The Effect of Response to Point of Purchase Advertising on Store Brand Loyalty with the Mediating Role of the Customer's Self-Concept

Document Type : Research Paper

Authors

1 Associate Professor،Department of Management، University Mohaghegh Ardabili، Ardabil،Iran

2 Associate Professor، Department of Management, University Mohaghegh Ardabili، Ardabil،Iran

3 Master of Business Administration،University Mohaghegh Ardabili

Abstract

Despite the importance of retaining loyal and profitable customers for brands, the complexities of this concept make it difficult to agree on the factors that create it. This study examines the complete relationship between attitudinal variables related to point-of-purchase advertising in the retail industry (brands of chain store) by survey method. Therefore, with the aim of investigating the effect of affective response and cognitive response to point-of-purchase advertising on customer’s attitudinal and behavioral loyalty, considering the mediating role of the customer’s self-concept, it is attempt to offer a model that can explain how to build customer loyalty. For this purpose, the data taken from 357 customers of five chain stores brands in Ardabil analyzed by the structural equation model in the Maximum Likelihood way. Findings showed that the response to point-of-purchase advertising (both affective and cognitive) has a direct and significant relationship with the dimensions of loyalty (attitudinal and behavioral). Also, the mediating role of the customer's self-concept in the relationship between affective and cognitive response to point-of-purchase advertising on the dimensions of loyalty was significant. These results can help managers to increase the effectiveness of their point-of-purchase advertising design and improve profitability by increasing customer loyalty.

Keywords

Main Subjects

References

  1. سعیدا اردکانی، سعید و جهان بازی، ندا (1394). تأثیر تبلیغات و ترفیع­های فروش بر ارزش ویژه برند در جهت افزایش وفاداری مشتریان، چشم­انداز مدیریت بازرگانی، 14(2)، 107-122.

    الهی، علیرضا (1397). نقش اثربخشی صحه‌گذاری ورزشکاران مشهور بر وفاداری به برند (مطالعه موردی تبلیغات علی دائی) (پایان­نامه کارشناسی ارشد چاپ نشده). دانشکده تربیت‌بدنی علوم ورزشی دانشگاه خوارزمی، ایران.

    پاشازاده، یوسف (1396). بررسی تأثیر اعتبار برند، شخصیت برند و تبلیغات بر وفاداری مشتریان به لوازم‌خانگی ال‌جی (پایان­نامه کارشناسی ارشد چاپ نشده). دانشکده اقتصاد و مدیریت دانشگاه ارومیه، ایران.

    موون، جان سی. و مینور، مایکل اس. (2000). رفتار مصرف­کننده: عوامل درونی و بیرونی. ترجمه عباس صالح اردستانی و محمدرضا سعدی (1391). تهران: انتشارات اتحاد.

    جندقی، غلامرضا و ایرانی، حمیدرضا (1394). بررسی تأثیر تبلیغات در نقطه خرید بر قصد خرید مصرف‌کننده از طریق (واسطه) ارزش ویژه برند مشتریان در فروشگاه‌های زنجیره‌ای شهر اراک (پایان­نامه کارشناسی ارشد چاپ نشده). دانشکده مدیریت و حسابداری دانشگاه تهران، ایران.

    دهدشتی شاهرخ، زهره (1397). تأثیر محتوای تبلیغات در بازی‌های دیجیتال بر وفاداری مشتریان (پایان­نامه کارشناسی ارشد چاپ نشده). دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، ایران.

    عزیزی، شهریار، قنبرزاده میاندهی، رضا و فخارمنش، سینا (1391). ارزیابی تأثیر شخصیت برند بر وفاداری نگرشی و رفتاری مشتریان به برند هایپراستار، پژوهش‌های مدیریت در ایران، 16(4)، 105-123.

    علوی، سیدمسلم، نجفی سیاهرودی، مهدی و سمیعی نصر، محمود (1394). هم‌خوانی شخصیت برند با خودانگاره مشتری و اثرات آن بر رضایت و وفاداری آن‌ها (موردمطالعه: بانک پارسیان)، مدیریت برند، 2(3)، 115-134.

    شیفمن، لئون جی. و وایزنبلت، جوزف ال. (2015). رفتار مصرف‌کننده. ترجمه احمد روستا و مریم ابدی (1396). تهران: انتشارات قلم همت.

    سولومون، مایکل آر. (2013). رفتار مصرف­کننده: خریدن، داشتن و بودن. ترجمه کامبیز حیدرزاده (1392). تهران: انتشارات بازاریابی.

    نعمتی، داود (1394). مقایسه اثربخشی تبلیغات تلویزیونی با تبلیغات نقطه خرید مشتری (پایان­نامه کارشناسی چاپ نشده) دانشکده صداوسیمای جمهوری اسلامی ایران دانشگاه صداوسیمای جمهوری اسلامی ایران.

    نوروزی، حسین و رضایی، الهام (1397). بررسی عوامل فردی و اجتماعی مؤثر بر خودانگاره و تأثیر آن در خرید کالای لوکس، مطالعات رفتار مصرف‌کننده، 5(2)، 31-54.

    Ahmad, Sabri Zulkurnain, N. A. Zulkurnain, Nazleen & Khairushalimi, Fatin I. (2016). Assessing the validity and reliability of a measurement model in Structural Equation Modeling (SEM). Journal of Advances in Mathematics and Computer Science, 1-8.

    Ajzen, Icek & Fishbein, Martin (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888.

    Alavi, Seyyed-Mohsen, Najafi Siahroudi, Mehdi & Samiei Nasr, Mahmoud (2015). An Investigation into the Congruence between Brand Personality and Customer Self-Image and its Effect on Customer Satisfaction and Loyalty (Case Study: Parsian Bank). Brand Management, 2(1), 115-134. (In Persian)

    Alwitt, Linda F. & Berger, Ida E. (1993). Understanding the link between environmental attitudes and consumer product usage: Measuring the moderating role of attitude strength. ACR North American Advances.

    Ascarza, E. Neslin, S. A. Netzer, O. Anderson, Z. Fader, P. S. Gupta, S. ... & Schrift, R. (2018). In pursuit of enhanced customer retention management: Review, key issues, and future directions. Customer Needs and Solutions, 5(1), 65-81.

    Aurier, Philippe & de Lanauze, Gilles S. (2011). Impacts of in‐store manufacturer brand expression on perceived value, relationship quality and attitudinal loyalty. International Journal of Retail & Distribution Management.

    Azizi, Shahriar, Ganbarzadeh M. Reza & Fakharmanesh, Sina (2013). Evaluation of the Effect of Brand Personality on the Costumer’s Attitudinal and Behavioral Loyalty: The Case of HYPERSTAR Brand. Management Research in Iran, 16(4), 105-124. (In Persian)

    Elahi, Ali-reza (2019). The role of celebrity endorsement effectiveness on brand loyalty (A case study of Ali Daei's advertisements) (Unpublished MA thesis). Physical education and sports sciences department of Kharazmi University, Iran. (In Persian)

    Becker, Jan U. Spann, Martin & Barrot, Christian (2020). Impact of proactive postsales service and cross-selling activities on customer churn and service calls. Journal of Service Research, 23(1), 53-69.

    Belk, Russell W. (1974). An exploratory assessment of situational effects in buyer behavior. Journal of marketing research, 11(2), 156-163.

    Chang, Chun-Wei & Zhang, Z. Zhang (2016). The effects of channel experiences and direct marketing on customer retention in multichannel settings. Journal of Interactive Marketing, 36, 77-90.

    Cialdini, Robert B. Petty, Richard E. & Cacioppo, John T. (1981). Attitude and attitude change. Annual review of psychology, 32(1), 357-404.

    Day, George S. (1970), Buyer Attitudes and Brand Choice Behavior. New York: Free Press.

    De Pelsmacker, Patrick, Maggie, Geuens, & Joeri, Van den Bergh (2004). Marketing Communications: A European Perspective. Harlow: Prentice Hall.

    Dick, Alan S. & Basu, Kunal (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.

    1. Shahrokh, Zohreh (2019). The effect of advertising content in digital games on customer loyalty (Unpublished MA thesis). Management and accounting department of Allameh Tabataba’I University, Iran. (In Persian)

    Fitzsimons, Gavan J. & Morwitz, Vicki G. (1996). The effect of measuring intent on brand-level purchase behavior. Journal of Consumer Research, 23(1), 1-11.

    Fornell, Claes & Larcker, David F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.

    Grewal, Lauren, Hmurovic, Jillian, Lamberton, Cait & Reczek, R. W. (2019). The self-perception connection: Why consumers devalue unattractive produce. Journal of Marketing, 83(1), 89-107.

    Gupta, Sunil, Lehmann, Donald R. & Stuart, J. A. (2004). Valuing customers. Journal of marketing research, 41(1), 7-18.

    Hair, J. F. Black, W. C. Babin, B. J. Anderson, R. E. & Tatham, R. L. (1998). Multivariate data analysis, Prentice Hall, Upper Saddle River.

    Han, Xiaoyun, Kwortnik, Robert J. & Wang, Chunxiao (2008). Service loyalty: An integrative model and examination across service contexts. Journal of Service Research, 11(1), 22-42.

    Handley, Lucy (2013). Customer retention: brave new world of consumer dynamics. Marketing Week Online Edition, 21.

    Heilman, Carrie M. Bowman, Douglas & Wright, Gordon P. (2000). The evolution of brand preferences and choice behaviors of consumers new to a market. Journal of Marketing Research, 37(2), 139-155.

    Huddleston, Patricia, Behe, Bridget K. Minahan, Stella & Fernandez, R. Thomas (2015). Seeking attention: an eye tracking study of in-store merchandise displays. International Journal of Retail & Distribution Management.

    Hwang, Johye, Yoon, Yoo-Shik & Park, No-Hyeun (2011). Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants. International Journal of Hospitality Management, 30(4), 897-907.

    Jacoby, Jacob & Chestnut, Robert W. (1978), Brand Loyalty: Measurement and Management. New York: John Wiley.

    Jandagi, Golam-reza & Irani, Hamid-reza (2016). Investigating the effect of the point of purchase advertising on the consumer's intention to buy through (intermediaries) the brand equity of customers in Arak chain stores (Unpublished MA thesis). Management and accounting department of Tehran University, Iran. (In Persian)

    Jansson, C. Bointon, B. & N. Marlow (2002). Determinants of consumers’ aesthetic responses to Point‐of‐Purchase materials. International Journal of Consumer Studies, 26(2), 145-153.

    Jantarat, Jaratchwahn & Shannon, Randall (2016). The moderating effects of in-store marketing on the relationships between shopping motivations and loyalty intentions. The International Review of Retail, Distribution and Consumer Research, 26(5), 566-588.

    Reinares-Lara, Pedro (2019). Managing point of purchase advertising: Effectiveness in terms of recall and recognition. Journal of Retailing and Consumer Services, 49(C), 289-296.

    Liljenwall, Robert (Ed.). (2004). The power of point-of-purchase advertising: marketing at retail. Point-of-Purchase Advertising Intl.

    Moolla, Ahmed I. & Bisschoff, Christo A. (2012). A model to measure the brand loyalty for fast moving consumer goods. Journal of Social Sciences, 31(1), 71-85.

    Morgan, Amy J. (1993). The evolving self in consumer behavior: Exploring possible selves. ACR North American Advances.

    Morwitz, Vicki G. Johnson, Eric & Schmittlein, David (1993). Does measuring intent change behavior? Journal of consumer research, 20(1), 46-61.

    Mothersbaugh, David L. & Hawkins Del I. (2015). Consumer behavior: Building marketing strategy. 13th Edition. McGraw-Hill Higher Education.

    Mothersbaugh, David L. Hawkins Del I. & Kleiser S. B. (2019). Consumer behavior: Building marketing strategy. 14th Edition. McGraw-Hill Higher Education.

    Mowen, John C. & Minor, Michael S. (2000). Consumer behavior: A framework. Translated by Ardestani A. Sadi MR. (2009). Ettehad Publication. Tehran. (In Persian)

    Nemati, Davod (2016). Comparison between the effectiveness of TV advertising and customer’s point of purchase advertising (Unpublished MA thesis). IRIB University, Iran. (In Persian)

    Norouzi, Hossein & Rezaei, Elham (2018) Review of individual and social factors affecting self-esteem and its impact on the purchase of luxury goods. Consumers Behavior Studies Jurnal, 5(2), 39-54. (In Persian)

    Oliver, Richard L. (1999). Whence consumer loyalty? Journal of marketing, 63(4_suppl1), 33-44.

    Pashazadeh, Yusef (2018). Investigating the effect of brand credibility, brand personality and advertising on customer loyalty to LG home appliances (Unpublished MA thesis). Economic and administration department of Urmia University, Iran. (In Persian)

    Reichheld, Fred (2006). The microeconomics of customer relationships. MIT Sloan management review, 47(2), 73.

    Saeida A. Saeid & JAHANBAZI, Neda (2015). The Influence of Advertising and Sales Promotions on Brand Equity toward Improve Customer Loyalty. Business Management Perspective, 2(22), 107-122. (In Persian)

    Schiffman, Leon G. & Wisenblit, Joseph L. (2015). Consumer behavior. Translated by Rousta A. Abadi M. (2018). Ghalameh Hemmat Publication. Tehran. (In Persian)

    Sese F. Javier, Polo Yolanda & C. Verhoef Peter (2013). The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market. Journal of Interactive Marketing, 25(4), 201–214.

    Silveira, Paulo & Marreiros, Cristina 2014. Shopper marketing a literature review. Int. Rev. Manag. Mark. 4 (1), 90–97.

    Simon, Herbert A. (1955). A behavioral model of rational choice. The quarterly journal of economics, 69(1), 99-118.

    Solomon, Michael R. (2013). Consumer behavior: Buying, Having, and Being. Translated by Heydarzadeh K. (2014). Marketing Publications. Tehran. (In Persian)

    Strivastava K. Rajendra, Kim Namwoon, Zhang Xubing & Min Sungwook (2016). Customer Acquisition and Retention Spending: An Analytical Model and Empirical Investigation in Wireless Telecommunications Markets. Journal of Marketing Research, 53(5), 728-744.

    Thakur, Anand & Kaur, Rupinderdeep (2015). Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase: A study of selected global brands on the Indian market. Management: Journal of Contemporary Management Issues, 20(2), 163-180.

    Thurstone, L. L. & Chave, E. (1929). J. The Measurement of Attitudes (Vol. 11). University of Chicago Press, Chicago.

    Umit Kucuk, S. (2011). Push-based brand awareness: The role of product availability and in-store merchandising. The International Review of Retail, Distribution and Consumer Research, 21(3), 201-213.

    Valipour, Ali, Noraei, Mahmoud & Kavosh, Kamyar (2019). A meta-analysis of customer loyalty in the banking Services. ASEAN Marketing Journal, 137-155.

    Wirtz, Jochen & Lovelock, Christopher (2016). Services marketing: People, technology. World Scientific Publishing Company.

    Wooten, David B. & Reed I.I. Americus (1998). Informational influence and the ambiguity of product experience: Order effects on the weighting of evidence. Journal of consumer psychology, 7(1), 79-99.

    Yoon, Sungjoon & Park, Ji Eun (2018). Tests of in-store experience and socially embedded measures as predictors of retail store loyalty. Journal of Retailing and Consumer Services, 45, 111-119.

Files

Share

How to cite

Statistics