El Brand love, a key determinant of brand loyalty in the textile industry
Article Sidebar
Main Article Content
Abstract
Maintaining a good brand image will help companies or organizations to obtain positive perceptions and, above all, to make them last in the consumer's mind. The objective of this research is to analyze the influence of brand image on the love and loyalty to the brand of consumers in the textile sector, for this a quantitative study was used, which allowed to know the relationship between the variables mentioned, a survey was applied to 384 customers of the main clothing stores in the city of Machala. The results confirmed that brand image has a significant influence on brand love, but not directly on loyalty, there being a case of total mediation in the proposed model. Therefore, these variables should be constantly worked on by marketing managers in companies, especially considering the mediating role of brand love to maintain lasting relationships with consumers and the market.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
1. Derechos de autor
Las obras que se publican en 593 Digital Publisher CEIT están sujetas a los siguientes términos:
1.1. 593 Digital Publisher CEIT, conserva los derechos patrimoniales (copyright) de las obras publicadas, favorece y permite la reutilización de las mismas bajo la licencia Licencia Creative Commons 4.0 de Reconocimiento-NoComercial-CompartirIgual 4.0, por lo cual se pueden copiar, usar, difundir, transmitir y exponer públicamente, siempre que:
1.1.a. Se cite la autoría y fuente original de su publicación (revista, editorial, URL).
1.1.b. No se usen para fines comerciales u onerosos.
1.1.c. Se mencione la existencia y especificaciones de esta licencia de uso.
Becker Andres Freire-Castro, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0002-5535-4426
I am a responsible person, committed, proactive, punctual and with predisposition for the execution of tasks, in addition to having the ability to work in a team, and achieve the proposed goals, I am currently a graduate of the Marketing Engineering career at the Technical University of Machala.
Pamela Beatriz Jaramillo-Quezada, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0001-7725-8833
I am an efficient, responsible, creative, punctual and above all organized person. I easily adapt to work in a team, in order to meet each of my expectations and to be part of large research groups.
I am currently a graduate in Marketing Engineering from the Technical University of Machala.
María Fernanda Villavicencio-Rodas, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0002-4881-8341
Research professor at the Universidad
Técnica de Machala, Engineer in
Marketing and Negotiation, Master in
Business Management, PhD Candidate
in
Marketing at the University of Valencia
Spain, Marketing Consultant, Qualified
Trainer (SECAP). Six years of university
Teaching, experience in Marketing,
Marketing Management, International
Marketing, Product Development,
Leadership and Negotiation. Teacher
Member of the COMARK Research
Group. Place of residence Machala
Ecuador.
Irene Patricia Sánchez-González , Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0002-3096-9977
Teacher - researcher at the Technical University of Machala, Marketing Engineer, Master in Business Administration with a mention in Human Resources and Marketing, Diploma in Marketing and Diploma in Social Networks. Candidate for a PhD in Marketing. Marketing and Market Research Consultant. Marketing Director of service companies. Experience in higher level teaching since 2014 in Marketing, International Marketing, Community Marketing, Marketing Management, He has published books and scientific articles. Place of residence Machala-Ecuador
References
Alić, A., Činjarević, M., & Agić, E. (2020). The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands. Management & Marketing. Challenges for the Knowledge Society, 15(1), 1-16. doi:https://doi.org/10.2478/mmcks-2020-0001
Angulo, J., Duque, E., & Rodríguez, C. (2013). Lealtad de marca antecedentes y perspectivas de investigación. Universidad & Empresa, 15(24), 141-163. Recuperado el 11 de noviembre de 2021, de https://dialnet.unirioja.es/servlet/articulo?codigo=5096807
Babu, D., & Babu, A. (2021). Brand Love Creates Brand Loyalty- Evidence Among the Youth. Academy of Marketing Studies Journal, 25(3), 1-12. Recuperado el 17 de noviembre de 2021, de https://www.abacademies.org/articles/brand-love-creates-brand-loyalty-evidence-among-the-youth-12818.html
Barclay, D., & Higgins, C. (1995). The Partial Least Squares (PLS) Approach to Casual Modeling: Personal Computer Adoption and Use as an Illustration. Technology Studies, 2(2), 285-309. Recuperado el 13 de diciembre de 2021
Bernarto, I., Pink, M., Cahya, Y., Resdianto, R., & Nurpatria, I. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412-426. doi:http://dx.doi.org/10.24912/jm.v24i3.676
Bigné, E., Borredá, A., & Miquel, M. (2013). El valor del establecimiento y su relación con la imagen de marca privada: efecto moderador del conocimiento de la marca privada como oferta propia del establecimiento. Revista Europea de Dirección y Economía de la Empresa, 22(1), 1-10. doi:http://dx.doi.org/10.1016/j.redee.2011.11.001
Ceyhan, A., & Yozgat, U. (2021). Does Brand Love Last Forever? : A Study on Turkey’s Lovemarks. Emergin Markets Journal, 11(1), 77-85. doi:http://dx.doi.org/10.5195/emaj.2021.222
Chen, N., Wang, Y., Li, J., Wei, Y., & Yuan, Q. (2020). Examining Structural Relationships among Night Tourism Experience, Lovemarks, Brand Satisfaction, and Brand Loyalty on “Cultural Heritage Night” in South Korea. Sustainability, 12(17), 6723. doi:https://doi.org/10.3390/su12176723
Cho, E. (2011). Development of a brand image scale and the impact of lovemarks on brand equity. Graduate Theses and Dissertations, 11-962. Recuperado el 11 de noviembre de 2021, de https://www.researchgate.net/publication/254610827_Development_of_a_brand_image_scale_and_the_impact_of_lovemarks_on_brand_equity
Claudya, S. (2019). The Effect of Brand Image and Service Quality Toward Purchace Decision Pf Pajero Car On Pt. Makassar Mandiri Putra Utama. 7(3), 3778-3787. doi:https://doi.org/10.35794/emba.v7i3.24877
Dam, S., & Dam, T. (2021). Relationships between Service Quality, Brand Image,Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585-593. doi:https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Dam, T. (2020). The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth. Journal of Asian Finance, Economics and Business, 11(7), 49-467. Recuperado el 10 de noviembre de 2021, de https://www.koreascience.or.kr/article/JAKO202032462597010.page
Durmaz, Y., Cavusoglu, S., & Ozer, O. (2018). The Effect of Brand Image and Brand Benefit on Customer Loyalty: The Case of Turkey. International Journal of Academic Research in Business and Social Sciences, 8(5), 524–536. doi:http://dx.doi.org/10.6007/IJARBSS/v8-i5/4140
Echeverría, O., & Medina, J. (2016). Imagen de Marca en la Percepción de la Calidad del Consumidor de los Vehículos Compactos. Investigación Administrativa , 45(117), 2-25. Recuperado el 10 de noviembre de 2021, de http://www.scielo.org.mx/scielo.php?script=sci_arttext&pid=S2448-76782016000100001
Fayos, T., & Moliner, B. (2015). ¿Es posible aumentar la satisfacción del cliente después de una queja?: La Paradoja de Recuperación del Servicio en el comercio minorista. Universia Business Review.(46), 139-152. doi:https://dialnet.unirioja.es/servlet/articulo?codigo=6284685
Fernandes, F., Cavalcante, M., Fernandes, L., & Marques, J. (2017). LOVEMARKS. Un análisis de la marca de restaurantes a partir del modelo de Kevin Roberts. Estudios y Perspectivas en Turismo, 26(4), 905-924. Recuperado el 14 de noviembre de 2021, de https://dialnet.unirioja.es/servlet/articulo?codigo=6329747
Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand. Management & Marketing: Challenges for the Knowledge Society, 14(3), 278-291. doi:http://dx.doi.org/10.2478/mmcks-2019-0020
FindGlocal. (25 de Marzo de 2021). FindGlocal. Recuperado el 06 de diciembre de 2021, de FindGlocal: http://www.findglocal.com/EC/Machala/66427
Fitriani, A., & Noorlitaria, A. (2021). The effect of brand identification and brand image on brand love and brand loyalty on iphone smartphone product users in samarind. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2), 420-432. Recuperado el 14 de noviembre de 2021, de https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/2589
Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research., 18(1), 39-50. doi:https://doi.org/10.1177%2F002224378101800104
Gamboa, R., Barros, Y., & Bonisoli, L. (2021). Fieles e infieles: misterio, intimidad y sensualidad como generadores de amor de marca en los consumidores ecuatorianos. Revista Eruditos, 2(3), 1-14. Recuperado el 14 de noviembre de 2021, de https://revista.uisrael.edu.ec/index.php/re/article/view/505/433
Giovanis, A., & Athanasopoulou, P. (2018). Understanding lovemark brands Dimensions and effect on Brand loyalty in high-technology products. Spanish Journal of Marketing - ESIC, 22(3), 273-295. doi:http://dx.doi.org/10.1108/SJME-07-2018-0035
Hair, J., Sarstedt, M., Matthews, M., & Ringle, C. (2016). Identifying and treating unobserved heterogeneity with FIMIX-PLS: part I–method. European Business Review, 28(1), 63-76. doi:http://dx.doi.org/10.1108/EBR-09-2015-0094
Han, H., Yu, J., & Lee, H. (2020). Lovemarks and effect of in-flight product performance on airline passengers’ purchase intention. Social Behavior and Personality, 48(4), 1-10. doi:http://dx.doi.org/10.2224/sbp.8721
Han, T., & Choi, D. (2019). Fashion Brand Love: Application of a Cognition–A. Social Sciences, 8(9), 256-270. doi:http://dx.doi.org/10.3390/socsci8090256
Harrison, C., Bukstein, S., Sutton, W., McArdle, D., Dickens, J., & & Lawrence, S. (2019). A Qualitative Investigation of Academic and Athletic Brand Representations: Applying Lovemarks Theory to Cultural Symbol. Journal of Higher Education Athletics & Innovation, 1(5), 15-36. doi:http://dx.doi.org/10.15763/issn.2376-5267.2018.1.5.15-36
Henseler, J., Ringle, C., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of Academy of Marketing Science, 43(1), 115-135. doi:https://doi.org/10.1007/s11747-014-0403-8
INEC. (2021). Encuesta nacional de empleo, desempleo y subempleo. Gobierno Nacional.
Islam, J., & Rahman, Z. (2016). Examining the effects of Examining the effects of brand love and brand brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Glo Journal of Global Fashion M bal Fashion Marketing, 7(1), 45-59. doi:https://doi.org/10.1080/20932685.2015.1110041
Karmugil, S., & Kannapa, R. (2015). A Study On Customer Satisfaction Towards Retail Stores In Tiruchirappalli Town. International Journal of Advanced Research in Management and Social Sciences, 4(6), 69 – 78. Recuperado el 15 de noviembre de 2021, de https://garph.co.uk/IJARMSS/June2015/6.pdf
Karunia, H., Syahrivar, J., & Chairy, C. (2020). Brand loyalty as mediator of brand image-repurchase intention relationship of premium-priced, high-tech product in Indonesia. Jurnal Manajemen Maranatha, 20(1), 21-30. doi:https://doi.org/10.28932/jmm.v20i1.2815
Kataria, S., & Saini, V. (2020). The mediating impact of customer satisfaction in relation of brand equity and brand loyalty: An empirical synthesis and re-examination. 9(1), 62-87. doi:https://doi.org/10.1108/SAJBS-03-2019-0046
Khoi, B., & Dam, T. (2019). The Effect of Brand Image and Perceived Value on Satisfaction and Loyalty at Convenience Stores in Vietnam. Journal of Advanced Research in Dynamical and Control Systems, 11(8), 1446-1454. Recuperado el 11 de noviembre de 2021, de https://www.researchgate.net/publication/336128512_The_Effect_of_Brand_Image_and_Perceived_Value_on_Satisfaction_and_Loyalty_at_Convenience_Stores_in_Vietnam
Kim, K., Kim, S., & Cho, S. (2018). The effects of Dessert Cafe Franchise’s Experiential value on Lovemarks and Brand loyalty: Focusing on the Control Variables by Structural Equation Model. Journal of Distribution Science, 16(10), 39-46. doi:http://dx.doi.org/10.15722/jds.16.10.201810.39
Kim, S., & Lee, S. (2020). The role of marketing communication mix on Korean customers’coffee shop brand evaluations. Journal of Hospitality and Tourism Insights, 3(3), 291-309. doi:https://doi.org/10.1108/JHTI-07-2019-0097
Kim, S., Jeon, D., & Jeon, H. (2021). Well-being perception and lovemarks formation through experiential value in the context of the eco-friendly restaurant. British Food Journal, 123(12), 4264-4283. doi:http://dx.doi.org/10.1108/BFJ-02-2021-0136
Larregui, G., Ortíz, M., & Sosa, J. (2019). Amor hacia la marca: una perspectiva de relación continua. Estudios Gerenciales, 35(152), 271-282. doi:https://doi.org/10.18046/j.estger.2019.152.3297
Ledikwe, A. (2020). Determinants of brand loyalty in the apparel industry: A developing country perspective. Cogent Business & Management, 7(1), 1-18. doi:https://doi.org/10.1080/23311975.2020.1787736
Marliawati, A., & Cahyaningdyah, D. (2020). Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust. Diario de análisis de gestión, 9(2), 140-151. Recuperado el 09 de diciembre de 2021, de https://journal.unnes.ac.id/sju/index.php/maj/article/download/36945/16214
Martinic, R., & Stecher, A. (2020). Experiencias de trabajadores del retail en Chile. Aproximación desde la sociología de Dubet. Convergencia, 27, 2-132. doi:https://doi.org/10.29101/crcs.v27i0.11939
Minh, T. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC, 25(1), 152-175. doi:http://dx.doi.org/10.1108/SJME-05-2020-0086
Montoya, L., Sánchez, J., Roja, S., Castaño, J., & Montoya, I. (2019). Perception of a love brand. Case of the National University of Colombia. Económicas CUC, 40(2), 117-138. doi:https://doi.org/10.17981/econcuc.40.2.2019.08
Otero, M., & Giraldo, W. (2020). Análisis de las relaciones entre el amor y la lealtad a la marca desde la perspectiva del comportamiento del consumidor. Revista Espacios, 41(12), 25. Recuperado el 14 de noviembre de 2021, de https://w.revistaespacios.com/a20v41n12/20411225.html
Páramo, D. (2020). Lealtad a la marca Brand loyalt. Pensamiento & Gestión(49), 1-3. Recuperado el 16 de noviembre de 2021, de http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S1657-62762020000200001
Quintero, L. (2015). El sector retail, los puntos de venta y el comportamiento de compra de los consumidores de la base de la pirámide en la comuna 10 de la Ciudad de Medellín. Revista Ciencias Estratégicas, 23(23), 109-118. Recuperado el 15 de noviembre de 2021, de https://www.redalyc.org/articulo.oa?id=151345259009
Rageh, A., & Spinelli, G. (16 de Septiembre de 2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among ds among. Journal of Fashion Marketing and Management, 16(4), 386-398. doi:http://dx.doi.org/10.1108/13612021211265791
Ramaswamy, V., & Ozcan, K. (2019). Digitalized Interactive Platforms: Turning Goods and Services into Retail Co-Creation Experiences. NIM Marketing Intelligence Review, 11(1), 18-23. doi:https://doi.org/10.2478/NIMMIR-2019-0003
Ramos, E., & Valle, N. (2020). Gestión de imagen corporativa como estrategia de sostenibilidad: camino al cambio empresarial. Revista Universidad y Sociedad, 12(1), 292-298. doi:http://scielo.sld.cu/scielo.php?script=sci_arttext&pid=S2218-36202020000100292
Reinartz, W. (2019). Reinventing the Retailer: Retaining Relevance and Customer Access. NIM Marketing Intelligence Review, 11(1), 10-18. doi:https://doi.org/10.2478/nimmir-2019-0002
Rodrigues, P., Borges, A., & Sousa, A. (2021). Authenticity as an antecedent of Authenticity as an antecedent of consumer relationship: the case of craft beer brands. doi:https://doi.org/10.1108/EMJB-03-2021-0041
Saltos, G., Jiménez, W., & Jiménez, E. (2016). La imagen de marca como vector de posicionamiento en PYMES: caso sector calzado de la provincia de Tungurahua. Revista Publicando, 3(9), 791-802. Recuperado el 17 de noviembre de 2021, de https://dialnet.unirioja.es/servlet/articulo?codigo=7054913
Solís, M., Hernández, L., Moliner, M., & Sánchez, J. (2014). Análisis exploratorio de la fidelidad y de los principales conceptos relacionados en turismo: el caso de Ixtapa/Zihuatanejo-México. Revista de Estudios Empresariales.(1), 90-112. Recuperado el 13 de diciembre de 2021, de https://revistaselectronicas.ujaen.es/index.php/REE/article/view/911
Strähle, J., & Köksal, D. (2021). Impact of brand and country image on the perception of sustainability in the. International Journal of Business and Commerce, 5(1), 25-58. Recuperado el 10 de noviembre de 2021, de https://www.researchgate.net/publication/334509167_Impact_of_brand_and_country_image_on_the_perception_of_sustainability_in_the_fashion_business/link/5eb2884f45851523bd463fa1/download
Vargas, F., Esteban, J., & Moura, L. (2020). La relación entre la confianza y el compromiso y sus efectos en la lealtad de marca. Revista de Métodos cuantitativos para la economía y la empresa, 29, 131-151. Recuperado el 17 de noviembre de 2021, de https://www.upo.es/revistas/index.php/RevMetCuant/article/view/3839/3998
Widi, H., & Padrita, D. (2018). Does Brand Love and Brand Image Have a Strong Impact on Word of Mouth? (Evidence from the Indonesian Vocational School). KnE Social Sciences, 2, 320-346. doi:https://doi.org/10.18502/kss.v3i11.2770
Wilson, N., & Tulus, S. (2018). The Impact Of Brand Evaluation, Satisfaction, Brand Relationship and Trust to Brand Loyalty: A Case Study of the Indonesian Smartphone Industry. Jurnal Muara Ilmu Sosial, 2(2), 633-649. doi:http://dx.doi.org/10.24912/jmishumsen.v2i2.2077
Yuvita, H., Wahab, Z., & Sulastri, D. (2019). Pengaruh brand image dan sales promotion terhadap keputusan pembelian melalui brand equity (survei terhadap nasabah bank bni syariah di kota palembang). MIX: Jurnal Ilmiah Manajemen, 9(3), 293235. doi:http://dx.doi.org/10.22441/mix.2019.v9i3.004