ABSTRACT
Purpose: This study adopts complexity theory to explore behavioural brand loyalty (BBL) development by investigating brand perceptional components and loyalty programs (LPs) in the Japanese fashion market through a qualitative comparative study. The authors address two research questions: (1) Under the potential influence of the COVID-19 pandemic, do brand perceptions and LPs contribute to young generation's BBL toward three types of brands with different scales of store numbers and prices? (2) If so, under what conditions do these factors positively influence BBL? Design/methodology/approach: This study considers the effects of complex factors and conditions on BBL formation by testing the asymmetric relationships that exist among brand perceptions, LPs, and BBL via fuzzy-set qualitative comparative analysis (fsQCA). The authors surveyed 751 Japanese consumers (aged 18–25 years) who had chosen 26 Japanese fashion brands as their favourites and participated in the LPs of those brands. The use of fsQCA supplements the existing research by explaining how causal variables affect BBL both positively and negatively. Findings: The results (1) present multiple causal solutions in predicting high BBL by profiling young shoppers based on their psychological and behavioural characteristics;(2) show how causal factors and consumer characteristics work differently when developing BBL for different types of brands. The findings established that brand perceptions and LPs could affect BBL positively and negatively, depending on the characteristics of fashion brands and shoppers. Originality/value: This study offers theoretical and practical implications in two main aspects: (1) the authors adopted a mixed methodology with quantitative and qualitative analysis to propose an integrated model that connects perceptional brand loyalty and LPs with BBL, based on three types of Japanese fashion brands;(2) the results offer multiple solutions for predicting the high level of BBL by profiling shoppers' characteristics, considering the impacts of the COVID-19 pandemic. © 2022, Emerald Publishing Limited.
ABSTRACT
The objective of this paper is to determine the factors that will impact Brand Perception post-COVID-19. COVID-19 is the talk of the town as consumers witness a once-in-a-generation unprecedented pandemic, which significantly affects the attitude and behavior of both consumers and firms in the long term. Consumers' responses are mixed;some prioritize demands for hygiene products, some rushed for panic hoarding of staples, while some remain indifferent and continue with their daily routine. To maintain long-lasting relations with consumers having varied responses, firms must build brand loyalty. Brand Perception sets the tone for building a relationship between a brand and the consumer. Positive brand perception will result in more business than the competitor and vice versa for negative brand perception. Brand Perception, a crucial part of Brand Management, differentiates a brand amongst its peers, and once established, it has to lead the path from `a brand' to `the brand' and maintain the same in the current scenario. A survey was developed for this inquires for primary data collection. It comprises two sections. Section one measures the brand perception, brand loyalty amidst COVID-19, and their sentiment about the various industries. Section two administers the factors influencing brand perception, consumers' purchase behavior, and driving negative discernment. The convenience sampling approach is used for sampling. The study provides insights into the factors affecting brand perception, which will help develop new strategies for brand development and improving brand perception in the future. In crisis-ridden scenarios like COVID-19, the research is crucial as businesses and brands struggle to stay afloat and imprint themselves in customers' minds.