Academic journal article Journal of Management Research

The Effect of Brand Personality and Brand Satisfaction on Brand Loyalty: A Conceptual Paper

Academic journal article Journal of Management Research

The Effect of Brand Personality and Brand Satisfaction on Brand Loyalty: A Conceptual Paper

Article excerpt


Brand loyalty is one of the most-cited concepts in marketing literature, and both academic and practitioners have accepted the range of benefits derived from it. Today, brand loyalty plays a vital part in strategic management. It is surely true that the loyalty to the brand is amongst the most important company's fundamental tactics in order to acquire a maintainable competitive advantage. In order to get an understanding of brand loyalty, a discussion about the development of brand loyalty has been carried out in the following sections. The first section is about the different perspective of measurement of brand loyalty because of some argument in marketing literature and then second section is concerning potential antecedent of brand loyalty. This paper suggests a conceptual model to more understand the role of brand personality and brand satisfaction in influencing attitudinal and behavioral loyalty. The model will highlights the variable on which the brand loyalty depends and is helpful for managers and marketers for the better understanding of their market and also help them to better serve the needs and wants of their potential customers. This article is next established into specific research hypotheses for future studies.

Keywords: Attitudinal loyalty, Behavioral loyalty, Brand satisfaction, Brand personality

1. Introduction

Loyalty lies at the core of marketing knowledge. Brand loyalty is still a very ongoing research subject. Tepeci (1999) noted the importance of brand loyalty. He argued that brand loyalty would be a more profitable approach rather than other marketing activities, such as price cuts or promotional programs. The conception of loyalty stems from the literature of customer behavior (Chegini, 2010). Following to the latest development in loyalty literature, it is observed that it is a matter of concern to the companies that consumers are currently less inclined towards the loyalty as compared to the recent past (Bennett & Rundel-Thiele, 2005; Dekimpe, Steenkamp, Mellens, & Vanden Abeele, 1997; Kapferer, 2005). According to the statement of Schriver (1997), in the U.S., "loyalty cannot be presumed as it was 50 years ago". A decline in the perception of brand loyalty has been found with the reference to few most famous national brands. Howell (2004) and Dekimpe et al. (1997), few privately labeled brands have been widely recognized in the present market. Ballantyne, Warren, and Nobbs (2006) Moreover, due to tough competition and fast introduction of a variety of new goods and facilities in the industry attract consumers to gain familiarity with the details of the product of a wide-ranging choice of improved and customer's friendly substitutes and prospects. Hence, it is vital for providers and industrialists make sure that their products differ in terms of quality and other features as compared to their opponents, so as to produce an attraction and liking for their services and goods (Bennett and Rundel-Thiele, 2005).

The initial empirical conceptualizations of brand loyalty were appeared during 1940s and 1950s. In these initial notions, brand loyalty was developed as a uni-dimensional construct and was described and explained in behavioural terms like market share (Cunningham, 1956) or attitudinal terms like brand preference (Guest, 1944). The one dimensional nature of the construct was challenged and debated by Day (1976) who went further to offer a two-dimensional concept of the term which consisted of behaviour and attitude. The definition of brand loyalty, which seems to be the basis for the majority of present brand loyalty studies, was developed by Jacoby (1971) based on these information.

Jacoby and Chestnut (1978) argue that brand loyalty can be examined under different approaches like attitudinal approach, behavioural approach or the compound approach. Despite the well-recognized significance of measuring loyalty as a composite construct involving attitudinal and behavioural dimensions, few studies have addressed the two-dimensional types of loyalty (Kaur & Soch, 2013). …

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