The advent of Internet has greatly increased the ability of companies to conduct their business faster, more accurately, over a wider range of time and space, at reduced cost and with the ability to customize and personalize customer offerings. However it may be difficult for companies to sustain a long-run survival in competition environment of e-business. The purpose in this study is to analyze the relationship among site loyalty characteristics, customer's repurchasing intention and switching intention of internet shopping mall. The results showed that reputation variables of internet shopping mall only affected significantly e-loyalty. And the relationship among e-brand loyalty, customer's repurchasing intention and switching intention was significantly supported.

The purpose of this research was to find out types of consumers for low price cosmetics in domestic market. And on the presumption that there would be differences on impact of brand image and brand loyalty depending on types of consumers, this study started from the possibility of establishing marketing strategy from the standpoint from such difference in types of consumers. Accordingly the classified types of consumers were presented on the basis of similar research data and data published in relevant professional literature. Analysis was undertook on kinds of impact of brand image, brand satisfaction, brand sense of identity and brand attitude which were constituent elements of brand assets on brand loyalty. Analysisshowed that causative relationship between constituent elements of branch assets is different depending on types of consumers. Result of this study suggests that there is a certain need for reviewing types of consumers in order to heighten level of brand loyalty in connection with strategy for low price cosmetics brand marketing in domestic market.

The purpose of this study were to examine the effect of consumer-brand relationship of fashion luxury product on brand loyalty and the mediating effect of consumer satisfaction. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; self-connection, interdependence, attachment. Second, the consumer- brand relationship significantly influenced on the brand loyalty. Third, the consumer-brand relationship significantly influenced on the consumer satisfaction. Fourth, the consumer satisfaction significantly influenced on the brand loyalty. Fifth, the consumer-brand relationship had both direct and indirect effects on brand loyalty mediated by consumer satisfaction. The results indicated that causal relationship was existed among these three variables.

The present study assessed how restaurant brand personality affected customer’s awareness/association, emotional-relationship and image, and how these factors influenced brand loyalty. As well, the influence of restaurant brand personality to brand loyalty was assessed. The model was tested in family restaurants in the metropolitan cities of Ulsan and Daegu. Between January 1 and February 28, 2007, questionnaires were distributed to restaurant patrons. A total of 274 questionnaires were statistically analyzed. Empirical results confirmed that restaurant brand personality increased brand awareness/association, brand emotional?relationship and brand image, and that these attributes increased brand loyalty. Restaurant brand personality affected brand loyalty. The research findings indicate that managers of family restaurants should pay attention to the emotional reaction of customers to their establishment. This involves employee actions that make dining a pleasurable experience.

  In this paper, an approach for analyzing brand loyalty and brand switching behavior in car insurance market is presented. A two-choice model by Blumen, et al. that uses Markov chain is adopted as a main technique for estimating brand parameters. Survey

This study examines the relationship between social media marketing and brand loyalty through brand trust. Respondents were drawn from customers of McDonald’s, Malang City, East Java Province, Indonesia. For this study, 130 questionnaires were distributed and data were analyzed using the Structure Equation Model (SEM) version 22 of the AMOS (Analysis of Moment Structure) application. The results showed that social media marketing had an impact on increasing McDonald’s brand trust and brand loyalty. Brand trust influences brand loyalty and brand trust can mediate the influence of social media marketing on McDonald’s brand loyalty. The findings prove that brand trust can mediate the effect of social media marketing on customer loyalty to McDonald’s brand. These results can be explained by the fact that marketing strategies through social media marketing, such as making it easy for customers to get information related to McDonald’s on social media, can contribute to customer trust and that trust is formed because McDonald’s always pays attention to the quality of the products offered. Brand trust can mediate the influence of social media marketing on customer loyalty to McDonald’s brand. This means that information related to McDonald’s on social media is proportional to the quality of the product offered.

In the information age, the relationship between customers and companies is not just about the relationship between consumers and products provided. In the online shopping context, customers are connected to the companies through the Internet before and after the purchase. The concept of "customer engagement" is also formed during the process. In short, customer engagement is the connection that an enterprise establishes with customers through marketing activities. Specifically, customer engagement refers to a series of transactions or non-dealing behaviors of the enterprise, including the interaction between enterprise and the customer, customer's participation behavior and other related behavior, which affects the customer's enthusiasm, social interaction, and conscious participation. Based on the emerging concept of customer engagement, this research keeps up with latest dynamics of online environment and tries to explore the role of customer engagement in the context of social media. Since there are a variety of social media platforms existing, we choose one of the most popular social media platforms in China, WeChat, to investigate the impact of customer engagement on brand loyalty to help companies improve customer's brand loyalty through social media marketing.

This study investigates the importance of professional models in the promotion of the corporate brand attitude through differentiated marketing strategies in the saturated low-cost carrier (LCC) aviation market. The attributes of professional models affect brand attitude and brand loyalty. The study seeks to identify the factors affecting brand loyalty through the contribution of professional models. The empirical analysis is based on a questionnaire survey conducted online and off line over a seven-month period, from January to July 2019. Some 292 valid samples could be used. The study conducted a positive factor analysis using AMOS 18.0 and a reliability analysis using SPSS 18.0. Reliability of measurement tools was performed using Cronbach’s alpha. The attributes of professional models relating to airline advertising include: reliability, attractiveness and expertise. These attributes are shown to have a significant impact on brand attitude and brand loyalty toward LCCs. The findings reveal that reliability and expertise have a significant influence on the brand attitude and the formation of brand loyalty. Professional models’ attractiveness has no significant impact on brand attitudes and brand loyalty. The mediating effect of professional models’ attributes on the relationship between brand attitude and brand loyalty also show a significant positive effect.

오프라인은 물론, 온라인에서 점점 경쟁이 심화되고 있는 화장품 시장에서 살아남기 위해 화장품 회사들은 자신들만의 브랜드 전략과 홍보계획을 세우고 이를 위한 마케팅에 많은 비용과 시간을 투자하고 있다. 이에 본 연구는 화장품 브랜드에 대한 심층연구로서 브랜드 이미지, 브랜드 애착, 브랜드 신뢰가 브랜드 충성도에 미치는 영향을 검증하고 이들의 관계에서 브랜드 태도의 매개 역할을 검증하는 것을 목적으로 가설을 설정하고 회귀분석을 통해 이를 검증하였다. 연구결과, 첫째, 브랜드 이미지, 브랜드 애착, 브랜드 신뢰 모두 브랜드 충성도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 브랜드 이미지, 브랜드 애착, 브랜드 신뢰는 브랜드 태도를 매개하여 브랜드 충성도에 정(+)의 영향을 미치는 것으로 확인되었다. 본 연구 결과는 화장품 브랜드에 대한 관리 및 운용을 중요성을 인지하고 효율적인 브랜드 관리를 위한 제안으로 화장품 브랜드 연구에 대한 실증연구로써 화장품 브랜드 관리와 운용에 있어서 마케팅 전략 수립을 위한 기초자료로 활용될 것으로 기대한다. 더불어 향후 연구에서는 브랜드와 관련한 다양한 변인들에 대한 연구가 이어지길 기대한다.

Purpose - Competition among cities around the world are rapidly shifting from competition of production factors such as labor costs and quality of raw materials to competition between the consumption factors such as quality of life, settlement environment, culture, and place. The entry into the era of competition between consumption factors is not only attracting investment for strengthening city competitiveness, but also actively inducing urban image reconstruction and new image making. Therefore, various studies related to urban marketing are being carried out. The object of this study is to investigate the effect of city brand image on city brand recognition and city loyalty based on the questionnaire of external citizens about Changwon city. Research design, data, and methodology - The data were collected from 200 Seoul and Busan citizens. Reliability and exploratory factor analysis were conducted through the SPSS program, and confirmatory factor analysis and structural equation modeling were conducted by using the AMOS program. Results - As a result of the hypothesis test, six hypotheses were adopted among the nine hypotheses. In summary, pleasant image, dynamic image, and good administrative image have a significant positive impact on city brand recognition. The magnanimous image did not have a significant effect on city brand recognition. In the impact of city brand image on city loyalty, magnanimous image and good administrative image had significant positive impact on city loyalty. Pleasant images and dynamic images did not significantly affect city loyalty. In addition, city brand recognition positively influenced city loyalty. Conclusions - First, it is possible to say that there is an academic significance of this research in its contribution to regional revitalization by investigating mutual influences in urban aspect by combining place marketing with image, recognition, and loyalty. Secondly, kinetic images such as pleasant image and dynamic image have more influence on recognition, and static images such as magnanimous images have more influence on loyalty. So, further research will be necessary to establish theories. Finally, In order to increase city brand recognition and city loyalty to local city, efforts should be made to improve urban images such as pleasant image, magnanimous image, dynamic image, and good administrative image.

As Korean food service franchise companies sought to advance into around 2,000 new foreign markets, the importance of global management was emphasized. They intensively expanded into Chinese and American markets in 2015 and these two markets account for approximately 40% of total food service franchise companies in foreign countries. Although Japan has huge franchise market, Korean food service franchise companies in Japan only account for 5% of total franchise companies in Asian countries. The purpose of this study is to analyze the relationship between food service franchise selection factors, brand loyalty, and revisit intention of Japanese consumers using Korean food service franchise companies in Japanese food service market, and based on the analysis results, draw the implications for the expansion of Korean food service franchise companies into the Japanese market. Food service franchise selection factors is defined as service and cleanliness, taste, safety and reliability, cost and convenience, and professionalism. The study results can be summarized as follows. First, analysis was performed to identify the effects of food service franchise selection factors on the brand loyalty, it showed that five food service franchise selection factors including professionalism, service and cleanliness, cost and convenience had positive (+) effects on the brand loyalty. One of the most important factors influencing the brand loyalty is professionalism. In order to raise food service franchise’s professionalism, it is necessary for the food service franchise companies to establish stronger strategies containing professional operation systems and services compared to general restaurants. Second, analysis was performed to identify the effects of food service franchise selection factors on revisit intention, five food service franchise selection factors, service and cleanliness, safety and reliability, and cost and convenience had positive (+) effects on revisit intention. One of the most important factors influencing revisit intention is safety and reliability. Thus, in order to raise safety and reliability it is important to form trust with consumers by properly utilizing systems of food hygiene and food safety accreditation.

This study analyzed how the brand image elements influenced upon forming the brand trust and the brand loyalty of the ‘Sky Green’ the joint agricultural product brand Cheonan, Chungnam. The brand image was classified into functional image, symbolical image and origin - associated image. And what element of the brand image element influences upon forming the brand image loyalty by the consumers who are using ‘Sky Green’. In the analysis results, the functional image, symbolical image and the image associated with the origin have influenced on forming the brand trust and the brand loyalty. All variables composing the brand image have positive influences on both brand trust and brand loyalty. It means that brand image influences on brand loyalty directly but the greater influence can be exerted through the effects of the parameter of brand trust.