Brand communication using symbolic brand values: implications for consumer satisfaction and loyalty

The growing interest of research into idiosyncratic brand values highlights the importance of understanding brand symbolism, however, there is still a limited understanding about this area, and in particular its’ effects on... [ view full abstract ]

The growing interest of research into idiosyncratic brand values highlights the importance of understanding brand symbolism, however, there is still a limited understanding about this area, and in particular its’ effects on consumer relationships with brands. This suggests the importance of investigating of how corporate brand symbolism contributes to some of the key performance indicators such as consumer satisfaction and loyalty. This research tests the effects of symbolic brand values on consumer satisfaction and loyalty. Regression results reveal favourable and significant effects of symbolic brand values on both consumer satisfaction and loyalty. This study does not intend to deny the role of economic utilitarianism in formulating brand value management strategies, particularly for the companies operating in a technologically intensive markets. Rather, it examined brand positioning from the perspective of symbolism and how it relates to consumer satisfaction and loyalty. The findings of this study point to the strategic role of the brand in generating both satisfaction and loyalty