The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda

This study investigates the role of brand self-relevance in developing brand loyalty on the automotive brand, Honda. In-depth interviews of 34 Honda owners in Malaysia were conducted. Those interviewed were asked on their feelings, experiences and loyalty towards Honda. The study conceptualised a re...

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Main Authors:	Nur Atikah A Rahman, Shuhaida Md Noor
Format:	Article
Language:	English
Published:	Universiti Kebangsaan Malaysian 2014
Online Access:	http://journalarticle.ukm.my/8584/ http://journalarticle.ukm.my/8584/ http://journalarticle.ukm.my/8584/1/V30_2_6.pdf

id	ukm-8584
recordtype	eprints
spelling	ukm-85842016-12-14T06:47:37Z http://journalarticle.ukm.my/8584/ The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda Nur Atikah A Rahman, Shuhaida Md Noor, This study investigates the role of brand self-relevance in developing brand loyalty on the automotive brand, Honda. In-depth interviews of 34 Honda owners in Malaysia were conducted. Those interviewed were asked on their feelings, experiences and loyalty towards Honda. The study conceptualised a research model combining Dick and Basu’s (1994) customer loyalty framework and Sirgy’s (1986) self-congruity theory. Results demonstrated there are two main self-relevance factors influencing consumers’ brand loyalty, which are product or brand user image congruity and need for self-expression. Specifically, study showed need of self-expression plays a significant role in influencing brand loyalty to portray consumers’ ideal, social and ideal-social self-images. Results also reveal brand self-relevance plays a significant role to both behavioural and attitudinal brand loyalty. Results illustrated brand self-relevance plays a more significant role in influencing consumers towards true loyalty than latent, spurious or no loyalty. This study suggests brand managers, advertisers and companies should focus on brand self-relevance in developing brand loyalty strategies to capture brand’s target market and retain them for a long duration of time. Findings provide a more specific direction in developing brand communication strategies and marketing plans to create strong and sustainable brand, retaining greater brand loyalty of the customers. Universiti Kebangsaan Malaysian 2014 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/8584/1/V30_2_6.pdf Nur Atikah A Rahman, and Shuhaida Md Noor, (2014) The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda. Jurnal Komunikasi ; Malaysian Journal of Communication, 30 (2). pp. 91-116. ISSN 0128-1496 http://www.ukm.my/jkom/journal/volumes/volume30-2-2014.html
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	This study investigates the role of brand self-relevance in developing brand loyalty on the automotive brand, Honda. In-depth interviews of 34 Honda owners in Malaysia were conducted. Those interviewed were asked on their feelings, experiences and loyalty towards Honda. The study conceptualised a research model combining Dick and Basu’s (1994) customer loyalty framework and Sirgy’s (1986) self-congruity theory. Results demonstrated there are two main self-relevance factors influencing consumers’ brand loyalty, which are product or brand user image congruity and need for self-expression. Specifically, study showed need of self-expression plays a significant role in influencing brand loyalty to portray consumers’ ideal, social and ideal-social self-images. Results also reveal brand self-relevance plays a significant role to both behavioural and attitudinal brand loyalty. Results illustrated brand self-relevance plays a more significant role in influencing consumers towards true loyalty than latent, spurious or no loyalty. This study suggests brand managers, advertisers and companies should focus on brand self-relevance in developing brand loyalty strategies to capture brand’s target market and retain them for a long duration of time. Findings provide a more specific direction in developing brand communication strategies and marketing plans to create strong and sustainable brand, retaining greater brand loyalty of the customers.
format	Article
author	Nur Atikah A Rahman, Shuhaida Md Noor,
spellingShingle	Nur Atikah A Rahman, Shuhaida Md Noor, The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda
author_facet	Nur Atikah A Rahman, Shuhaida Md Noor,
author_sort	Nur Atikah A Rahman,
title	The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda
title_short	The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda
title_full	The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda
title_fullStr	The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda
title_full_unstemmed	The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda
title_sort	role of brand self-relevance in developing brand loyalty: a study on the brand loyalty for honda
publisher	Universiti Kebangsaan Malaysian
publishDate	2014
url	http://journalarticle.ukm.my/8584/ http://journalarticle.ukm.my/8584/ http://journalarticle.ukm.my/8584/1/V30_2_6.pdf
first_indexed	2023-09-18T19:52:41Z
last_indexed	2023-09-18T19:52:41Z
_version_	1777406324793933824

The role Of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda

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