• Asia pacific journal of information systems
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• v.15 no.4
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• pp.1-26
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• 2005

This study was to identify the concepts and dimensions of interactivity and to examine the effect of interactivity on identification, relationship quality, and loyalty of e-brand in Internet sites using structural equation model(SEM). For these purposes, the authors developed several hypotheses. The results are as follows. First, control is not associated with identification, but is positively associated with relationship quality. Second, two-way communication is not associated with identification and relationship quality. Third, responsiveness is associated with identification and relationship quality. Fourth, identification is associated with relationship quality. Fifth, identification is not associated with loyalty, while relationship quality is associated loyalty. This means that identification and relationship quality play the partial mediating roles in the relationship between interactivity and loyalty. At the end of this paper, managerial implications, limitations, and future research directions were suggested.

• Journal of Distribution Science
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• v.20 no.11
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• pp.33-45
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• 2022

Purpose: The development of online shopping trends in Indonesia is increasing, and Tokopedia is becoming one of the most popular e-commerce websites. The purpose of this study is to obtain empirical evidence whether mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement affect online purchase decision, whether online purchase decision affects customer satisfaction, and whether customer satisfaction affects brand loyalty of customers in Tokopedia e-commerce. Research Design, data and methodology: Quantitative survey with data was collected using an online questionnaire with sample characteristics were Tokopedia customers who lived in Jakarta by 385 samples using the purposive sampling method, and data analysis was conducted using the Smartpls application program version 3.0. Results: Mobile shopping, customer review, and perceived credibility had positive effects on online purchase decision at Tokopedia in Jakarta. However, Korean celebrity endorsement did not have a positive effect on online purchase decision at Tokopedia in Jakarta. Furthermore, online purchase decision had a positive effect on customer satisfaction at Tokopedia in Jakarta, and customer satisfaction had a positive effect on brand loyalty at Tokopedia in Jakarta. Conclusions: This study proposes significant implications for maintaining customer relationships to achieve purchasing decision, customer satisfaction, and brand loyalty in the e-commerce industry.

• Korean journal of food and cookery science
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• v.25 no.2
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• pp.206-218
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• 2009

The study assessed the relationship between brand evidence (e.g., brand name, price/value for money, servicescape, core service, employee service and self-image congruence) and positive/negative emotion and brand satisfaction, and between positive/negative emotion and brand satisfaction in the family restaurant setting. Also, the relationship of positive/negative emotion and brand satisfaction with customer loyalty were assessed. Customers who used five brands of family restaurant in Daegu and Pusan during October of 2008 were surveyed by questionnaires. Brand evidence was positively related to positive emotion and brand satisfaction, and was negatively related to negative emotion. Positive emotion was positively related to brand satisfaction and negative emotion was negatively related to brand satisfaction. Brand satisfaction was positively relatively to customer loyalty. The results indicate that management of family restaurants should focus on brand evidence as a means of increasing profits and sales volume.

• Journal of Distribution Science
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• v.11 no.9
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• pp.5-15
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• 2013

Purpose - The research aim is to shed empirical light on whether quality-focused retailer brands such as Premium brand of Tesco Korea, Prime of Lotte Mart, and Best of E-Mart in the grocery market, make a contribution to developing store loyalty in the Korean market particularly. Research design, data, methodology - After developing sixconstructs, such as higher quality, stock availability, price levels, national brands, retailer brand attitudes, and store loyalty, the authors adopted exploratory factor analysis, confirmatory factor analysis, chi-square test and structural equation modelling as a research technique. Results - It was found that higher quality strongly influences the retailer brand attitude formation, and that retailer brand customers were sensitive to price levels. Buyers are, nevertheless, relatively less aware of price levels, when purchasing quality-oriented retailer brand types. Conclusions - The research implied that quality-oriented retailer brand types make a significant contribution to retailer brands attitude formation, and further, building store loyalty.

• Culinary science and hospitality research
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• v.20 no.5
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• pp.93-100
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• 2014

This study performed to identify the relationships among experiential value, brand image, satisfaction and customer loyalty in context of full-service restaurant, and to find the moderating effect of gender on the formulated model. SPSS 18.0 and AMOS 18.0 were employed to conduct frequency analysis, reliability analysis, exploratory and confirmatory factor analysis, and multigroup analysis to examine moderating effect. Results confirmed the validity and reliability and found significant relationships among the constructs. First, two factors of experiential value (e.g., aesthetic and economic value) have positive influence on brand image, satisfaction, and brand image was significant predictor of customer satisfaction. Second, satisfaction was significant antecedent of attitudinal loyalty and the attitudinal loyalty has influence on behavioral loyalty. In addition, current study identified moderating effect of gender between playfulness and brand image even though there was on significant relationship between both constructs. These results will be meaningful for developing marketing strategies and successful business especially for full-service restaurants.

• Asia Marketing Journal
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• v.16 no.2
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• pp.39-57
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• 2014

There has been recognition of the increasing importance of cooperation as an element of marketing strategy. Such cooperation is confined to four levels based on product development, sales promotion, pricing arrangements, and place (or distribution) mechanisms as the usual marketing 4Ps mixed (Varadarajan 1986). At present, however, little is known about the nature of tie-in promotion as a cooperative sales promotion comparing three other levels. The primary goal of this study is to examine the effect of consumer - tie-in promotion relationship on loyalty. The construct of consumer - tie-in promotion relationship is based on the previous research on consumer-brand relationship. In addition, this study divides the concept of loyalty into host brand loyalty and partner brand loyalty to reflect the characteristics of tie-in promotion including program in order to determine the effect of the consumer - tie-in promotion relationship on loyalty. The results showed that the three dimensions of the consumer - tie-in promotion relationship (i.e., commitment, intimacy, and interdependence) had significantly positive effect on program loyalty. The effect of program loyalty is significantly on both host and partner brand loyalty. This study empirically tested the relationships among consumer - tie-in promotion relationship, program loyalty, host brand loyalty, and partner brand loyalty, and then compared with the difference in the suggested model for the target customers and non-target customers. As a result, for target customers, intimacy and interdependence among dimensions of consumer - tie-in promotion relationship had significantly positive influence on program loyalty. In case of non-target customers, however, commitment and interdependence among dimensions of consumer - tie-in promotion relationship had significantly positive influence on program loyalty. Also, program loyalty had significantly positive impact on host brand loyalty and partner brand loyalty in both target and non-target customers. This study has significance in that it addresses the need to identify research and academic implications by analyzing the consumer - tie-in promotion relationship to determine the relationship between tie-in promotion and loyalty, which has not been clearly described by previous studies. Furthermore, this study builds a foundation for firms and managers actively using tie-in promotion to establish tie-in promotion strategies that can maximize loyalty for both host and partner brands from the consumers' point of view.

• Journal of the Korean Operations Research and Management Science Society
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• v.29 no.4
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• pp.73-93
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• 2004

This study was to identify the determinants of web interactivity and investigate the structural relationships between web interactivity, e-brand relationship quality, and customer loyalty. For these purposes, the authors developed several hypotheses and collected the data from 268 users of Internet site. The data was analyzed with LISREL 8.5. The findings and summary are as follows. First. control had a significantly positive effect on satisfaction. Second, two-way communications had not an effect on satisfaction and trust. Third, responsiveness had a significantly positive effect on satisfaction and customer loyalty. Fourth, satisfaction had a significantly positive effect on trust and customer loyalty. Finally, trust had a significantly positive effect on customer loyalty. At the end of this paper, the managerial and theoretical implications, limitations and further research directions were suggested.

• Asia Marketing Journal
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• v.20 no.4
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• pp.65-94
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• 2019

The purpose of this study was to analyze the brand loyalty formation by positive labeling. Affecting such factors as involvement, self-image, community engagement, preference, and choice cutback, positive labeling can be seen as one of psychological factors that shapes consumer's behavior and their decision. This study was carried out because little research was done to examine the influence of positive labeling toward brand loyalty, and also to find out the benefits that consumers can get from being labeled in positive terms. Data were collected through survey questionnaire and 151 usable responses were used. Following a series of pretests and confirmatory factor analysis helped to purify measures and verify the psychometric properties of the scale. Structural equation modeling with AMOS was used for testing of research hypotheses. The result of data analysis demonstrated the positive relationship between labeling and brand loyalty, i.e. positive labeling indirectly leads to consumers' loyalty toward a brand. Findings revealed significant relationship between involvement and emotional attachment, as well as the relationship between community engagement and choice cutback. The results gave support for the hypothesis of moderating effect of buzz on the relationship between involvement and emotional attachment, even though the hypothesis of moderating effect of distinction was rejected. Taking Apple's rivalry strategy as initial point, this study highlights the role of labeling in creating social identity. The study attempts to show the positive consequences of labeling strategy for firms that seeks ways of good competition without engaging into conflicts.

• Asia Marketing Journal
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• v.14 no.2
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• pp.39-63
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• 2012

Previous studies of reward programs have generally focused on designing the best programs for consumers and suggested that consumers' perception of the value of reward programs can vary according to the type of reward program (e.g., hedonic vs. utilitarian and direct vs. indirect) and its timing (e.g., immediate vs. delayed). These studies have typically assumed that consumers' preference for reward programs has a positive effect on brand loyalty. However, Dowling and Uncles (1997) pointed out that this preference does not necessarily foster brand loyalty. In this regard, the present study verifies this assumption by examining the effects of consumers' perception of the value of reward programs on their brand loyalty. Although reward programs are widely used by online shopping malls, most studies have examined the conditions under which consumers are most likely to value loyalty programs in the context of offline shopping. In the context of online shopping, however, consumers' preferences may have little effect on their brand loyalty because they have more opportunities for comparing diverse reward programs offered by many online shopping malls. That is, in online shopping, finding attractive reward programs may require little effort on the part of consumers, who are likely to switch to other online shopping malls. Accordingly, this study empirically examines whether consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. Meanwhile, consumers seek utilitarian and/or hedonic value from their online shopping activity(Jones et al., 2006; Barbin et al., 1994). They visit online shopping malls to buy something necessary (utilitarian value) and/or enjoy the process of shopping itself (hedonic value). In this sense, reward programs may reinforce utilitarian as well as hedonic value, and their effect may vary according to the type of reward (utilitarian vs. hedonic). According to Chaudhuri and Holbrook (2001), consumers' perception of the value of a brand can influence their brand loyalty through brand trust and affect. Utilitarian value influences brand loyalty through brand trust, whereas hedonic value influences it through brand affect. This indicates that the effect of this perception on brand trust or affect may be moderated by the type of reward program. Specifically, this perception may have a greater effect on brand trust for utilitarian reward programs than for hedonic ones, whereas the opposite may be true for brand affect. Given the above discussion, the present study is conducted with three objectives in order to provide practical implications for online shopping malls to strategically use reward program for establishing profitable relationship with customers. First, the present study examines whether reward programs can be an effective marketing tool for increasing brand loyalty in the context of online shopping. Second, it investigates the paths through which consumers' perception of the value of reward programs influences their brand loyalty. Third, it analyzes the effects of this perception on brand trust and affect by considering the type of reward program as a moderator. This study suggests and empirically analyzes a new research model for examining how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. The model postulates the following 10 hypotheses about the structural relationships between five constructs: (H1) Consumers' perception of the value of reward programs has a positive effect on their program loyalty; (H2) Program loyalty has a positive effect on brand loyalty; (H3) Consumers' perception of the value of reward programs has a positive effect on their brand trust; (H4) Consumers' perception of the value of reward programs has a positive effect on their brand affect; (H5) Brand trust has a positive effect on program loyalty; (H6) Brand affect has a positive effect on program loyalty; (H7) Brand trust has a positive effect on brand loyalty; (H8) Brand affect has a positive effect on brand loyalty; (H9) Consumers' perception of the value of reward programs is more likely to influence their brand trust for utilitarian reward programs than for hedonic ones; and (H10) Consumers' perception of the value of reward programs is more likely to influence their brand affect for hedonic reward programs than for utilitarian ones. To test the hypotheses, we considered a sample of 220 undergraduate students in Korea (male:113). We randomly assigned these participants to one of two groups based on the type of reward program (utilitarian: transportation card, hedonic: movie ticket). We instructed the participants to imagine that they were offered these reward programs while visiting an online shopping mall. We then asked them to answer some questions about their perception of the value of the reward programs, program loyalty, brand loyalty, brand trust, and brand affect, in that order. We also asked some questions about their demographic backgrounds and then debriefed them. We employed the structural equation modeling (SEM) method with AMOS 18.0. The results provide support for some hypotheses (H1, H3, H4, H7, H8, and H9) while providing no support for others (H2, H5, H6, H10) (see Figure 1). Noteworthy is that the path proposed by previous studies, "value perception → program loyalty → brand loyalty," was not significant in the context of online shopping, whereas this study's proposed path, "value perception → brand trust/brand affect → brand loyalty," was significant. In addition, the results indicate that the type of reward program moderated the relationship between consumers' value perception and brand trust but not the relationship between their value perception and brand affect. These results have some important implications. First, this study is one of the first to examine how consumers' perception of the value of reward programs influences their brand loyalty in the context of online shopping. In particular, the results indicate that the proposed path, "value perception → brand trust/brand affect → brand loyalty," can better explain the effects of reward programs on brand loyalty than existing paths. Furthermore, these results suggest that online shopping malls should place greater emphasis on the type of reward program when devising reward programs. To foster brand loyalty, they should reinforce the type of shopping value that consumers emphasize by providing them with appropriate reward programs. If consumers prefer utilitarian value to hedonic value, then online shopping malls should offer utilitarian reward programs and vice versa.

• Asia pacific journal of information systems
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• v.27 no.1
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• pp.54-76
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• 2017

The purpose of marketing via Facebook is to convince consumers to become fans of a brand. Facebook constructs virtual brand communities that enable brand fans to interact with these brands. This study investigates the antecedents and consequences of fan participation characterized by the breadth and depth of brand fans' like, comment, and share activities. An empirical analysis with 204 survey respondents reveals that expected benefits, such as brand information, social interaction ties, playfulness, and incentive, have positive effects on fan participation. Furthermore, fan participation increases fan's attitudinal loyalty, which then positively affects behavioral loyalty. Theoretical and practical implications of the findings as well as future research directions are also discussed.