Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding
The main purpose of the current research is to develop and test a theoretical framework that captures the role of corporate branding (corporate association, symbolic benefits, and functional benefits), customer involvement and customer relationship proneness on customers emotional attachment and bra...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2019
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| Online Access: | http://journalarticle.ukm.my/14559/ http://journalarticle.ukm.my/14559/1/36853-116262-1-PB.pdf |
| _version_ | 1848813582595129344 |
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| author | Muhammad Amin, Zulkipli Ghazali, Gulzar, Amin |
| author_facet | Muhammad Amin, Zulkipli Ghazali, Gulzar, Amin |
| author_sort | Muhammad Amin, |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | The main purpose of the current research is to develop and test a theoretical framework that captures the role of corporate branding (corporate association, symbolic benefits, and functional benefits), customer involvement and customer relationship proneness on customers emotional attachment and brand loyalty in the luxury fashion industry. The nature of this study is quantitative, cross-sectional and non-contrived. This study used a convenient sampling technique for the collection of data. Data were gathered from 315 customers who used to buy luxury fashion brands. This study has adopted a causal analytical approach by which hypotheses were developed and tested. For data analysis, correlation, regression, and descriptive statistics tests were carried out with the help of SPSS and mediation analysis was carried through AMOS. Findings approved that corporate association; symbolic benefits have limited impact on brand loyalty while functional benefits customer involvement and customer relationship proneness have a significant impact on brand loyalty. Findings suggest that emotional attachment fully mediates the relationship of corporate association, symbolic benefits, customer involvement, and brand loyalty, while emotional attachment partially mediates the relationship of functional benefits, customer relationship proneness, and brand loyalty. |
| first_indexed | 2025-11-15T00:20:29Z |
| format | Article |
| id | oai:generic.eprints.org:14559 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T00:20:29Z |
| publishDate | 2019 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:145592020-05-06T00:00:21Z http://journalarticle.ukm.my/14559/ Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding Muhammad Amin, Zulkipli Ghazali, Gulzar, Amin The main purpose of the current research is to develop and test a theoretical framework that captures the role of corporate branding (corporate association, symbolic benefits, and functional benefits), customer involvement and customer relationship proneness on customers emotional attachment and brand loyalty in the luxury fashion industry. The nature of this study is quantitative, cross-sectional and non-contrived. This study used a convenient sampling technique for the collection of data. Data were gathered from 315 customers who used to buy luxury fashion brands. This study has adopted a causal analytical approach by which hypotheses were developed and tested. For data analysis, correlation, regression, and descriptive statistics tests were carried out with the help of SPSS and mediation analysis was carried through AMOS. Findings approved that corporate association; symbolic benefits have limited impact on brand loyalty while functional benefits customer involvement and customer relationship proneness have a significant impact on brand loyalty. Findings suggest that emotional attachment fully mediates the relationship of corporate association, symbolic benefits, customer involvement, and brand loyalty, while emotional attachment partially mediates the relationship of functional benefits, customer relationship proneness, and brand loyalty. Penerbit Universiti Kebangsaan Malaysia 2019 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/14559/1/36853-116262-1-PB.pdf Muhammad Amin, and Zulkipli Ghazali, and Gulzar, Amin (2019) Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding. Jurnal Pengurusan, 57 . pp. 1-11. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/issue/view/1231 |
| spellingShingle | Muhammad Amin, Zulkipli Ghazali, Gulzar, Amin Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding |
| title | Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding |
| title_full | Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding |
| title_fullStr | Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding |
| title_full_unstemmed | Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding |
| title_short | Role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding |
| title_sort | role of corporate branding, customer involvement and customer relationship proneness in luxury fashion branding |
| url | http://journalarticle.ukm.my/14559/ http://journalarticle.ukm.my/14559/ http://journalarticle.ukm.my/14559/1/36853-116262-1-PB.pdf |