A Study on the Effect of Corporate Brand Identity on Consumer Brand Relationship and Loyalty
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study aims to identify the components of the management level of corporate brand identity and the factors affecting consumer brand relationships.The study attempts to verify how consumer-brand relationships affect brand identification and loyalty.This study also investigates the moderating effect of brand authenticity when consumer brand relations affect brand identification or loyalty.The survey was conducted for approximately one month, from February 10 to March 10, 2023.The target company selected the IT occupational training college where the researcher works.The final 963 consumer data were used for the final analysis.Before testing the hypothesis, this study applied the second-order CFA model to understand how corporate brand identity is structured.The analysis results are as follows.The corporate brand identity and five primary factors were created (customer-centered, visual corporate identity, brand personality, customer communication, and human resource planning).Corporate brand identity has a positive influence on the formation of consumer-brand relationships.The results revealed that consumer brand relationships were closely related to brand identification and loyalty formation.It was also confirmed that the degree of brand authenticity was closely related to the impact of consumer brand relationships on identification and loyalty.This study identifies the causal relationship between brand identity and brand loyalty.However, this topic-related study should use a semiological analysis or semantic approach to a company's image or brand.The study comparing the perceptions of general consumers and the perceptions of internal members is also considered a topic to be dealt with in the field of brand identity research when verifying the effectiveness of corporate brand identity.
Authors: Sang-Hoon Park, Kwang-Su Lee, Chang-Hyun Jin
Institution: Donga Broadcasting University of Arts
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4404799546