To achieve true customer loyalty, brands need to have values, not just provide values. It come back to the mantra ‘show, not tell’. People are loyal to brands that they relate to and that play a role in their lives. This is why companies need to focus on their purpose, because it’s the ‘why’ that really matters to customers.
Posts Tagged ‘Brand Loyalty’
“…This paper aims to examine how the antecedents of “Brand Love”, brand identification and sense of community influence loyal behavior and willingness to pay a higher price for “Brand Love”.” Structural equation modeling is used to analyze data collected for brands Zara and Modalfa.
Building brand loyalty requires a personal touch. Brian Sheehan talks about connecting to consumers beyond a commercial transaction. Saying that brands have to evoke strong emotions through the experiences they offer to create loyalty beyond reason.
Type: Insights & Ideas | 1,728 views
Loyalty amongst shoppers is becoming more of a challenge for brands. In a study undertaken in January 2013, Deloitte found that nine in ten consumers have swapped national branded products for private-label brands at some time.
Type: Articles & Papers | 1,184 views
This paper looks at the impact of emotional branding on personal share of purchases amongst buyers. “It seems that advertising can generate the expectancy of strong, specific, emotional attachment, but very favorable brand usage experience must follow if this approach is to be successful.”
Type: Insights & Ideas | 1,796 views
Ernst & Young recently polled more than 4,000 adults in the Middle East and North Africa and found that consumers in the region are more brand loyal than their global counterparts. Loyalty may be the key desire for many brands in the MENA market, but striving for love will protect them from the risk of commodization.
Type: Articles & Papers | 1,269 views
This study critiques the claim that Lovemarks like Nike do not score much higher in terms of brand loyalty compared to smaller brands due to the polygamous loyalty of buyers.
Type: Articles & Papers | 1,059 views
“This research examines how store-evoked affect, human personality, and brand personality influence consumers’ emotional attachments to brands.” Field studies are conducted in a wine tasting room and juice bar to measure the effects of store-evoked pleasure on brand attachment, brand loyalty and willing to pay a price premium.
Type: Theses & Dissertations | 3,301 views
This Master’s thesis studies the affects of product involvement on brand loyalty for cars and batteries. The research tested “factors for regression correlations to identify links between pleasure, sign and risk probability and brand loyalty for cars and interest/pleasure, sign, risk probability and risk importance for batteries.”
Type: Insights & Ideas | 1,693 views
Though levels of fanboyism vary in intensity from higher than usual levels of enthusiasm to sheer obsession, what is consistent is the degree of devotion and fierce protectiveness these fans have for the brands they love. Fanboys, like sport-fanatics, get the concept of Loyalty Beyond Reason.
Type: Insights & Ideas | 1,649 views
One of repercussions of lowering prices is the loss of brand loyalty. Shoppers who are constantly looking for bargains will make brand choices based on price. Here is where we make the case for Lovemarks as not only an approach to branding and advertising, but a smart business choice from a financial perspective.
Type: Insights & Ideas | 5,830 views
How do you cultivate such levels of brand loyalty that consumers will sacrifice time and energy to participate in your brand? What makes a person drive for hours for a brand of bread, or tattoo themselves with their Lovemark’s logo? To quote Lisa Gates of Forbes magazine, “When you love something, you’ll negotiate like a ninja to get it.”
Type: Articles & Papers | 1,452 views
Family Restaurant Brand Personality and Its Impact On Customer’s Emotion, Satisfaction, and Brand Loyalty
This study from the Journal of Hospitality & Tourism Research examines the effect that restaurant brand personality has on customer’s emotions. It identifies five different restaurant brand personality dimensions.
Type: Theses & Dissertations | 1,981 views
The main purpose of the current paper was to study and analyze the role of brand in consumer behavior. In fact, although intangible, brand seemed what mostly can influence our decisions during a purchasing process. Moreover, the study has introduced the fresh concept of Lovemarks, the ultimate manifestation of loyalty.