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<p style="text-align:justify;">Gaining customer loyalty is key to achieving repeated purchases that have ripple effects on sale revenue, market penetration, and profitability for firms. Can brand attachment guarantee customers’ loyalty? Based on the assumptions of the theory of customer equity, the study evaluated the interactions of brand attachment, customer loyalty, customer equity, and customer loyalty, focusing on Nigeria's telecommunication industry. A survey-based approach to research with 1,035 active subscribers of five telecommunication companies in Nigeria was examined. Regression analysis was used to test the four-way hypotheses formulated in the study. Overall, the result showed that brand attachment had a positive and significant effect on customer loyalty. However, the link between brand attachment and customer loyalty was explained through customer trust to suggest a full mediation effect. Further analysis revealed that customer trust explained significant variation in customer equity. The study concluded that customer trust is a critical factor in achieving the benefit of brand attachment and customer equity. The study recommended that the management of the telecommunication companies in Nigeria invest significant resources to secure their customers' trust and adhere to the dimension of value, brand, and relationship equity given their concomitant effect on customer satisfaction and loyalty.</p>

MBR_Volume 8_Issue 1_Pages 76-86.pdf

Original Research 

mbr.2021.60331.xml

Issue

Loyal Customers are Attached to Brands. Is this True? What is the Role of Customer Equity and Customer Trust?

<p style="text-align:justify;">This study assessed the effect of adaptive capability and social media agility on survival firms in multiple industries in five countries. Furthermore, it established the mediating effect of ambidextrous marketing capability on the interaction between adaptive capability, social media agility, and firm survival, and examined the interaction between social media agility and adaptive capability. The study adopted a survey design and a sample of 416 firms in Nigeria, Canada, the United States, Australia, and the United Kingdom, and conducted the regression analysis to test the hypotheses formulated therein. The results showed that adaptive capability and social media agility had a positive and significant effect on business survival. Further analysis showed that when ambidextrous marketing capability was incorporated into the two models respectively and forming multiple regression analysis, the coefficient of ambidextrous marketing capability had a significant effect on business survival; however, the coefficient of adaptive capability and social media agility became insignificant suggesting that a full mediation effect was established. Lastly, social media agility had a positive and significant effect on the firm’s adaptive capability. The findings suggest that adaptive capability and social media agility enhance firm survival through the mechanism of ambidextrous marketing capability. The study recommends that firms strengthen their adaptive capability infrastructure; develop a robust, agile social media interface, and commit resources to enhance connectivity with the market, supplier, and customers (outside-in). Likewise, enhance internal organizational knowledge, skill, and ability (inside-out) to offer incremental and radical products to address changing market demand.</p>

MBR_Volume 8_Issue 1_Pages 31-47.pdf

mbr.2021.60328.xml

Adaptive Capability, Social Media Agility, Ambidextrous Marketing Capability, and Business Survival: A Mediation Analysis