Decoding loyalty in continuous service in shared use: triple serial mediation of brand personality, awareness, quality, and love
Keywords:
Service Marketing, Continuous Service in Shared Use, Branding, Brand Loyalty, Brand LoveAbstract
Objective: To advance the understanding of brand loyalty in continuous service in shared use (CSSU) contexts by proposing an innovative measurement model based on a triple serial mediation framework. Method: A structural equation modeling approach was applied to data from 706 fitness and wellness consumers to test the relationships among brand personality, brand awareness, perceived quality, brand love, and brand loyalty. Main Results: The model demonstrated strong explanatory power, with R² values of 72.5% for brand loyalty and 80.69% for brand love. Results revealed that brand love plays a key mediating role in fostering loyalty, while brand personality, although not directly influencing loyalty, significantly impacts brand love. Consumer identification with the brand also amplifies emotional and cognitive bonds, especially in niche or localized markets. Relevance/Originality: This study introduces a non-linear, emotionally grounded loyalty model, challenging traditional linear frameworks and emphasizing the role of affective constructs. Theoretical/Methodological Contributions: It advances the literature by validating a dynamic, triple mediation structure incorporating emotional and cognitive pathways in brand-consumer relationships. Social/Management Contributions: The findings provide practical guidance for managers seeking to enhance loyalty in CSSU environments, encouraging a focus on emotional engagement, perceived quality, and the strategic cultivation of brand identification.
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