The model development of industrial brand loyalty: Assessing the rational and emotional aspects as antecedents of loyalty

The purpose of the study is to develop a brand loyalty model with perspectives from rational and emotional aspects. The research investigates the relevant antecedents of the brand loyalty model with the respondents from various industries in the chemical emulsion market. The research is a quantitati...

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Main Authors:	Andreas Samudro, Vonny Susanti
Format:	article
Language:	EN
Published:	Taylor & Francis Group 2021
Subjects:	rational brand quality emotional brand associations perceived value customer satisfaction brand loyalty Business HF5001-6182 Management. Industrial management HD28-70
Online Access:	https://doaj.org/article/09a7f3a8d0144c20b4d9d59f7c6e6b80
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spelling	oai:doaj.org-article:09a7f3a8d0144c20b4d9d59f7c6e6b802021-12-02T14:14:07ZThe model development of industrial brand loyalty: Assessing the rational and emotional aspects as antecedents of loyalty2331-197510.1080/23311975.2021.1896871https://doaj.org/article/09a7f3a8d0144c20b4d9d59f7c6e6b802021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1896871https://doaj.org/toc/2331-1975The purpose of the study is to develop a brand loyalty model with perspectives from rational and emotional aspects. The research investigates the relevant antecedents of the brand loyalty model with the respondents from various industries in the chemical emulsion market. The research is a quantitative approach with SEM-PLS employed to run the data, whereas the data is conducted and collected from the field survey. The study demonstrates the robustness of the model with direct relationships between the constructs in the model. Moreover, it confirms that rational brand quality influences brand loyalty stronger than emotional brand associations; further perceived value has the weakest influence on satisfaction. Authors encourage replicated research with a broader range of product categories to validate the results. The ideal model should be able to be implemented with generalization. The research has an insight into the two-sided role of rational and emotional elements during the decision process and their role in satisfaction and brand loyalty; moreover, the proposed model also adds perceived value. With the investigation of the direct and indirect effects among the constructs of the model, this model is considered new in industrial branding; therefore, the paper fulfills the research gap and contributes novelty.Andreas SamudroVonny SusantiTaylor & Francis Grouparticlerational brand qualityemotional brand associationsperceived valuecustomer satisfactionbrand loyaltyBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	rational brand quality emotional brand associations perceived value customer satisfaction brand loyalty Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	rational brand quality emotional brand associations perceived value customer satisfaction brand loyalty Business HF5001-6182 Management. Industrial management HD28-70 Andreas Samudro Vonny Susanti The model development of industrial brand loyalty: Assessing the rational and emotional aspects as antecedents of loyalty
description	The purpose of the study is to develop a brand loyalty model with perspectives from rational and emotional aspects. The research investigates the relevant antecedents of the brand loyalty model with the respondents from various industries in the chemical emulsion market. The research is a quantitative approach with SEM-PLS employed to run the data, whereas the data is conducted and collected from the field survey. The study demonstrates the robustness of the model with direct relationships between the constructs in the model. Moreover, it confirms that rational brand quality influences brand loyalty stronger than emotional brand associations; further perceived value has the weakest influence on satisfaction. Authors encourage replicated research with a broader range of product categories to validate the results. The ideal model should be able to be implemented with generalization. The research has an insight into the two-sided role of rational and emotional elements during the decision process and their role in satisfaction and brand loyalty; moreover, the proposed model also adds perceived value. With the investigation of the direct and indirect effects among the constructs of the model, this model is considered new in industrial branding; therefore, the paper fulfills the research gap and contributes novelty.
format	article
author	Andreas Samudro Vonny Susanti
author_facet	Andreas Samudro Vonny Susanti
author_sort	Andreas Samudro
title	The model development of industrial brand loyalty: Assessing the rational and emotional aspects as antecedents of loyalty
title_short	The model development of industrial brand loyalty: Assessing the rational and emotional aspects as antecedents of loyalty
title_full	The model development of industrial brand loyalty: Assessing the rational and emotional aspects as antecedents of loyalty
title_fullStr	The model development of industrial brand loyalty: Assessing the rational and emotional aspects as antecedents of loyalty
title_full_unstemmed	The model development of industrial brand loyalty: Assessing the rational and emotional aspects as antecedents of loyalty
title_sort	model development of industrial brand loyalty: assessing the rational and emotional aspects as antecedents of loyalty
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/09a7f3a8d0144c20b4d9d59f7c6e6b80
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The model development of industrial brand loyalty: Assessing the rational and emotional aspects as antecedents of loyalty

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