THE ROLE OF BRAND COMMUNITY COMMITMENT IN CREATING LOYALTY
DOI:
https://doi.org/10.31539/costing.v7i6.13939Keywords:
Brand loyalty, Brand Management, Panther Mania CommunityAbstract
The present study aimed to analyze factors that lead to brand loyalty in community setting. A survey was carried out on a sample of 162 Panther Mania members. The proposed model was evaluated by using structural equation modelling. The mediating effects of brand community commitment were tested using Baron and Kenny’s (1986) logic. The results indicate that self-congruity positively influnces affective commitment stronger than continuence commitment. In addition, Both Brand affective commitment and brand continuence commitmen play a full mediaing effect for relationships. Brand affective commitment and continuence commitment were found to play a full mediating role in the raltionship between self-congruity and repurchase intention. Despite the mediating effect was stronger continuence commitment than affective commitment First, the next future need to add sample from more hedonic car community. Second, it should be able to incorporates qualitative and quantitave study to get more aqurate results. Third, reaserchs should conceptualize it more specifically whether the community in next studies categorized on simple brand community, brand communities or brand subculture.
References
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Alan, Alev Koçak., & Kabdayi, Ebru Tümer. (2014). Quality antecedents of brand trust and behavioral intention. Social and Behavioral Sciences, 150, 619–627.
Albert, Noel., & Merunka, Dwight. (2013). The role of brand love in consumer-brand relationship. Journal of Consumer Marketing, 30(3), 258–266.
Andaleen, Syed Saad. (1996). An Experimental Investigation of Satisfaction and Commitment in Marketing Channels: The Role of Trust and Dependence. Journal of Retailing, (72)1, 77–93.
Badrinarayanan, Vishag., P. Becerra, Enrique., & Madhavaram, Sreedhar. (2014). Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers. Journal of Retailing and Consumer Services, 21(6), 1013–1020.
Betty Chiu, Wai Yee., & Ng, Fung Fai. (2013). Enhancement of organizational commitment through propensity to trust. Journal of Engineering, Construction and Architectural Management, 22, 272–294.
Cakı, Nese., Asfuroglu, Ledya., & Erbas, Oytun. (2015). The Relationship Between The Level Of Attachment In Romantic Relations, Affective Commitment And Continuance Commitment Towards Organization : A Field Research. Economics and Finance, 26, 1007 –1013.
Chih, Wen-Hai., Liou, Dah-Kwei., & Hsu, Li-Chun. (2015). From positive and negative cognition perspectives to exploe e-shoppers’ real purchase behavior: an application of tricomponent attitude model. Journal of Information System E-Business Management, 13, 495–526.
Choi, Hajoon., & N. Reid Leonard. (2016). Congruity effects and moderating influences in nutrient-claimed food advertising. Journal of Business Research, 69(9), 3430–3438.
Cova, Bernard., Pace, Stefano., & J.Park David. (2007). Global brand communities across borders; the Warhammer case. Journal of International Marketing Review, 24(3), 313–329.
Daniela-Valentina., & Denisa-Roxana. (2014). Consumers' Sense of belonging to Apple's Brand Community: Drivers of the Decision, Reasons and Effects. Journal of Quality - Access to Success, 15(140), 178–185.
Davidson, Laura Davidson., McNeill, Lisa., & Ferguson, Shelagh. (2007). Magazine communities brand community formation in magazine consumption. International Journal of Sociology, 27(5/6), 208–220.
Das, Gopal. (2014). Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender. Journal of Retailing and Consumer Services, 21(2), 130–138.
De Burgh-Woodman, Hélène., & Brace-Govan, Jan. (2007). We do not live to buy. Why sculptures are different from brand communities and the meaning for marketing discourse. International Journal of Sociology, 27(5/6), 193–207.
Duman, Teoman., Ozbal, Okai., & Duerod, Malcolm. (2018). The role of affective factors on brand resonance: Measuring customer‐based brand equity for the Sarajevo brand. Journal of Destination Marketing & Management, 8, 359–372.
El Hedhli, Kamel., Zourrig, Haithem., & Chebat, Jean-Charles.(2016).Shopping well-being: Is it just a matter of pleasure or doing the task? The role of shopper's gender and self-congruity. Journal of Retailing and Consumer Services, 31, 1–13.
El Hedhli, Kamel., Zourrig, Haithem., & Park, Jeongsoo. (2017). Image transfer from malls to stores and its influence on shopping values and mall patronage: The role of self-congruity. Journal of Retailing and Consumer Services, 39, 208–218.
Emir, Oktay. (2011). Customer complaints and complaint behaviours in Turkish hotel restaurants: An application in Lara and Kundu areas of Antalya. African Jurnal of Business Management, 5(11), 4239–4253.
Fakharyan, Meysam., Jalilvand, Mohammad., Elyasi, Mehdi., & Mohammadi, Mehdi. (2012). The influence of online word of mouth communications on tourist’s attitudes toward Islamic destinations and travel intention: Evidence from Iran. African Journal of Business Management, 6(38), 10381–10388.
Felix, Reto. (2012). Brand communities for mainstream brands: the example of the Yamaha R1 brand community. Journal of Consumer Marketing, 23,(9), 225–232.
Fullerton, Gordon. (2005). The Impact of Brand Commitment on Loyalty to Retail Service Brands. Canadian Journal of Administrative Sciences, 22(2), 97–110.
Haj-Salem, Narjes., Chebat, Jean Charles., & Michon, Richard. (2015). Why male and female shoppers do not see mall loyalty through the same lens? The mediating role of self-congruity. Journal of Business Research, 69(3), 12191–227.
Han, Heesup., Ngoc Nguyen, Hong., Song, Hakjun, Bee-Lia., Lee, Sanghyeop., & Kim, Wansoo. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86–97.
Hsiao, Chih-Hui., C.Shen, George., & Chao, Pei-Ju. (2015) How does brand misconduct affect the brand–customer relationship? Journal of Business Research, 68(4), 862–866.
Inoue, Yuhei., C.Funk, Daniel., & Mc Donald, Heath. (2017). Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment. Journal of Business Research, 75, 46–56.
J. Singh, Jatinder., Iglesias, Oriol., & Batista-Forguet,Joan Manel. (2012). Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty. Journal of Business Ethic, 111, 541–549.
Kamboj, Shampy., Sarmah, Bijoylaxmi., Gupta, Shivam., & Dwivedi, Yogesh. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 22, 169–185.
Kaveh, Mojtaba., Mosavi, Seyed Alireza., & Ghaedi, Mahnoosh. (2012). The application of European customer satisfaction index (ECSI) model in determining the antecedents of satisfaction, trust and repurchase intention in five-star hotels in Shiraz, Iran. African Journal of Business Management, 6(1) 6103–6113.
Kemp, Sharon., & Dwyer, Larry. (2001). An examination of organisational culture — the Regent Hotel, Sydney. International Journal of Hospitality Management, 20(1), 77–93.
Kumar, Vikas. (2016). Examining the role of destination personality and self-congruity in predicting tourist behavior. Tourism Management Perspectives, 20, 217–227.
Kuo, Yeng-Feng., & Feng, Lien Hui. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities. International Journal of Information Management, 33, 948–962.
Koçak Alan, Alev., & Tümer Kabadayı. (2014). Quality antecedents of brand trust and behavioral intention. Procedia - Social and Behavioral Sciences, 150, 619–627.
Landry, Guylaine., Panaccio, Alexandra., & Vandenberghe, Christian. (2010). Dimensionality and Consequence of Employee Commitment to Supervisor: A Two-Study Examination. The Journal of Psychology, 144(3), 285–312.
Lau, Geok Theng., & Ng, Sophia. (2014) Individual and Situational Factors Influencing Negative Word-of-Mouth Behaviour. Canadian Journal of Administrative Sciences, 18(3) 163–178.
Lee, Jihyun., & Lee Yuri. (2015). The interactions of CSR, self-congruity and purchase intention among Chinese consumers. Australasian Marketing Journal, 23(1), 19–26.
Lewicka, Dagmara., & Krot, Katarzyna. (2015). The model of HRM-trust-commitment relationships. Industrial Management & Data Systems, 115(8), 1457–1480.
Lin, Chia-Wu., Wang, Kai-Yu., Chang, Kai-Yu., & Lin, Jin-An. (2017). Investigating the development of brand loyalty in brand communities from a positive psychology perspective. Journal of Business Research.
Mohd. Yusof, Jamaliah., & Ariffin, Shahira. (2016). The Influence of Self-Congruity, Functional Image, and Emotional Attachment on Loyalty. Economics and Finance, 37, 350–357.
Orehek, Edward., Bessara, Elena., Chen, Xiaoyan., & Kruglanski, Arie W. (2011)Positive affect as informational feedback in goal pursuit. Motiv Emot, 35(1), 44–51.
Raȉes, Karine., Mühlbacher, Hans., & Gavard-Perret, Marie-Laure. (2015). Consumption community commitment: Newbies' and longstanding members' brand engagement and loyalty. Journal of Business Research, 68(12), 2634–2644.
Rusu, R. (2013). Affective Organizational Commitment, Continuance Organizational Commitment or Normative Organizational Commitment? Revista Academiei Fortelor Terestrenr, 2, 192–197.
S. Tax, Stephen., W. Brown, Stephen., & Chandrashekaran, Murali. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. Journal of Marketing, 62(2), 60–76.
Sabiote, EstelaFernández., & Román, Sergio. (2009). The influence of Social Regard on the Customer–Service Firm Relationship: The Moderating Role of Length of Relationship. Journal of Business Physocology, 24, 441–453.
Seonjeong, (Ally) Lee., & Jeong, Miyoung. (2014). Enhancing online brand experiences: An application of congruity theory. International Journal of Hospitality Management, 40, 49–58.
Shamah, Rania A.M., C. Mason, Michela., Moreti, Andrea., & Raggioto, Franscesco. Investigating the antecedents of African fast food customers' loyalty: A selfcongruity perspective. Journal of Business Research, 86, 446–456.
Shaomian, Armen., & Heere, Bob. (2015). The Path to Loyalty Among Theater Patrons:The Importance of Interaction and a Sense of Brand Community. Journal of the Music & Entertainment Industry Educators Association, 15(1), 13–35.
Sirgy, M. Joseph. (1985). Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation. Journal of Business Research, 13(3), 195–206.
Sukoco, Badri Munir., & Wu, Wann-Yih. (2010). The personal and social motivation of customers’ participation in brand community. African Journal of Business Management, 4(5), 614–622.
Taghizadeh, Houshang., & Panahi, Karim. (2013). A comparative study of complaint behavior of loyal customers versus first customers. European Online Journal of Natural and Social Sciences, 1(3), 330 –337.
Taylor, Catherine., & Karl Pillemer. (2009). Using Affect to Understand Employee Turnover: A Context-Specific Application of a Theory of Social Exchange. Sociological Perspectives, 52(4), 481–504.
Usakli, Ahmet., & Baloglu, Seyhmus. (2011). Brand personality of tourist destinations: An application of self-congruity theory. Tourism Management, 32(1)114–127.
Wang, Jau-Shyong. (2009). Trust and relationship commitment bewtween direct selling distributors and customers. African Journal of Business Management, 3(12), 862–870.
Wang, Yonggui., Chan, S. Fiona., & Yang, Zhilin. (2013). Customers’ Perceived Benefits of Interacting In A Virtual Brand Comminity In China. Journal of Electronic Commerce Research, 14(1), 49–66.
W. Huppertz, John. (2007). Firms; complaint handling policies and consumer complaint voicing. Journal of Consumer Mrketing, 24(7), 428–437.
Zheng, Xiabing., Cheung, Christy M.K.., K.O. Lee, Matthew., & Liang, Liang. (2015). Building brand loyalty through user engagement in online brand communities in social networking sites. Journal of Information Technology & People, 28(1), 90–106.
Zhou, Zhimin., Zang, Qiyuan., Su, Chenting., & Zhou, Nan. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65, 890–895.
Alan, Alev Koçak., & Kabdayi, Ebru Tümer. (2014). Quality antecedents of brand trust and behavioral intention. Social and Behavioral Sciences, 150, 619–627.
Albert, Noel., & Merunka, Dwight. (2013). The role of brand love in consumer-brand relationship. Journal of Consumer Marketing, 30(3), 258–266.
Andaleen, Syed Saad. (1996). An Experimental Investigation of Satisfaction and Commitment in Marketing Channels: The Role of Trust and Dependence. Journal of Retailing, (72)1, 77–93.
Badrinarayanan, Vishag., P. Becerra, Enrique., & Madhavaram, Sreedhar. (2014). Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers. Journal of Retailing and Consumer Services, 21(6), 1013–1020.
Betty Chiu, Wai Yee., & Ng, Fung Fai. (2013). Enhancement of organizational commitment through propensity to trust. Journal of Engineering, Construction and Architectural Management, 22, 272–294.
Cakı, Nese., Asfuroglu, Ledya., & Erbas, Oytun. (2015). The Relationship Between The Level Of Attachment In Romantic Relations, Affective Commitment And Continuance Commitment Towards Organization : A Field Research. Economics and Finance, 26, 1007 –1013.
Chih, Wen-Hai., Liou, Dah-Kwei., & Hsu, Li-Chun. (2015). From positive and negative cognition perspectives to exploe e-shoppers’ real purchase behavior: an application of tricomponent attitude model. Journal of Information System E-Business Management, 13, 495–526.
Choi, Hajoon., & N. Reid Leonard. (2016). Congruity effects and moderating influences in nutrient-claimed food advertising. Journal of Business Research, 69(9), 3430–3438.
Cova, Bernard., Pace, Stefano., & J.Park David. (2007). Global brand communities across borders; the Warhammer case. Journal of International Marketing Review, 24(3), 313–329.
Daniela-Valentina., & Denisa-Roxana. (2014). Consumers' Sense of belonging to Apple's Brand Community: Drivers of the Decision, Reasons and Effects. Journal of Quality - Access to Success, 15(140), 178–185.
Davidson, Laura Davidson., McNeill, Lisa., & Ferguson, Shelagh. (2007). Magazine communities brand community formation in magazine consumption. International Journal of Sociology, 27(5/6), 208–220.
Das, Gopal. (2014). Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender. Journal of Retailing and Consumer Services, 21(2), 130–138.
De Burgh-Woodman, Hélène., & Brace-Govan, Jan. (2007). We do not live to buy. Why sculptures are different from brand communities and the meaning for marketing discourse. International Journal of Sociology, 27(5/6), 193–207.
Duman, Teoman., Ozbal, Okai., & Duerod, Malcolm. (2018). The role of affective factors on brand resonance: Measuring customer‐based brand equity for the Sarajevo brand. Journal of Destination Marketing & Management, 8, 359–372.
El Hedhli, Kamel., Zourrig, Haithem., & Chebat, Jean-Charles.(2016).Shopping well-being: Is it just a matter of pleasure or doing the task? The role of shopper's gender and self-congruity. Journal of Retailing and Consumer Services, 31, 1–13.
El Hedhli, Kamel., Zourrig, Haithem., & Park, Jeongsoo. (2017). Image transfer from malls to stores and its influence on shopping values and mall patronage: The role of self-congruity. Journal of Retailing and Consumer Services, 39, 208–218.
Emir, Oktay. (2011). Customer complaints and complaint behaviours in Turkish hotel restaurants: An application in Lara and Kundu areas of Antalya. African Jurnal of Business Management, 5(11), 4239–4253.
Fakharyan, Meysam., Jalilvand, Mohammad., Elyasi, Mehdi., & Mohammadi, Mehdi. (2012). The influence of online word of mouth communications on tourist’s attitudes toward Islamic destinations and travel intention: Evidence from Iran. African Journal of Business Management, 6(38), 10381–10388.
Felix, Reto. (2012). Brand communities for mainstream brands: the example of the Yamaha R1 brand community. Journal of Consumer Marketing, 23,(9), 225–232.
Fullerton, Gordon. (2005). The Impact of Brand Commitment on Loyalty to Retail Service Brands. Canadian Journal of Administrative Sciences, 22(2), 97–110.
Haj-Salem, Narjes., Chebat, Jean Charles., & Michon, Richard. (2015). Why male and female shoppers do not see mall loyalty through the same lens? The mediating role of self-congruity. Journal of Business Research, 69(3), 12191–227.
Han, Heesup., Ngoc Nguyen, Hong., Song, Hakjun, Bee-Lia., Lee, Sanghyeop., & Kim, Wansoo. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86–97.
Hsiao, Chih-Hui., C.Shen, George., & Chao, Pei-Ju. (2015) How does brand misconduct affect the brand–customer relationship? Journal of Business Research, 68(4), 862–866.
Inoue, Yuhei., C.Funk, Daniel., & Mc Donald, Heath. (2017). Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment. Journal of Business Research, 75, 46–56.
J. Singh, Jatinder., Iglesias, Oriol., & Batista-Forguet,Joan Manel. (2012). Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty. Journal of Business Ethic, 111, 541–549.
Kamboj, Shampy., Sarmah, Bijoylaxmi., Gupta, Shivam., & Dwivedi, Yogesh. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 22, 169–185.
Kaveh, Mojtaba., Mosavi, Seyed Alireza., & Ghaedi, Mahnoosh. (2012). The application of European customer satisfaction index (ECSI) model in determining the antecedents of satisfaction, trust and repurchase intention in five-star hotels in Shiraz, Iran. African Journal of Business Management, 6(1) 6103–6113.
Kemp, Sharon., & Dwyer, Larry. (2001). An examination of organisational culture — the Regent Hotel, Sydney. International Journal of Hospitality Management, 20(1), 77–93.
Kumar, Vikas. (2016). Examining the role of destination personality and self-congruity in predicting tourist behavior. Tourism Management Perspectives, 20, 217–227.
Kuo, Yeng-Feng., & Feng, Lien Hui. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities. International Journal of Information Management, 33, 948–962.
Koçak Alan, Alev., & Tümer Kabadayı. (2014). Quality antecedents of brand trust and behavioral intention. Procedia - Social and Behavioral Sciences, 150, 619–627.
Landry, Guylaine., Panaccio, Alexandra., & Vandenberghe, Christian. (2010). Dimensionality and Consequence of Employee Commitment to Supervisor: A Two-Study Examination. The Journal of Psychology, 144(3), 285–312.
Lau, Geok Theng., & Ng, Sophia. (2014) Individual and Situational Factors Influencing Negative Word-of-Mouth Behaviour. Canadian Journal of Administrative Sciences, 18(3) 163–178.
Lee, Jihyun., & Lee Yuri. (2015). The interactions of CSR, self-congruity and purchase intention among Chinese consumers. Australasian Marketing Journal, 23(1), 19–26.
Lewicka, Dagmara., & Krot, Katarzyna. (2015). The model of HRM-trust-commitment relationships. Industrial Management & Data Systems, 115(8), 1457–1480.
Lin, Chia-Wu., Wang, Kai-Yu., Chang, Kai-Yu., & Lin, Jin-An. (2017). Investigating the development of brand loyalty in brand communities from a positive psychology perspective. Journal of Business Research.
Mohd. Yusof, Jamaliah., & Ariffin, Shahira. (2016). The Influence of Self-Congruity, Functional Image, and Emotional Attachment on Loyalty. Economics and Finance, 37, 350–357.
Orehek, Edward., Bessara, Elena., Chen, Xiaoyan., & Kruglanski, Arie W. (2011)Positive affect as informational feedback in goal pursuit. Motiv Emot, 35(1), 44–51.
Raȉes, Karine., Mühlbacher, Hans., & Gavard-Perret, Marie-Laure. (2015). Consumption community commitment: Newbies' and longstanding members' brand engagement and loyalty. Journal of Business Research, 68(12), 2634–2644.
Rusu, R. (2013). Affective Organizational Commitment, Continuance Organizational Commitment or Normative Organizational Commitment? Revista Academiei Fortelor Terestrenr, 2, 192–197.
S. Tax, Stephen., W. Brown, Stephen., & Chandrashekaran, Murali. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. Journal of Marketing, 62(2), 60–76.
Sabiote, EstelaFernández., & Román, Sergio. (2009). The influence of Social Regard on the Customer–Service Firm Relationship: The Moderating Role of Length of Relationship. Journal of Business Physocology, 24, 441–453.
Seonjeong, (Ally) Lee., & Jeong, Miyoung. (2014). Enhancing online brand experiences: An application of congruity theory. International Journal of Hospitality Management, 40, 49–58.
Shamah, Rania A.M., C. Mason, Michela., Moreti, Andrea., & Raggioto, Franscesco. Investigating the antecedents of African fast food customers' loyalty: A selfcongruity perspective. Journal of Business Research, 86, 446–456.
Shaomian, Armen., & Heere, Bob. (2015). The Path to Loyalty Among Theater Patrons:The Importance of Interaction and a Sense of Brand Community. Journal of the Music & Entertainment Industry Educators Association, 15(1), 13–35.
Sirgy, M. Joseph. (1985). Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation. Journal of Business Research, 13(3), 195–206.
Sukoco, Badri Munir., & Wu, Wann-Yih. (2010). The personal and social motivation of customers’ participation in brand community. African Journal of Business Management, 4(5), 614–622.
Taghizadeh, Houshang., & Panahi, Karim. (2013). A comparative study of complaint behavior of loyal customers versus first customers. European Online Journal of Natural and Social Sciences, 1(3), 330 –337.
Taylor, Catherine., & Karl Pillemer. (2009). Using Affect to Understand Employee Turnover: A Context-Specific Application of a Theory of Social Exchange. Sociological Perspectives, 52(4), 481–504.
Usakli, Ahmet., & Baloglu, Seyhmus. (2011). Brand personality of tourist destinations: An application of self-congruity theory. Tourism Management, 32(1)114–127.
Wang, Jau-Shyong. (2009). Trust and relationship commitment bewtween direct selling distributors and customers. African Journal of Business Management, 3(12), 862–870.
Wang, Yonggui., Chan, S. Fiona., & Yang, Zhilin. (2013). Customers’ Perceived Benefits of Interacting In A Virtual Brand Comminity In China. Journal of Electronic Commerce Research, 14(1), 49–66.
W. Huppertz, John. (2007). Firms; complaint handling policies and consumer complaint voicing. Journal of Consumer Mrketing, 24(7), 428–437.
Zheng, Xiabing., Cheung, Christy M.K.., K.O. Lee, Matthew., & Liang, Liang. (2015). Building brand loyalty through user engagement in online brand communities in social networking sites. Journal of Information Technology & People, 28(1), 90–106.
Zhou, Zhimin., Zang, Qiyuan., Su, Chenting., & Zhou, Nan. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65, 890–895.
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2024-12-29
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