nach oben

Erschienen in:

2022 | OriginalPaper | Buchkapitel

An Empirical Study of Brand Concept Recall as a Predictor of Brand Loyalty for Dyson

verfasst von : Takumi Kato

Erschienen in: From Grand Challenges to Great Solutions: Digital Transformation in the Age of COVID-19

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

Brand loyalty factors are generally explained by product/service features like design and usability. However, consumers may be attracted to superficial functionality and design, but easily switch brands when another company’s product/service with higher functionality and a more fashionable design appears. If a consumer remains loyal to a brand, it is because they understand, sympathize with, and value the brand’s concept. Accordingly, the present study hypothesized that consumers who recall a brand concept are more likely to exhibit loyalty than consumers who recall specific features, such as design. From the results of an online survey of consumers with Dyson vacuum cleaners in the Japanese market, the factors of brand loyalty were evaluated using structural equation modeling. As a result, no significant effect was confirmed for the design, which is generally claimed to be highly evaluated in this brand. In contrast, the brand concept claimed in this study was confirmed to have a significant positive effect. Companies should first reaffirm the importance of brand concepts. There are still many product/service brands that are equipped with functions and designs, while the brand concept remains ambiguous. Hence, the concept recall index should be emphasized in brand management.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel An Insight into Social Media Continuance Use: Through Systematic Literature Review

Nächstes Kapitel Pixel Importance: The Impact of Saturation and Brightness on the Spread of Information on Social Media

Kato, T.: Synergistic effect of matching corporate and product brand images on purchase intentions: comparing the importance of functional and emotional value. J. Brand Manag. 28(6), 671–684 (2021). https://doi.org/10.1057/s41262-021-00250-w

Aaker, D.A., Joachimsthaler, E.: Brand Leadership. The Free Press, New York (2000)

Kumar, V., Batista, L., Maull, R.: The impact of operations performance on customer loyalty. Serv. Sci. 3(2), 158–171 (2011). https://doi.org/10.1287/serv.3.2.158CrossRef

Yeh, C.H., Wang, Y.S., Yieh, K.: Predicting smartphone brand loyalty: consumer value and consumer-brand identification perspectives. Int. J. Inf. Manag. Sci. 36(3), 245–257 (2016). https://doi.org/10.1016/j.ijinfomgt.2015.11.013CrossRef

Shen, C., Yahya, Y.: The impact of service quality and price on passengers loyalty towards low-cost airlines: the Southeast Asia perspective. J. Air Transp. Manag. 91, 101966 (2021). https://doi.org/10.1016/j.jairtraman.2020.101966CrossRef

Zehir, C., Şahin, A., Kitapçı, H., Özşahin, M.: The effects of brand communication and service quality in building brand loyalty through brand trust; the empirical research on global brands. Proc. Soc. Behav. Sci. 24, 1218–1231 (2011). https://doi.org/10.1016/j.sbspro.2011.09.142CrossRef

Hsu, C.L., Chen, Y.C., Yang, T.N., Lin, W.K., Liu, Y.H.: Does product design matter? Exploring its influences in consumers psychological responses and brand loyalty. Inf. Technol. People 31(3), 886–907 (2018). https://doi.org/10.1108/ITP-07-2017-0206CrossRef

Kato, T.: Functional value vs emotional value: a comparative study of the values that contribute to a preference for a corporate brand. IJIM Data Insights 1(2), 100024 (2021). https://doi.org/10.1016/j.jjimei.2021.100024CrossRef

Chen, Y.Y.: Why do consumers go internet shopping again? Understanding the antecedents of repurchase intention. J. Organ. Comput. Electron. Commer. 22(1), 38–63 (2012). https://doi.org/10.1080/10919392.2012.642234CrossRef

10.

Lee, D., Moon, J., Kim, Y.J., Mun, Y.Y.: Antecedents and consequences of mobile phone usability: linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Inf. Manag. 52(3), 295–304 (2015). https://doi.org/10.1016/j.im.2014.12.001CrossRef

11.

Unal, S., Aydın, H.: An investigation on the evaluation of the factors affecting brand love. Proc. Soc. Behav. Sci. 92, 76–85 (2013). https://doi.org/10.1016/j.sbspro.2013.08.640CrossRef

12.

Han, S.H., Chen, C.H.S., Lee, T.J.: The interaction between individual cultural values and the cognitive and social processes of global restaurant brand equity. Int. J. Hosp. Manag. 94, 102847 (2021). https://doi.org/10.1016/j.ijhm.2020.102847CrossRef

13.

Selnes, F.: An examination of the effect of product performance on brand reputation, satisfaction and loyalty. Eur. J. Mark. 27(9), 19–35 (1993). https://doi.org/10.1108/03090569310043179CrossRef

14.

Eelen, J., Özturan, P., Verlegh, P.W.: The differential impact of brand loyalty on traditional and online word of mouth: the moderating roles of self-brand connection and the desire to help the brand. Int. J. Res. Mark. 34(4), 872–891 (2017). https://doi.org/10.1016/j.ijresmar.2017.08.002CrossRef

15.

Liang, L.J., Choi, H.C., Joppe, M.: Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity. J. Travel Tour. Mark. 35(1), 73–89 (2018). https://doi.org/10.1080/10548408.2016.1224750CrossRef

16.

Podoshen, J.S.: Word of mouth, brand loyalty, acculturation and the American Jewish consumer. J. Consum. Mark. 23(5), 266–282 (2006). https://doi.org/10.1108/07363760610681664CrossRef

17.

Chaudhuri, A., Holbrook, M.B.: The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. J. Mark. 65(2), 81–93 (2001). https://doi.org/10.1509/jmkg.65.2.81.18255CrossRef

18.

Lau, G.T., Lee, S.H.: Consumers trust in a brand and the link to brand loyalty. J. Mark.-Focus. Manag. 4(4), 341–370 (1999). https://doi.org/10.1023/A:1009886520142CrossRef

19.

Yu, Z., Klongthong, W., Thavorn, J., Ngamkroeckjoti, C.: Understanding rural Chinese consumers behavior: a stimulus–organism–response (SOR) perspective on Huawei’s brand loyalty in China. Cogent. Bus. Manag. 8(1), 1880679 (2021). https://doi.org/10.1080/23311975.2021.1880679CrossRef

20.

Boyle, E.: A study of entrepreneurial brand building in the manufacturing sector in the UK. J. Prod. Brand Manage. 12(2), 79–93 (2003). https://doi.org/10.1108/10610420310469779CrossRef

21.

O’Sullivan, D., Lim, K., Luck, J., Kenyon, A.T., Richardson, M., Ng-Loy, W.L.: What is the value of a brand to a firm? In: Kenyon, A.T., Richardson, M., Ng-Loy, W.L. (eds.) The Law of Reputation and Brands in the Asia Pacific, pp. 3–22. Cambridge University Press, Cambridge (2012)CrossRef

22.

Park, C.W., Milberg, S., Lawson, R.: Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. J. Consum. Res. 18(2), 185–193 (1991). https://doi.org/10.1086/209251CrossRef

23.

Park, C.W., Jaworski, B.J., MacInnis, D.J.: Strategic brand concept-image management. J. Mark. 50(4), 135–145 (1986). https://doi.org/10.1177/002224298605000401CrossRef

24.

Lafley, A.G., Martin, R.L.: Playing to Win: how Strategy Really Works. Harvard Business Press, Boston (2013)

25.

Stengel, J.R., Dixon, A.L., Allen, C.T.: Listening begins at home. Harv. Bus. Rev. 81(11), 106–117 (2003)

26.

Schultz, H.: Pour your Heart into it: How Starbucks Built a Company One Cup at a Time. Hyperion, New York (1997)

27.

Dyson, J.: Against the Odds: an Autobiography. Texere, New York (2000)

28.

Campbell, M.C., Keller, K.L.: Brand familiarity and advertising repetition effects. J. Consum. Res. 30(2), 292–304 (2003). https://doi.org/10.1086/376800CrossRef

29.

Hoeffler, S., Keller, K.L.: The marketing advantages of strong brands. J. Brand Manag. 10(6), 421–445 (2003). https://doi.org/10.1057/palgrave.bm.2540139CrossRef

30.

Zenker, S.: Measuring place brand equity with the advanced brand concept map (aBCM) method. Place Brand Public. Dipl. 10(2), 158–166 (2014). https://doi.org/10.1057/pb.2014.2CrossRef

31.

Simões, C., Dibb, S.: Rethinking the brand concept: new brand orientation. Corp. Commun. 6(4), 217–224 (2001). https://doi.org/10.1108/13563280110409854CrossRef

32.

Tilley, C.: Built-in branding: how to engineer a leadership brand. J. Mark. Manag. 15(1–3), 181–191 (1999). https://doi.org/10.1362/026725799784870405CrossRef

33.

Gardner, B.B., Levy, S.J.: The product and the brand. Harv. Bus. Rev. 33(2), 33–39 (1955)

34.

Jin, L., Zou, D.: Extend to online or offline? The effects of web-brand extension mode, similarity, and brand concept on consumer evaluation. J. Mark. Manag. 29(7–8), 755–771 (2013). https://doi.org/10.1080/0267257X.2013.796317CrossRef

35.

Lanseng, E., Olsen, L.E.: Brand alliances: the role of brand concept consistency. Eur. J. Mark. 46(9), 1108–1126 (2012). https://doi.org/10.1108/03090561211247874CrossRef

36.

Punyatoya, P.: Evaluation of branding strategies for global versus local brand: the role of concept consistency. Int. J. Bus. Excell. 7(1), 112–128 (2014). https://doi.org/10.1504/IJBEX.2014.057876CrossRef

37.

Thorbjørnsen, H.: Brand extensions: Brand concept congruency and feedback effects revisited. J. Prod. Brand Manag. 14(4), 250–257 (2005). https://doi.org/10.1108/10610420510609258CrossRef

38.

Samuelsen, B.M., Olsen, L.E., Keller, K.L.: The multiple roles of fit between brand alliance partners in alliance attitude formation. Mark. Lett. 26(4), 619–629 (2014). https://doi.org/10.1007/s11002-014-9297-yCrossRef

39.

Breitling (n.d.) Breitling × Bentley. Breitling. https://www.breitling.com/us-en/partnerships/breitling-and-bentley/

40.

John, D.R., Loken, B., Kim, K., Monga, A.B.: Brand concept maps: a methodology for identifying brand association networks. J. Mark. Res. 43(4), 549–563 (2006). https://doi.org/10.1509/jmkr.43.4.549CrossRef

41.

Schnittka, O., Sattler, H., Zenker, S.: Advanced brand concept maps: a new approach for evaluating the favorability of brand association networks. Int. J. Res. Mark. 29(3), 265–274 (2012). https://doi.org/10.1016/j.ijresmar.2012.04.002CrossRef

42.

Hagtvedt, H., Patrick, V.M.: The broad embrace of luxury: hedonic potential as a driver of brand extendibility. J. Consum. Psychol. 19(4), 608–618 (2009). https://doi.org/10.1016/j.jcps.2009.05.007CrossRef

43.

Topaloglu, O., Gokalp, O.N.: How brand concept affects consumer response to product recalls: a longitudinal study in the U.S. auto industry. J. Bus. Res. 88, 245–254 (2018). https://doi.org/10.1016/j.jbusres.2018.03.035CrossRef

44.

Blount, S., Leinwand, P.: Why are we here? Harv. Bus. Rev. 97(6), 132–139 (2019)

45.

Kato, T.: Contribution of concept recall to brand loyalty: an empirical analysis of design and performance. J. Consum. Behav. 1–10 (2021). https://doi.org/10.1002/cb.1983

46.

Joziasse, F.: Corporate strategy: bringing design management into the fold. Des. Manag. J. 11(4), 36–41 (2000). https://doi.org/10.1111/j.1948-7169.2000.tb00146.xCrossRef

47.

Hollis, N. (eds.) Clarity of purpose. Brand Premium, Palgrave Macmillan, New York, pp. 71–82 (2013). https://doi.org/10.1007/978-1-137-51038-9_5

48.

Lowe, B., Alpert, F.: Forecasting consumer perception of innovativeness. Technovation 45–46, 1–14 (2015). https://doi.org/10.1016/j.technovation.2015.02.001CrossRef

Titel: An Empirical Study of Brand Concept Recall as a Predictor of Brand Loyalty for Dyson
verfasst von: Takumi Kato
Verlag: Springer International Publishing
Buch: From Grand Challenges to Great Solutions: Digital Transformation in the Age of COVID-19
Print ISBN: 978-3-031-04125-9

Electronic ISBN: 978-3-031-04126-6

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-031-04126-6_7

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"