Consumer-Brand Identification and Customer Brand Loyalty: A Moderated Mediation Model of Customer Brand Satisfaction, Age
Drawing on theory and research on consumer-brand identification and customer brand satisfaction, we examine customer brand satisfaction as a mediator of the relationship between customer brand identification and customer brand loyalty. Using a sample of 361 customers in the context of hotels, we find support for our hypothesized model. We assessed reliabilities of the individual measurement scales using Cronbach’s (1951) coefficient α, Exploratory Factor Analysis (EFA), Hierarchical regression and Pearson product-moment correlation coefficient in SPSS 22.0. All final factor loadings, reliability calculations. Hence, we tested all hypothesized effects by constructing bias-corrected confidence intervals from 10,000 bootstrapped samples (Tepper, Moss, & Duffy, 2011).The results of the positive relationship between consumer-brand identification and customer brand loyalty was full mediated by customer brand satisfaction. Second consumer-brand identification is positive relationship with customer brand satisfaction and customer brand loyalty. Third consumer- brand satisfaction is positive relationship with customer brand loyalty. Fourth age moderate between consumer-brand identification and customer brand loyalty. Fifth low age strongly moderate between consumer-brand identification and customer brand loyalty. Sixth high age weekly moderate between consumer-brand identification and customer brand loyalty. We discuss theoretical and practical implications of these findings. We also offer several promising directions for future research. Keywords - Consumer-Brand Identification, Customer Brand Loyalty ‚Customer Brand Satisfaction.