Impact of Brand Loyalty Journal Critique

JOURNAL ARTICLE CRITIQUE
by
MARK ANDREAU R. MALBAS
on
Minh T.H. Le The Impact of Brand Loyalty: the moderating role of self-esteem and
social influences. Emerald Publishing Limited, Vol. 25 / No. 1, 2021
I. Title
The title of the study is brief and informative. However, it is not completely clear at first
glance on what is the study is all about without looking at the abstract of purpose. Perhaps
a better title would be, The Impact of brand love on brand loyalty. However, the title makes
clear the population of interest the moderating role of self-esteem and social influences.
Other than that, the title avoids emotion-laden terms.
II. Discussion
Minh T.H. Le (2020) explored the consumer’s loyalty on brands and how this love would
equate to sales. Regardless of price increase, an individual who truly patronizes a brand
would still purchase the items or goods. This consumer may likely to have attachment to
this brand. This specific brand manifests durability and worthiness, hence the consumer
would stick to the brand, and would recommend to their friends and colleagues. A loyal
customer would love talking about his or her recent purchases, and this would entice his
or her audiences in acquiring from the similar brand.

In this journal, “consumers build engagement with brand love through the overlap of their
self-expression and self-esteem with the brand identity (Albert et al., 2008; Leventhal et
al., 2014).” Fashion is an expression of one’s self. A brand that could help boost the
individual’s confidence would tend to have more buyers, thus having bigger sales.
Showing off items which carry credible brand names exude poise. A confident person
seems to have control in life and knows what he or she wants. It projects that the individual
has goals which he or she desires to accomplish.
A person who frequently buys from the same brand would endorse it to his or her peers.
And if that happens, a group of friends would purchase items from that store,
consequently would lead to surge of sales. People belonging to the same group or
community normally show the same attitude and preferences. Therefore, they exhibit
identical purchasing patterns. They would flock to the store to get a hold of the items from
their trusted brand.
Loyalty comes with having long-term relationship. In this case, a commitment to the
chosen brand. “Brand loyalty is a consequence of brand love in consumer brand
relationships.” The researcher implied that “brand managers should create
advertisements that foster ideal self-congruence to influence brand attachment, which
then increases loyalty and brand value (Le, 2020). Moreover, to make the brand globally
known, it was recommended that “brand managers may invite these brand-loyal members
to provide reviews of their product usage experiences, by acting as influencers to other

consumers.” In this technological age, social media has been a powerful tool in promoting
brands through posting photos with remarkable reviews.
III. Research
Convenience sampling was used in a survey of students and staff at a university in
Vietnam. A screening question was used to ensure the eligibility of the respondents. 218
out of 230 valid questionnaires can be used in the survey.
IV. Conclusion
The conclusions clearly prescribed and follow logically from the results of the study.
According to the researcher, the survey found that both self-esteem and susceptibility to
normative influence significantly and positively influence this relationship and contribute
to consumer psychology. Although the data collected are only in Vietnam, which is in a
specific culture and the study conducted was at a specific point in time. But to a good
extent the study was representative of the article, and in the correct form. Who reads it
can understand the overall purpose and method of the study. Moreover, the purpose of
the study was made clear by the researcher. It was made clear that this study examines
the impact of brand loyalty.

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JOURNAL ARTICLE CRITIQUE

MARK ANDREAU R. MALBAS

social influences. Emerald Publishing Limited, Vol. 25 / No. 1, 2021

Other than that, the title avoids emotion-laden terms.

or her audiences in acquiring from the similar brand.

has goals which he or she desires to accomplish.

their trusted brand.

chosen brand. “Brand loyalty is a consequence of brand love in consumer brand

relationships.” The researcher implied that “brand managers should create

advertisements that foster ideal self-congruence to influence brand attachment, which

to provide reviews of their product usage experiences, by acting as influencers to other

brands through posting photos with remarkable reviews.

Convenience sampling was used in a survey of students and staff at a university in

out of 230 valid questionnaires can be used in the survey.

the impact of brand loyalty.

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