Impact of Brand Engagement on Behavioral Loyalty, Brand Equity and WOM Through Attitudinal Loyalty

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2021-08-10 DOI:10.1080/08974438.2021.1956667

Anita Goyal, Pranay Verma

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引用次数: 3

Abstract

Abstract This study examines the relationship of brand engagement (BE) with attitudinal loyalty (ATL), behavioral loyalty (BHL), overall brand equity (OBE), and word-of-mouth (WOM) in the context of restaurant diners. This integrative relationship has been identified with the framework of the theory of planned behavior. Data was collected from 302 Indian customers of casual dining restaurants. Proposed theoretical relationships were tested with confirmatory factor analysis and structural equation modeling. The findings suggest that BE directly results in ATL (t = 3.31, p < 0.001), BHL (t = 3.33, p < 0.001), and OBE (t = 3.33, p < 0.001) but does not directly lead to WOM (t = 1.52, p = 0.13). BHL does not result in WOM (t = 1.82, p = 0.07) and OBE (t = 0.36, p = 0.072), and OBE does not influence WOM (t = −0.50, p = 0.62). ATL directly affects BHL (t = 6.01, p < 0.001), OBE (t = 4.93, p < 0.001) and WOM (t = 5.08, p < 0.001) but plays a stronger role as a mediator for relationships between BE and BHL (95% CI: 0.069–0.361), BE and OBE (CI: 0.056–0.316), and BE and WOM (95% CI: 0.065–0.487). Thus, this study’s overall result indicates the role of brand engagement in building ATL, which leads to BHL, WOM, and OBE in the context of diner restaurants.

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品牌参与通过态度忠诚对行为忠诚、品牌资产和口碑的影响

摘要本研究考察了餐厅用餐者的品牌参与度（BE）与态度忠诚（ATL）、行为忠诚（BHL）、整体品牌资产（OBE）和口碑（WOM）的关系。这种整合关系是在计划行为理论的框架下确定的。数据收集自302名印度休闲餐厅顾客。通过验证性因素分析和结构方程模型对所提出的理论关系进行了检验。结果表明BE直接导致ATL（t = 3.31，p < 0.001），BHL（t = 3.33，p < 0.001）和OBE（t = 3.33，p < 0.001），但不直接导致WOM（t = 1.52，p = 0.13）。BHL不导致WOM（t = 1.82，p = 0.07）和OBE（t = 0.36，p = 0.072），OBE不影响WOM（t=−0.50，p = 0.62）。ATL直接影响BHL（t = 6.01，p < 0.001），OBE（t = 4.93，p < 0.001）和WOM（t = 5.08，p < 0.001），但在BE和BHL（95%CI:0.069–0.361）、BE和OBE（CI:0.056–0.316）以及BE和WOM（95%CI:0.065–0.487）之间的关系中发挥着更强的中介作用。因此，本研究的总体结果表明了品牌参与在建立ATL中的作用，这导致了餐厅背景下的BHL、WOM和OBE。

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.