BRAND LOVE AND CUSTOMER ENGAGEMENT’S ROLE OVER BRAND LOYALTY

Year 2017, , 359 - 365, 30.12.2017

Berker Pandir Bahar Yasin

https://doi.org/10.17261/Pressacademia.2017.725

Abstract

Purpose - In this study, we wanted to examine the role of brand
love and customer engagement over brand loyalty whether they are
differentiating by demographic or socio-economic factors or not. It is expected
to make a contribution to the literature by expanding brand love and customer
engagement by also relating it with brand loyalty.

Methodology – We collected data with survey method from 386
participants on internet by promoting it via social media advertisements. Data
has been analysed with SPSS 23, using ANOVA, T-test and F-test.   

Findings- Results seem to be proving that demographic and
socio-economic factors are differentiating brand love, customer engagement and
brand loyalty levels and there are significant differences between some sub age
groups, education levels and gender.

Conclusion- In consideration of the results, managers of retail
clothing sector could benefit from those sub-group differences while positioning
their brand or building their brands at first glance.  

Keywords

brand love, customer engagement, brand loyalty, customer-brand relationships, brand relationship quality

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