Role of Corporate Branding, Customer Involvement and Customer Relationship Proneness in Luxury Fashion Branding

Muhammad Amin, Zulkipli Ghazali, Amir Gulzar

Abstract


ABSTRACT

The main purpose of the current research is to develop and test a theoretical framework that captures the role of corporate branding (corporate association, symbolic benefits, and functional benefits), customer involvement and customer relationship proneness on customers emotional attachment and brand loyalty in the luxury fashion industry. The nature of this study is quantitative, cross-sectional and non-contrived. This study used a convenient sampling technique for the collection of data. Data were gathered from 315 customers who used to buy luxury fashion brands. This study has adopted a causal analytical approach by which hypotheses were developed and tested. For data analysis, correlation, regression, and descriptive statistics tests were carried out with the help of SPSS and mediation analysis was carried through AMOS. Findings approved that corporate association; symbolic benefits have limited impact on brand loyalty while functional benefits customer involvement and customer relationship proneness have a significant impact on brand loyalty. Findings suggest that emotional attachment fully mediates the relationship of corporate association, symbolic benefits, customer involvement, and brand loyalty, while emotional attachment partially mediates the relationship of functional benefits, customer relationship proneness, and brand loyalty.

Keywords: Corporate branding; customer involvement; customer relationship proneness; brand loyalty; emotional attachment

ABSTRAK

Tujuan utama kajian ini adalah untuk membuat kajian terhadap rangka kerja teori yang menjelaskan peranan penjenamaan korporat (persatuan korporat, faedah simbolik, dan manfaat fungsi), penglibatan pelanggan dan hubungan kecenderungan pelanggan terhadap lampiran emosi pelanggan dan kesetiaan jenama dalam industri fesyen mewah. Kajian ini adalah berbentuk kualitatif, kajian rentas dan mengunakan sampel yang tulus. Kajian ini mengunakan teknik persampelan secara kebetulan untuk mengumpul data. Data telah dikumpul dari 315 pelanggan yang biasanya membeli pakaian berjenama mewah. Kajian ini menggunakan pendekatan analisis hubungan sebab akibat dengan hipĆ³tesis mana yang akan dibangunkan dan diuji. Untuk analisis data, korelasi, regresi dan ujian statistik deskriptif telah dijalankan dengan mengunakan aplikasi SPSS dan analisis pengantaraan dijalankan menggunakan AMOS. Penemuan telah membuktikan persatuan korporat; faedah simbolik mempunyai kesan terhad terhadap kesetiaan jenama manakala manfaat penglibatan pelanggan dan hubungan kecenderungan terhadap pelanggan mempunyai impak yang ketara terhadap kesetiaan jenama. Kajian juga mencadangkan bahawa keterikatan emosi memainkan satu fungsi yang menjadi pengantara penuh untuk persatuan korporat, faedah simbolik, penglibatan pelanggan, dan kesetiaan terhadap satu jenama, manakala keterikatan emosi pula menjadi pengantara separa kepada hubungan manfaat fungsi, hubungan kecenderungan pelanggan dan kesetiaan jenama.

Kata kunci: Penjenamaan korporat; penglibatan pelanggan; kesetiaan perhubungan pelanggan; kesetiaan jenama; lampiran emosi


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