ARBA MINCH UNIVERSITY

SCHOOL OF POST GRADUATE STUDIES

DEPARTMENT OF MANAGEMENT

INTEGRATED MARKETING COMMUNICATION AND

BRANDING (MBA- 613)
INDIVIDUAL ASSIGNMENT:
ARTICLE REVIEW
ON
BRAND LOYALTY EXPLAINED BY CONCEPT RECALL:
RECOGNIZING THE SIGNIFICANCE
OF THE BRAND CONCEPT COMPARED TO FEATURES

PREPARED BY:
ABIY YOHANES (PWBE/020/15)

SUBMITTED TO :
MR. GETASEW YAREGAL (ASSIS. PROF.)

JAN/ 2024
ARBA MINCH
Contents
CITATION: ................................................................................................................................................................... 3
PURPOSE OF THE REVIEW: ......................................................................................................................................... 3
INTRODUCTION: ......................................................................................................................................................... 3
STATEMENT OF THE PROBLEM .................................................................................................................................. 3
METHODS USED: ........................................................................................................................................................ 4
FINDINGS:................................................................................................................................................................... 4
RESULTS AND DISCUSSION SECTION: ........................................................................................................................ 4
STRENGTH AND WEAKNESS ....................................................................................................................................... 5
SYNTHESIS WITH EXISTING BODY OF KNOWLEDGE:.................................................................................................. 5
CONCLUSION:............................................................................................................................................................. 5

2 Article Review on Brand Loyalty Explained By Concept Recall

CITATION:
Takumi Kato1. Brand loyalty explained by concept recall: recognizing the significance of the brand
concept compared to features. Revised: 8 March 2021 / Accepted: 31 May 2021 / Published online: 9
June 2021 Journal of Marketing Analytics (2021) 9:185–198.

PURPOSE OF THE REVIEW:

The purpose of the critique is to review the importance of brand concept in driving brand loyalty and
repurchase intention. The research suggests that consumers who are able to recall and connect with a
brand's concept are more likely to have a stronger intention to repurchase the brand. This finding is
significant as it indicates that emotional value, particularly through design and aesthetics, plays a crucial
role in fostering consumer loyalty
INTRODUCTION:
The article talks about how the story or idea behind a brand can affect whether people want to buy from
that brand again. It found that when people remember and connect with the brand's concept, they are
more likely to want to buy from that brand again compared to just remembering specific features. The
study also showed that loyal customers tend to have a positive perception of the brand, even if they use
it frequently, and remember the brand's concept as something attractive. The research suggests that
companies should pay attention to their brand concepts in their marketing strategies, as it can help them
build loyalty and encourage repeat purchases. This means that companies should focus on making sure
their brand's story or idea is memorable and resonates with their customers.

STATEMENT OF THE PROBLEM:

Takumi Kato explains that as technology advances, consumers are placing more importance on how a
product or service makes them feel emotionally, such as through its design, rather than just its practical
features. This has led companies to prioritize design and even appoint chief design officers. However,
even with great design, products or services can still seem similar to others, making it hard to stand out
in terms of perceived value to customers. The study emphasizes the significance of brand concepts in
managing a brand and suggests that companies should focus on creating a strong emotional connection
through their brand's concept and design to build consumer loyalty. It also recommends using a concept
recall index to measure consumer loyalty in both industry and academic research. In conclusion, the
study highlights that brand concept, which is shaped by design and user experience, is a crucial factor in
influencing consumer loyalty.

3 Article Review on Brand Loyalty Explained By Concept Recall

METHODS USED:
The study used a statistical analysis method called multiple regression to test three hypotheses related to
the brand concepts of popular products like Apple MacBook Pro, Dyson Big Ball, and Nintendo Switch,
as well as service brands like Facebook, Starbucks, and Tokyo Disney Resort. The study found that
consumers who remember and connect with a brand's concept are more likely to want to buy from that
brand again, supporting the idea that brand concept influences repurchase intentions. The study also
discussed Consumer Loyalty Theory, which suggests that as consumers become more familiar with a
product, their interest tends to shift towards specific features rather than overall perception. However,
the study showed that consumers with high loyalty to a brand tend to maintain a positive perception,
even if they use the brand frequently and remember the brand's concept as attractive. The research was
conducted through an online survey in Japan in November 2020, which included screening and main
surveys conducted online.

FINDINGS:
The study examined the impact of brand concept on consumer loyalty and found that consumers with
high loyalty maintain a positive perception of the brand's concept, even with frequent use. This
contradicts Consumer Loyalty Theory, which suggests that consumer interest shifts towards specific
features over time. The study also found that even consumers with low loyalty showed consistent recall
of the brand's concept as attractive, regardless of how often they used the brand. This could be due to
varying definitions of essential features in previous research. The findings suggest that understanding
and valuing a brand's concept can lead to stronger brand loyalty. Companies should prioritize brand
concepts in their marketing strategies and use the concept recall index in brand management to enhance
consumer loyalty.

RESULTS AND DISCUSSION SECTION:

The results and discussion section of the article delves into a thorough analysis of the findings,
emphasizing the significance of brand concepts in business administration and marketing. The study's
results suggest that companies should prioritize brand concepts and utilize the concept recall index in
brand management to enhance consumer loyalty. Consumers who connect with and value a brand's
concept tend to exhibit stronger brand loyalty. The study's unique verification of Consumer Loyalty
Theory (CLT) through the lens of brand concept is a novel aspect, highlighting the need for further
research in this area due to limited existing knowledge.

4 Article Review on Brand Loyalty Explained By Concept Recall

STRENGTH AND WEAKNESS:
The article contributes by emphasizing the importance of brand concept and utilizing the concept recall
index to strengthen brands through design and user experience. While brand concept is widely
recognized in business and marketing research, its specific effects have not been quantitatively assessed.
The study's limitations, including a small sample size and focus on a limited number of
products/services, should be taken into account when interpreting the findings. Further research is
needed to explore different evaluation methods and potential factors influencing brand loyalty, such as
customer satisfaction, brand trust, and brand image. Future studies could investigate the interplay
between concept recall and these variables to gain a more comprehensive understanding of consumer
loyalty.

SYNTHESIS WITH EXISTING BODY OF KNOWLEDGE:

The article is well-structured, featuring a comprehensive literature review that consolidates existing
knowledge on brand concepts. The authors highlight that consumers who recall the brand concept are
more inclined towards repurchase intentions compared to those who recall specific features when
assessing brand attractiveness. The study focuses on brand management, loyalty, concept recall, pure
recall, and Construal Level Theory. Employing a quantitative research approach and survey-based
methodology, the research evaluates the relationship between these elements.

CONCLUSION:
In conclusion, this study underscores the significance of brand concept recall in influencing consumer
loyalty. It highlights the impact of emotional value, particularly design, in cultivating loyalty among
consumers. The research challenges the notion that frequent usage of a brand diminishes the level of
construction and stresses the importance of establishing a robust connection to the brand's concept.

5 Article Review on Brand Loyalty Explained By Concept Recall