The Surprising Link Between Coattail Effect & Brand Loyalty

The study was conducted on 258 respondents. The results show that the refined model allows retail managers to link brand equity dimensions to marketing performance more accurately and to predict customer loyalty more reliably. Businesses are increasingly focusing on brand experience due to its dual role in directly creating customer value and shaping customers perceptions of brand equity.

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One of the primary reasons a franchise owner may experience the coattail effect is when they are associated with an established brand that has a strong reputation. This can be due to. To the best of the authors knowledge, this study presents the first empirical test of the direct effect of halal brand personality and how it drives millennial consumers brand loyalty. Fourth, we show that lp engagement is an important concept and mediates positively the link between lp perceived value and a) the relational driven brand loyalty, thus creating positive attitudes towards the company (evanschitzky et al. , 2012), as well as b) the spurious, transactional lp loyalty (yi and jeon, 2003).

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