The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands
The purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the co...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2020-03-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/mmcks-2020-0001 |
| _version_ | 1811292517467947008 |
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| author | Alić Adi Činjarević Merima Agić Emir |
| author_facet | Alić Adi Činjarević Merima Agić Emir |
| author_sort | Alić Adi |
| collection | DOAJ |
| description | The purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image. |
| first_indexed | 2024-04-13T04:46:38Z |
| format | Article |
| id | doaj.art-0ec367e4ba0647b488569a9471db873a |
| institution | Directory Open Access Journal |
| issn | 2069-8887 |
| language | English |
| last_indexed | 2024-04-13T04:46:38Z |
| publishDate | 2020-03-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Management şi Marketing |
| spelling | doaj.art-0ec367e4ba0647b488569a9471db873a2022-12-22T03:01:49ZengSciendoManagement şi Marketing2069-88872020-03-0115111610.2478/mmcks-2020-0001mmcks-2020-0001The role of brand image in consumer-brand relationships: similarities and differences between national and private label brandsAlić Adi0Činjarević Merima1Agić Emir2University of Sarajevo, Sarajevo, Bosnia and HerzegovinaUniversity of Sarajevo, Sarajevo, Bosnia and HerzegovinaUniversity of Sarajevo, Sarajevo, Bosnia and HerzegovinaThe purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.https://doi.org/10.2478/mmcks-2020-0001brand imagebrand loyaltybrand commitmentnational brandprivate label brand |
| spellingShingle | Alić Adi Činjarević Merima Agić Emir The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands Management şi Marketing brand image brand loyalty brand commitment national brand private label brand |
| title | The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands |
| title_full | The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands |
| title_fullStr | The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands |
| title_full_unstemmed | The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands |
| title_short | The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands |
| title_sort | role of brand image in consumer brand relationships similarities and differences between national and private label brands |
| topic | brand image brand loyalty brand commitment national brand private label brand |
| url | https://doi.org/10.2478/mmcks-2020-0001 |
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