Brand loyalty through brand tribalism: an anthropological perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cid Goncalves Filho ◽  
Flavia Braga Chinelato ◽  
Thiago Mendes Motta Couto
Keyword(s):  
Sense Of Community ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Anthropological Perspective ◽  
Content Type ◽  
Intrinsic Factors ◽  
Unique Study ◽  
Practical Implications ◽  
Brand Tribalism ◽  
Structured Questionnaire

Purpose This study aims to empirically demonstrate the direct impact of brand tribalism on brand loyalty, revealing how the intrinsic elements of brand tribalism operate within an arena of high self-expressive brands. Design/methodology/approach A quantitative survey was carried out. A structured questionnaire was applied to active members of motorcycle clubs. It was obtained 336 responses and structural modeling was applied to test a hypothetical model. Findings This research shows that community and lineage were significantly related to brand loyalty, with a sense of community demonstrating the most decisive influence. Therefore, the study reveals that loyalty can be built through brand tribalism across strategies that foment collective social identity and friendship sentiments among brand consumers. Practical implications To increase brand loyalty, managers should associate their brands with the sense of community of tribe members and create associations within the brand and its consumers through brand communication and experiences, reinforcing brand owners’ lineage’s singularity. Originality/value This is the unique study demonstrating how to forge brand loyalty through brand tribalism’s multidimensional perspective, presenting findings on how its intrinsic factors can boost loyalty within self-expressive product brands.

scholarly journals Are CRM systems ready for AI integration?

2019 ◽  
Vol 32 (2) ◽  
pp. 144-157 ◽  
Author(s):  
Sheshadri Chatterjee ◽  
Soumya Kanti Ghosh ◽  
Ranjan Chaudhuri ◽  
Bang Nguyen
Keyword(s):  
Conceptual Framework ◽  
Design Methodology ◽  
Business Success ◽  
Human Beings ◽  
Content Type ◽  
Customer Data ◽  
Crm System ◽  
Automated Decision Making ◽  
Unique Study ◽  
Practical Implications

Purpose The purpose of this paper is to develop a conceptual framework to check if an organization is ready to adopt an AI-integrated CRM system. The study also analyzes different situations which can provide a comprehensive check list in the form of indicators that could provide a signal indicating whether the organization is ready to adopt an AI-integrated CRM system by capturing actionable and appropriate data. Design/methodology/approach The paper is a general review, and appropriate literature has been used to support the conceptual framework. Findings The key findings of this study are the different indicators that make up the conceptual framework. This framework can help organizations to check at a glance whether they are ready to adopt AI-integrated CRM system in their organizations. Specifically, it has been identified that different approaches are needed to tackle various types of customer data so that those may be made fit and actionable for appropriate utilization of AI algorithms to facilitate business success of an organization. Practical implications The paper has elaborately discussed the different approaches to be undertaken to calibrate and reorient the various kinds of actionable data and the contemplated challenges one would face in doing so. This would help the practitioners that how the data so captured can be made fit for action and utilization toward application of AI technologies integrated with existing CRM system in an organization. Originality/value This study is claimed to be a unique study to provide a conceptual framework which could help arranging and rearranging of captured data by an organization for making the data fit and ready for use with the help of AI technologies. This successful integration of AI with CRM system can help organizations toward taking quick and automated decision-making without much intervention of human beings.

Emotional comprehension of a name-brand coffee shop: focus on lovemarks theory

2019 ◽  
Vol 31 (3) ◽  
pp. 1046-1065 ◽  
Author(s):  
HakJun Song ◽  
So Young Bae ◽  
Heesup Han
Keyword(s):  
Brand Loyalty ◽  
Design Methodology ◽  
Emotional Experiences ◽  
Coffee Shop ◽  
Brand Love ◽  
Content Type ◽  
Structural Relationships ◽  
And Performance ◽  
Self Administered Questionnaire ◽  
Practical Implications

Purpose This study aims to identify the structural relationships among the drivers of lovemarks (mystery, sensuality, intimacy, trust, reputation and performance), lovemarks (brand love and brand respect) and loyalty of a name-brand coffee shop. Design/methodology/approach To this end, a self-administered questionnaire survey was conducted, and after eliminating the outliers, a total of 401 data were analyzed using the SPSS and AMOS statistical packages. Findings The results of the current study indicate that both customers’ brand love and respect are positively related to their brand loyalty and sensuality, intimacy, trust among drivers of lovemarks directly affecting their brand loyalty, suggesting that the theory of lovemarks is useful to understand the process of generating brand loyalty. Moreover, it was revealed that reputation and performance are significant antecedents of brand respect, while mystery, sensuality and intimacy are important to explain brand love. Practical implications The present research informed that effectively dealing with two constituents of lovemarks (brand love and brand respect) are of utmost importance in building patrons’ brand loyalty. In addition, patrons’ cognitive and emotional experiences should be improved to boost the level of loyalty for a name-brand coffee shop. Originality/value This study made a contribution to the literature by conceptually and empirically evaluating lovemarks’ dimensions simultaneously in the name-brand coffee shop environment. In addition, this research was the first attempt to explicate loyalty formation for a name-brand coffee shop by using the lovemarks theory.

Institutional repository: access and use by academic staff at Egerton University, Kenya

2017 ◽  
Vol 38 (4/5) ◽  
pp. 276-284 ◽  
Author(s):  
Felicitas Ciabere Ratanya
Keyword(s):  
Design Methodology ◽  
Qualitative Data ◽  
Academic Staff ◽  
Point Of View ◽  
Institutional Repository ◽  
Content Type ◽  
Expected Benefits ◽  
The University ◽  
Practical Implications ◽  
Structured Questionnaire

Purpose The purpose of this paper is to examine the access and use of the institutional repository (IR) among academic staff at Egerton University. Design/methodology/approach The paper provides a description of the building and development of the IR at the Egerton university and describes expected benefits of the repository to the University and relevant stakeholders. A survey was conducted among 84 academic staff with an aim of examining their levels of awareness on the existence of the IR at the Egerton University and assess their access and use. Through a structured questionnaire both quantitative and qualitative data were collected. Findings The study revealed that majority of the academic staff at the Egerton University are still not aware of the existence of the IR. Staff also faced challenges in accessing and using the content available. The paper provided suggestions on how best to enhance the access and utilization of the IRs among the academic staff. Practical implications From a practical point of view, the paper provides implications on the access and use of IRs by the academic staff. The paper points out some challenges faced by this group of users which other academic institutions may try to solve in their respective contexts. Originality/value Findings and discussions provided in the paper will pave way to solving the challenges faced in access and use of IR by the academic staff at the Egerton University.

A process model for identifying online customer engagement patterns on Facebook brand pages

2018 ◽  
Vol 31 (2) ◽  
pp. 595-614 ◽  
Author(s):  
Vidyasagar Potdar ◽  
Sujata Joshi ◽  
Rahul Harish ◽  
Richard Baskerville ◽  
Pornpit Wongthongtham
Keyword(s):  
Empirical Study ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Process Model ◽  
Customer Engagement ◽  
Content Type ◽  
Communication Interaction ◽  
Facebook Pages ◽  
Maximum Reliability ◽  
Practical Implications

Purpose The purpose of this paper is to develop and empirically test a process model (comprising of seven dimensions), for identifying online customer engagement patterns leading to recommendation. These seven dimensions are communication, interaction, experience, satisfaction, continued involvement, bonding, and recommendation. Design/methodology/approach The authors used a non-participant form of netnography for analyzing 849 comments from Australian banks Facebook pages. High levels of inter-coder reliability strengthen the study’s empirical validity and ensure minimum researcher bias and maximum reliability and replicability. Findings The authors identified 22 unique pattern of customer engagement, out of which nine patterns resulted in recommendation/advocacy. Engagement pattern communication-interaction-recommendation was the fastest route to recommendation, observed in nine instances (or 2 percent). In comparison, C-I-E-S-CI-B-R was the longest route to recommendation observed in ninety-six instances (or 18 percent). Of the eight patterns that resulted in recommendation, five patterns (or 62.5 percent) showed bonding happening before recommendation. Research limitations/implications The authors limited the data collection to Facebook pages of major banks in Australia. The authors did not assess customer demography and did not share the findings with the banks. Practical implications The findings will guide e-marketers on how to best engage with customers to enhance brand loyalty and continuously be in touch with their clients. Originality/value Most models are conceptual and assume that customers typically journey through all the stages in the model. The work is interesting because the empirical study found that customers travel in multiple different ways through this process. It is significant because it changes the way the authors understand patterns of online customer engagement.

scholarly journals Measuring perceptions of Muslim consumers toward income tax rebate over zakat on income in Malaysia

2019 ◽  
Vol 11 (2) ◽  
pp. 368-383
Author(s):  
Abdullah- Al-Mamun ◽  
Ahasanul Haque ◽  
Muhammad Tahir Jan
Keyword(s):  
Design Methodology ◽  
Online Survey ◽  
Legal Consciousness ◽  
Policy Makers ◽  
Content Type ◽  
Leading Role ◽  
Practical Implications ◽  
People’S Perceptions ◽  
Structured Questionnaire ◽  
Significant Factors

Purpose The purpose of this study is to explore the variables that affect Muslim consumers’ perception towards tax rebate over zakat on income in Malaysia. Design/methodology/approach A close-ended structured questionnaire was developed and a total number of 236 valid responses were collected through online survey from the Muslims residing in Malaysia. Findings This study found that halal-haram aspect of Islamic Shariah, legal consciousness and religiosity of Muslim consumers are positive significant factors for growing perceptions towards tax rebate over zakat on income in Malaysia. Research limitations/implications This study will definitely play an important leading role for the policy-makers and academicians in understanding the perceptions of Muslim consumers. Practical implications This study can assist zakat and tax authorities in Malaysia for taking corrective actions to adapt or improve the current policy on the basis of its Muslim consumers’ perception. Social implications The findings of this study can reduce the gap of understanding among Muslims in the society by letting other people’s perceptions towards tax rebate through zakat system in Malaysia. Originality/value As there are not enough studies in this area, this study will definitely play an important leading role for the countries or policy-makers or concerned zakat or tax institutions all over the world in capitalizing the practices which is highly and positively perceived by the Muslim consumers in Malaysia.

Methodological lapses in plant and equipment valuation amongst Lagos valuers

2019 ◽  
Vol 37 (4) ◽  
pp. 529-546
Author(s):  
Austin Chike Otegbulu
Keyword(s):  
Content Analysis ◽  
Best Practices ◽  
Design Methodology ◽  
Content Type ◽  
Potential Sources ◽  
Valuation Process ◽  
Practical Implications ◽  
Structured Questionnaire

Purpose The purpose of this paper is to investigate the level of discrepancy in the valuation process adopted by valuers in the study area with a view to provide solution. Design/methodology/approach The study is based on both structured questionnaire and content analysis of valuation reports. In total, 185 (41 percent) structured questionnaires were randomly distributed to practicing estate surveying firms; out of 450 firms in Lagos, 173 were retrieved and used for analysis. However, the content analysis was based on 54 valuation reports on plants and equipment to investigate the extent of compliance to valuation process, standard and best practices among practitioners. Findings The findings from the study show that most of the practitioners lack the expertise to carry out plant and machinery (P&M) valuation, and there is evidence of poor application of methodology and lack of adherence to standards. Practical implications The findings from this study will reinforce the need for specialization and enforcement of standard in plant and equipment valuation practice, which will enthrone consistency, uniformity and reliability. Originality/value This study is the first to deal with methodology lapses in plant and equipment valuation in the study area. Ashaolu (2016) worked on the inter-disciplinary nature of plant and equipment valuation, whereas Otegbulu and Babawale (2011) worked on valuer’s perception or potential sources of inaccuracy in P&M valuation in Nigeria.

Brand experience and brand loyalty: is it a matter of emotions?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rania B. Mostafa ◽  
Tamara Kasamani
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Mediation Effect ◽  
Brand Experience ◽  
Experiential Marketing ◽  
Brand Attachment ◽  
Content Type ◽  
The Impact ◽  
Practical Implications

PurposeBased on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.Design/methodology/approachThe study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.FindingsThe findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.Practical implicationsTo achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.Originality/valueIn contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.

Improving brand equity

2015 ◽  
Vol 31 (10) ◽  
pp. 9-11
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Awareness ◽  
Brand Associations ◽  
Content Type ◽  
Pertinent Information ◽  
Quality Dimensions ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – A growing perception among many consumers is that brands and products are becoming increasingly more homogenous. Firms thus face an even greater challenge in the quest to make their offerings stand out from the crowd. Given the fiercely competitive landscape, the importance of brand equity cannot be overstated. High levels of equity indicate a strong brand that will be able to make its presence felt in the marketplace. Brand equity is often conceptualized as incorporating brand associations, brand loyalty, brand awareness and perceived quality dimensions. Brand associations are regarded as particularly influential. Consumers form these associations based on their knowledge and experience of the brand. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Effect of religiosity on the decision to participate in a boycott

2017 ◽  
Vol 8 (2) ◽  
pp. 309-328 ◽  
Author(s):  
Fawzi Dekhil ◽  
Hajer Jridi ◽  
Hana Farhat
Keyword(s):  
Brand Loyalty ◽  
Design Methodology ◽  
Present Model ◽  
Moderating Effect ◽  
Content Type ◽  
Data Analyses ◽  
Negative Effect ◽  
Israeli Army ◽  
Positive Effect ◽  
Practical Implications

Purpose This research aims to analyze the effects of religiosity on the decision to participate in a boycott and the effect of a boycott on attitudes toward the boycotted brand. It also aims to measure the moderating effect of brand loyalty on the different models the authors discuss. Design/methodology/approach An experiment involving 165 Tunisian individuals during a call for a boycott of products of the Coca-Cola Company, which supports the Israeli army against Palestine, was conducted. Data analyses were conducted via two principal stages using SPSS 20.0 and Smart PLS 2.0. Findings The findings show that degree of religiosity was one of the antecedents of decision to participate in a boycott, and this decision has a negative effect on the attitude toward the brand being boycotted. The paper also has been able to show that brand loyalty moderates the relation of the present model. It diminishes the effect of religiosity on boycotting. Research limitations/implications Among the limits of the study is the fact that the authors relied on the investigation of only one product/brand (namely, Coca-Cola). In addition, the samples subjected to inquiry by the authors were chosen for their convenience. Practical implications Besides, the presentation of boycotted products in stores has a negative effect on the sales of the surrounding “non-boycotted” products (Friedman, 1999a). The authors note here that marketers can derive huge benefits from the exploration of boycott, for many reasons. The company must insist on the satisfaction and trust of their consumers, which are the bases of the loyalty. They must define the marketing strategy to increase the loyalty. This will diminish the effect of religiosity on the decision to participate in the boycott. Social implications The results allow us to assert that the decision to participate in a boycott has a negative effect on the attitude of the consumer and on the brand to be boycotted. Investigating the moderating effect of loyalty on the relation between religiosity and the decision to participate in a boycott is very interesting. Originality/value This research has shown that religiosity has a positive effect on boycotting. Also, it was found that a boycott has a negative effect on attitudes toward the boycotted brand. Therefore, brand loyalty moderates negatively the effect of religiosity on the decision to participate in the boycott and moderates the effect of the boycott on brand attitude.

Structure and analyze the football value chain in Brazil

2019 ◽  
Vol 20 (2) ◽  
pp. 258-275
Author(s):  
Rosiane Serrano ◽  
Daniel Pacheco Lacerda ◽  
Ricardo Augusto Cassel ◽  
Aline Dresch ◽  
Maria Isabel Wolf Motta Morandi
Keyword(s):  
Value Chain ◽  
Design Methodology ◽  
Raw Material ◽  
Added Value ◽  
Content Type ◽  
Linear Approach ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Practical Implications ◽  
Structured Questionnaire

Purpose Football is deployed into various segments and consists of a complex value chain, with interrelationships and circularities. It is relevant in various segments and therefore it is important to understand the structure. Thus, the purpose of this paper is to present a model of a football value chain and the managerial implications inherent to this chain. Design/methodology/approach This research used a field study as its methodology, developing a semi-structured questionnaire containing open-ended questions about the representativeness of the football value chain. In-depth interviews with specialists in football were performed to collect data. Findings The results of the interviews indicated that the theoretical model is representative. Furthermore, through validation, the relevance and representativeness of the football value chain was shown, as well as its interrelationships with the other commodity and service segments. In addition, it was found that this segment is relevant and influential in the national and international market, and can be considered a factor of economic and social development. Research limitations/implications This paper provides a view of the actors who make up the football value chain, and also supplies a complementary view to the models of chains presented in the theoretical review, enabling the provision of evidence on the axis with greater added value as a new step. The limitation of this research involves the context approached, because as identified throughout the investigation, this context is complex and dynamic. In this way, the linear approach used to construct this chain led to a reduced view of reality and of present relationships. Practical implications The model shows the presence of the main actors and the structure for the transformation of raw material into a final product, and is useful to understand the existing relationships and the layers of added value. Social implications The evaluation of the conceptual model of football value chain confirms that this is a professionalized chain, which generates a significant number of direct and indirect jobs. Originality/value The authors propose a model of a football value chain which is complementary to the theoretical review developed, exposing a linkage of the players present in this chain and at what stage they are present, and supplies the managerial implications inherent to this.

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