IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i23p9967-d452922.html
   My bibliography  Save this article

Examining the Moderating Role of Brand Loyalty among Consumers of Technology Products

Author

Listed:
  • Sunder Ramachandran

    (Abu Dhabi School of Management, P.O.Box 6844, Abu Dhabi, UAE)

  • Sreejith Balasubramanian

    (Business School, Middlesex University Dubai, P.O.Box 500697, Dubai, UAE)

Abstract

The long-term survival of a company depends on its economic sustainability. It costs several times more to acquire new customers than retain current ones, and loyal customers spend more than new ones. Unfortunately, consumers are increasingly becoming less loyal to brands/products than before. Unearthing the underlying reasons for this diminishing consumer loyalty is critical. This forms the motivation of this study, which aims to examine the moderating role of loyalty among consumers of technology products. Specifically, the study explores the heterogeneity in the factors (antecedents) influencing brand-loyal attitudes and behavior among consumers of different loyalty levels. A total of 355 survey responses were obtained from an administrated survey across three loyalty groups (high loyalty—155; medium loyalty—99; low loyalty—90) in the United Arab Emirates. Structural equation modeling and multi-group moderation tests were used to test the hypothesized differences in the relationships between antecedents (trust, self-image, quality, and perceived ease of use) and customer attitude, and between customer attitude and repurchase intentions among the different loyalty groups. The results show that the different levels of loyalty have a moderating impact on the relationships. The findings are useful for marketers to better understand and manage customer attitudes, and subsequent purchase/repurchase intention depending on the levels of loyalty they may be in, as well as maneuver their customers through the different levels of loyalty to achieve business sustainability.

Suggested Citation

  • Sunder Ramachandran & Sreejith Balasubramanian, 2020. "Examining the Moderating Role of Brand Loyalty among Consumers of Technology Products," Sustainability, MDPI, vol. 12(23), pages 1-16, November.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:23:p:9967-:d:452922
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/23/9967/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/23/9967/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kiattipoom Kiatkawsin & Ian Sutherland, 2020. "Examining Luxury Restaurant Dining Experience towards Sustainable Reputation of the Michelin Restaurant Guide," Sustainability, MDPI, vol. 12(5), pages 1-16, March.
    2. Devinder Pal Singh, 2015. "Integration of TAM, TPB, and Self-image to Study Online Purchase Intentions in an Emerging Economy," International Journal of Online Marketing (IJOM), IGI Global, vol. 5(1), pages 20-37, January.
    3. 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.
    4. Jana Majerova & Wlodzimierz Sroka & Anna Krizanova & Lubica Gajanova & George Lazaroiu & Margareta Nadanyiova, 2020. "Sustainable Brand Management of Alimentary Goods," Sustainability, MDPI, vol. 12(2), pages 1-18, January.
    5. Chen, Lei-Da & Tan, Justin, 2004. "Technology Adaptation in E-commerce:: Key Determinants of Virtual Stores Acceptance," European Management Journal, Elsevier, vol. 22(1), pages 74-86, February.
    6. Xin Zhang & Xiaoyan Ding & Liang Ma & Gaoshan Wang, 2018. "Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach," Sustainability, MDPI, vol. 10(12), pages 1-13, December.
    7. I. Kahraman Arslan, 2020. "The Importance of Creating Customer Loyalty in Achieving Sustainable Competitive Advantage," Eurasian Journal of Business and Management, Eurasian Publications, vol. 8(1), pages 11-20.
    8. Lakshman Krishnamurthi & S. P. Raj, 1991. "An Empirical Analysis of the Relationship Between Brand Loyalty and Consumer Price Elasticity," Marketing Science, INFORMS, vol. 10(2), pages 172-183.
    9. George Cvetkovich & Michael Siegrist & Rachel Murray & Sarah Tragesser, 2002. "New Information and Social Trust: Asymmetry and Perseverance of Attributions about Hazard Managers," Risk Analysis, John Wiley & Sons, vol. 22(2), pages 359-367, April.
    10. Yong Wang & Shamim Chowdhury Ahmed & Shejun Deng & Haizhong Wang, 2019. "Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market," Sustainability, MDPI, vol. 11(13), pages 1-27, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Azin Yazdi & Sunder Ramachandran & Hoda Mohsenifard & Khaled Nawaser & Faraz Sasani & Behrooz Gharleghi, 2024. "The Ebb and Flow of Brand Loyalty: A 28-Year Bibliometric and Content Analysis," Papers 2402.13177, arXiv.org.
    2. Dariusz Dudek & Marcin Lipowski & Ilona Bondos, 2021. "Changing Energy Supplier on the Market with a Strong Position of Incumbent Suppliers—Polish Example," Energies, MDPI, vol. 14(13), pages 1-16, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. David R. Bell & Jeongwen Chiang & V. Padmanabhan, 1999. "The Decomposition of Promotional Response: An Empirical Generalization," Marketing Science, INFORMS, vol. 18(4), pages 504-526.
    2. Jones, Eugene, 2014. "An Empirical Assessment of Consumers’ Preferences for Coffee," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(2), pages 1-26, July.
    3. Hemlata Gangwar & Hema Date, 2016. "Critical Factors of Cloud Computing Adoption in Organizations: An Empirical Study," Global Business Review, International Management Institute, vol. 17(4), pages 886-904, August.
    4. Ma Bich Tien, 2018. "Attitudes and Behavior of Vietnamese toward to Consumer Affinity in Term of Travel Abroad," Business and Economic Research, Macrothink Institute, vol. 8(2), pages 204-213, June.
    5. Sofia Berto Villas‐Boas, 2009. "An empirical investigation of the welfare effects of banning wholesale price discrimination," RAND Journal of Economics, RAND Corporation, vol. 40(1), pages 20-46, March.
    6. Strubel, Jessica & Petrie, Trent A., 2016. "The clothes make the man: The relation of sociocultural factors and sexual orientation to appearance and product involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 1-7.
    7. Richards, Timothy J. & Patterson, Paul M., 1999. "The Impact Of Promotion And Advertising On Choice Of Fruit Category And Apple Variety: A Latent-Class Approach," 1999 Annual meeting, August 8-11, Nashville, TN 21627, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    8. Agarwal, Manoj K. & Frambach, Ruud T. & Stremersch, Stefan, 2000. "Does size matter? : disentangling consumers' bundling preferences," Serie Research Memoranda 0033, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    9. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    10. Hyun Joung Jin & Eun Young You, 2019. "Do Discounts in Ticket Prices Induce Sustainable Profit to Performing Arts Suppliers?," Sustainability, MDPI, vol. 11(14), pages 1-12, July.
    11. Jørgensen, Finn & Mathisen, Terje Andreas & Pedersen, Hassa, 2016. "Brand loyalty among Norwegian car owners," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 256-264.
    12. Byun, Kyung-Ah (Kay) & Duhan, Dale F. & Dass, Mayukh, 2020. "The preservation of loyalty halo effects: An investigation of the post-product-recall behavior of loyal customers," Journal of Business Research, Elsevier, vol. 116(C), pages 163-175.
    13. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    14. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    15. Patrice Cailleba & Herbert Casteran, 2010. "Do Ethical Values Work? A Quantitative Study of the Impact of Fair Trade Coffee on Consumer Behavior," Journal of Business Ethics, Springer, vol. 97(4), pages 613-624, December.
    16. Villas-Boas, Sofia Berto, 2007. "Using Retail Scanner Data for Upstream Merger Analysis: Counterfactual Experiments in the Retail Coffee Market," CUDARE Working Papers 7163, University of California, Berkeley, Department of Agricultural and Resource Economics.
    17. Han, Sang-Lin & An, Myounga & Han, Jerry J. & Lee, Jiyoung, 2020. "Telepresence, time distortion, and consumer traits of virtual reality shopping," Journal of Business Research, Elsevier, vol. 118(C), pages 311-320.
    18. Jie Lv & Cong Cao & Qianwen Xu & Linyao Ni & Xiuyan Shao & Yangyan Shi, 2022. "How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming," Sustainability, MDPI, vol. 14(14), pages 1-18, July.
    19. Weiwen Qian & Yinguo Dong & Yuchen Liu, 2023. "The impact of mutual recognition of geographical indications on the quality upgrading of China’s agricultural exports," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-15, December.
    20. Sungeun Suh, 2020. "Fashion Everydayness as a Cultural Revolution in Social Media Platforms—Focus on Fashion Instagrammers," Sustainability, MDPI, vol. 12(5), pages 1-18, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:23:p:9967-:d:452922. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.