Key drivers of brand loyalty among Malaysian shoppers: evidence from a Japanese fashion retailer

Jasmine A.L. Yeap and T. Ramayah and Yapp, Emily Hon Tshin (2018) Key drivers of brand loyalty among Malaysian shoppers: evidence from a Japanese fashion retailer. Asian Academy of Management Journal, 23 (2). pp. 1-24. ISSN 1394-2603

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URL: http://web.usm.my/aamj/23022018/aamj23022018_1.pdf

Abstract

Due to the uncertain, changing landscape and challenges in the fast-moving fashion retailing market, fashion retailers have to find their way to stay competitive and survive in the market. One of the ways is through effective use of branding. Focusing on a currently leading, Japanese fast fashion retailer (Uniqlo), this research sought to determine the branding attributes which could lead to the formation of brand loyalty among customers. The Service Brand Verdict Model (SBVM) served as the basis for this study’s research model. Through the partial least squares (SmartPLS 3.2.6) analysis on 309 Uniqlo customers, the results showed that merchandise, value-for-money, feelings, self-image congruence and uncontrolled communications are significant aspects that contribute to building brand loyalty among customers. In building intense and active loyalty among customers, both tangible and rational aspects of a brand as well as the imagery and emotional aspects of it need to be integrated in strategic branding decisions

Item Type:	Article
Keyword:	Brand Evidence , Brand Hearsay , Brand Loyalty , Japan , Retail Clothing
Subjects:	H Social Sciences > HB Economic theory. Demography
Department:	SCHOOL > Labuan School of International Business and Finance
Depositing User:	SAFRUDIN BIN DARUN -
Date Deposited:	08 Jul 2021 22:05
Last Modified:	08 Jul 2021 22:05
URI:	https://eprints.ums.edu.my/id/eprint/27906

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