Download pdf
Research on Influencing Factors of Brand Loyalty
- 1 School of Cultural and Creative Industries Management, Shanghai Institute of Visual Arts, Shanghai, 201600, China
* Author to whom correspondence should be addressed.
Abstract
One of the main subjects in today’s research is brand loyalty. The researcher finds that as spending power continues to grow in the consumer market, brand loyalty is crucial for all stages of brand development. However, there is a lack of unified explanation for the issue of various factors influencing brand loyalty. Therefore, the research topic of this paper is to explore the influence of emotional factors, social factors and cognitive factors on brand loyalty. This paper’s research methodology is as follows. Firstly, this paper adopts the literature review method. Secondly, this paper analyzes the data collected from different literature on the influencing factors of brand loyalty. In conclusion, the study shows that good emotional factors like brand love are beneficial to brand loyalty. In addition, good social and cognitive factors like brand campaigns are also advantageous to brand loyalty. Good emotional, social and cognitive factors are significant in the loyalty that exists between brands and their customers As a result, brands need to manage every element and detail. Facilitating customer loyalty and brand loyalty should take emotional, social and cognitive factors in account.
Keywords
Brand loyalty, emotional factor, social factor, cognitive factor
[1]. Ghorbanzadeh, D., & Rahehagh, A. (2020). The role of emotional structures in the relationship between satisfaction and brand loyalty. Cogent Psychology, 7(1), 1782098.
[2]. Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10
[3]. 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/s11002-006-4219-2
[4]. Samudro, A., & Susanti, V. (2021). The model development of industrial brand loyalty: Assessing the rational and emotional aspects as antecedents of loyalty. Cogent Business & Management, 8(1), 1896871.
[5]. Zhang, X., Ding, X., Ma, L., & Wang, G. (2018). Identifying factors preventing sustainable brand loyalty among consumers: A mixed methods approach. Sustainability, 10(12), 4685.
[6]. McAlexander, J. H., Kim, S. K., & Roberts, S. D. (2003). Loyalty: The influences of satisfaction and brand community integration. Journal of marketing Theory and Practice, 11(4), 1-11.
[7]. Bagram, M. M. M., & Khan, S. (2012). Attaining customer loyalty! The role of consumer attitude and consumer behavior. International review of management and business research, 1(1), 1-8.
[8]. Chiu, H. C., Hsieh, Y. C., Li, Y. C., & Lee, M. (2005). Relationship marketing and consumer switching behavior. Journal of Business Research, 58(12), 1681-1689.
[9]. Yusof, J. M., Manan, H. A., Karim, N. A., & Kassim, N. A. M. (2015). Customer's Loyalty effects of CSR Initiatives. Procedia-Social and Behavioral Sciences, 170, 109-119.
[10]. Daga, R., & Indriakati, A. J. (2022). Religiosity, Social And Psychological Factors On Purchase Decisions And Consumer Loyalty. Jurnal Manajemen, 26(3), 469-491.
[11]. Dehdashti, Z., Kenari, M., & Bakhshizadeh, A. (2012). The impact of social identity of brand on brand loyalty development. Management Science Letters, 2(4), 1425-1434
Cite this article
Gu,J. (2024). Research on Influencing Factors of Brand Loyalty. Advances in Economics, Management and Political Sciences,114,1-4.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of ICEMGD 2024 Workshop: Innovative Strategies in Microeconomic Business Management
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).