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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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School of Media and Communication Studies, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia
2014
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| Online Access: | http://psasir.upm.edu.my/id/eprint/35122/ http://psasir.upm.edu.my/id/eprint/35122/1/The%20role%20of%20brand%20self-relevance%20in%20developing%20brand%20loyalt%20a%20study%20on%20the%20brand%20loyalty%20for%20Honda.pdf |
| _version_ | 1848847966168678400 |
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| author | A. Rahman, Nur Atikah Md Noor, Shuhaida |
| author_facet | A. Rahman, Nur Atikah Md Noor, Shuhaida |
| author_sort | A. Rahman, Nur Atikah |
| building | UPM Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-15T09:27:00Z |
| format | Article |
| id | upm-35122 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T09:27:00Z |
| publishDate | 2014 |
| publisher | School of Media and Communication Studies, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-351222016-10-11T02:51:13Z http://psasir.upm.edu.my/id/eprint/35122/ The role of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda A. Rahman, Nur Atikah Md Noor, Shuhaida 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. School of Media and Communication Studies, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia 2014 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/35122/1/The%20role%20of%20brand%20self-relevance%20in%20developing%20brand%20loyalt%20a%20study%20on%20the%20brand%20loyalty%20for%20Honda.pdf A. Rahman, Nur Atikah and Md Noor, Shuhaida (2014) The role of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda. Jurnal Komunikasi, 30 (2). pp. 91-116. ISSN 2289-151X; ESSN: 2289-1528 http://www.ukm.my/jkom/journal/volumes/volume30-2-2014.html |
| spellingShingle | A. Rahman, Nur Atikah Md Noor, Shuhaida The role of brand self-relevance in developing brand loyalty: a study on the brand loyalty for Honda |
| title | 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_short | 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 |
| url | http://psasir.upm.edu.my/id/eprint/35122/ http://psasir.upm.edu.my/id/eprint/35122/ http://psasir.upm.edu.my/id/eprint/35122/1/The%20role%20of%20brand%20self-relevance%20in%20developing%20brand%20loyalt%20a%20study%20on%20the%20brand%20loyalty%20for%20Honda.pdf |