Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach
Abstract
:1. Introduction
2. Theoretical Background and Hypotheses
2.1. Cognition Theory and the Framework of Brand Intention
2.2. Research Hypotheses
3. Research Methodology
3.1. Measurements
3.2. Data Collection
4. Data Analysis
4.1. Measurement Validation
4.2. Structural Results and Hypotheses Testing
4.3. Re-Analysis of the Data Using fsQCA
5. Discussion
5.1. Key Findings
5.2. Theoretical Implications
5.3. Practical Implications
6. Limitations and Future Research
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
References
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Demographic Variables | Characteristics | Frequency | % |
---|---|---|---|
Gender | Male | 97 | 48.3 |
Female | 104 | 51.7 | |
Age | <20 | 1 | 0.5 |
20–25 | 37 | 18.4 | |
26–30 | 70 | 34.8 | |
31–40 | 62 | 30.8 | |
41–50 | 23 | 11.4 | |
>50 | 8 | 4.0 | |
Occupation | Student | 16 | 8.0 |
Office worker | 158 | 78.6 | |
Other | 27 | 13.4 | |
Education level | College less | 41 | 20.4 |
College | 138 | 68.7 | |
Graduate | 19 | 9.5 | |
Doctor | 3 | 1.5 | |
Income | <3000 | 31 | 15.4 |
3000–5000 | 61 | 30.3 | |
5000–8000 | 72 | 35.8 | |
>8000 | 37 | 18.4 | |
>15,000 | 17 | 8.5 | |
Years of using SNS | <1 | 9 | 4.5 |
1–3 | 37 | 18.4 | |
3–5 | 91 | 45.3 | |
>5 | 85 | 42.3 |
Iems | Cronbach’s Alpha | CR | AVE | AA | BE | BI | BS | BV | WA |
---|---|---|---|---|---|---|---|---|---|
AA | 0.868 | 0.919 | 0.791 | 0.890 | |||||
BE | 0.897 | 0.936 | 0.829 | 0.681 | 0.911 | ||||
BI | 0.746 | 0.856 | 0.665 | 0.588 | 0.728 | 0.815 | |||
BS | 0.887 | 0.922 | 0.747 | 0.698 | 0.846 | 0.773 | 0.864 | ||
BV | 0.789 | 0.876 | 0.703 | 0.597 | 0.787 | 0.768 | 0.824 | 0.838 | |
WA | 0.862 | 0.906 | 0.707 | 0.651 | 0.502 | 0.581 | 0.563 | 0.514 | 0.841 |
Iems | AA | NBE | NBI | BS | NBV | WA |
---|---|---|---|---|---|---|
AA1 | 0.897 | |||||
AA2 | 0.852 | |||||
AA3 | 0.918 | |||||
NBE1 | 0.902 | |||||
NBE 2 | 0.908 | |||||
NBE 3 | 0.921 | |||||
NBI1 | 0.868 | |||||
NBI2 | 0.796 | |||||
NBI3 | 0.779 | |||||
BS1 | 0.843 | |||||
BS2 | 0.888 | |||||
BS3 | 0.877 | |||||
BS4 | 0.848 | |||||
NBV1 | 0.795 | |||||
NBV2 | 0.845 | |||||
NBV3 | 0.873 | |||||
WA1 | 0.849 | |||||
WA2 | 0.798 | |||||
WA3 | 0.875 | |||||
WA4 | 0.840 |
Path | Effect | Coefficient | Bias-Corrected | Percentile | ||||
---|---|---|---|---|---|---|---|---|
SE | t | 95%CI | 95%CI | |||||
Negative brand image recognition->brand-switching intention | Direct | 0.336 | 0.050 | 6.748 | 0.238 | 0.434 | 0.238 | 0.434 |
Indirect | 0.437 | 0.064 | 6.828 | 0.326 | 0.581 | 0.326 | 0.581 | |
Negative brand value recognition->brand-switching intention | Direct | 0.413 | 0.053 | 7.777 | 0.308 | 0.518 | 0.308 | 0.518 |
Indirect | 0.408 | 0.063 | 6.476 | 0.298 | 0.541 | 0.295 | 0.538 |
Construct | Consistency |
---|---|
aa | 0.885 |
~aa | 0.416 |
nbi | 0.947 |
~nbi | 0.366 |
nbv | 0.951 |
~nbv | 0.374 |
nbe | 0.921 |
~nbe | 0.394 |
wa | 0.872 |
~wa | 0.442 |
frequency cutoff: 1.000 | |||
consistency cutoff: 0.864 | |||
Assumptions: aa; nbi; nbv; nbe; wa (present) | |||
Raw coverage | Unique coverage | Consistency | |
nbv*nbi | 0.916 | 0.063 | 0.949 |
~aa*~wa*~nbe | 0.305 | 0.001 | 0.840 |
wa*~nbe*~nbv | 0.315 | 0.001 | 0.925 |
~wa*~nbe *nbv | 0.323 | 0.001 | 0.934 |
aa*nbe*nbv | 0.823 | 0.014 | 0.981 |
aa*wa*nbi | 0.792 | 0.015 | 0.968 |
solution coverage: 0.954 | |||
solution consistency: 0.894 |
Construct | M1 | M2 | M3 | M4 | M5 | M6 |
---|---|---|---|---|---|---|
aa | ⊗ | ● | ● | |||
nbi | ● | ● | ||||
nbv | ● | ⊗ | ● | ● | ||
nbe | ⊗ | ⊗ | ⊗ | ● | ||
wa | ⊗ | ● | ⊗ | ● | ||
raw coverage | 0.916 | 0.305 | 0.315 | 0.323 | 0.823 | 0.792 |
unique coverage | 0.063 | 0.001 | 0.001 | 0.001 | 0.014 | 0.015 |
consistency | 0.949 | 0.840 | 0.925 | 0.934 | 0.981 | 0.968 |
overall solution coverage | 0.954 | |||||
overall solution consistency | 0.894 | |||||
frequency cutoff | 1 | |||||
consistency cutoff | 0.864 |
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Zhang, X.; Ding, X.; Ma, L.; Wang, G. Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach. Sustainability 2018, 10, 4685. https://0-doi-org.brum.beds.ac.uk/10.3390/su10124685
Zhang X, Ding X, Ma L, Wang G. Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach. Sustainability. 2018; 10(12):4685. https://0-doi-org.brum.beds.ac.uk/10.3390/su10124685
Chicago/Turabian StyleZhang, Xin, Xiaoyan Ding, Liang Ma, and Gaoshan Wang. 2018. "Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach" Sustainability 10, no. 12: 4685. https://0-doi-org.brum.beds.ac.uk/10.3390/su10124685