Tiếng Việt
10 (2) 2020
The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty
Corresponding author:Abstract
Keywords: Brand credibility, self-brand connection, brand identity, brand loyalty.
Keywords
Cite this paper as:
Nguyen, N. D. T., Nguyen, D. T., Le, T. T. T., Do, M. T., Nguyen, T. T. T., & Tong, N. P. T. (2020). The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty. Ho Chi Minh City Open University Journal of Science – Economics and Business Administration, 10(4), 112-129. doi:10.46223/HCMCOUJS.econ.en.10.2.562.2020
References
Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(1), 45-57. doi:10.1177/002224379903600104
Abimbola, T., Trueman, M., Iglesias, O., Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self‐congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7), 922-937. doi:10.1108/03090561211230098
Alam, A., Arshad, M. U., & Shabbir, S. A. (2012). Brand credibility, customer loyalty and the role of religious orientation. Asia Pacific Journal of Marketing and Logistics, 24(4), 583-598. doi:10.1108/13555851211259034
Alnawas, I., & Altarifi, S. (2016). Exploring the role of brand identification and brand love in generating higher levels of brand loyalty. Journal of Vacation Marketing, 22(2), 111-128. doi:10.1177/1356766715604663
An, J., Do, D. K. X., Ngo, L. V., & Quan, T. H. M. (2019). Turning brand credibility into positive word-of-mouth: Integrating the signaling and social identity perspectives. Journal of Brand Management, 26(2), 157-175. doi:10.1057/s41262-018-0118-0
Aziz, N. A. (2018). The influence of coproduction’s factors and corporate image toward attitudinal loyalty. Journal of Islamic Marketing, 9(2), 421-438. doi:10.1108/JIMA-10-2016-0080
Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25(4), 260-272. doi:10.1108/08876041111143096
Banister, E. N., & Cocker, H. L. (2014). A cultural exploration of consumers’ interactions and relationships with celebrities. Journal of Marketing Management, 30(1/2), 1-29. doi:10.1080/0267257X.2013.807863
Bergami, M., & Bagozzi, R. P. (2000). Self‐categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577. doi:10.1348/014466600164633
Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. (2017). Gamified interactions: Whether, when, and how games facilitate self–brand connections. Journal of the Academy of Marketing Science, 46(4), 652-673. doi:10.1007/s11747-017-0530-0
Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76-88. doi:10.1509/jmkg.67.2.76.18609
Chaplin, L. N., & John, D. R. (2005). The development of self-brand connections in children and adolescents. Journal of Consumer Research, 32(1), 119-129. doi:10.1086/426622
Cheng, S. Y., White, T. B., & Chaplin, L. N. (2012). The effects of self-brand connections on responses to brand failure: A new look at the consumer–brand relationship. Journal of Consumer Psychology, 22(2), 280-288. doi:10.1016/j.jcps.2011.05.005
Cooper, D. R., Schindler, P. S., & Sun, J. (2006). Business research methods (12th ed.). New York, NY: McGraw-Hill.
Dalman, M. D., Buche, M. W., & Min, J. (2019). The differential influence of identification on ethical judgment: The role of brand love. Journal of Business Ethics, 158(3), 875-891. doi:10.1007/s10551-017-3774-1
Day, G. S. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29-35.
del Barrio-García, S., & Prados-Peña, M. B. (2019). Do brand authenticity and brand credibility facilitate brand equity? The case of heritage destination brand extension. Journal of Destination Marketing & Management, 13, 10-23. doi:10.1016/j.jdmm.2019.05.002
Dolich, I. J. (1969). Congruence relationships between self images and product brands. Journal of marketing research, 6(1), 80-84. doi:10.1177/002224376900600109
Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109. doi:10.1016/j.jretconser.2015.02.007
Dwivedi, A., Nayeem, T., & Murshed, F. (2018). Brand experience and consumers’ Willingness-To-Pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services, 44(C), 100-107. doi:10.1016/j.jretconser.2018.06.009
Efron, B. (1979). Bootstrap methods: Another look at the jackknife. Annals of Statistics, 7(1), 1-26.
Einwiller, S. A., Fedorikhin, A., Johnson, A. R., & Kamins, M. A. (2006). Enough is enough! When identification no longer prevents negative corporate associations. Journal of the Academy of Marketing Science, 34(2), 185-194. doi:10.1177/0092070305284983
Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, Elsevier, 69(8), 2901-2910. doi:10.1016/j.jbusres.2015.12.059
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131-157. doi:10.1207/s15327663jcp0702_02
Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70(1), 34-49. doi:10.1509/jmkg.70.1.034.qxd
Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348. doi:10.1207/S15327663JCP1303_14
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389. doi:10.1086/497549
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462-474. doi:10.1016/j.jbusres.2018.01.031
Ghantous, N. (2015). Re-examining encounter intensity's conceptualisation, measurement and role. The Service Industries Journal, 35(5), 237-254. doi:10.1080/02642069.2015.1002479
Ghantous, N. (2016). The impact of services brand personality on consumer–brand relationship quality. Services Marketing Quarterly, 37(3), 185-199. doi:10.1080/15332969.2016.1184544
Gilovich, T., Kumar, A., & Jampol, L. (2015). A wonderful life: Experiential consumption and the pursuit of happiness. Journal of Consumer Psychology, 25(1), 152-165. doi:10.1016/j.jcps.2014.08.004
Gorsuch, R. L. (1983). Factor analysis (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates.
Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, 13(3), 4–18. doi:10.1108/07363769610118921
Graeff, T. R. (1997). Consumption situations and the effects of brand image on consumers' brand evaluations. Psychology & Marketing, 14(1), 49-70. doi:10.1002/(SICI)1520-6793(199701)14:1<49::AID-MAR4>3.0.CO;2-O
Grubb, E. L., & Grathwohl, H. L. (1967). Consumer self-concept, symbolism and market behavior: A theoretical approach. Journal of Marketing, 31(4), 22-27. doi:10.1177/002224296703100405
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis. Upper Saddle River, NJ: Prentice hall.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Haley, R. I. (1985). Developing effective communications strategy: A benefit segmentation approach. New York, NY: Ronald Press.
Hammond, K., East, R., & Ehrenberg, A. (1996). Buying more and buying longer: Concepts and applications of consumer loyalty. London, UK: London Business School.
Hankinson, G. (2004). The brand images of tourism destinations: a study of the saliency of organic images. Journal of Product & Brand Management, 13(1), 6-14. doi:10.1108/10610420410523803
Harrigan, P., Evers, U., Miles, M. P., & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388-396. doi:10.1016/j.jbusres.2017.11.046
Hatcher, P. J., Hulme, C., & Ellis, A. W. (1994). Ameliorating early reading failure by integrating the teaching of reading and phonological skills: The phonological linkage hypothesis. Child Development, 65(1), 41-57. doi:10.1111/j.1467-8624.1994.tb00733.x
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657. doi:10.1016/j.jbusres.2011.03.007
Hemsley-Brown, J., & Alnawas, I. (2016). Service quality and brand loyalty. International Journal of Contemporary Hospitality Management, 28(12), 2771-2794. doi:10.1108/IJCHM-09-2015-0466
Herbig, P., & Milewicz, J. (1995). The relationship of reputation and credibility to brand success. Journal of Consumer Marketing, 12(4), 5-11.
Hoang Trong & Chu, N. N. M. (2008). Phân tích dữ liệu nghiên cứu SPSS (Tập 2) [Analysis of SPSS research data (Vol. 2)]. Hanoi, Vietnam: NXB Hồng Đức.
Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570-582. doi:10.1057/bm.2010.58
Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. New York, NY: John Wiley & Sons.
Jin, C. H. (2018). The effects of Creating Shared Value (CSV) on the consumer self–brand connection: Perspective of sustainable development. Corporate Social Responsibility and Environmental Management, 25(6), 1246-1257. doi:10.1002/csr.1635
Kuo, Y. F., & Hou, J. R. (2014). Which brand will you not select? Investigating oppositional brand loyalty from the perspectives on social identity theory and emotions. Proceedings of the 12th International Conference on Advances in Mobile Computing and Multimedia, 421-427. doi:10.1145/2684103.2684167
Lam, D. N. (2006). Giáo trình nghiên cứu marketing [Marketing research curriculum]. Khoa Marketing, Trường Đại Học Marketing, Ho Chi Minh City, Vietnam.
Le, H. V. (2015). Phương pháp nghiên cứu khoa học [Scientific research methods] . Trường Đại Học Nha Trang, Nha Trang, Vietnam.
Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5/6), 558-578. doi:10.1080/0267257X.2015.1131735
Leischnig, A., Geigenmüller, A., & Enke, M. (2012). Brands you can rely on! An empirical investigation of brand credibility in services. Schmalenbach Business Review, 64(1), 44-58. doi:10.1007/BF03396837
Levy, S. J. (1959). Symbols for sale. Brighton, MA: Harvard business review.
Lewis Jr, W. M. (1993). The ecological sciences and the public domain. University of Colorado Law Review, 65, 279-292.
Malhotra, N. K. (1988). Self-concept and product choice: An integrated perspective. Journal of Economic Psychology, 9(1), 1-28. doi:10.1016/0167-4870(88)90029-3
Martin, F., & Tao-Peng, F. (2017). Morality matters? Consumer identification with celebrity endorsers in China. Asian Business & Management, 16(4/5), 272-289. doi:10.1057/s41291-017-0022-6
Moliner, M. Á., Monferrer-Tirado, D., & Estrada-Guillén, M. (2018). Consequences of customer engagement and customer self-brand connection. Journal of Services Marketing, 32(4), 387-399. doi:10.1108/JSM-08-2016-0320
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of tourism Research, 38(3), 1009-1030. doi:10.1016/j.annals.2011.01.015
Nguyen, T. D. (2011). Phương pháp nghiên cứu khoa học trong kinh doanh – Thiết kế và thực hiện [Methods of scientific research in business - Design and implementation] . Hanoi, Vietnam: NXB Lao động Xã hội.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York, NY: Tata McGraw-Hill Education.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-34.
Popp, B., & Woratschek, H. (2017). Consumer-brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth. Journal of Brand Management, 24(3), 250-270. doi:10.1057/s41262-017-0033-9
Rather, R. A. (2018). Investigating the impact of customer brand identification on hospitality brand loyalty: A social identity perspective. Journal of Hospitality Marketing & Management, 27(5), 487-513. doi:10.1080/19368623.2018.1404539
Rosenberg, M. (1981). The self-concept: Social product and social force. In M. Rosenberg & R. H. Turner (Eds.), Social psychology: Sociological perspectives (pp. 593-624). New York, NY: Basic Books.
Rosenberg, M. (1989). Self-concept research: A historical overview. Social Forces, 68(1), 34-44.
Ruth, J. A. (2001). Promoting a brand's emotion benefits: The influence of emotion categorization processes on consumer evaluations. Journal of Consumer Psychology, 11(2), 99-113. doi:10.1207/S15327663JCP1102_03
Schumacker, R. E., & Lomax, R. G. (1996). A beginner's guide to structural equation modeling. Mahwah, NJ: Lawrence Erlbaum Associates, Inc.
Schumacker, R. E., & Lomax, R. G. (2004). A beginner's guide to structural equation modeling (2nd ed.) London, UK: Psychology Press.
Sen, S., Du, S., & Bhattacharya, C. B. (2009). Building brand relationships through corporate social responsibility. In Handbook of brand relationships (pp. 217-233). London, UK: Routledge.
Sirgy, M. J. (2015). The self-concept in relation to product preference and purchase intention. In V. Bellur (Ed.), Marketing horizons: A 1980’s perspective. Developments in marketing science: Proceedings of the academy of marketing science (pp. 350-354). Cham, Switzerland: Springer. doi:10.1007/978-3-319-10966-4_94
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300. doi:10.1086/208924
Sirgy, M. J. (2015). The self-concept in relation to product preference and purchase intention. In V. Bellur (Ed.), Marketing horizons: A 1980's perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 350-354). Cham, Switzerland: Springer. doi:10.1007/978-3-319-10966-4_94
Sirgy, M. J. (2018). Self-congruity theory in consumer behavior: A little history. Journal of Global Scholars of Marketing Science, 28(2), 197-207. doi:10.1080/21639159.2018.1436981
Sirgy, M. J., & Samli, A. C. (1985). A path analytic model of store loyalty involving self-concept, store image, geographic loyalty, and socioeconomic status. Journal of the Academy of Marketing Science, 13(3), 265-291. doi:10.1007/BF02729950
Steenkamp, J. B. E., & Van Trijp, H. C. (1991). The use of LISREL in validating marketing constructs. International Journal of Research in marketing, 8(4), 283-299. doi:10.1016/0167-8116(91)90027-5
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29(4), 406-418. doi:10.1016/j.ijresmar.2012.06.001
Suki, J. S. N. M., & Sasmita, J. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276-292. doi:10.1108/IJRDM-02-2014-0024
Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191-198. doi:10.1086/383434
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of retailing and consumer services, 15(3), 179-193. doi:10.1016/j.jretconser.2007.04.001
Todd, S. (2001). Self‐concept: A tourism application. Journal of Consumer Behaviour: An International Research Review, 1(2), 184-196. doi:10.1002/cb.64
Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in building brand relationships. Journal of Business Research, 66(1), 53-59. doi:10.1016/j.jbusres.2011.07.022
Van der Westhuizen, L. M. (2018). Brand loyalty: Exploring self-brand connection and brand experience. Journal of Product & Brand Management, 27(2), 172-184. doi:10.1108/JPBM-07-2016-1281
Wernerfelt, B. (1988). Umbrella branding as a signal of new product quality: An example of signalling by posting a bond. The RAND Journal of Economics, 19(3), 458-466. doi:10.2307/2555667
Zikmund, W. G., McLeod, R., & Gilbert, F. W. (2003). Customer relationship management: Integrating marketing strategy and information technology. Hoboken, NJ: Wiley.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.