Affirmative Strategic Association of Hedonic, Functional and Symbolic Perspectives on Brand Loyalty: A Structural Equation Model (SEM) Approach | [International Journal of Communication Networks and Information Security • 2024]

Author(s):

1. Varun Jewargi: Faculty of MBA Department, Jain College of Engineering, VTU University, Belagavi, India

2. Veerendrakumar M Narasalagi: Faculty of MBA Department, Dr.P.G. Halakatti College of Engineering and Technology, Vijayapur, India,

Abstract:

The complicated and poorly understood relationships that exist between customers and brands in retailing persist despite the abundance of works on the subject. This study examines the direct relationships between three distinct relationship variablesbrand trust, brand affect, and brand commitment-and the hedonic, symbolic, and functional aspects of brand images. Additionally, it looks into how they indirectly affect two kinds of loyalty-behavioural and attitude-in relation to face care products. 551 users of face care products in the North Karnataka region provided us with the data. The data was validated using the Smart-PLS software 4.0.9.9 and PLS-SEM. For the FMCG sector, the findings have significant managerial repercussions.

Page(s): 1370-1380

DOI: DOI not available

Published: Journal: International Journal of Communication Networks and Information Security, Volume: 16, Issue: 4, Year: 2024

Keywords:

Face care , attitudinal loyalty and behavioural loyalt , brand commitment , hedonic , brand affect , and functional brand trust , symbolic

References:

[1] Voss K. E.,Spangenberg E. R.,Grohmann B. .2003 .Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3) : 310-320.

[2] Gon Woo,Jin-Sun Kim,B. Kim,Peterson Z.,R. T. Z. .2004 .Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10) : 799-822.

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