The mediating effect of brand attachment on customer brand engagement and behavioral brand loyalty: A case study of mobile telecommunications
This study aims to investigate brand loyalty as being affected by the constructs of customer brand engagement, psychological ownership, value congruity, and brand attachment. The study was about customer subscription to major mobile telecommunications provider in the Philippines The study was purpos...
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| Format: | text |
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Animo Repository
2019
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| Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/10939 |
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| Institution: | De La Salle University |
| Summary: | This study aims to investigate brand loyalty as being affected by the constructs of customer brand engagement, psychological ownership, value congruity, and brand attachment. The study was about customer subscription to major mobile telecommunications provider in the Philippines The study was purposive with convenience sampling from size of more than one hundred respondents. From the analysis of the models, the findings of the study yielded significant results on relationship and causality among the variables, thus signifies good measures among the respondents of the study. The results were all significant on all the hypotheses, including the mediating effect of brand attachment on customer brand engagement and brand loyalty. In summary, customer brand engagement can be predicted by brand psychological ownership, value congruity as a predicator is also a good indicator. Customer brand engagement and brand loyalty as mediated by brand attachment is being enhance and creates further reinforcement of attitudes among the customers to become loyal to the brand. Though it was resulted as partial mediation, brand attachment can still be attributed to create a strong emotional bond between customers and the brand. |
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