• Consumer Attitude towards Store Brands in Comparison To National Brands - Prof. Deepali Gala, Dr. Ramchandra D. Patil. • The Impact Of Brand Personality On Attitude And Commitment Towards The Brand – Laure Ambrose, Sarah Ben Sliman, Pascal Bourgeat, Jean-Marc Ferrandini. • Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions – Colleen Collins Todd, Tara
Which attitudinal loyalty refers to the psychological commitment that a consumer makes in the purchase, example like intentions to purchase and intentions to recommends. (Jacoby, 1971; Jarvis & Wilcox, 1976). Dick and Basu (1994) propose that customer will be loyalty to the brand is the result of psychological processes and has behavioral manifestations. Therefore it should incorporate both attitudinal and behavioral. Satisfaction is recognized as an important element for loyalty in both the consumers and business marketing.
THE MEDIATING ROLE OF CONSUMER TRUST ON THE CSR- BRAND LOYALTY LINK Abstract: Objectives: Organizations are now realizing their responsibility towards the society and the environment. The purpose of this paper is to analyze the two dimensions of Corporate Social responsibilities and their effects on Brand Loyalty. To examine the mediating effects of Consumer Trust on the CSR- Brand Loyalty relationship. Methodology: Philanthropic CSR and Economic CSR are taken as the independent variables, Brand Loyalty as the dependent variable and consumer trust as the mediating variable. A confirmatory factor analysis was used to verify the constructs and the relationship between variables was established using a SEM model.
2014). Smith (2003) contends that CSR exercises improve the capacity of a firm to attract consumers, investors and employees (Carroll & Shaban, 2010). He further expresses that consumers claim to be impacted in their purchasing choices by the CSR reputation of firms. CSR not just makes the brand aware among the customers but also prompts a positive brand image in the minds of the potential buyers (Maheshwari and Kumar, 2013). Agreeing with this thought Khanifar, Nazari, Emami and Soltani (2012) states that one of the advantages CSR is reputable for is its capacity to enchase, if not create a business' image and reputation.
Every customer has a feeling toward a brand; it’s called brand love. It means how much a customer is attached to a certain brand because it makes an impact and a strong relation of love between the product brand and the customer who will always stick to this brand. Consumers may experience a real feeling of love toward some brands. Two brand love scales (measurement of the feeling of love towards a brand) have been developed: 7 first order dimensions (uniqueness, pleasure, intimacy, idealization, duration, dream and memories) and 2 second order factors (passion and affection). Affection consists of duration, dream, memories, intimacy and uniqueness and the passion is about idealization and pleasure.
Brand image simply means the general impression of a product carry by real or future consumers. Brand image play in a role that creating satisfaction of the consumers. Foxall and Goldsmith (1994) proposed that the recognition of the customer about the characteristics of the product and service is influenced by the perceptions about the brand and branding. Building up of brand image is an important matter for a company as it is a powerful recognition for its own product in the product market. Keller (1993) defined the brand image as “the brand relations preserve in consumers’ mind causes the assumptions about a brand.” Arslan and Altuna (2010) proposed that the product brand image is negatively by brand augmentation, but negative effect is reduced by the relation between the original and expansion brand.
When a consumer is engaged with the brand he has an impressive understanding of intricate brand values and will affiliate the product with that personality, also he would connect with the lifestyle and aspiration aims of the consumer resulting in strengthening the relationship and genuine connection between the consumer and the brand. Secondly, it helps in creating brand advocacy as experiential marketing focuses on increasing customer loyalty and strengthen brand relationships through personal recommendations that are the result of consumers’ sentiments and emotions that the brand experience supplemented value and associated with them through pertinent
It may leads to antitrust actions against monopoly or easy switching when a new product/service is introduced. Attitudinal loyalty Loyalty in attitudinal form, is seen as attitudinal commitment. This commitment is shown as consumer response with psychological attachment to the brand. Loyal consumers are described as consumers that behave in a consistently favourable manner to a certain product or service (based on the definition of “attitude” by Fishbein and Ajzen,1975). The example of this positive behaviour is positive word-of-mouth, thinking highly of a brand or willingness to pay more for a certain product/service (Dick & Basu, 1994).
What relationship exists between corporate social responsibility and brand loyalty to Vodacom company? 1.6 Scope of the study The research study titled “The role of CSR on brand loyalty at Vodacom Tanzania”, will be conducted at Vodacom Tanzania headquarter in Dar es Salaam. The reason for selecting Vodacom Tanzania headquarters is because most of CSR practices are initiated from headquarter and furthermore, CSR reports from zonal offices are compiled at headquarter office. Therefore, it will be convenient for the researcher to access reliable, accurate and relevant data concerning CSR practices and its role on brand loyalty. 1.7 Significance of the study The study intends to reveal the most customer-preferred CSR practices/activities in mobile telecommunication sector and finding the impact or role of CSR practices/activities to brand loyalty, Vodacom Tanzania selected as case studies.
“In the consumer marketing, brands are often the initiating point of the difference between competitive proposals, so that they can be significant for organizations success. Thus, it is very important that brand’s management applied by strategic method. The brand is a fundamental product of a company. Brand equity shows a price difference that a powerful brand attract it in its sale in comparison with other brands. In recent researches about brand equity, there are two main prominent theoretical points of view that provide valuable views into the body of brand equity.