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Social identity perspective on brand loyalty

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Author Info

  • He, Hongwei
  • Li, Yan
  • Harris, Lloyd
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    Abstract

    This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to brand loyalty framework. The results offer several theoretical implications. First, this research confirms the presence of significant direct and indirect effects of brand identity and brand identification on traditional antecedents of brand loyalty (i.e. perceived value, satisfaction, and trust). Second, the research suggests that social identification perspective of brand loyalty can integrate with other perspectives to model the consumer's psychological path to brand loyalty. Third, the research confirms the pivotal role of brand identification in brand loyalty development and stresses the mediation effect of brand identification on the effects of brand identity on the path to brand loyalty.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311001020
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 5 ()
    Pages: 648-657

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    Handle: RePEc:eee:jbrese:v:65:y:2012:i:5:p:648-657

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Customer–brand identification; Company identity; Brand identity; Social identity; Brand loyalty;

    References

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    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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    1. Grewal, Dhruv & Iyer, Gopalkrishnan R. & Krishnan, R. & Sharma, Arun, 2003. "The Internet and the price-value-loyalty chain," Journal of Business Research, Elsevier, vol. 56(5), pages 391-398, May.
    2. Oliver, Richard L, 1993. " Cognitive, Affective, and Attribute BAses of the Satisfaction Response," Journal of Consumer Research, University of Chicago Press, vol. 20(3), pages 418-30, December.
    3. Longinos Marin & Salvador Ruiz & Alicia Rubio, 2009. "The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior," Journal of Business Ethics, Springer, vol. 84(1), pages 65-78, January.
    4. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan, vol. 34(1), pages 53-65, January.
    5. Jonah Berger & Chip Heath, 2007. "Where Consumers Diverge from Others: Identity Signaling and Product Domains," Journal of Consumer Research, University of Chicago Press, vol. 34(2), pages 121-134, 06.
    6. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
    7. Csikszentmihalyi, Mihaly, 2000. " The Costs and Benefits of Consuming," Journal of Consumer Research, University of Chicago Press, vol. 27(2), pages 267-72, September.
    8. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    9. Aric Rindfleisch & James E. Burroughs & Nancy Wong, 2009. "The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection," Journal of Consumer Research, University of Chicago Press, vol. 36(1), pages 1-16, 06.
    10. Tian, Kelly Tepper & Bearden, William O & Hunter, Gary L, 2001. " Consumer's Need for Uniqueness: Scale Development and Validation," Journal of Consumer Research, University of Chicago Press, vol. 28(1), pages 50-66, June.
    11. Woodside, Arch G. & Walser, Martin G., 2007. "Building strong brands in retailing," Journal of Business Research, Elsevier, vol. 60(1), pages 1-10, January.
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    Cited by:
    1. Aguirre-Rodriguez, Alexandra & Bóveda-Lambie, Adriana M. & Montoya, Detra Y., 2014. "Exploring ethnic consumer response to crossover brand extensions," Journal of Business Research, Elsevier, vol. 67(4), pages 457-463.

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