- Journal of Management Marketing and Logistics
- Vol: 4 Issue: 4
- BRAND LOVE AND CUSTOMER ENGAGEMENT’S ROLE OVER BRAND LOYALTY
BRAND LOVE AND CUSTOMER ENGAGEMENT’S ROLE OVER BRAND LOYALTY
Authors : Berker Pandir, Bahar Yasin
Pages : 359-365
Doi:10.17261/Pressacademia.2017.725
View : 11 | Download : 6
Publication Date : 2017-12-30
Article Type : Research
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