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      Loyal Customer Behaviors: Identifying Brand Fans

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      Social Behavior and Personality: an international journal
      Scientific Journal Publishers Ltd

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          Abstract

          Using concepts of self-image congruence and involvement, we investigated whether existing customers can be considered brand fans and, if so, how to determine the behavior of brand fans in various situations. Participants were 180 students in a business administration marketing program in South Korea with strong brand loyalty. Cluster analysis was conducted using a 2 (high vs. low self-image congruence) × 2 (high vs. low involvement) analysis of variance and paired t tests were used to identify brand fans through fanship and switching intentions (Study 1). Then we investigated how participants' minds changed after being exposed to a negative article (Study 2) and a competitor's aggressive marketing (Study 3). We found that fans do exist for commercial brands and that, as assumed, image congruence and involvement are critical constructs. These results suggest that consideration of image congruence and involvement is necessary for businesses to secure and foster brand fans.

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          Author and article information

          Journal
          Social Behavior and Personality: an international journal
          soc behav pers
          Scientific Journal Publishers Ltd
          0301-2212
          August 11 2018
          August 11 2018
          : 46
          : 8
          : 1285-1303
          Article
          10.2224/sbp.6482
          1e912eb6-1e63-47d6-b801-67f4941ace40
          © 2018
          History

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