SLIDES ON THESIS BRAND LOYALTY

ANTECEDENTS OF BRAND LOYALTY-ROLE OF

BRAND LOVE, SOCIAL SELF AND CELEBRITY

ENDORSEMENT.

BY

NAILA HAFIZ

Introduction Most researchers believe that brand loyalty refers to a conscious reflection of buying the same

brand over and over again. The repetition of brand choice is only possible due to existence of

brand loyalty.

Dick and Basu (1994) also believed that there is a lot more to brand loyalty then repetitive

purchase behavior alone.

Bandyopadhyay and Martell (2007) have defined the meaning of brand loyalty. They say that

brand loyalty must contain two elements

“(1) a favorable repeat purchase (behavioral) pattern, and

(2) a favorable disposition (attitude) towards the brand”, hence including both attitude and

behavior.

RATIONALE OF THE STUDY:

This study has significance for marketers as well as scholars as they strive

to have an idea about the exact influence of brand love, social self and

celebrity endorsements on the creation of brand loyalty. In most of the

previous researches, brand loyalty is either measured through brand love

and social identity or celebrity endorsements and brand loyalty, which is

unable to picture the actual behavior of consumers. This research

collectively takes into account the three determinants of brand loyalty.

Problem Statement

To investigate and explore the relationship

between brand love, social self, celebrity

endorsement and brand loyalty.

Research Objectives The research objectives are as follows:

• Studying the effect of brand love on brand loyalty in the customers of Kentucky Fried Chicken.• Studying the relationship between celebrity endorsement and brand loyalty in reference to Kentucky Fried Chicken customers.• Studying the effect social self in the creation of brand

loyalty in Kentucky Fried Chicken customers.

HypothesesHypothesis 1:

H0: Brand love is not related to brand loyalty.

H1: Brand love is related to brand loyalty.

Hypothesis 2:

H0: Celebrity endorsement is not related to brand loyalty.

H2: Celebrity endorsement is related to brand loyalty.

Hypothesis 3:

H0: Social self is not related to brand loyalty.

H3: Social self is related to brand loyalty.

Study variables

Brand Love:The "brand love" includes the following aspects: passion about the brand, the

connection/attachment to the brand, the positive evaluation of the brand, positive emotion in

response to the brand and the declaration of love for the brand. (Paula Rodrigues and Raquel

Reis)

Celebrity Endorsement:The process when an individual who enjoys public recognition, uses that recognition on behalf

of a consumer good by appearing with it in an advertisement. (McCracken 1989) The practice

of celebrity endorsements is also supposed to help customers recall the message of the ad and

the name of the brand endorsed by celebrity.

Social self:A significant portion of our “self” which is socially directed and influenced.

Social self is basically the sense of unity constructed between individuals

(Ashforth & Mael, 1989) and it occurs when an individual is identified with a

particular group.

Brand Loyalty:

Brand loyalty translates repetition and is not a random purchase behaviour, the

same brand or same set of brands and is part of an individual with decision-

making capacity (Jacoby & Chestnut 1978)

THEORIES

CELEBRITY ENDORSEMENT:

Attribution theory:

There are many factors such as reference groups, experts, other individuals, celebrities

and authorities that affect purchase decision of any individuals (Jones, David E.,

Harold H., Nisbett, Valins, & Weiner, 1972). One of the most significant consideration

in choosing a celebrity for any brand is whether his/her projected image in the media is

similar to the brand’s existing image. The result of celebrity endorsements must also

be evaluated from time to time with the intention of attracting more consumers with

greater brand loyalty (Byrne et al., 2003)

Brand love

Attachment theory in psychology (Bowlby,1979) suggests that the degree of emotional attachment to an object predicts the nature of an individual’s interaction with the object. consumers’ emotional attachments to a

brand might predict their commitment to the brand (e.g., brand loyalty) and their willingness to make financial sacrifices in order to obtain it (e.g., to pay a price premium ).

Social Self

Social Identity Theory has emerged in 1979 by the work of Tajfel and Turner (Haslam, 2001).

According to this theory a person’s identity is rooted from the feeling of belonging to a particular

group or a series of groups (Haslam, 2001). In other words social identity is the person’s knowledge

of belonging to particular group(s) (Stets and Burke, 2000)

THEORETICAL FRAMEWORK

Literature reviewAhuvia 2006

Brand love includes passion for the brand, attachment to the brand, positive

evaluation of the brand, positive emotions in response to the brand, and declarations

of love for the brand. Yet, it is recognized that consumers tend to speak loosely

when using the word love in reference to commercial products. Brand love is

conceptualized as a mode of satisfaction, i.e., a response experienced by some, but

not all, satisfied consumers. Brand love differs from the satisfaction construct as

satisfaction generally is conceptualized as a cognitive judgment, brand love has a

much stronger affective focus.

Erdogan (2010)

He discusses that practice of celebrities for marketing is quite common practice for many firms.

Businesses invest great sums to align their brands with their endorsers. Such endorsers are taken for

both good-looking and amiable qualities. Celebrities aid creation, maintenance, attention and also

achieve extraordinary recall rates from people. According to academic results and company

information, it is harmless to say that celebrity endorser is better than non-celebrity endorser in

making all desirable results if companies employ a celebrity whose public face matches with brand

and the target customers. Use of such strategy can simplify risks by creating and maintaining

customer attention to ads. Celebrities also aid advertisements stand out from nearby clutter. If an

enterprise image has been smudged, engaging a popular celebrity is one of the best solution.

Schmitt (2011)

Brands may be viewed as signifiers that transfer meaning (Mick, 1986). Depending on the

consumer's engagement, a brand may act as an informational cue, personal identity signal or

cultural symbol. Signifying may occur without the need for extensive processing. When the

self is engaged, then the brand can be a signal for a consumer's personal identity, to both the

consumer and to others. For self-related engagement, brand attachment seems to be the

essential construct that expresses a consumer's connection with a brand. Brand attachment

provides stronger connections than brand attitudes.

MethodologyPopulation:

The target population for the study includes some available customers of KFC. The questionnaires were distributed in the branches

of KFC in Lahore to get their responses.

Sample size :

The sample size catered for this research is 200 customers of KFC.

Sampling Technique:

The sampling technique which has been utilized for this research is convenient sampling. The samples are approached according to

the accessibility of researcher and no method has been followed for their collection. The sample size catered for this research is 200

customers of KFC.

Data Collection:

The data is gathered directly from the customers of KFC. The data gathering technique used is survey research method. The primary

data from close ended questions is collected from the customers by using this technique. It provides stability and uniformity for

analysis.

Methodology (cont.)Instrument:

The instrument utilized for accumulating the data is a two page printed questionnaire. This

instrument is most agreeable for data collection. Due to the nature of data i.e. primary, questionnaire

is more appropriate.

The questionnaire consists of four sections. Section 1 consists of questions similar to first variable

i.e. brand love. Section 2 consists of questions similar to the second independent variable that is

celebrity endorsement and its relationship with brand loyalty. Section 3 consists of questions cognate

to third variable that is social self with dependent variable. Section 4 consists of questions related to

brand loyalty. Total numbers of questions are 20. The researcher utilizes a 5 point Likert scale from

“Strongly agree” to “Strongly disagree” and the respondents have to rate according to this scale.

QUESTIONNAIRE

*Rubin’s (1970) and Carroll and Ahuvia’s (2006)

*Hadia Eltom and AU-YEUNG PUI YI, PRISCILLA

*Sirgy 2008 , Cheek, J. M. & Briggs, S. R.. (2013), Escalas 2004

*Ganesh, Arnold, and Reynolds 2000

Data Analysis

7% of the people strongly agree whereas the

largest percentage of 52% strongly disagrees.

About 11% of the people are neutral, 5%

simply agree and 25% disagree. With the

above results it is concluded that as the

majority of the participants are not in love

with the brand.

20% of the people agree whereas the largest

percentage of 54% strongly agrees. About

14.50% of the people are neutral, 2.50 % simply

disagree and 9% strongly disagree. With the

above results it is concluded that the majority of

the participants believe that the change in prices

does affect the love of this brand.

12% of the people strongly agree whereas the

largest percentage of 48.50% disagree. About

9.50% of the participants are neutral, 13.50%

simply agree and 16.50% strongly disagree.

With the above results it is concluded that the

majority of the participants are passionate

about this brand.

20.50% of the people agree whereas the largest

percentage of 33.50% strongly agrees. About

4% of the people are neutral, 16.50 % simply

disagree and 25.50% strongly disagree. With

the above results it is concluded that the

majority of the participants believe that this

brand makes them feel good.


percentage of 24% is neutral. About 23.50% of

the people strongly agree, 20.0 % simply

disagree and 18.50% strongly disagree. With the


the participants are neutral regarding the case.


percentage of 35.50% strongly agrees. About

13% of the people are neutral, 12.50 % simply

disagree and 4% strongly disagree. With the


the participants believe that the celebrity should

be trustworthy to generate brand loyalty.

20.50% of the people strongly agree whereas the

largest percentage of 31% simply agrees. About

21.50% of the people are neutral, 13.50 %

simply disagree and 13.50% strongly disagree.


majority of the participants believe that the

celebrity should be qualified to be the brand

endorser.

18.50% of the people strongly agree whereas the largest

percentage of 34% simply agrees. About 10% of the

people are neutral, 15 % simply disagree and 22.50%

strongly disagree. With the above results it is concluded

that the majority of the participants believe that the

sense of similarity between themselves and the celebrity

endorser as influential when making a purchase

decision.


largest percentage of 33% simply agrees. About

23% of the people are neutral, 19.00% simply

disagree and 18.00% strongly disagree. With

the above results it is concluded that the

majority of the participants believe that they are

part of the Kentucky Fried Chicken family.

7.50% of the people strongly agree whereas the largest

percentage of 27% simply agrees. About 13% of the

people are neutral, 26.50 % simply disagree and 26%

strongly disagree. With the above results it is

concluded that the majority of the participants believe

that the symbolic benefits of KFC are associated with

the underlying needs for social approval or your

personal expressions.


largest percentage of 46.50% strongly disagrees.

About 18% of the people are neutral, 24.50 %

simply disagree and 8.50% simply agree. With

the above results it is concluded that the majority

of the participants disagree upon the KFC

products generating self-esteem and dignity.

The figure shows that there are 26.50%

people disagree, 13% people are there who

are neutral, 27% people simply agree with the

statement, 26.50% people strongly disagree

and 7.50% people strongly agree.

9.50% of the people strongly agree whereas

the largest percentage of 45.50% simply

disagrees. About 13% of the people are

neutral, 27.00 % strongly disagree and 9.50%

strongly agree. With the above results it is

concluded that the majority of the

participants disagree regarding using this

brand to communicate who they are to other

people.


largest percentage of 48.50% simply disagrees.

About 12.50% of the people are neutral, 9.50 %

strongly disagree and 12.00% strongly agree.


majority of the participants disagree upon

recommending KFC to their friends.

13.50% of the people agree whereas the

largest percentage of 31.50% is neutral.

About 15.00% of the people strongly agree,

21.00 % simply disagree and 19.00% strongly

disagree. With the above results it is

concluded that the majority of the participants

are neutral regarding the case.


largest percentage of 46.50% strongly disagrees.

About 16% of the people are neutral, 12.00 %

simply disagree and 10% simply agree. With the

above results it is concluded that the majority of the

participants do not intend to consume KFC more in

future.

Correlation matrixThe correlation value of brand loyalty and brand love is 0.929 which shows a strong correlation in the two variables.

The correlation value of brand loyalty and celebrity endorsement is 0.846 which also shows a strong correlation in the

variables. The correlation value of brand loyalty and social self is 0.784 which also shows a strong correlation in the

dependent and the independent variables.

Reliability Analysis :

Nature Variables Cronbach’s Alpha

Independent Brand love 0.874

Independent Celebrity Endorsement 0.835

Independent Social Self 0.823

Dependent Brand Loyalty 0.889

All the value are higher than 0.80, which shows a very good inter reliability of scales.

Discussion with results

This research provides an empirical support for the relationship of brand love with brand

loyalty in consumers. The results on band love of this research are also supported by the

works of Barbara A. Caroll. Ahron C. Ahuvia, Emma Löfgren. Caroll and Ahuvia (2006, p.

5) outline love for a brand as the degree of passionate emotional attachment that a person

has for a particular trade name. To marketers, behavioral buyers would help in order to

generate profit. But only consumers who have both behavioral and attitudinal loyalty are

truly valuable, because they will not switch to another brand because of external variable

changes, unless internal conditions would change (Baldinger & Rubinson, 1996).

The results of this research explore that another determinant of brand loyalty of KFC is

social self. Recent studies show that love towards an object is fundamental to the creation

of consumer identity (Carroll and Ahuvia, 2006; Ahuvia, 2005). The consumer is more

likely to love a brand that he feels strongly identified with. Thus, one can know that the

identification with the brand is one of the antecedents of "brand loyalty". The population

of Pakistan would go for brands which they feel associated to. Undoubtedly purchase decisions are significantly influenced by celebrity endorsement. Moreover,

if the personality of the celebrity is in line with the personality of the brand, then the results are

surprisingly outstanding (Till & Busler, 1998). But, there is yet no solid proof that the use of

celebrities in advertisements is always better than non-use of celebrities. Indeed, sometimes the

actual content of the advertisement is lost if the celebrity gets more attention from the consumer

than the actual brand/product itself – which can never be the purpose of the whole thing by

marketers

Limitations • Like other researches, this research also has some limitations, Firstly,

respondents were 200 which is not all the customers of KFC. So it does

not totally depict the real picture of fast food market in Pakistan. Analysis

could not be made accurately due to slightly minor size of sample.

• Secondly, unawareness among some customers is observed as far as filling

questionnaire is concerned.

Conclusion:

This research clearly concluded the participation of the study

variables brand love, social self, celebrity endorsements in the

development process of brand loyalty which is the ultimate goal of a

brand and its marketing team. People from different backgrounds

develop brand loyalty for a brand when they find unique

characteristics of brand love, relating their social self to the brand

identity and associating their selves with the celebrity who endorses

the brand.

Direction and implications:

Marketers of Kentucky Fried Chicken can aid from this research to enhance

their understanding of the relationship of brand loyalty with brand love, social

self and celebrity endorsements. Differentiating advertising and its

techniques in comparison to competitors can prove to great possibility for

managers within this industry.

This research has contributed in the previously done literatures on brand

loyalty but more work is needed to further explore the dimensions of brand

loyalty.

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Documents

SLIDES ON THESIS BRAND LOYALTY