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Deciphering brand loyalty through brand association and emotional confidence

Author

Listed:
  • Amber Gul Rashid
  • Wajid Hussain Rizvi
  • Huma Amir

    (Institute of Business Administration, University Road, Karachi-Pakistan)

Abstract

This paper investigates the influence of emotional confidence and brand association on brand loyalty and whether there is a statistically significant difference in the brand loyalty of consumers having low or high emotional confidence. Data was collected outside fast food restaurants across Karachi using systematic sampling. Every fourth person exiting the restaurant was approached to fill a questionnaire. The data was analyzed using structural equation modelling. The results suggest that both brand association and emotional confidence have a statistically significant influence on brand loyalty. The variance explained in brand loyalty was higher when emotional confidence was included in the model. The result of the independent sample t-test suggests that there is a statistically significant difference between consumers having low and high emotional confidence in terms of their brand loyalty. Consumers with higher emotional confidence showed higher brand loyalty.

Suggested Citation

  • Amber Gul Rashid & Wajid Hussain Rizvi & Huma Amir, 2020. "Deciphering brand loyalty through brand association and emotional confidence," Business Review, School of Economics and Social Sciences, IBA Karachi, vol. 15(1), pages 97-107, January-J.
    • Handle: RePEc:aho:journl:v:15:y:2020:i:1:p:97-107
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    File URL: https://businessreview.iba.edu.pk/articles/deciphering-brand-loyalty.pdf
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    References listed on IDEAS

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    1. Blair Kidwell & David M. Hardesty & Terry L. Childers, 2008. "Emotional Calibration Effects on Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(4), pages 611-621, August.
    2. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
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