IDEAS home Printed from https://ideas.repec.org/a/sae/iimkoz/v12y2023i1p102-111.html
   My bibliography  Save this article

Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults

Author

Listed:
  • Mangirdas MorkÌ„unas

Abstract

The present study reveals differences in brand engagement, brand loyalty and brand evangelism among single or no parented young adults. It was found that persons who were raised without one or both parents for at least three years show higher emotional connectivity to brands compared to their counterparts from a control group. A widely recognized structural equation modelling technique—partial least squares method—has been applied in order to test the research hypotheses. Two Baltic States, namely, Lithuania and Latvia, served as an empirical basis of the study. The results of the research are relevant not only to business related disciplines, such as marketing and management, but also to other social sciences fields presuming the existence of more psychology-related differences among single or no parented persons.

Suggested Citation

  • Mangirdas MorkÌ„unas, 2023. "Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults," IIM Kozhikode Society & Management Review, , vol. 12(1), pages 102-111, January.
    • Handle: RePEc:sae:iimkoz:v:12:y:2023:i:1:p:102-111
    DOI: 10.1177/22779752221108797
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/22779752221108797
    Download Restriction: no
    File URL: https://libkey.io/10.1177/22779752221108797?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Shanahan, Tyler & Tran, Trang P. & Taylor, Erik C., 2019. "Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 57-65.
    2. Florian Schuberth & Jörg Henseler & Theo K. Dijkstra, 2018. "Partial least squares path modeling using ordinal categorical indicators," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(1), pages 9-35, January.
    3. Dwivedi, Abhishek, 2015. "A higher-order model of consumer brand engagement and its impact on loyalty intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 100-109.
    4. Scarpi, Daniele, 2010. "Does Size Matter? An Examination of Small and Large Web-Based Brand Communities," Journal of Interactive Marketing, Elsevier, vol. 24(1), pages 14-21.
    5. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 2020. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 561-578, September.
    6. Sudarsan Jayasingh, 2019. "Consumer brand engagement in social networking sites and its effect on brand loyalty," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1698793-169, January.
    7. Raj Chetty, 2015. "Behavioral Economics and Public Policy: A Pragmatic Perspective," American Economic Review, American Economic Association, vol. 105(5), pages 1-33, May.
    8. Melissa Tartari, 2015. "Divorce And The Cognitive Achievement Of Children," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 56, pages 597-645, May.
    9. Agnès Helme-Guizon & Fanny Magnoni, 2019. "Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?," Post-Print hal-03591683, HAL.
    10. Melissa Tartari, 2015. "Divorce And The Cognitive Achievement Of Children," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 56(2), pages 597-645, May.
    11. Xi, Nannan & Hamari, Juho, 2020. "Does gamification affect brand engagement and equity? A study in online brand communities," Journal of Business Research, Elsevier, vol. 109(C), pages 449-460.
    12. Lei Mee Thien, 2019. "Distributive Leadership Functions, Readiness for Change, and Teachers’ Affective Commitment to Change: A Partial Least Squares Analysis," SAGE Open, , vol. 9(2), pages 21582440198, April.
    13. Samala Nagaraj & Sapna Singh, 2018. "Investigating the Role of Customer Brand Engagement and Relationship Quality on Brand Loyalty: An Empirical Analysis," International Journal of E-Business Research (IJEBR), IGI Global, vol. 14(3), pages 34-53, July.
    14. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    15. Ausra Maslauskaite & Aiva Jasilioniene & Domantas Jasilionis & Vladislava Stankuniene & Vladimir Shkolnikov, 2015. "Socio-economic determinants of divorce in Lithuania: Evidence from register-based census-linked data," Demographic Research, Max Planck Institute for Demographic Research, Rostock, Germany, vol. 33(30), pages 871-908.
    16. Cassandra France & Bill Merrilees & Dale Miller, 2016. "An integrated model of customer-brand engagement: Drivers and consequences," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 119-136, March.
    17. Leonor Vacas de Carvalho & Salim Azar & Joana Cesar Machado, 2020. "Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects," Post-Print hal-03065885, HAL.
    18. Agnès Helme-Guizon & Fanny Magnoni, 2019. "Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?," Post-Print hal-02492743, HAL.
    19. Richard H. Thaler, 2016. "Behavioral Economics: Past, Present, and Future," American Economic Review, American Economic Association, vol. 106(7), pages 1577-1600, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    2. Fatemeh Maleki & Seyed Mohsen Hosseini, 2020. "Charity donation intention via m-payment apps: donor-related, m-payment system-related, or charity brand-related factors, which one is overkill?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 409-443, December.
    3. Muhammad Naeem & Wilson Ozuem, 2021. "Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 510-525, September.
    4. María Bonilla-Quijada & Juan Tugores-Ques & Josep Lluís Olmo Arriaga, 2021. "Promotion of urban tourism: insights into user engagement on social media," Information Technology & Tourism, Springer, vol. 23(4), pages 611-632, December.
    5. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    6. Wallace, Elaine & Torres, Pedro & Augusto, Mário & Stefuryn, Maryana, 2021. "Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands," Journal of Business Research, Elsevier, vol. 135(C), pages 519-531.
    7. Ndhlovu, Thinkwell & Maree, Tania, 2022. "Consumer brand engagement: Refined measurement scales for product and service contexts," Journal of Business Research, Elsevier, vol. 146(C), pages 228-240.
    8. David Gligor & Siddik Bozkurt & Emma Welch, 2023. "Building theoretical sand castles: the case of customer brand engagement," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 297-316, September.
    9. Yoo, Jungmin, 2024. "Can consumer engagement on social media affect brand extension success? The case of luxury fashion brands and restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    10. Bogliacino, Francesco & Codagnone, Cristiano, 2021. "Microfoundations, behaviour, and evolution: Evidence from experiments," Structural Change and Economic Dynamics, Elsevier, vol. 56(C), pages 372-385.
    11. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 0. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-18.
    12. Ran Spiegler, 2019. "Behavioral Economics and the Atheoretical Style," American Economic Journal: Microeconomics, American Economic Association, vol. 11(2), pages 173-194, May.
    13. Jonathan Cribb & Carl Emmerson, 2016. "What happens when employers are obliged to nudge? Automatic enrolment and pension saving in the UK," IFS Working Papers W16/19, Institute for Fiscal Studies.
    14. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    15. Bailey, Ainsworth Anthony & Bonifield, Carolyn M. & Elhai, Jon D., 2021. "Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    16. Kunte Sebastian, 2020. "The Regional Nudger: Wie Erkenntnisse der Verhaltensökonomie die Regionalpolitik und die politische Praxis auf Länderebene verbessern können," Zeitschrift für Wirtschaftspolitik, De Gruyter, vol. 69(1), pages 69-87, May.
    17. Eva Dziadula, 2022. "Match quality and divorce among naturalized U.S. citizens," Southern Economic Journal, John Wiley & Sons, vol. 89(1), pages 37-61, July.
    18. William J. Congdon & Maya Shankar, 2018. "The Role of Behavioral Economics in Evidence-Based Policymaking," The ANNALS of the American Academy of Political and Social Science, , vol. 678(1), pages 81-92, July.
    19. Francesco Bogliacino & Cristiano Codagnone & Giuseppe A. Veltri, 2016. "An introduction to the special issue on “the behavioural turn in public policy: new evidence from experiments”," Economia Politica: Journal of Analytical and Institutional Economics, Springer;Fondazione Edison, vol. 33(3), pages 323-332, December.
    20. Hong, EunPyo & Park, JungKun & Jaroenwanit, Pensri & Siriyota, Kampanat & Sothonvit, Arpasri, 2023. "The effect of customer ethnocentrism and customer participation on global brand attitude: The perspective of Chinese customer," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:iimkoz:v:12:y:2023:i:1:p:102-111. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.