Analyzing the impact of brand image on customer loyalty
Article Sidebar
Main Article Content
Abstract
An entrenched brand name can assist consumers in comprehending the practical aspects, fostering confidence during purchasing decisions, and building a sense of loyalty by consistently delivering groovy memoir to customers. This research immersed on analyzing the factors that have enormous percussion on customer loyalty within the renowned and globally recognized Nike brand. Based on the enlightenment of modern research in the areas of branding and consumer loyalty, in combination with the adoption of attachment theory and social identity theory, the purpose of this study is to assess how Nike's brand image affects consumer loyalty. To achieve this objective, three distinct variables were considered: brand awareness, product quality, and emotional value. Their reverberation on customer loyalty was then explored as the dependent variable. The study follows the positivism research philosophy and utilizes a non-probability convenience sampling technique. Data is collected from 161 respondents using a 5-point Linkert scale questionnaire administered through Qualtrics XM online survey software. Validity and reliability tests are conducted on the collected data before employing demographic analysis, correlation analysis, partial least square structural equation modelling, and Importance-Performance Map Analysis to address our research inquiries. Software such as SPSS and Smart-PLS are employed to assort the data and then to explain and interpret the findings. The primary outcomes of this study indicate a positive association between brand awareness and customer loyalty, although the effect is statistically insignificant. Conversely, product quality and emotional value exert a significant positive impact on customer loyalty. This research offers several policy recommendations for the top-tier management of Nike, suggesting that they should maintain their name recognition while placing a greater emphasis on improving product quality. Furthermore, it is worth noting that this research has certain limitations, such as a sample size of only 161 responders, which is rather tiny. Regarding potential avenues for future research, it is recommended to take into account factors like brand equity or brand love as potential mediators within the existing framework to acquire a more embracive assimilation of customer loyalty investigation. Additionally, employing advanced techniques such as Fuzzy-set qualitative comparative analysis (Fs/QCA), which offers an alternative approach to traditional econometric modeling and allows for analysis with larger sample sizes, may prove ameliorative strategy.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish in this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licenced under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (see The Effect of Open Access).
How to Cite
References
al-Sadati, A. H., Jeavik, J., Behbahani, Z., & Khabiri, M. (2016). A study of affecting factors on the degree of university students loyalty to the brand of nike. Journal of Fundamental and Applied Sciences, 8(2), 1619-1629.
Arghashi, V., Bozbay, Z., & Karami, A. (2021). An integrated model of social media brand love: Mediators of brand attitude and consumer satisfaction. Journal of Relationship Marketing, 20(4), 319-348.
Budur, T., & Poturak, M. (2021). Employee performance and customer loyalty: Mediation effect of customer satisfaction. Middle East Journal of Management, 8(5), 453-474.
Civelek, M. E., & Ertemel, A. V. (2019). The role of brand equity and perceived value for stimulating purchase intention in B2C e-commerce web sites. Business and economics research Journal, 10(1), 233-243.
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101-110.
Farooq, M. S., Salam, M., Fayolle, A., Jaafar, N., & Ayupp, K. (2018). Impact of service quality on customer satisfaction in Malaysia airlines: A PLS-SEM approach. Journal of Air Transport Management, 67, 169-180.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123.
Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding: John Wiley & Sons.
Jamshidi, D., & Rousta, A. (2021). Brand commitment role in the relationship between brand loyalty and brand satisfaction: phone industry in Malaysia. Journal of Promotion Management, 27(1), 151-176.
Kamble, Z., & Behera, B. K. (2021). Upcycling textile wastes: challenges and innovations. Textile Progress, 53(2), 65-122.
Kazmi, S. H. A., & Khalique, M. (2019). Brand experience and mediating roles of brand love, brand prestige and brand trust. Market Forces, 14(2).
L Sondoh Jr, S., Wan Omar, M., Abdul Wahid, N., Ismail, I., & Harun, A. (2007). The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic. Asian Academy of Management Journal (AAMJ), 12(1), 1-25.
Lari, H. A., Foroudi, P., & Imani, S. (2021). Behavioural intentions in the UK fashion industry: The impact of perceived fashion innovativeness on fashion brand image with the moderating role of social media marketing and lovemark. In Building corporate identity, image and reputation in the digital era (pp. 307-346): Routledge.
Miller, J., & Muir, D. (2005). The business of brands: John Wiley & Sons.
Mohammed, A., & Rashid, B. (2018). A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry. Kasetsart Journal of social sciences, 39(2), 358-364.
Molinillo, S., Japutra, A., Nguyen, B., & Chen, C.-H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence & Planning, 35(2), 166-179.
Munir, S., Humayon, A. A., Ahmed, M., Haider, S., & Jehan, N. (2017). Brand image and customers' willingness to pay a price premium for female's stitched clothing. Pakistan Journal of Commerce and Social Sciences (PJCSS), 11(3), 1027-1049.
Popp, B., & Woratschek, H. (2017). Consumers’ relationships with brands and brand communities–The multifaceted roles of identification and satisfaction. Journal of Retailing and Consumer Services, 35, 46-56.
Schultz, M., Antorini, Y. M., & Csaba, F. F. (2005). Corporate branding: Purpose/people/process: Towards the second wave of corporate branding: Copenhagen Business School Press DK.
Xu, F., Zhan, C., Lu, L., Tan, J., Li, S., & Li, J. (2021). Is the destination brand loyalty mechanism invariable? A comparative study from China. Journal of Destination Marketing & Management, 22, 100658.
Zarfandi, A. P., & Budiarti, A. P. (2022). Brand equity, brand loyalty, and customer satisfaction: Case study on Nike. Marketing Management Studies, 2(4), 357-368.