Shaping customer brand loyalty during the pandemic : The role of brand credibility, value congruence, experience, identification, and engagement
(2022) In Journal of Consumer Behaviour 21(5). p.1175-1189- Abstract
While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, and related, concepts, as therefore explored in this article. Drawing on social identity theory and service-dominant-logic, this study develops and tests a model that explores the effect of customers' brand credibility, -value congruence, and -experience on their brand identification, and its subsequent effect on their brand advocacy, -attachment, and -loyalty. We also examine the potentially moderating role of consumers' engagement in affecting these relationships. To explore these issues, we collected tourist-based survey data. To analyze the data, we used confirmatory factor... (More)
While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, and related, concepts, as therefore explored in this article. Drawing on social identity theory and service-dominant-logic, this study develops and tests a model that explores the effect of customers' brand credibility, -value congruence, and -experience on their brand identification, and its subsequent effect on their brand advocacy, -attachment, and -loyalty. We also examine the potentially moderating role of consumers' engagement in affecting these relationships. To explore these issues, we collected tourist-based survey data. To analyze the data, we used confirmatory factor analysis, followed by structural equation modeling. The findings reveal that brand value congruence, credibility, and experience exercise significant positive effects on customers' brand identification, which, in turn, impact their brand advocacy, attachment, and loyalty. Further, brand engagement is shown to moderate the association of these factors. We conclude by outlining key theoretical/practical implications that arise from this research.
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- author
- Rather, Raouf Ahmad ; Hollebeek, Linda D. LU ; Vo-Thanh, Tan ; Ramkissoon, Haywantee ; Leppiman, Anu and Smith, Dale
- publishing date
- 2022-09-01
- type
- Contribution to journal
- publication status
- published
- subject
- in
- Journal of Consumer Behaviour
- volume
- 21
- issue
- 5
- pages
- 15 pages
- publisher
- John Wiley & Sons Inc.
- external identifiers
-
- scopus:85132885086
- pmid:37521716
- ISSN
- 1472-0817
- DOI
- 10.1002/cb.2070
- language
- English
- LU publication?
- no
- additional info
- Publisher Copyright: © 2022 John Wiley & Sons Ltd.
- id
- dff0d794-1891-4bcf-9df1-84c7523e445d
- date added to LUP
- 2023-02-20 11:26:47
- date last changed
- 2024-05-03 10:13:48
@article{dff0d794-1891-4bcf-9df1-84c7523e445d,
abstract = {{<p>While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, and related, concepts, as therefore explored in this article. Drawing on social identity theory and service-dominant-logic, this study develops and tests a model that explores the effect of customers' brand credibility, -value congruence, and -experience on their brand identification, and its subsequent effect on their brand advocacy, -attachment, and -loyalty. We also examine the potentially moderating role of consumers' engagement in affecting these relationships. To explore these issues, we collected tourist-based survey data. To analyze the data, we used confirmatory factor analysis, followed by structural equation modeling. The findings reveal that brand value congruence, credibility, and experience exercise significant positive effects on customers' brand identification, which, in turn, impact their brand advocacy, attachment, and loyalty. Further, brand engagement is shown to moderate the association of these factors. We conclude by outlining key theoretical/practical implications that arise from this research.</p>}},
author = {{Rather, Raouf Ahmad and Hollebeek, Linda D. and Vo-Thanh, Tan and Ramkissoon, Haywantee and Leppiman, Anu and Smith, Dale}},
issn = {{1472-0817}},
language = {{eng}},
month = {{09}},
number = {{5}},
pages = {{1175--1189}},
publisher = {{John Wiley & Sons Inc.}},
series = {{Journal of Consumer Behaviour}},
title = {{Shaping customer brand loyalty during the pandemic : The role of brand credibility, value congruence, experience, identification, and engagement}},
url = {{http://dx.doi.org/10.1002/cb.2070}},
doi = {{10.1002/cb.2070}},
volume = {{21}},
year = {{2022}},
}