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Linda Hollebeek
Visiting professor
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Shaping customer brand loyalty during the pandemic : The role of brand credibility, value congruence, experience, identification, and engagement
Author
Summary, in English
While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, and related, concepts, as therefore explored in this article. Drawing on social identity theory and service-dominant-logic, this study develops and tests a model that explores the effect of customers' brand credibility, -value congruence, and -experience on their brand identification, and its subsequent effect on their brand advocacy, -attachment, and -loyalty. We also examine the potentially moderating role of consumers' engagement in affecting these relationships. To explore these issues, we collected tourist-based survey data. To analyze the data, we used confirmatory factor analysis, followed by structural equation modeling. The findings reveal that brand value congruence, credibility, and experience exercise significant positive effects on customers' brand identification, which, in turn, impact their brand advocacy, attachment, and loyalty. Further, brand engagement is shown to moderate the association of these factors. We conclude by outlining key theoretical/practical implications that arise from this research.
Publishing year
2022-09-01
Language
English
Pages
1175-1189
Publication/Series
Journal of Consumer Behaviour
Volume
21
Issue
5
Document type
Journal article
Publisher
John Wiley & Sons Inc.
Topic
- Business Administration
Status
Published
ISBN/ISSN/Other
- ISSN: 1472-0817