عنوان انگلیسی مقاله: Social identity perspective on brand loyalty

ترجمه عنوان مقاله: دیدگاه هویت اجتماعی بر اساس وفاداری به نام تجاری

رشته: مدیریت بازاریابی

سال انتشار: 2012

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده انگلیسی مقاله

This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies’ empirical results support this path to brand loyalty framework. The results offer several theoretical implications. First, this research confirms the presence of significant direct and indirect effects of brand identity and brand identification on traditional antecedents of brand loyalty (i.e. perceived value, satisfaction, and trust). Second, the research suggests that social identification perspective of brand loyalty can integrate with other perspectives to model the consumer’s psychological path to brand loyalty. Third, the research confirms the pivotal role of brand identification in brand loyalty development and stresses the mediation effect of brand identification on the effects of brand identity on the path to brand loyalty.

Keywords: Customer brand identification, Company identity, Brand identity, Social identity, Brand loyalty

مقدمه انگلیسی مقاله

Identifying the psychological process/path to consumer brand loyalty is a focal issue in marketing research (Chaudhuri and Holbrook, 2001; Harris and Goode, 2004; Oliver, 1999; Woodside and Walser, 2007). Extant literature presents several perspectives on this issue (Harris and Goode, 2004). These studies frequently propose differing central or pivot constructs, including trust (Morgan and Hunt, 1994), customer satisfaction (Garbarino and Johnson, 1999; Oliver, 1999), and perceived value (Sirdeshmukh et al., 2002; Sweeney and Soutar, 2001) to brand loyalty. An integrated approach is emerging that incorporates these constructs into holistic conceptualizations (Garbarino and Johnson, 1999; Harris and Goode, 2004).

To date the literature pays insufficient attention to social identification antecedents (e.g., brand identity and brand identification) to brand loyalty and has not yet incorporated them into traditional frameworks.

Recent studies suggest that a social identity perspective could be insightful in describing the relationship between a company and stakeholders (Ahearne et al., 2005; Bhattacharya and Sen, 2003; Mukherjee and He, 2008). A social identity perspective advocates the study of consumers’ identity motives, specifically self-expression, selfenhancement, and self-esteem in developing meaningful relationships with companies and brands (Bhattacharya and Sen, 2003; Escalas, 2004). Recent studies accumulate evidence on the effects of brand identity and identification on loyalty (He and Li, 2010; Marin et al., 2009). However, scant research is available on integrating social identity variables with social exchange variables in explaining brand loyalty. Since both social identification processes (Rindfleisch et al., 2009) and interpretations of service dynamics (e.g., value, satisfaction, and trust) (Harris and Goode, 2004) contribute to consumers’ psychological processes, incorporating both processes into a broader conceptualization of brand loyalty formation seems intuitively logical.

This research offers an integrated framework to bridge this gap. Specially, this research contributes to the literature in the following ways. First, this research confirms the pivotal role of brand identification in the process of brand loyalty development and stresses the mediation effect of brand identification on the effects of brand identity on the path to brand loyalty. Second, this research suggests that social identification perspective of brand loyalty can integrate with other perspectives (e.g., perceived value, trust, and satisfaction) in explaining brand loyalty. Furthermore, this research provides initial evidence on the slightly differential paths to brand loyalty due to the product natures of the focal brands.

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