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Customer Loyalty and Brand Management A Service of Leibniz-Informationszentrum econstor Wirtschaft Leibniz Information Centre Make Your Publications Visible. zbw for Economics Rubio Benito, Natalia (Ed.); Yagüe Guillén, María Jésus (Ed.) Book — Published Version Customer loyalty and brand management Provided in Cooperation with: MDPI – Multidisciplinary Digital Publishing Institute, Basel Suggested Citation: Rubio Benito, Natalia (Ed.); Yagüe Guillén, María Jésus (Ed.) (2019) : Customer loyalty and brand management, ISBN 978-3-03921-336-8, MDPI, Basel, http://dx.doi.org/10.3390/books978-3-03921-336-8 This Version is available at: http://hdl.handle.net/10419/206784 Standard-Nutzungsbedingungen: Terms of use: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Documents in EconStor may be saved and copied for your Zwecken und zum Privatgebrauch gespeichert und kopiert werden. personal and scholarly purposes. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle You are not to copy documents for public or commercial Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich purposes, to exhibit the documents publicly, to make them machen, vertreiben oder anderweitig nutzen. publicly available on the internet, or to distribute or otherwise use the documents in public. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, If the documents have been made available under an Open gelten abweichend von diesen Nutzungsbedingungen die in der dort Content Licence (especially Creative Commons Licences), you genannten Lizenz gewährten Nutzungsrechte. may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ www.econstor.eu administrative sciences Customer Loyalty and Brand Management Edited by Natalia Rubio and María Jesús Yagüe Printed Edition of the Special Issue Published in Administrative Sciences www.mdpi.com/journal/admsci Customer Loyalty and Brand Management Customer Loyalty and Brand Management Special Issue Editors Natalia Rubio Mar´ıa Jesus ´ Yague ¨ MDPI • Basel • Beijing • Wuhan • Barcelona • Belgrade Special Issue Editors Natalia Rubio Mar´ıa Jesus´ Yague¨ Autonoma´ University of Madrid Autonoma´ University of Madrid Spain Spain Editorial Office MDPI St. Alban-Anlage 66 4052 Basel, Switzerland This is a reprint of articles from the Special Issue published online in the open access journal Administrative Sciences (ISSN 2076-3387) from 2018 to 2019 (available at: https://www.mdpi.com/ journal/admsci/special issues/Customer Loyalty). For citation purposes, cite each article independently as indicated on the article page online and as indicated below: LastName, A.A.; LastName, B.B.; LastName, C.C. Article Title. Journal Name Year, Article Number, Page Range. ISBN 978-3-03921-335-1 (Pbk) ISBN 978-3-03921-336-8 (PDF) c 2019 by the authors. Articles in this book are Open Access and distributed under the Creative Commons Attribution (CC BY) license, which allows users to download, copy and build upon published articles, as long as the author and publisher are properly credited, which ensures maximum dissemination and a wider impact of our publications. The book as a whole is distributed by MDPI under the terms and conditions of the Creative Commons license CC BY-NC-ND. Contents About the Special Issue Editors ..................................... vii Preface to ”Customer Loyalty and Brand Management” ................................................ ix M´onica G´omez-Su´arez Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement Reprinted from: Administrative Sciences 2019, 9, 10, doi:10.3390/admsci9010010 .......... 1 Silvia Cachero-Mart´ınez and Rodolfo V´azquez-Casielles Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency Reprinted from: Administrative Sciences 2018, 8, 77, doi:10.3390/admsci8040077 .......... 17 Carmen Bern´e-Manero, Mar´ıa G´omez-Campillo, Mercedes Marzo-Navarro and Marta Pedraja-Iglesias Reviewing the Online Tourism Value Chain Reprinted from: Administrative Sciences 2018, 8, 48, doi:10.3390/admsci8030048 .......... 38 Mar´ıa Francisca Blasco-L´opez, Nuria Recuero-Virto and Sonia San-Mart´ın Local Food Shopping: Factors Affecting Users’ Behavioural E-Loyalty Reprinted from: Administrative Sciences 2018, 8, 47, doi:10.3390/admsci8030047 .......... 56 Anne Schmitz and Nieves Villasenor-Rom´ ˜ an Do Brands Matter in Unlisted Firms? An Empirical Study of the Association between Brand Equity and Financial Performance Reprinted from: Administrative Sciences 2018, 8, 65, doi:10.3390/admsci8040065 .......... 76 Andrea Moretta-Tartaglione, Ylenia Cavacece, Giuseppe Russo and Giuseppe Granata A Systematic Mapping Study on Customer Loyalty and Brand Management Reprinted from: Administrative Sciences 2019, 9, 8, doi:10.3390/admsci9010008 ........... 88 v About the Special Issue Editors Natalia Rubio is an associate professor in marketing at the Department of Finance and Marketing Research, Autonoma´ University of Madrid (Spain). Her research interests include brand equity, brand experiences, customer experiences, co-creation through online platforms, multichannel management, and retail marketing. She has published articles in several well-known international journals such as Food Quality and Preference; Cyberpsychology, Behavior, and Social Networking; European Journal of Marketing; Journal of Service Management; Journal of Retailing and Consumer Services; and International Journal of Tourism Research, among others. Mar´ıa Jesus ´ Yague ¨ is a full professor in marketing at the Department of Finance and Marketing Research, Autonoma´ University of Madrid (Spain). Her research interests include a variety of areas related to brand management, brand personality, brand equity, brand identification, customer experiences, tourism brand and retail marketing. She has published papers in several prestigious international journals, such as Journal of Retailing and Consumer Services, International Journal of Hospitality Management, European Journal of Marketing, Journal of Destination Marketing & Management, Journal of Product and Brand Management, Complexity, European Journal of International Management, Computers in Human Behavior, Journal of Tourism Research and International Journal of Contemporary Hospitality Management, to name a few. vii Preface to ”Customer Loyalty and Brand Management” Loyalty is one of the main assets of a brand (Aaker, 1991; Yoo and Donthu, 2001). It means repeat purchasing of the brand based on strong internal disposition—in other words, repeat purchase behaviour resulting from a preference for that brand. Customers loyal to a brand are customers who return repeatedly to buy the brand because they are emotionally attached and committed to it. These are the customers least tempted by the competition—customers with higher switching costs who are willing to pay a higher price for the brand to which they are loyal. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have widely evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables, such as trust, engagement and identification (among others). In the first paper, Monica´ Gomez-Su´ arez´ examines the customer–brand relationship through a model that integrates the dimensions of brand attachment, brand love and brand engagement. Her research finds that attachment and engagement are decisive in the brand–customer relationship, and brand love is part of these two dimensions. Brand attachment is the connection between the consumer and a brand that goes beyond mere satisfaction to captivation, affection, bond and friendship. Therefore, brand attachment is built from emotions. When the consumer reaches this emotional state, the consumer considers the brand to have integrated into his/her life, and the consumer identifies with it, likes to show it off socially and engages with it; that is, the consumer wants to choose it and use it in the future. In the opinion of this author, two main drivers can help to develop brand attachment and engagement: consumer experience and coordinated marketing strategies using traditional communication combined with accurate personalization. The second article by Silvia Cachero-Mart´ınez and Rodolfo Vazquez-Casielles´ analyses different types of customer experiences at the store and
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