Commercial Surveys

Commercial Surveys

Designing a Brand Effectiveness Pattern on Consumer Loyalty

Document Type : Original Article

Authors
fereydoun omidi
Neda Marzoghpur
Department of Business Management, Khoramshahr International Branch, Islamic Azad University, Khoramshahr, Iran
10.22034/bs.2023.2008245.2826
Abstract
Background and Objective: In today’s business world, companies are not only striving to compete for market share of products and services, but also making significant efforts to create alignment of customer perceptions with their own. With increased customer loyalty, market share and profitability of economic entities grow. Brand loyalty can be fostered through a set of behaviors referred to as customer engagement. Successful corporate brands are built by companies that establish valuable positive communications with their customers, hence this research aims to design a model for the effectiveness of brand on consumer loyalty.
Methodology: This research adopts a mixed-method exploratory approach. In the qualitative phase, phenomenological hermeneutics was used to reveal participants’ lived experiences. The data consisted of 20 interviews with purposively selected experts. In the qualitative analysis, coding techniques such as open, axial, and selective coding were employed within a grounded theory framework. Following this, the TOPSIS technique was utilized to prioritize the factors influencing brand effectiveness on consumer loyalty.
Findings: After conducting the interviews and analyzing them, the interview transcripts were systematically examined to identify the main factors. In the first step, statements, dimensions, and characteristics were extracted from the interview transcripts (common codes). In the next stage, the data were analyzed at the level of sentences and phrases to uncover concepts. In the third stage, the final themes resulting from the categorization of common concepts were extracted. Coding was done directly from the participants’ interview transcripts, and data analysis was conducted meticulously to achieve logical saturation.
Conclusion: Based on the results obtained in response to the first question regarding the indicators of the brand effectiveness pattern on consumer loyalty in selected grocery stores in Khuzestan province, 12 main indicators were identified. In response to the second question regarding the components of the brand effectiveness pattern on consumer loyalty in selected grocery stores in Khuzestan province, 27 main components were identified. In response to the third question regarding the dimensions of the brand effectiveness pattern on consumer loyalty in selected grocery stores in Khuzestan province, 71 dimensions were identified. The research results indicate that trust, brand image, brand credibility, brand knowledge, brand value, brand responsibility, brand awareness, brand rewards, innovation, and marketing ultimately influence customer loyalty and satisfaction.
Keywords
Pattern / Brand / Consumer Loyalty / Grounded Data / TOPSIS
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Commercial Surveys
Volume 22, Issue 124 - Serial Number 124
March and April 2024
Pages 52-74

  • Receive Date 01 August 2023
  • Revise Date 23 September 2023
  • Accept Date 14 October 2023