Brand loyalty : exploring self-brand connection and brand experience
dc.contributor.author | Van der Westhuizen, Liezl-Marie | |
dc.contributor.email | u04671156@up.ac.za | en_ZA |
dc.date.accessioned | 2018-04-19T11:43:50Z | |
dc.date.available | 2018-04-19T11:43:50Z | |
dc.date.issued | 2018 | |
dc.description.abstract | PURPOSE : This paper aims to determine one explanation for how the self-brand connection is associated with brand loyalty through the brand experience. Brand experience should verify the self-brand connection by acting as a mechanism through which a self-brand connection is associated with brand loyalty. DESIGN/METHODOLOGY/APPROACH : Data were obtained from 317 adults through paid Facebook Boosting of an online survey and analyzed using structural equation modeling. FINDINGS : Analyses confirm that brand experience fully mediates the association between self-brand connection and brand loyalty. RESEARCH LIMITATIONS/IMPLICATIONS : Ensuring a positive brand experience is critical for brand managers opting to maintain consumers’ self-brand connections and brand loyalty. Causality suffered owing to the cross-sectional design of the study. PRACTICAL IMPLICATIONS : Self-brand connection is viewed as consumer-driven. However, by identifying the brand experience to verify the self-brand connection and as a factor that mediates the self-brand connection–loyalty relationship of consumers, brand experience is recognized as a new factor which brand managers can control to manage self-brand connections and brand loyalty. ORIGINALITY/VALUE : This paper is the first to apply the self-verification theory to the self-brand connection–loyalty relationship by explicating brand experience as a mediator of this relationship. This paper argues self-verification is not context-specific and lived experiences with the brand, irrespective of context, establish consumer–brand relationships. This paper confirms the second-order factor structure of the brand experience scale (Brakus et al., 2009) as a mediator in this self-brand connection–loyalty model. | en_ZA |
dc.description.department | Marketing Management | en_ZA |
dc.description.librarian | hj2018 | en_ZA |
dc.description.uri | http://www.emeraldinsight.com/1061-0421.htm OR http://www.emeraldinsight.com/loi/jpbm | en_ZA |
dc.identifier.citation | Liezl-Marié van der Westhuizen, (2018) "Brand loyalty: exploring self-brand connection and brand experience", Journal of Product & Brand Management, Vol. 27 Issue: 2, pp.172-184, https://doi.org/10.1108/JPBM-07-2016-1281. | en_ZA |
dc.identifier.issn | 1061-0421 | |
dc.identifier.other | 10.1108/JPBM-07-2016-1281 | |
dc.identifier.uri | http://hdl.handle.net/2263/64661 | |
dc.language.iso | en | en_ZA |
dc.publisher | Emerald | en_ZA |
dc.rights | © Emerald Group Publishing Limited | en_ZA |
dc.subject | Self-verification theory | en_ZA |
dc.subject | Self-brand connection | en_ZA |
dc.subject | Brand experience | en_ZA |
dc.subject | Brand loyalty | en_ZA |
dc.title | Brand loyalty : exploring self-brand connection and brand experience | en_ZA |
dc.type | Postprint Article | en_ZA |