Marketing and Branding Research

Gaining customer loyalty is key to achieving repeated purchases that have ripple effects on sale revenue, market penetration, and profitability for firms. Can brand attachment guarantee customers’ loyalty? Based on the assumptions of the theory of customer equity, the study evaluated the interactions of brand attachment, customer loyalty, customer equity, and customer loyalty, focusing on Nigeria's telecommunication industry. A survey-based approach to research with 1,035 active subscribers of five telecommunication companies in Nigeria was examined. Regression analysis was used to test the four-way hypotheses formulated in the study. Overall, the result showed that brand attachment had a positive and significant effect on customer loyalty. However, the link between brand attachment and customer loyalty was explained through customer trust to suggest a full mediation effect. Further analysis revealed that customer trust explained significant variation in customer equity. The study concluded that customer trust is a critical factor in achieving the benefit of brand attachment and customer equity. The study recommended that the management of the telecommunication companies in Nigeria invest significant resources to secure their customers' trust and adhere to the dimension of value, brand, and relationship equity given their concomitant effect on customer satisfaction and loyalty.

This study aimed to analyze the influence of service quality, corporate image, and customer relationship marketing on customer satisfaction and customer loyalty. The population consisted of 180 bank customers in Malang city. For the analysis of Structural Equation Model (SEM) came into use. The results showed  that service quality, corporate image, and customer relationship marketing influence on customer satisfaction, and service quality, corporate image, and customer relationship marketing influence on customer loyalty. Moreover, customer satisfaction effects on customer loyalty. Customer satisfaction mediated the effect of service quality, corporate image, and customer relationship marketing on customer loyalty.

Associated with the change of lifestyle, due to reasons such as time constraints, information access, and alternatives comparison easiness, consumers prefer directed shopping on the internet. Shopping is done along with the initiation by the internet, in the scope of study such as website service innovativeness, perceived overall service quality, customer loyalty, and perceived customer value. What are the effects of service innovativeness on perceived overall service quality, customer loyalty, and perceived customer value? In order to answer this question, theoretical and empirical research is structured. From a holistic point of view the results suggest the positive effect of service innovativeness on perceived overall service quality, customer loyalty, and perceived customer value. Website service innovativeness influences behavioural intentions such as perceived overall service quality, customer loyalty, and perceived customer value. Following the examination of the results, the present article discussed the implications for practice and future research.

The aim of this study was to investigate the relationship between personality traits and general health with addiction to purchase (obsessive purchase) among the students of Islamic Azad University of Yazd. Using personality traits and mental health variables as independent variables and addiction to purchase as the dependent variable, hypothesis of research is formed. The study was an applied research adopting a survey method and it was based on survey correlation using questionnaires. The statistical population of this research was students of business management. Simple random sampling method was used and a total valid sample of 224 was collected. Data analysis using the PLS software was done and the results showed that the trait neuroticism, flexibility, agreeableness trait, somatic symptoms and impaired social functioning as personality characteristics do not have significant effect on obsessive purchase but extraversion personality characteristic have a significant impact on obsessive purchase and the impact value is 0.20 and positive. Therefore, it can be concluded that as soon as the members have more extraversion characteristic, their obsessive purchase
increases and compulsive personality trait has a significant impact on obsessive purchase.
The impact value is 16.0 and negative; so we can conclude that if people have less responsibility, obsessive purchase will increase. Anxiety has a significant impact on obsessive purchase and the impact value is 24.0 and positive. So it can be stated that as soon as people have more anxiety, the obsessive purchase increases.

This study was constructed to investigate the effects of relationship marketing mechanisms of on customer loyalty in Yazd hotels. Relationship marketing mechanisms include financial, social, and structural mechanisms. The present paper is an applied research adopting a descriptive-correlational method and survey design. The statistical population of this study consisted of the customers who stayed in Yazd 3-star hotels. Through using a pre-test, the population variance was estimated and then the sample size was calculated using unlimited population formula. A questionnaire was used for data collection. In addition to descriptive statistics, the correlation coefficient test and path analysis were used to determine the strength of the relationship between variables and model structural equation of the study to verify the hypotheses, respectively. The results of the study showed that none of relationship marketing mechanisms including financial, social, and structural ones did not have significant impact on the sentiments. Although financial mechanism did not have significant impact on relationship quality, social mechanism influenced on the relationship quality. Moreover, structural mechanism did not affect the quality of the relationship. A qualified relationship has many benefits such as customers’ loyalty, customers’ satisfaction of the customer service organizations, and introducing them to others.

This paper reports a study that identified the underlying key dimensions of service quality and its impact on consumers’ satisfaction and loyalty within the restaurant context in Sudan using Dineserv model. The study is quantitative and descriptive in nature. Data was collected through self-administered questionnaires from 4 restaurants in Sudan. Based on the analyses, four factors including assurance, empathy, tangibility, and reliability were the most significant dimensions of service quality that had positive influence on customer satisfaction while assurance, empathy, and tangibility were the most significant dimensions that had positive influence on customers’ loyalty. The results also confirmed the links between service quality dimensions, satisfaction, and loyalty, respectively. The findings of study could be employed by the restaurant managers to improve their marketing strategies.

In competitive markets, maintaining customers and building trust and loyalty are considered important in marketing relationship. Banks have invested some ways to improve customer loyalty for developing their activities. The aim of this study was to investigate the effect of relationship marketing on word-of-mouth communication in the Melli Bank branches of Roodsar in which customer loyalty had the mediation role in their relationship. The study was an applied research adopting a descriptive method. The data were gathered using questionnaire method and the study population consisted of customers of Melli Bank in Roodsar. Following this, 460 questionnaires were distributed among customers of the Melli Bank branches using convenient sampling and finally 420 questionnaires were collected for analysis. LISREL software is employed to analyze the data. Findings revealed that the relationship marketing had significant positive impact on customer loyalty and also customer loyalty led to increasing of word-of-mouth communication.