Increasing Brand Loyalty of Fashion Products
DOI:
https://doi.org/10.51137/wrp.ijarbm.318Keywords:
Brand Image, Brand Trust, Brand Satisfaction, Brand LoyaltyAbstract
This study investigates how to increase brand loyalty of fashion products. This study used brand image (BI), brand satisfaction (BS), and brand trust (BT), which are believed to increase brand loyalty (BL). Using 1,088 young Indonesian fans of favorite brands, the study is expected to uncover several key findings. The research results are expected to add evidence of the influence of BI, BS, and BT on BL. In addition, this study also tested the relationship model between the four variables so that the most fit model with the data can be found. The study used a survey method with a questionnaire with 1088 respondents as a sample. Testing the validity and reliability of the questionnaire after all data was collected, then continued with a correlation test between variables and ended with a test of the relationship model using structural equation modeling (SEM). The results of the study strengthen previous studies that BI has an effect on BT and BS. In addition, in the model that best fits the data, the influence of BI on BL is through BT, but not through BS. Although BI has an effect on BS, BS cannot increase BL. The results of the study are also discussed at the end along with the limitations of this study. It is hoped that companies can increase consumer loyalty to brands by building image, satisfaction, and trust in the brand.
References
Aktepe, A., Ersoz, S., & Toklu, B. (2014) Customer satisfaction and loyalty analysis with classification algorithms and Structural Equation Modeling. Computers & Industrial Engineering, 86(1), 95-106. http://dx.doi.org/10.1016/j.cie.2014.09.031. DOI: https://doi.org/10.1016/j.cie.2014.09.031
Albaity, M. & Rahman, M. (2021). Customer Loyalty towards Islamic Banks: The Mediating Role of Trust and Attitude. Sustainability, 13, 10758. https://doi.org/10.3390/su131910758. DOI: https://doi.org/10.3390/su131910758
Alguacil, M., Nunez-Pomar, J., Calabuig, F., Escamilla-Fajardo, P., & Staskeviciute-Butiene, I. (2021). Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service, Heliyon, 7, e07163. https://doi.org/10.1016/j.heliyon.2021.e0716. DOI: https://doi.org/10.1016/j.heliyon.2021.e07163
Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Quest Journals: Journal of Research in Business and Management, 3(4), 1-8
Anaya-Sa’anchez, R., Aguikar-Illescas, R., & Martinez-Lopez, F.J. (2020). Trust and loyalty in online brand communities. Spanish Journal of Marketing - ESIC, 24(2), 177-191. https://doi.org/10.1108/SJME-01-2020-0004. DOI: https://doi.org/10.1108/SJME-01-2020-0004
Balaji, M. S. (2015). Investing in customer loyalty: the moderating role of relational characteristics. Service Business, 9(1), 17-40. https://doi.org/10.1007/s11628-013-0213-y. DOI: https://doi.org/10.1007/s11628-013-0213-y
Baser, I., Cintamur, İ., & Arslan, F. (2015). Examining the effect of brand experience on consumer satisfaction, brand trust and brand loyalty. Marmara Universitesi İktisadi ve İdari Bilimler Dergisi, 37(2), 101-128. https://doi.org/10.14780/iibd.51125. DOI: https://doi.org/10.14780/iibd.51125
Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: direct and indirect effects. European Journal of Marketing, 45(1/2), 191–216. https://doi.org/10.1108/03090561111095658. DOI: https://doi.org/10.1108/03090561111095658
Byrne, B.M. (2010). Structural Equation Modeling with AMOS: Basic, Concepts, Applications, and Programming 2nd edition. New York: Routledge, Taylor & Francis.
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rego, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and loyalty in building the brand relationship with the customer: Empirical analysis in a retail chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8, 109. https://doi.org/10.3390/joitmc8030109. DOI: https://doi.org/10.3390/joitmc8030109
Choi, B., & La, S. (2013). The impact of corporate social responsibility (CSR) and customer trust on the restoration of loyalty after service failure and recovery. Journal of Services Marketing, 27(3), 223-233. https://doi.org/10.1108/08876041311330717. DOI: https://doi.org/10.1108/08876041311330717
Chuah, S.H-W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction loyalty chain. Journal of Retailing and Consumer Services, 36(1), 124–136. http://dx.doi.org/10.1016/j.jretconser.2017.01.010. DOI: https://doi.org/10.1016/j.jretconser.2017.01.010
Chuenban, P., Sornsaruht, P., & Pimdee, P. (2021). How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty. Heliyon, 7, e06301. https://doi.org/10.1016/j.heliyon.2021.e06301. DOI: https://doi.org/10.1016/j.heliyon.2021.e06301
Coelho, F. J., Bairrada, C. M., & de Matos Coelho, A. F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology & Marketing, 37(1), 41-55. https://doi.org/10.1002/mar.21279. DOI: https://doi.org/10.1002/mar.21279
Coelho, P.S., Ritaa, P., & Santosa, Z.P. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101–110. https://doi.org/10.1016/j.jretconser.2018.03.011. DOI: https://doi.org/10.1016/j.jretconser.2018.03.011
Cuong, D.T. (2020) The effect of brand identification and brand trust on brand commitment and brand loyalty at shopping malls. International Journal of Advanced Science and Technology, 29(7s), 695-706.
Cuong, P.H., Nguyen, O.D.Y., Ngo, L.V., & Nguyen, N.P. (2020). Not all experiential consumers are created equals: the interplay of customer equity drivers on brand loyalty. European Journal of Marketing, 54(9), 2257-2286. https://doi.org/10.1108/EJM-04-2018-0228 DOI: https://doi.org/10.1108/EJM-04-2018-0228
Davvetas, V., & Diamantopoulos, A. (2017). “Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret. Journal of Business Research, 80, 218-227. http://dx.doi.org/10.1016/j.jbusres.2017.04.008. DOI: https://doi.org/10.1016/j.jbusres.2017.04.008
Delgado‐Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European journal of Marketing 38(5/6), 573-592. https://doi.org/10.1108/03090560410529222. DOI: https://doi.org/10.1108/03090560410529222
Eelen, J., Ozturan, P., & Verlegh, P. W. J. (2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872-891. https://doi.org/10.1016/j.ijresmar.2017.08.002. DOI: https://doi.org/10.1016/j.ijresmar.2017.08.002
El-Adly, M. I., & Eid, R. (2016). An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consumer Services, 31, 217-227. http://dx.doi.org/10.1016/j.jretconser.2016.04.002. DOI: https://doi.org/10.1016/j.jretconser.2016.04.002
Ercis,A., Unal, S., Candan, F.B., & Yildirim, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia - Social and Behavioral Sciences, 58, 1395 – 1404. https://doi.org/10.1016/j.sbspro.2012.09.1124. DOI: https://doi.org/10.1016/j.sbspro.2012.09.1124
Fetscherin, M., Veloutsou, C., & Guzman, F. (2021). Models for brand relationships. Journal of Product & Brand Management, 30(3), 353-359. https://doi.org/10.1108/JPBM-04-2021-012. DOI: https://doi.org/10.1108/JPBM-04-2021-012
Giebelhausen, M., Chun, H. H., Cronin Jr, J. J., & Hult, G. T. M. (2016). Adjusting the warm-glow thermostat: How incentivizing participation in voluntary green programs moderates their impact on service satisfaction. Journal of Marketing, 80(4), 56-71. https://doi.org/10.1509/jm.14.0497. DOI: https://doi.org/10.1509/jm.14.0497
Giovanis, A.N. & Athanasopoulou, P. (2017). Consumer-brand relationships and brand loyalty in technology-mediated services. Journal of Retailing and Consumer Services. Diakses dari: http://dx.doi.org/10.1016/j.jretconser.2017.03.003. DOI: https://doi.org/10.1016/j.jretconser.2017.03.003
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2019). Multivariate Data Analysis 8th Edition. United States: Cengage Learning.
Huang, I. C., Du, P. L., Lin, L. S., Liu, T. Y., Lin, T. F., & Huang, W. C. (2021). The effect of perceived value, trust, and commitment on patient loyalty in Taiwan. INQUIRY: The Journal of Health Care Organization, Provision, and Financing, 58, 00469580211007217. https://doi.org/10.1016/j.jhtm.2020.06.015. DOI: https://doi.org/10.1177/00469580211007217
Huang, W. Y., & Dubinsky, A. J. (2014). Measuring customer pre-purchase satisfaction in a retail setting. The Service Industries Journal, 34(3), 212-229. https://doi.org/10.1080/02642069.2013.778249. DOI: https://doi.org/10.1080/02642069.2013.778249
Hwang, E., Baloglu, S., & Tanford, S. (2019). Building loyalty through reward programs: The influence of perceptions of fairness and brand attachment. International Journal of Hospitality Management, 76(1), 19–28. https://doi.org/10.1016/j.ijhm.2018.03.009. DOI: https://doi.org/10.1016/j.ijhm.2018.03.009
Hwang, J., Choe, J.Y., Kim, H.M., & Kim, J.J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99, 103050. https://doi.org/10.1016/j.ijhm.2021.103050. DOI: https://doi.org/10.1016/j.ijhm.2021.103050
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343-354. https://doi.org/10.1016/j.jbusres.2018.05.043. DOI: https://doi.org/10.1016/j.jbusres.2018.05.043
Jimenez-Barreto, J., Loureiro, S.M.C., Rubio, N., & Romero, J. (2022). Service brand coolness in the construction of brand loyalty: A self-presentation theory approach. Journal of Retailing and Consumer Services, 65, 102876. https://doi.org/10.1016/j.jretconser.2021.102876. DOI: https://doi.org/10.1016/j.jretconser.2021.102876
Kamran-Disfani, O., Mantrala, M.K., Izquierdo-Yusta, A., & Martínez-Ruiz, M.P. (2017). The impact of retail store format on the satisfaction-loyalty link: An empirical investigation. Journal of Business Research, 77(1), 14–22. http://dx.doi.org/10.1016/j.jbusres.2017.04.004. DOI: https://doi.org/10.1016/j.jbusres.2017.04.004
Kao, T-W. & Lin, W.T. (2016).The relationship between perceived e-service quality and brand equity: A simultaneous equations system approach. Computers in Human Behavior, 57, 208e218. http://dx.doi.org/10.1016/j.chb.2015.12.006. DOI: https://doi.org/10.1016/j.chb.2015.12.006
Khan, I., & Fatma, M. (2023). CSR influence on brand image and consumer word of mouth: Mediating role of brand trust. Sustainability, 15(4), 3409. https://doi.org/10.3390/su15043409. DOI: https://doi.org/10.3390/su15043409
Kim, S., Choe, J.Y., & Petrick, J.F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006. DOI: https://doi.org/10.1016/j.jdmm.2018.03.006
Kim, W., Kim, H., & Hwang, J. (2020). Sustainable growth for the self-employed in the retail industry based on customer equity, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 53, 101963. https://doi.org/10.1016/j.jretconser.2019.101963 DOI: https://doi.org/10.1016/j.jretconser.2019.101963
Kiss, M., Czine, P., Balogh, P., & Szakaly, Z. (2022). The connection between manufacturer and private label brands and brand loyalty in chocolate bar buying decisions – A hybrid choice approach. Appetite, 177, 106145. https://doi.org/10.1016/j.appet.2022.106145. DOI: https://doi.org/10.1016/j.appet.2022.106145
Kosiba, J. P. B., Boateng, H., Okoe Amartey, A. F., Boakye, R. O., & Hinson, R. (2018). Examining customer engagement and brand loyalty in retail banking: The trustworthiness influence. International Journal of Retail & Distribution Management, 46(8), 764-779. https://doi.org/10.1108/IJRDM-08-2017-0163. DOI: https://doi.org/10.1108/IJRDM-08-2017-0163
Krystallis, A. & Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(1), 139–147. http://dx.doi.org/10.1016/j.jretconser.2013.07.009. DOI: https://doi.org/10.1016/j.jretconser.2013.07.009
Lee, H., Lee, C., & Wu, C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45 (7/8), 1091–1111. http://dx.doi.org/10.1108/03090561111137624. DOI: https://doi.org/10.1108/03090561111137624
Lee, W.S., Moon, J., & Song, M. (2018). Attributes of the coffee shop business related to customer satisfaction. Journal of Foodservice Business Research, 1-14. https://doi.org/10.1080/15378020.2018.1524227. DOI: https://doi.org/10.1080/15378020.2018.1524227
Lee, W-K., & Park, J-H. (2016). The roles of brand loyalty and switching costs in the purchase of a new smartphone. The Journal of Information Systems, 25(1), 183-200. http://dx.doi.org/10.5859/KAIS.2016.25.1.183. DOI: https://doi.org/10.5859/KAIS.2016.25.1.183
Li, F. Zhou, J.N., Kashyap, R., & Yang, Z. (2008). Brand trust as a second-order factor: An alternative measurement model. International Journal of Market Research, 50(6), 1-23. https://doi.org/10.2501/S147078530820. DOI: https://doi.org/10.2501/S1470785308200225
Li, M. W., Teng, H. Y., & Chen, C. Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44, 184-192. https://doi.org/10.1016/j.jhtm.2020.06.015. DOI: https://doi.org/10.1016/j.jhtm.2020.06.015
Liang, L.J., Choi, H.C., Joppe, M. (2018). Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb. International Journal of Hospitality Management, 69(1), 41–48. http://dx.doi.org/10.1016/j.ijhm.2017.10.015. DOI: https://doi.org/10.1016/j.ijhm.2017.10.015
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. https://doi.org/10.1016/j.apmrv.2015.03.005. DOI: https://doi.org/10.1016/j.apmrv.2015.03.005
Ling, X., Shahzad, M.F., Abrar, Z., & Khattak, J.K. (2021). Determinants of the intention to purchase branded meat: Mediation of brand trust. SAGE Open, July-September, 1–13. https://doi.org/10.1177/21582440211032669. DOI: https://doi.org/10.1177/21582440211032669
Lombart, C. & Louis, D. (2012). Consumer satisfaction and loyalty: Two main consequences of retailer personality. Journal of Retailing and Consumer Services, 19, 644–652. http://dx.doi.org/10.1016/j.jretconser.2012.08.007. DOI: https://doi.org/10.1016/j.jretconser.2012.08.007
Lu, H. P., & Hsiao, K. L. (2010). The influence of extro/introversion on the intention to pay for social networking sites. Information & Management, 47(3), 150-157. https://doi.org/10.1016/j.im.2010.01.003. DOI: https://doi.org/10.1016/j.im.2010.01.003
Masud, A.A., Ahmed, S., Kaisar, M.T., Hossain, B., Shimu, M., & Islam, M.F. (2024). Unveiling brand loyalty in emerging markets: Analyzing smartphone user preferences: Robustness of structural equation modeling (SEM) and simultaneous equation modeling (SEMs). Journal of Open Innovation: Technology, Market, and Complexity, 10, 100353. https://doi.org/10.1016/j.joitmc.2024.100353. DOI: https://doi.org/10.1016/j.joitmc.2024.100353
Maxwell, S.E., Cole, D.A., & Mitchell, M.A. (2011). Bias in cross-sectional analyses of longitudinal mediation: Partial and complete mediation under an autoregressive model. Multivariate Behavioral Research, 46, 816–841. https://doi.org/10.1080/00273171.2011.606716. DOI: https://doi.org/10.1080/00273171.2011.606716
Mofokeng, T.E. (2021) The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience. Cogent Business & Management, 8(1), 1968206. https://doi.org/10.1080/23311975.2021.1968206. DOI: https://doi.org/10.1080/23311975.2021.1968206
Mohammed, A., & Rashid, B. (2018). A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry. Kasetsart Journal of social sciences, 39(2), 358-364. https://doi.org/10.1016/j.kjss.2018.04.001. DOI: https://doi.org/10.1016/j.kjss.2018.04.001
Morgan, R.M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(1), 20-38. DOI: https://doi.org/10.1177/002224299405800302
Nawaz, S., Jiang, Y., Alam, F., Nawaz, M.Z. (2020). Role of brand love and consumers’ demographics in building consumer–brand relationship. SAGE Open, October-December, 1–19. https://doi.org/10.1177/2158244020983005. DOI: https://doi.org/10.1177/2158244020983005
Nyadzayo, M. & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262–270. http://dx.doi.org/10.1016/j.jretconser.2016.02.002. DOI: https://doi.org/10.1016/j.jretconser.2016.02.002
Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer services, 21(2), 118-129. https://doi.org/10.1016/j.jretconser.2013.07.002. DOI: https://doi.org/10.1016/j.jretconser.2013.07.002
Park, E., Kim, K. J., & Kwon, S. J. (2017). Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trust. Journal of business research, 76, 8-13. http://dx.doi.org/10.1016/j.jbusres.2017.02.017.
Park, E., Kim, K.J., & Kwon, S.J. (2017). Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trust. Journal of Business Research, 76(1), 8–13. http://dx.doi.org/10.1016/j.jbusres.2017.02.017. DOI: https://doi.org/10.1016/j.jbusres.2017.02.017
Pu, Y., Zaidin, N., & Zhu, Y. (2013). How do e-brand experience and in-store experience influence the brand loyalty of novel coffee brands in China? Exploring the toles of customer satisfaction and self–brand congruity. Sustainability, 15, 1096. https://doi.org/10.3390/su15021096. DOI: https://doi.org/10.3390/su15021096
Puska, A., Stojanovic, I., & Berbic, S. (2018). The impact of chocolate brand image, satisfaction, and value on brand loyalty. Časopis za Ekonomiju i Tržišne Komunikacije, 8(1), 37-54. https://doi.org/10.7251/EMC1801037P. DOI: https://doi.org/10.7251/EMC1801037P
Rahi, S., Yasin, N.M., & Alnaser, F.M. (2017). Measuring the role of website design, assurance, customer service and brand image towards customer loyalty and intention to adopst internet banking. Journal of Internet Banking and Commerce, 22(S8), 1-18.
Raut, U.R., Pawar, P.A., Brito, P.Q., & Sisodia, G.S. (2019). Mediating model of brand equity and its application. Spanish Journal of Marketing – ESIC, 23(2), 295-318. https://doi.org/10.1108/SJME-04-2019-0021. DOI: https://doi.org/10.1108/SJME-04-2019-0021
Romaniuk, J. & Nenycz-Thiel, M. (2013). Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66(1), 67–72. https://doi.org/10.1016/j.jbusres.2011.07.024. DOI: https://doi.org/10.1016/j.jbusres.2011.07.024
Shabbir, M. S., Shariff, M. N. M., Yusof, M. S. B., Salman, R., & Hafeez, S. (2018). Corporate social responsibility and customer loyalty in Islamic banks of Pakistan: A mediating role of brand image. Academy of Accounting and Financial Studies Journal, 22, 1-6.
Sharma, R., & Jain, V. (2019). CSR, trust, brand loyalty and brand equity: empirical evidences from sportswear industry in the NCR region of India. Metamorphosis, 18(1), 57-67. https://doi.org/10.1177/0972622519853158. DOI: https://doi.org/10.1177/0972622519853158
Shin, M., Back, K-J., Lee, C-K., Lee, Y-S. (2020). Enhancing customer-brand relationship by leveraging loyalty program experiences that foster customer-brand identification. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-06-2020-0550. DOI: https://doi.org/10.1108/IJCHM-06-2020-0550
Slack, N., Singh, G., & Sharma, S. (2019). The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions. International Journal of Quality and Service Sciences. https://doi.org/10.1108/IJQSS-10-2019-0114. DOI: https://doi.org/10.1108/IJQSS-10-2019-0114
Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(1), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011. DOI: https://doi.org/10.1016/j.ijhm.2018.12.011
Tahir, A.H., Adnan, M., & Saeed, Z (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon 10, e36254. https://doi.org/10.1016/j.heliyon.2024.e36254. DOI: https://doi.org/10.1016/j.heliyon.2024.e36254
Tseng, H. T., Shanmugam, M., Magalingam, P., Shahbazi, S., & Featherman, M. S. (2022). Managing enterprise social media to develop consumer trust. British Food Journal, 124(12), 4626-4643. https://doi.org/10.1108/BFJ-11-2020-0995. DOI: https://doi.org/10.1108/BFJ-11-2020-0995
Upamannyu, D.N.K., Gulati, C., & Mathur, D.G. (2014). Effect of brand trust, brand image on customer brand loyalty in fmcg sector at gwalior region. IRMJCR 2(2), 83–93.
Weisberg, J., Te'eni, D., & Arman, L. (2011). Past purchase and intention to purchase in e‐commerce: The mediation of social presence and trust. Internet research, 21(1), 82-96. https://doi.org/10.1108/10662241111104893. DOI: https://doi.org/10.1108/10662241111104893
Wongsansukcharoen, J. (2022). Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty: The case of a commercial bank in Thailand Jedsada. Journal of Retailing and Consumer Services, 64, 102826. https://doi.org/10.1016/j.jretconser.2021.102826. DOI: https://doi.org/10.1016/j.jretconser.2021.102826
Xiao, L., Zhang, Y., & Fu, B. (2019). Exploring the moderators and causal process of trust transfer in online-to-offline commerce. Journal of Business Research, 98, 214-226. https://doi.org/10.1016/j.jbusres.2019.01.069. DOI: https://doi.org/10.1016/j.jbusres.2019.01.069
Yeh, C-H., Wang, Y-S., & Yieh, K. (2016). Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives. International Journal of Information Management, 36, 245–257. http://dx.doi.org/10.1016/j.ijinfomgt.2015.11.013. DOI: https://doi.org/10.1016/j.ijinfomgt.2015.11.013
Yeon, J., Park, I., & Lee, D (2019). What creates trust and who gets loyalty in social commerce? Journal of Retailing and Consumer Services, 50(1), 138–144. https://doi.org/10.1016/j.jretconser.2019.05.009. DOI: https://doi.org/10.1016/j.jretconser.2019.05.009
Yoo, J., & Park, M. (2016). The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands. Journal of Business Research, 69(12), 5775-5784. http://dx.doi.org/10.1016/j.jbusres.2016.04.174. DOI: https://doi.org/10.1016/j.jbusres.2016.04.174
Zikmund, W.G., Babin, B.J., Carr, J.C., & Griffin, M. (2010). Business Research Methods 8th edition. Singapore: South-Western Cengage Learning.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Dorothea Wahyu Ariani (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
