عنوان انگلیسی مقاله:

How does corporate association influence consumer brand loyalty? Mediating role of brand identification

ترجمه عنوان مقاله: چگونگی تاثیر ارتباط شرکت ها بر وفاداری مصرف کننده به نام تجاری؟ نقش واسطه شناسایی نام تجاری

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 24 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Purpose: The aim of this study is to investigate the influence of two types of corporate associations – corporate ability (CA) and corporate social responsibility (CSR) – on consumer brand loyalty in retail banks in India.

Design/methodology/approach: A survey on 489 banking consumers was carried out. To achieve research objectives, test hypotheses and analyze data, structural equation modeling was used.

Findings: The findings show that CA and CSR associations were found to have positive and indirect influences on consumer brand loyalty through brand identifications. This indicates that the process of corporate association transforming into loyalty is much more complicated, and there are other factors influencing this process, making brand identification necessary for achieving customer brand loyalty.

Research limitations/implications: The results presented in this study have important managerial implications for banking companies in India. The findings demonstrate the importance of CA and CSR associations in the present business scenario and highlight the need to successfully implement them in management policies.

Originality/value: This study contributes to the existing body of literature by highlighting the influence of brand identification on brand loyalty through affective commitment and satisfaction.

Keywords: CSR, Brand loyalty, Brand identification, Corporate association

مقدمه مقاله

A brand addresses the selfdefinitional needs of  consumers (Fournier, 1998) as its  symbolic nature allows the consumers to identify with the brand (Perez, 2009). Further, a brand enables an individual to  differentiate  his  or  her  identity  from    others  in  a  social  reference  group  (Escalas  and  Bettman,  2005). Consumer identification with a brand also re sults in  long term relations with the firm (Perez, 2009). Studies have, in the past, examined how consumers identify with a  brand, and what influence a brand has on their behavior  (Lichtenstein et al ., 2004; Marin and Ruiz, 2007). 

 

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