An Empirical Study of Brand Concept Recall as a Predictor of Brand Loyalty for Dyson

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Abstract

Brand loyalty factors are generally explained by product/service features like design and usability. However, consumers may be attracted to superficial functionality and design, but easily switch brands when another company’s product/service with higher functionality and a more fashionable design appears. If a consumer remains loyal to a brand, it is because they understand, sympathize with, and value the brand’s concept. Accordingly, the present study hypothesized that consumers who recall a brand concept are more likely to exhibit loyalty than consumers who recall specific features, such as design. From the results of an online survey of consumers with Dyson vacuum cleaners in the Japanese market, the factors of brand loyalty were evaluated using structural equation modeling. As a result, no significant effect was confirmed for the design, which is generally claimed to be highly evaluated in this brand. In contrast, the brand concept claimed in this study was confirmed to have a significant positive effect. Companies should first reaffirm the importance of brand concepts. There are still many product/service brands that are equipped with functions and designs, while the brand concept remains ambiguous. Hence, the concept recall index should be emphasized in brand management.

Original languageEnglish
Title of host publicationFrom Grand Challenges to Great Solutions
Subtitle of host publicationDigital Transformation in the Age of COVID-19 - 20th Workshop on e-Business, WeB 2021, Revised Selected Papers
EditorsShaokun Fan, Noyan Ilk, Zhe Shan, Kexin Zhao
PublisherSpringer Science and Business Media Deutschland GmbH
Pages76-86
Number of pages11
ISBN (Print)9783031041259
DOIs
Publication statusPublished - 2022
Event20th Workshop on e-Business, WeB 2021 - Virtual, Online
Duration: 11 Dec 202111 Dec 2021

Publication series

NameLecture Notes in Business Information Processing
Volume443 LNBIP
ISSN (Print)1865-1348
ISSN (Electronic)1865-1356

Conference

Conference20th Workshop on e-Business, WeB 2021
CityVirtual, Online
Period11/12/2111/12/21

Keywords

  • Brand management
  • Concept
  • Product design
  • Vacuum cleaner

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