, M. & Heinrich, D. 2014, "Consumer brand relationships: A research landscape", Journal of Brand Management, vol. 21, no. 5, pp. 366-371.
  • Gur u, C.l. 2012, "A life-stage analysis of consumer loyalty profile: comparing Generation X and Millennial consumers", Journal of Consumer Marketing, vol. 29, no. 2, pp. 103-113.
  • Jacoby, J. & Kyner, D.B. 1973, "Brand Loyalty vs. Repeat Purchasing Behavior", Journal of Marketing Research, vol. 10, no. 1, pp. 1-9.
  • Kanwar, R. & Pagiavlas, N. 1992, "When are higher social-class consumers more and less brand loyal than lower social-class consumers- the role of mediating variables”, Advances in Consumer Research, vol. 19, pp. 589-595.
  • Kolodny, N. 2003, "Love as Valuing a Relationship", The Philosophical Review, vol. 112, no. 2, pp. 135-189.,
  • Melnyk, V., Stijn M. J. van Osselaer & Tammo H. A. Bijmolt 2009, "Are Women More Loyal Customers than Men? Gender Differences in Loyalty to Firms and Individual Service Providers", Journal of Marketing, vol. 73, no. 4, pp. 82-96.
  • Meyers-Levy, J. & Sternthal, B. 1991, "Gender Differences in the Use of Message Cues and Judgments", Journal of Marketing Research, vol. 28, no. 1, pp. 84-96.
  • Oliver, R.L. 1999, "Whence Consumer Loyalty?", Journal of Marketing, vol. 63, pp. 33-44.
  • Shimp, T, & Madden, T 1988, 'Consumer-Object Relations: A Conceptual Framework Based Analogously on Sternberg's Triangular Theory of Love', Advances In Consumer Research, 15, 1, pp. 163-168.
  • Tucker, W.T. 1964, "The Development of Brand Loyalty", Journal of Marketing Research, vol. 1, no. 3, pp. 32-35.
  • Quester, P. & Lin Lim, A. 2003, "Product involvement brand loyalty: is there a link?", Journal of Product & Brand Management, vol. 12, no. 1, pp. 22-38.
  • Vivek, S.D., Beatty, S.E. & Morgan, R.M. 2012, "Customer Engagement: Exploring Customer Relationships Beyond Purchase", Journal of Marketing Theory and Practice, vol. 20, no. 2, pp. 122-146.
  • Vivek, S.D., Beatty, S.E., Dalela, V. & Morgan, R.M. 2014, "A Generalized Multidimensional Scale for Measuring Customer Engagement", Journal of Marketing Theory and Practice, vol. 22, no. 4, pp. 401-420.
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Details

Journal Section Articles
Authors

Berker Pandir This is me

Bahar Yasin

Publication Date December 30, 2017
Published in Issue Year 2017 Volume: 4 Issue: 4

Cite

APA Pandir, B., & Yasin, B. (2017). BRAND LOVE AND CUSTOMER ENGAGEMENT’S ROLE OVER BRAND LOYALTY. Journal of Management Marketing and Logistics, 4(4), 359-365. https://doi.org/10.17261/Pressacademia.2017.725

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