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EXPLORING THE RELATIONSHIPS AMONG THE ANTECEDENTS OF BRAND LOYALTY: A RESEARCH ON AN APPAREL BRAND

Year 2016, Volume: 2 Issue: 5, 305 - 314, 26.08.2016

Çağatan Taşkın , Gül Gökay Emel , Ahmet Akif Karadamar Nagihan Memiş

https://doi.org/10.18769/ijasos.68518
Cited By: 1

Abstract

There is a severe competition in apparel industry both in the world and Turkey. With the consumers’ increasing needs, wants and the change of their needs from functional to symbolic benefits, clothing style has become an important way of expressing personal identity. Thus, companies which are operating in the apparel industry are being forced to imply efficient marketing strategies and to increase the loyalty of their customers for their brands. Brand loyalty generates numerous benefits like erecting barriers to competitors, generating greater sales and revenues, reducing customer acquisition costs, and inhibiting customers' susceptibility to marketing efforts of competitors. Because of these reasons, it has been used by companies as a strategic tool to obtain sustainable competitive advantages in markets. It is also argued in the extant literature that a critical issue for the continued success of a firm is its capability to retain its current customers and make them loyal to its brands. Understanding how those factors affect brand loyalty will help companies in gaining competitive advantages.

The aim of this study is to explore the relationships among the antecedents of brand loyalty on an apparel brand that is very popular among university students. Brand communication, brand image, brand trust are taken as the antecedents of brand loyalty in the research model. Main sample of the research consists of university students in Bursa. Hypotheses are tested with the help of structural equation modelling. This study is expected to make academic and practical contributions to the existing branding literature and the companies in apparel industry, Turkey in particular.

Keywords: Brand Loyalty, Apparel Brand, Brand Communication, Brand Image, Brand Trust, Structural Equation Modelling, Bursa.

Keywords

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References

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  • Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management. vol. 3(4)
  • Anisimova, T. and Sultan, P. (2014). The role of brand communications in consumer purchases of organic foods: a research framework. Journal of Food Products Marketing, vol. 20(5).
  • Audi, M., Al Masri, R. and Ghazzawi, K. (2015). The effect of celebrity endorsement on creating brand loyalty: an application on the lebanese cosmetic sector’s demand. International Journal of Business Management and Economic Research. vol. 6(5).
  • Baig, S. A., Zia-Ur-Rehman, M., Saud, E. J., Aslam, T. and Shafique, A. (2015). Mediating roles of customer satisfaction and customer trust in building brand loyalty. An empirical study in Pakistan. Business Management Dynamics. vol. 4(10).
  • Ball, D., Simões Coelho, P., and Machás, A. (2004). The role of communication and trust in explaining customer loyalty: An extension to the ECSI model. European journal of marketing, vol. 38(9/10).
  • Bianchi, C., Drennan, J., and Proud, B. (2014). Antecedents of consumer brand loyalty in the Australian wine industry. Journal of Wine Research. vol. 25(2)
  • Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior. vol. 61.
  • Braun, E., Eshuis, J., and Klijn, E. H. (2014). The effectiveness of place brand communication. Cities, vol. 41.
  • Brexendorf, T. O., Mühlmeier, S., Tomczak, T. and Eisend, M. (2010). The impact of sales encounters on brand loyalty. Journal of Business Research. vol. 63(11)
  • Cai, Y., Zhao, G. and He, J. (2015). Influences of two modes of intergenerational communication on brand equity. Journal of Business Research. vol. 68(3).
  • Chaudhuri, A. and Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing. vol. 65(2).
  • Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, vol. 93(2).
  • Chinomona R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng province of South Africa. African Journal of Economic and Management Studies. vol. 7(1).
  • Chung, K. H., Yu, J. E., Kim, W. and Shin, J. I. (2016). The antecedent and consequences of brand image in a low-priced cosmetic brand of South Korea: The moderating effect of gender. International Journal of u- and e- Service Science and Technology. vol. 9(2).
  • Chung, K., Oh, J., Kim, W. and Park, G. (2015). The effects of perceived value of mobile phones on user satisfaction, brand trust, and loyalty. Advanced Science and Technology Letters. vol. 114.
  • Delgado-Ballester, E., and Luis Munuera-Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing, vol. 35(11/12)
  • Delgado-Ballester, E., Munuera-Aleman, J. L. and Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research. vol. 45(1)
  • Dixon, J., Bridson, K., Evans, J., and Morrison, M. (2005). An alternative perspective on relationships, loyalty and future store choice. The International Review of Retail, Distribution and Consumer Research, vol. 15(4).
  • Erciş, A., Ünal, S., Candan, F. B. and Yıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences. vol. 58.
  • Fatema, M., Azad, M. A. K. and Masum, A. K. M. (2015). Impact of brand image and brand loyalty in measuring brand equity of islami bank Bangladesh ltd. Asian Business Review. vol. 2(1).
  • Grace, D. and O’Cass, A. (2005). Examining the effects of service brand communications on brand evaluation. Journal of Product&Brand Management. vol. 14(2)
  • Harris, L. C., and Goode, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of retailing, vol. 80(2)
  • He, Y. and Lai, K. K. (2014). The effect of corporate social responsibility on brand loyalty: the mediating role of brand image. Total Quality Management & Business Excellence. vol. 25(3/4)
  • Hoek, J., Dunnett, J., Wright, M. and Gendall, P. (2000). Descriptive and evaluative attributes: what relevance to marketers?. Journal of Product & Brand Management. vol. 9(6).
  • Hohenstein, N, Sirgy, M. J., Herrmann, A. and Heitmann, M. (2007). Self-congruity: antecedents and consequences, Aix en Provance: France University Paul Cezanne.
  • Hoq, M. Z., Sultana, N., and Amin, M. (2010). The effect of trust, customer satisfaction and image on customers' loyalty in islamic banking sector. South asian journal of management, vol. 17(1).
  • Hsieh, Y. C. and Hiang, S. T. (2004). A study of the impacts of service quality on relationship quality in search-experience-credence services, Total Quality Management and Business Excellence. vol. 15(1).
  • Jones, T. O. and Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review. vol. 73.
  • Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place Branding, vol. 1(1).
  • Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing. vol. 57(1)
  • Kim, M. J., Chung, N., and Lee, C. K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management, vol. 32(2).
  • Laroche, M., Habibi, M. R. and Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International Journal of Information Management. vol. 33(1).
  • Lee, D., Moon, J., Kim, Y. J. and Mun, Y. Y. (2015). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Information & Management. vol. 52(3)
  • Liao, Y. K. (2015). The Role of Trust on Brand Loyalty and Brand Equity. Joint International Conference.
  • Michaelidou, N., Micevski, M. and Cadogan, J.W (2015). An evaluation of nonprofit brand image: towards a better conceptualization and measurement. Journal of Business Research. vol. 68(8).
  • Momen, A., Haque, A., Omar, A., and Sultana, S. (2014). Exploring the brand image of an islamic higher educational institution: A qualitative approach. Middle East Journal of Business, vol. 9(2).
  • Morgan, R. M., and S. D. Hunt. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing. vol. 58(3).
  • Nazari, E., Ghasemi, B., and Saeidi, S. S. (2015). Explain the relationship between green brand image, green satisfaction and green trust and factors affecting on green brand equity. Bulletin of The Georgian National Academy of Sciences. vol. 9(1)
  • Nikhashemi, S. R., Paim, L. H. and Khatibi, A. (2015). The role of brand loyalty in generating positive word of mouth among Malaysian hypermarket customers. World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic and Management Engineering. vol. 9(5).
  • Nikhashemi, S. R., Paim, L., Osman, S. and Sidin, S. (2015). The significant role of customer brand identification towards brand loyalty development: An empirical study among Malaysian hypermarkets customer. Procedia-Social and Behavioral Sciences. vol. 207.
  • Nyadzayo, M. W., and Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services. vol. 30
  • Orzan, G., Platon, O. E., Stefănescu, C. C. D. and Orzan, M. (2016). Conceptual model regarding the influence of social media marketing communication on brand trust, brand affect and brand loyalty. Economic Computation & Economic Cybernetics Studies & Research. vol. 50(1)
  • Rahi, S. (2015). Moderating Role of Brand Image With Relation to Internet Banking and Customer Loyalty: A Case for Branchless Banking. Journal of Internet Banking and Commerce. vol. 20(3)
  • Şahin, A., Zehir, C. and Kitapçı, H. (2012). Does brand communication increase brand trust? the ,empirical research of global mobile phone brands. Social and Behavioral Sciences. vol. 58.
  • Salinas, E. M. and Pérez, J. M. P. (2009). Modeling the brand extensions' influence on brand image. Journal of Business Research, vol. 62(1).
  • Kim, S. J., Choi, Y. K., Kim, K. H. and Liu, H. (2015). Country of origin and brand image influences on perceptions of online game quality. Journal of Consumer Behaviour. vol. 14(6)
  • Schivinski, B. and Dabrowski, D. (2015). the impact of brand communication on brand equity through facebook. Journal of Research in Interactive Marketing. vol. 9(1).
  • Šerić, M., Gil-Saura, I. and Ruiz-Molina, M. E. (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management. vol. 39.
  • So, K. K. F., King, C., Sparks, B. A. and Wang, Y. (2014). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research. vol. 55
  • Srivastava, N., Dash, S.B., and Mookerje, A. (2015). Antecedents and moderators of brand trust in the context of baby care toiletries. Journal of Consumer Marketing. vol. 32(5)
  • Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing. vol. 32(6)
  • Virvilaite, R., Tumasonyte, D. and Sliburyte, L. (2015). The influence of word of mouth communication on brand equity: Receiver perspectives. Procedia-Social and Behavioral Sciences. vol. 213.
  • Wu, C.S. (2015). A study on consumers’ attitude towards brand image, athletes’ endorsement, and purchase intention. The International Journal of Organizational Innovation. vol. 8(2)
  • Xingyuan, W., Li, F. and Wei, Y. (2010). How do they really help? An empirical study of the role of different information sources in building brand trust. Journal of Global Marketing. vol. 23(3)
  • Zehir, C., Şahin, A., Kitapçı, H., and Özşahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; The empirical research on global brands. Procedia Social and Behavioral Sciences. vol. 24.
  • Zhang, K. Z., Benyoucef, M. and Zhao, S. J. (2016). Building brand loyalty in social commerce: The case of brand microblogs. Electronic Commerce Research and Applications. vol. 15.

Year 2016, Volume: 2 Issue: 5, 305 - 314, 26.08.2016

Çağatan Taşkın , Gül Gökay Emel , Ahmet Akif Karadamar Nagihan Memiş

https://doi.org/10.18769/ijasos.68518
Cited By: 1

Abstract

References

  • Algesheimer, R., Dholakia, U. M. and Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing. vol. 69(3)
  • Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management. vol. 3(4)
  • Anisimova, T. and Sultan, P. (2014). The role of brand communications in consumer purchases of organic foods: a research framework. Journal of Food Products Marketing, vol. 20(5).
  • Audi, M., Al Masri, R. and Ghazzawi, K. (2015). The effect of celebrity endorsement on creating brand loyalty: an application on the lebanese cosmetic sector’s demand. International Journal of Business Management and Economic Research. vol. 6(5).
  • Baig, S. A., Zia-Ur-Rehman, M., Saud, E. J., Aslam, T. and Shafique, A. (2015). Mediating roles of customer satisfaction and customer trust in building brand loyalty. An empirical study in Pakistan. Business Management Dynamics. vol. 4(10).
  • Ball, D., Simões Coelho, P., and Machás, A. (2004). The role of communication and trust in explaining customer loyalty: An extension to the ECSI model. European journal of marketing, vol. 38(9/10).
  • Bianchi, C., Drennan, J., and Proud, B. (2014). Antecedents of consumer brand loyalty in the Australian wine industry. Journal of Wine Research. vol. 25(2)
  • Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior. vol. 61.
  • Braun, E., Eshuis, J., and Klijn, E. H. (2014). The effectiveness of place brand communication. Cities, vol. 41.
  • Brexendorf, T. O., Mühlmeier, S., Tomczak, T. and Eisend, M. (2010). The impact of sales encounters on brand loyalty. Journal of Business Research. vol. 63(11)
  • Cai, Y., Zhao, G. and He, J. (2015). Influences of two modes of intergenerational communication on brand equity. Journal of Business Research. vol. 68(3).
  • Chaudhuri, A. and Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing. vol. 65(2).
  • Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, vol. 93(2).
  • Chinomona R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng province of South Africa. African Journal of Economic and Management Studies. vol. 7(1).
  • Chung, K. H., Yu, J. E., Kim, W. and Shin, J. I. (2016). The antecedent and consequences of brand image in a low-priced cosmetic brand of South Korea: The moderating effect of gender. International Journal of u- and e- Service Science and Technology. vol. 9(2).
  • Chung, K., Oh, J., Kim, W. and Park, G. (2015). The effects of perceived value of mobile phones on user satisfaction, brand trust, and loyalty. Advanced Science and Technology Letters. vol. 114.
  • Delgado-Ballester, E., and Luis Munuera-Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing, vol. 35(11/12)
  • Delgado-Ballester, E., Munuera-Aleman, J. L. and Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research. vol. 45(1)
  • Dixon, J., Bridson, K., Evans, J., and Morrison, M. (2005). An alternative perspective on relationships, loyalty and future store choice. The International Review of Retail, Distribution and Consumer Research, vol. 15(4).
  • Erciş, A., Ünal, S., Candan, F. B. and Yıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences. vol. 58.
  • Fatema, M., Azad, M. A. K. and Masum, A. K. M. (2015). Impact of brand image and brand loyalty in measuring brand equity of islami bank Bangladesh ltd. Asian Business Review. vol. 2(1).
  • Grace, D. and O’Cass, A. (2005). Examining the effects of service brand communications on brand evaluation. Journal of Product&Brand Management. vol. 14(2)
  • Harris, L. C., and Goode, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of retailing, vol. 80(2)
  • He, Y. and Lai, K. K. (2014). The effect of corporate social responsibility on brand loyalty: the mediating role of brand image. Total Quality Management & Business Excellence. vol. 25(3/4)
  • Hoek, J., Dunnett, J., Wright, M. and Gendall, P. (2000). Descriptive and evaluative attributes: what relevance to marketers?. Journal of Product & Brand Management. vol. 9(6).
  • Hohenstein, N, Sirgy, M. J., Herrmann, A. and Heitmann, M. (2007). Self-congruity: antecedents and consequences, Aix en Provance: France University Paul Cezanne.
  • Hoq, M. Z., Sultana, N., and Amin, M. (2010). The effect of trust, customer satisfaction and image on customers' loyalty in islamic banking sector. South asian journal of management, vol. 17(1).
  • Hsieh, Y. C. and Hiang, S. T. (2004). A study of the impacts of service quality on relationship quality in search-experience-credence services, Total Quality Management and Business Excellence. vol. 15(1).
  • Jones, T. O. and Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review. vol. 73.
  • Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place Branding, vol. 1(1).
  • Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing. vol. 57(1)
  • Kim, M. J., Chung, N., and Lee, C. K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management, vol. 32(2).
  • Laroche, M., Habibi, M. R. and Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International Journal of Information Management. vol. 33(1).
  • Lee, D., Moon, J., Kim, Y. J. and Mun, Y. Y. (2015). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Information & Management. vol. 52(3)
  • Liao, Y. K. (2015). The Role of Trust on Brand Loyalty and Brand Equity. Joint International Conference.
  • Michaelidou, N., Micevski, M. and Cadogan, J.W (2015). An evaluation of nonprofit brand image: towards a better conceptualization and measurement. Journal of Business Research. vol. 68(8).
  • Momen, A., Haque, A., Omar, A., and Sultana, S. (2014). Exploring the brand image of an islamic higher educational institution: A qualitative approach. Middle East Journal of Business, vol. 9(2).
  • Morgan, R. M., and S. D. Hunt. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing. vol. 58(3).
  • Nazari, E., Ghasemi, B., and Saeidi, S. S. (2015). Explain the relationship between green brand image, green satisfaction and green trust and factors affecting on green brand equity. Bulletin of The Georgian National Academy of Sciences. vol. 9(1)
  • Nikhashemi, S. R., Paim, L. H. and Khatibi, A. (2015). The role of brand loyalty in generating positive word of mouth among Malaysian hypermarket customers. World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic and Management Engineering. vol. 9(5).
  • Nikhashemi, S. R., Paim, L., Osman, S. and Sidin, S. (2015). The significant role of customer brand identification towards brand loyalty development: An empirical study among Malaysian hypermarkets customer. Procedia-Social and Behavioral Sciences. vol. 207.
  • Nyadzayo, M. W., and Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services. vol. 30
  • Orzan, G., Platon, O. E., Stefănescu, C. C. D. and Orzan, M. (2016). Conceptual model regarding the influence of social media marketing communication on brand trust, brand affect and brand loyalty. Economic Computation & Economic Cybernetics Studies & Research. vol. 50(1)
  • Rahi, S. (2015). Moderating Role of Brand Image With Relation to Internet Banking and Customer Loyalty: A Case for Branchless Banking. Journal of Internet Banking and Commerce. vol. 20(3)
  • Şahin, A., Zehir, C. and Kitapçı, H. (2012). Does brand communication increase brand trust? the ,empirical research of global mobile phone brands. Social and Behavioral Sciences. vol. 58.
  • Salinas, E. M. and Pérez, J. M. P. (2009). Modeling the brand extensions' influence on brand image. Journal of Business Research, vol. 62(1).
  • Kim, S. J., Choi, Y. K., Kim, K. H. and Liu, H. (2015). Country of origin and brand image influences on perceptions of online game quality. Journal of Consumer Behaviour. vol. 14(6)
  • Schivinski, B. and Dabrowski, D. (2015). the impact of brand communication on brand equity through facebook. Journal of Research in Interactive Marketing. vol. 9(1).
  • Šerić, M., Gil-Saura, I. and Ruiz-Molina, M. E. (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management. vol. 39.
  • So, K. K. F., King, C., Sparks, B. A. and Wang, Y. (2014). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research. vol. 55
  • Srivastava, N., Dash, S.B., and Mookerje, A. (2015). Antecedents and moderators of brand trust in the context of baby care toiletries. Journal of Consumer Marketing. vol. 32(5)
  • Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing. vol. 32(6)
  • Virvilaite, R., Tumasonyte, D. and Sliburyte, L. (2015). The influence of word of mouth communication on brand equity: Receiver perspectives. Procedia-Social and Behavioral Sciences. vol. 213.
  • Wu, C.S. (2015). A study on consumers’ attitude towards brand image, athletes’ endorsement, and purchase intention. The International Journal of Organizational Innovation. vol. 8(2)
  • Xingyuan, W., Li, F. and Wei, Y. (2010). How do they really help? An empirical study of the role of different information sources in building brand trust. Journal of Global Marketing. vol. 23(3)
  • Zehir, C., Şahin, A., Kitapçı, H., and Özşahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; The empirical research on global brands. Procedia Social and Behavioral Sciences. vol. 24.
  • Zhang, K. Z., Benyoucef, M. and Zhao, S. J. (2016). Building brand loyalty in social commerce: The case of brand microblogs. Electronic Commerce Research and Applications. vol. 15.
There are 57 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Çağatan Taşkın

Gül Gökay Emel

Ahmet Akif Karadamar

Nagihan Memiş

Publication Date August 26, 2016
Submission Date August 24, 2016
Published in Issue Year 2016Volume: 2 Issue: 5

Cite

EndNote Taşkın Ç, Emel GG, Karadamar AA, Memiş N (August 1, 2016) EXPLORING THE RELATIONSHIPS AMONG THE ANTECEDENTS OF BRAND LOYALTY: A RESEARCH ON AN APPAREL BRAND. IJASOS- International E-journal of Advances in Social Sciences 2 5 305–314.

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