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Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding Peranan Penjenamaan Korporat, Hubungan Pelanggan, dan Penglibatan Pelanggan dalam Barang Berjenama Mahal

The main purpose of the current research is to develop and test a theoretical framework that captures the role of corporate branding (corporate association, symbolic benefits, and functional benefits), customer involvement and customer relationship proneness on customers emotional attachment and bra...

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Main Authors: Amin, M., Ghazali, Z., Gulzar, A.
Format: Article
Published: Penerbit Universiti Kebangsaan Malaysia 2019
Online Access:https://www.scopus.com/inward/record.uri?eid=2-s2.0-85078514429&partnerID=40&md5=aad2517f166528d34ee20ffe2f62101d
http://eprints.utp.edu.my/30249/
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spelling my.utp.eprints.302492022-03-25T06:39:20Z Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding Peranan Penjenamaan Korporat, Hubungan Pelanggan, dan Penglibatan Pelanggan dalam Barang Berjenama Mahal Amin, M. Ghazali, Z. Gulzar, A. The main purpose of the current research is to develop and test a theoretical framework that captures the role of corporate branding (corporate association, symbolic benefits, and functional benefits), customer involvement and customer relationship proneness on customers emotional attachment and brand loyalty in the luxury fashion industry. The nature of this study is quantitative, cross-sectional and non-contrived. This study used a convenient sampling technique for the collection of data. Data were gathered from 315 customers who used to buy luxury fashion brands. This study has adopted a causal analytical approach by which hypotheses were developed and tested. For data analysis, correlation, regression, and descriptive statistics tests were carried out with the help of SPSS and mediation analysis was carried through AMOS. Findings approved that corporate association; symbolic benefits have limited impact on brand loyalty while functional benefits customer involvement and customer relationship proneness have a significant impact on brand loyalty. Findings suggest that emotional attachment fully mediates the relationship of corporate association, symbolic benefits, customer involvement, and brand loyalty, while emotional attachment partially mediates the relationship of functional benefits, customer relationship proneness, and brand loyalty. © 2019 Penerbit Universiti Kebangsaan Malaysia. All rights reserved. Penerbit Universiti Kebangsaan Malaysia 2019 Article NonPeerReviewed https://www.scopus.com/inward/record.uri?eid=2-s2.0-85078514429&partnerID=40&md5=aad2517f166528d34ee20ffe2f62101d Amin, M. and Ghazali, Z. and Gulzar, A. (2019) Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding Peranan Penjenamaan Korporat, Hubungan Pelanggan, dan Penglibatan Pelanggan dalam Barang Berjenama Mahal. Jurnal Pengurusan, 57 . http://eprints.utp.edu.my/30249/
institution Universiti Teknologi Petronas
building UTP Resource Centre
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Petronas
content_source UTP Institutional Repository
url_provider http://eprints.utp.edu.my/
description The main purpose of the current research is to develop and test a theoretical framework that captures the role of corporate branding (corporate association, symbolic benefits, and functional benefits), customer involvement and customer relationship proneness on customers emotional attachment and brand loyalty in the luxury fashion industry. The nature of this study is quantitative, cross-sectional and non-contrived. This study used a convenient sampling technique for the collection of data. Data were gathered from 315 customers who used to buy luxury fashion brands. This study has adopted a causal analytical approach by which hypotheses were developed and tested. For data analysis, correlation, regression, and descriptive statistics tests were carried out with the help of SPSS and mediation analysis was carried through AMOS. Findings approved that corporate association; symbolic benefits have limited impact on brand loyalty while functional benefits customer involvement and customer relationship proneness have a significant impact on brand loyalty. Findings suggest that emotional attachment fully mediates the relationship of corporate association, symbolic benefits, customer involvement, and brand loyalty, while emotional attachment partially mediates the relationship of functional benefits, customer relationship proneness, and brand loyalty. © 2019 Penerbit Universiti Kebangsaan Malaysia. All rights reserved.
format Article
author Amin, M.
Ghazali, Z.
Gulzar, A.
spellingShingle Amin, M.
Ghazali, Z.
Gulzar, A.
Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding Peranan Penjenamaan Korporat, Hubungan Pelanggan, dan Penglibatan Pelanggan dalam Barang Berjenama Mahal
author_facet Amin, M.
Ghazali, Z.
Gulzar, A.
author_sort Amin, M.
title Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding Peranan Penjenamaan Korporat, Hubungan Pelanggan, dan Penglibatan Pelanggan dalam Barang Berjenama Mahal
title_short Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding Peranan Penjenamaan Korporat, Hubungan Pelanggan, dan Penglibatan Pelanggan dalam Barang Berjenama Mahal
title_full Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding Peranan Penjenamaan Korporat, Hubungan Pelanggan, dan Penglibatan Pelanggan dalam Barang Berjenama Mahal
title_fullStr Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding Peranan Penjenamaan Korporat, Hubungan Pelanggan, dan Penglibatan Pelanggan dalam Barang Berjenama Mahal
title_full_unstemmed Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding Peranan Penjenamaan Korporat, Hubungan Pelanggan, dan Penglibatan Pelanggan dalam Barang Berjenama Mahal
title_sort role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding peranan penjenamaan korporat, hubungan pelanggan, dan penglibatan pelanggan dalam barang berjenama mahal
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2019
url https://www.scopus.com/inward/record.uri?eid=2-s2.0-85078514429&partnerID=40&md5=aad2517f166528d34ee20ffe2f62101d
http://eprints.utp.edu.my/30249/
_version_ 1738657080954322944
score 13.211869

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