The relationship between brand logos and customer relationship in Chile

Abstract

With the development of science and technology, the connection between consumers and the products has become more and more close. Various of channels relate to the consumers, marketing strategies are vital to the company to obtain consumers. For marketers, how to sell products better under fierce market competition, how to get a better customer experience, get higher customer loyalty, and finally bring profit to the company is a new challenge. Marketing has becoming a useful tool for the company, which has playing a key role to recognize, understand and finally influence consumer behavior. This article, focused on the importance of brand logo benefit, brand experience, customer commitment and purchase intent. In the original study of Park, C. W., Eisingerich, A. B., Pol, G., & Park, J. W in 2013, in this study have found the three constructs that affect the brand logo benefit and that the brand logo benefits affect positively to the brand customer commitment. Thus, this study based the on the original study, has added the other two constructs: brand experience and purchase intent. The object of this article is to find the relationship between brand logo benefit, brand experience, customer commitment and purchase intent. Trying to test if the relationship between brand logo benefits and customer commitment works the same as the original study in U.S.A. and after adding the new constructs, to find the relationship between brand logo benefit, brand experience, customer commitment and purchase intent. Based on the literature study, the author proposed that the brand logo benefits affect positively to the brand experience, via the brand experience affect positively the customer commitment, meanwhile the brand experience affect positively to the purchase intent the brand logo benefits also affect positively to the customer commitment and indirectly affect the purchase intent. A review of the literature was carried out, in such a way to achieve an appropriate level of content validity. Subsequently, the dimensions recorded were contrasted with the concept of identification with the brand that consumers have, concluding that these dimensions agree with the concept that consumers have about this variable. Specifically, first brand logos were selected from the literature and a survey was developed to know the brands with which people are identified and at the same time have aesthetic appeal to the customers. In a second stage, a dimensionality and reliability analysis of this scale was carried out. Finally, a SEM, AMOS analysis was carried out to test the model and the relationship from this study was proposed. These four dimensions are consisted by 22 items. Finally, the result has implicated that in Chile there is a significant relationship between brand logo benefits and customer commitment. Brand logo benefits have a meaningful relationship with brand experience that means a brand logo which has self-expressiveness, functional benefits and aesthetic appeal will have a positive affect to the brand experience and will achieve a high customer commitment. In addition customer commitment have a significant relationship with purchase intent which means the much the customer committed with the brand, the higher the purchase intent will they have. Besides, the brand experience have a positive influence to the customer commitment that means the great brand experience the customer have, the higher customer commitment they achieve, meanwhile, the higher purchase intent the customer have. This study has found the new relationships of the brand logo and the customer attitude meanwhile this issue is still having much for the future study to exploit.