Structural equation modeling of brand logo indicators and its impact on the loyalty of consumer

Year 2015, Volume: 36 Issue: 3, 3765 - 3772, 13.05.2015

Nima Bastamı , Seyed Abolghasem Mıra Mahboubeh Ghazalosadat Khazraeı Afzalı

Abstract

Abstract. This study aims at investigating the role of brand logo on consumers' loyalty and developing an appropriate analytical model. In this study, a questionnaire with 55 questions, which is made by authors, is used for investigate research’ variables. Target population of the study is consisted of all brand consumers of different products, e.g. textile, food, electronic and sanitary devices, in Tehran, of which 377 persons were sampled using cluster method to respond to the questionnaire of the research. To assess the validity of the questionnaire, the content and construct validity were used and its reliability was measured by Cronbach's alpha, which the reliability of the whole questionnaire was 0.954. Data from the survey questionnaires using structural equation modeling was analyzed, which resulted in good results for indices of fit and fitness of the model.The results of this study showed a direct correlation between independent variableand the dependent variable. Results of testing the main hypotheses of the study using structural equation modeling showed a causal relationship between research’s variables. The fitness indicators of the model show that model in terms of suitability and fitness indicators has a good condition. Thus, we can conclude that model has a good fitness.The results also showed that all indicators of function variable have good T values (greater than 1.96) and acceptable load factor. In addition, according to the path coefficients, research variables altogether are able to explain 89% of variations of loyalty variable.

Keywords

Functional benefits, benefit of brand logo, customer loyalty, structural equation modeling

References

• Park CW, Eisingerich AB, Pol G, Park JW, (2013), The Role of Brand Logos in Firm Performance, Journal of Business Research, Vol:66, 0148-2963, Pages:180-187
• Janiszewski, C., &Meyvis, T. (2001).Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment.Journal of Consumer Research, 28(1), 18– 32.
• Janiszewski, C., and T. Meyvis.“Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment.”Journal of Consumer Research, Inc.. 28.1 (2001): 18-32. Print.
• Henderson P W, Cote J A, Leong S M, Schmitt(2003), Building strong brands in Asia: selecting the visual components of image to maximize brand strength, International Journal of Research in Marketing, Dec 2003, Volume: 20 Issue: 4 pp.297-314.
• Chaplin, Lan Nguyen and Deborah Roedder John (2005), “The Development of Self- Brand Connections in Children and Adolescents,” Journal of Consumer Research, 32 (June), 119-129
• Kleine, Susan Schultz, Robert E. Kleine, III, and Chris T. Allen (1995), "How is a Possession ‘Me' or ‘Not Me?' Characterizing Types and an Antecedent of Material Possession Attachment," Journal of Consumer Research, 22 (December), 327-343.
• Park CW, Eisingerich AB, Pol G, Park JW, (2013), The Role of Brand Logos in Firm Performance, Journal of Business Research, Vol:66, 0148-2963, Pages:180-187.
• Escalas, Jennifer Edson, and James R. Bettman. "Self-­‐construal, reference groups, and brand meaning." Journal of consumer research 32.3 (2005): 378-389.
• MacInnis, Deborah J., Stewart Shapiro, and Gayathri Mani. "Enhancing brand awareness through brand symbols." Advances in consumer research 26 (1999): 601- 608.
• Luo, Xueming, and ChitraBhanu Bhattacharya."Corporate social responsibility, customer satisfaction, and market value." Journal of marketing 70.4 (2006): 1-18.
• Park, C. Whan, Bernard J. Jaworski, and Deborah J. Maclnnis."Strategic brand concept-image management." The Journal of Marketing (1986): 135-145.
• Ailawadi, Kusum L., Donald R. Lehmann, and Scott A. Neslin."Revenue premium as an outcome measure of brand equity." Journal of Marketing 67.4 (2003): 1-17.
• Mizik, Natalie, and Robert Jacobson. "The financial value impact of perceptual brand attributes." Journal of Marketing Research 45.1 (2008): 15-32.
• Wilk, Glen D., Robert M. Wallace, and J. M. Anthony. "High-κ gate dielectrics: Current status and materials properties considerations." Journal of applied physics 89.10 (2001): 5243-5275.
• Sanders, Stephan J., et al. "Multiple recurrent de novo CNVs, including duplications of the 7q11. 23 Williams syndrome region, are strongly associated with autism." Neuron 70.5 (2011): 863-885.
• chopani, Sh, (2013) "The effect on the emotional aspects of the brand-consumer relationships young customer with emphasis on loyalty," MA thesis Kish International Campus of Tehran University.
• Baradaran, M., Abbasi, A., Safarnya, H., 2011, customer Mvsrbrvfadary factors) Case Study of Tejarat Bank of Shiraz (Address Scientific - Research research.