دانلود رایگان مقاله انگلیسی جست و جوی بیشترین متغییر های تاثیر گذار در سنجش وفاداری نسبت به برند - الزویر 2017

Abstract

Thisresearch attemptsto detectsome brand loyalty key specific antecedent variables based on three groups of measurements: consumer involvement, perceived brand value (consumer brand equity), and customer satisfaction. Questions that drove the study were: which variables from which of the three dimensions would have the major effect on loyalty measurements? Would the explicatory variables be consistent across all product categories? 649 respondents were divided into six product categories. Regression models were obtained for each product category and for each loyalty measurement. Perceived brand value variablestended to have the higher impact on loyalty measurements. Self-identification with the brand (self-congruence) and perceived brand quality tended to be the variables with the major effect on loyalty measurements across all product categories.

Conclusions

As this article was titled “an exploratory study”, it aims to test, without any kind of predisposition, different variables to seek which ones can have a greater effect on loyalty measurements in different product categories while trying to find if there is any regularity across the different product categories concerning a common group of explanatory variables. As pointed out in Table 8, the brand value variables tended to relate more consistently with the four types of loyalty throughout all product categories in comparison with the other two groups of independent variables (involvement and satisfaction). The customer satisfaction variables were also significant in most of the products, though not with the incidence and weight of the perceived brand value measurements. These conclusions are consistent with correlations shown in Appendix 2.

An inconsistency with the hypothesis (H2) was found in which consumer involvement measurements presented an unexpected behavior. In only a few cases they surfaced as independent significant variables, and in most of these the coefficients were negative, which is consistent with what was found by Quester et al. (2003). This could indicate a slightly inverse relationship between consumer involvement components and brand loyalty indicators. Perhaps in the degree that a product implies more involvement, the customer becomes more demanding toward the brand thereby challenging the loyalty toward it. Nevertheless, the involvement variable that had significant effect on loyalty measurements along a higher number of product categories was product importance. The other two hypotheses (H1 and H3) are supported by the results: the correlation coefficients presented in Appendix 2 tend to confirm that the brand value measurements, as the satisfaction measurements, have positive statistical relationships with the loyalty measurements; the regression models shown through Tables 2–7 also tend to confirm this.