Increasing Brand Loyalty Through Cultivating Brand Love

Alivia Andini; Meylani Tuti

doi:10.18535/ijsrm/v12i05.em03

Abstract

The purpose of this study is to ascertain how customer value, customer satisfaction, and customer experience relate to brand love and brand loyalty. The research population comprises Starbucks customers as of December 2023. Purposive sampling, which involved selecting customers who had made purchases more than twice, was the sample strategy employed. A total of 250 people's data were gathered. SEM is the data analysis technique employed in this study with Smart PLS assistance. The study's findings indicate that brand love is influenced by customer value, customer satisfaction, and customer experience. Brand loyalty affects the brand. Brand loyalty is unaffected by customer value, customer satisfaction, or customer experience. According to these findings, a brand that is well-regarded by consumers would offer positive value on the presumption that the product or service fulfills their needs and gives them a satisfying experience. This will lead to customer love for the brand but not brand loyalty.

Keywords

Customer ValueCustomer ExperienceCustomer SatisfactionBrand LoveBrand Loyalty

References

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Tuominen, P. (1991). Managing Brand Equity. Journal of Marketing, 56(2), 125.Google Scholar ↗

[refR-1] Aaker, D. (1991). Managing Brand Equity. The Free Press.Google Scholar ↗

[refR-2] Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258–266. https://doi.org/10.1108/07363761311328928DOI ↗Google Scholar ↗

[refR-3] Albert, N., Merunka, D., & Marseille, E. (2014). The Feeling of Love Toward a Brand : Concept and Measurement The Feeling of Love Toward a Brand : Concept and Measurement. January 2009.Google Scholar ↗

[refR-4] Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1–16. https://doi.org/10.1509/jm.09.0339DOI ↗Google Scholar ↗

[refR-5] Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters,17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2DOI ↗Google Scholar ↗

[refR-6] De Ruyter, K., & Bloemer, J. (1999). Customer loyalty in extended service settings: The interaction between satisfaction, value attainment and positive mood. International Journal of Service Industry Management, 10(3), 320–336. https://doi.org/10.1108/09564239910276917DOI ↗Google Scholar ↗

[refR-7] Erkmen, E., & Hancer, M. (2019). Building brand relationship for restaurants: An examination of other customers, brand image, trust, and restaurant attributes. International Journal of Contemporary Hospitality Management, 31(3), 1469–1487. https://doi.org/10.1108/IJCHM-08-2017-0516DOI ↗Google Scholar ↗

[refR-8] Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Researchh, 18(1), 39–50.Google Scholar ↗

[refR-9] Fournier, S. (1998a). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. https://doi.org/10.1086/209515DOI ↗Google Scholar ↗

[refR-10] Fournier, S. (1998b). Consumers and Their Brands Developing. Journal of Consumer Research, 24(4), 343–353.Google Scholar ↗

[refR-11] Ghafoor, M. M., Iqbal, H. K., Tariq, U., & Murtaza, F. (2020). The Impact of Customer Satisfaction, Brand Image on Brand Love and Brand Loyalty. Journal of Advanced Research in Dynamical and Control Systems, 12(06), 3151–3159.Google Scholar ↗

[refR-12] Griffin, J. (2016). customer loyality : how to earn it, how to keep it.Google Scholar ↗

[refR-13] Gultekin, B., & Turgut, M. U. (2015). The Critical Role of Brand Love in Clothing Brands. Pressacademia, 4(1), 126–126. https://doi.org/10.17261/pressacademia.201519963DOI ↗Google Scholar ↗

[refR-14] Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. In Management Research Review (Vol. 35, Issue 9). https://doi.org/10.1108/01409171211256578DOI ↗Google Scholar ↗

[refR-15] Han, H., Nguyen, H. N., Song, H., Chua, B. L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72(January 2017), 86–97. https://doi.org/10.1016/j.ijhm.2017.12.011DOI ↗Google Scholar ↗

[refR-16] Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behaviour: Building marketing strategies. In McGraw-Hill.Google Scholar ↗

[refR-17] Jacoby, J., & Kyner, D. B. (1973). Brand Loyalty vs. Repeat Purchasing Behavior. Journal of Marketing Research, 10(1), 1. https://doi.org/10.2307/3149402DOI ↗Google Scholar ↗

[refR-18] Khamwon, A., & Niyomsart, S. (2016). Brand Love, Brand Loyalty, and Word of Mouth: a Case of Airasia. Conference of the International Journal of Arts & Sciences, 09(October 2015), 263–268.Google Scholar ↗

[refR-19] Kotler, P., & Keller, kevin lane. (2009a). Marketing Management. In Journal of Chemical Information and Modeling (12th ed., Vol. 53, Issue 9).Google Scholar ↗

[refR-20] Kotler, P., & Keller, K. L. (2009b). Marketing Management. In Essentials of Management for Healthcare Professionals. https://doi.org/10.4324/9781315099200-17DOI ↗Google Scholar ↗

[refR-21] Kuikka, A., & Laukkanen, T. (2012). Brand loyalty and the role of hedonic value. Journal of Product and Brand Management, 21(7), 529–537. https://doi.org/10.1108/10610421211276277DOI ↗Google Scholar ↗

[refR-22] Lamb, C. W., Hair, J. F., Mcdaniel, C., Calhoun, J. W., Marquardt, N., Bryant, J., & Shirley, S. J. (2009). Charles W. Lamb.Google Scholar ↗

[refR-23] Lemke, F., Wilson, P. H., & Clark, P. M. (2010). What makes a great customer experience ?Google Scholar ↗

[refR-24] Mahajan, G. (2020). What is customer value and how can you create it? Journal of Creating Value, 6(1), 119–121.Google Scholar ↗

[refR-25] Oliver, R. L. (1999). whence consumer loyality ? 63(1999), 493–495.Google Scholar ↗

[refR-26] Oliver, R. L. (2008). Satisfaction : a behavioral perspective on the consumeR.Google Scholar ↗

[refR-27] Porter, M. E. (2020). Techniques for Analyzing. In Techniques for Analyzing. https://doi.org/10.1201/9781003067573DOI ↗Google Scholar ↗

[refR-28] Roy, S. K., Eshghi, A., & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325–332. https://doi.org/10.1057/bm.2012.24DOI ↗Google Scholar ↗

[refR-29] Schmitt, B. (1999). Experiential Marketing Bernd Schmite ExperientialNiarketing. May 2013, 37–41.Google Scholar ↗

[refR-30] Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple-item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0DOI ↗Google Scholar ↗

[refR-31] Tuominen, P. (1991). Managing Brand Equity. Journal of Marketing, 56(2), 125.Google Scholar ↗