scholarly journals Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment

2018 ◽  
Vol 41 ◽  
pp. 101-111 ◽  
Author(s):  
Syed Muhammad Fazal-e-Hasan ◽  
Hormoz Ahmadi ◽  
Gary Mortimer ◽  
Martin Grimmer ◽  
Louise Kelly
Keyword(s):  
Brand Value ◽  
Online Retailing ◽  
Brand Relationship ◽  
Relationship Outcomes ◽  
The Impact

scholarly journals The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Minh T.H. Le
Keyword(s):  
Brand Loyalty ◽  
Social Influences ◽  
Self Esteem ◽  
Brand Love ◽  
Content Type ◽  
Brand Relationship ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand love and outlining how SE and SNI affect the consumer-brand relationship. Finally, the study explores the impact of brand love on brand loyalty: the moderating role of self-esteem and social influences, as the literature regarding this is still lacking. Design/methodology/approach Data were collected via an online survey, which yielded 218 responses. Structural equation modeling was used to predict the research model. Findings The findings indicate that both SE and SNI mediate the relationship between brand love and brand loyalty. Additionally, consumers love the focal brands positively relates to SE and SNI. In return, SE and SNI lead to brand loyalty. The tight relationship of SE and SNI affects the connection between brand love and brand loyalty. Research limitations/implications The data has been collected in Vietnam, which creates a limitation regarding the study’s cross-cultural nature and the economic context. Thus, the study should be conducted in different cultures and economies (both developing and developed countries) to enhance the generalizability in consumer-brand relationships. Practical implications Brand managers should conduct more advertising in brand communities to enhance the influence of SNI and emphasize unique features of the brands, to attract consumers through the overlap of SE. Social implications The findings can contribute to enhancing unique brand identity and self-motivation will increase consumer loyalty, increasing the revenue of a specific brand. Moreover, as acceptable peers contribute to making purchase decisions, boosting the brand community will maintain current consumers and attract additional potential consumers from the current consumer relationships. Originality/value This study contributes to consumer psychology by indicating both SNI and SE as the mediators in the relationship between brand love and brand loyalty and how the consumer-brand relationship can be enabled.

scholarly journals “Just be there”

2020 ◽  
Vol 54 (6) ◽  
pp. 1281-1303
Author(s):  
Maria Karampela ◽  
Ewelina Lacka ◽  
Graeme McLean
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Content Type ◽  
Relationship Strength ◽  
Brand Relationship ◽  
B2b Relationships ◽  
The Impact

Purpose In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors driving their adoption. Recently, attention has turned to the consequences of using SMS in B2B markets. The purpose of this paper is to extend this line of research by investigating the impact of B2B brands’ social media presence, interactivity and responsiveness on customers’ perceptions of four indicators of brand relationship strength (commitment, intimacy, satisfaction and partner quality). Design/methodology/approach Data from an online survey (N = 200) with customers of UK-based B2B firms were analysed using structural equation modelling. Findings The study reveals that a supplier’s presence on Twitter, LinkedIn and Facebook has a positive impact on all four brand relationship strength indicators; interactivity enhances perceived partner quality, while responsiveness positively influences commitment. Differences across the three SMS are also observed. Research limitations/implications The research was conducted on a sample of UK-based firms with varying degrees of SMS use that may influence the impact on B2B brand relationship strength. Practical implications This study indicates that B2B brands ought to focus primarily on presence on SMS, given its positive impact on brand relationship strength. At the same time, however, B2B brands should be active in responding to customers’ queries on SMS, as well as interacting with them to enhance commitment and perceived partner quality, respectively. Originality/value This study contributes to the digital marketing and B2B relationships interface and is the first to examine the role of B2B brands’ presence, interactivity and responsiveness on SMS in enhancing relationships with customers.

scholarly journals The Role of Brand and Fan Personalities in Building Fan-Brand Relationships

2022 ◽  
Vol 13 (1) ◽  
pp. 0-0
Keyword(s):  
Positive Impact ◽  
Brand Personality ◽  
Sampling Technique ◽  
Special Relationship ◽  
Brand Relationships ◽  
Brand Relationship ◽  
Football Fans ◽  
Convenience Sampling ◽  
The Impact

Football fans are consumers with special relationship with their favourite teams. Consumer-brand relationship is unique and ultimate in football context. However, the absence of these relationships is mainly due to a lack of communication and interaction. This research aims to investigate the impact of brand personality and fan personality on fan- brand relationships. Mixed methods were conducted that employed in-depth personal interviews with football professionals and fans to gain better insights regarding consumer-brand relationships and to develop a conceptual framework and research hypotheses. Then, a quantitative phase has been followed to test these hypotheses. 471 valid questionnaires were collected through a non-probability convenience sampling technique from Egyptian football fans. The findings have shown that brand personality and fan personality have a positive impact on each of interdependence, commitment, partner quality, self-connection, nostalgic attachment, intimacy as consumer-brand relationship dimensions in the football context.

Leveraging Brand Loyalty in Service Branding: The Role of Satisfaction

2015 ◽  
Vol 1 (6) ◽  
pp. 17-23 ◽  
Author(s):  
Heang Sotheara ◽  
Dr. Zhang Jing ◽  
Yen Yat
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Positive Experience ◽  
Mediating Role ◽  
Brand Relationship ◽  
The Impact

The paper is aimed to explore the impact of perceived quality, customer-brand relationship and derived-positive experience on brand loyalty from consumer banking perspectives. It extends to investigate the mediating effect of customer satisfaction on brand loyalty in service branding. The study provides further insight into the mediating role of customer satisfaction toward brand loyalty giving important theoretical contributions and managerial implications in the marketing domain. The finding confirms significant contributions to perceived quality, customer-brand relationship and derived-positive experience which add extra values to service brand loyalty. The result extends to the mediating role of customer satisfaction confirming partial and full mediation effect that facilitates the value in determining the degree of brand loyalty. The finding suggests practical implication for marketing practitioners to realize every single effort that communicates the values to the customers and only applies the most relevant branding strategies that fit service domains the most.

scholarly journals The Impact of Celebrity Endorsement on Brand Loyalty: Mediating and Moderating Mechanisms

2021 ◽  
Vol 14 (2) ◽  
pp. 29
Author(s):  
Regina Burnasheva ◽  
Yong Gu Suh
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Brand Congruence ◽  
The Impact

Applying the meaning transfer theory, the purpose of this study is to proffer a theoretical framework in which celebrity endorser’s credibility (CEC) effects the brand loyalty through the mediating role of brand relationship quality and the moderating role of the celebrity-brand congruence. Data was gathered through an online survey from young Korean millennials and tested using structural equation modeling and multi-group techniques. The findings revealed that brand relationship quality serves as a partial mediator of the effect of CEC on brand loyalty. The findings also suggested that celebrity-brand congruence acts as a moderator between CEC and the brand relationship quality. This study offers useful practical implications for luxury marketers and advertisers.

scholarly journals Between love and boycott: a story of dual origin brands

2020 ◽  
Vol 24 (3) ◽  
pp. 377-402
Author(s):  
Dalia Abdelwahab ◽  
Nadia H. Jiménez ◽  
Sonia San-Martín ◽  
Jana Prodanova
Keyword(s):  
Structural Equation ◽  
Brand Love ◽  
Content Type ◽  
National Brands ◽  
Consumer Reaction ◽  
Brand Relationship ◽  
Linear Structural Relations ◽  
Dual Origin ◽  
The Impact

Purpose This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region. Design/methodology/approach The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations. Findings After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love. Originality/value This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.

scholarly journals O valor e a autenticidade da marca influenciados pelos canais de distribuição

2019 ◽  
Vol 12 (3) ◽  
pp. 418
Author(s):  
Samanta Puglia Dal Farra ◽  
Mauricio Jucá Queiroz ◽  
Paulo Henrique Müller Prado ◽  
Renata Steffanoni Bernardes de Queiroz
Keyword(s):  
Brand Equity ◽  
Mediating Effect ◽  
Brand Value ◽  
Purchase Intent ◽  
Brand Positioning ◽  
Brand Authenticity ◽  
Channel Strategy ◽  
Proposal A ◽  
The Impact

Brands, being ubiquitous, can provide different perceptions of brand equity and brand authenticity among consumers. This paper aims to identify the impact of the fit between a brand, premium positioned, placed in premium channels, in contrast with popular channels placement. A product of an identical brand may have its brand value (brand equity) altered by the fit of the channel option, i.e. a channel consistent in image and brand positioning (high fit) would impact on a higher end consumer based brand equity (CBBE). We intend to contribute to enhancing the understanding of the role of channel strategy in brand value as well as the mediating effect of brand authenticity. As a methodological proposal, a couple of experiments were conducted and it was found that the consistency between brand positioning and channel (fit) leads consumers to evaluate differently the CBBE. In addition, the study found that the fit between channel and brand has a direct effect on consumer purchase intent, the higher the fit, the greater purchase intent. Likewise, it was found that the perception of brand authenticity is affected by the fit between the channel and the brands, the higher the fit with the channel, the greater the perception of brand authenticity.

scholarly journals Strengthening the satisfaction loyalty link: the role of relational switching costs

2021 ◽  
Author(s):  
Heiner Evanschitzky ◽  
Valentina Stan ◽  
Liane Nagengast
Keyword(s):  
Switching Costs ◽  
Optimal Level ◽  
Two Dimensions ◽  
Retention Strategy ◽  
Brand Relationship ◽  
Customer Switching ◽  
The Impact ◽  
Linear Manner ◽  
Moderating Role

AbstractThe extant retail research has placed much emphasis on understanding customer switching and the concept of switching costs (SCs). However, the empirical evidence is inconclusive with respect to the moderating role of SCs in general and relational switching costs (RSCs) in particular. Therefore, this research focuses on the moderating role played by SCs on the satisfaction-loyalty link. Specifically, our study attempts to clarify the nonlinear moderating effect of RSCs. Furthermore, we investigate RSCs in greater depth, considering their two dimensions, brand relationship loss costs (BRLCs), and personal relationship loss costs (PRLCs). We find that there is an optimal level of BRLC whereas increasing PRLCs decreases the impact of satisfaction on loyalty in a linear manner, calling for a more nuanced assessment of this type of SC in future studies. Our findings contribute to a deeper understanding of the effectiveness of SCs as a retention strategy.

Intergroup Threat and Outgroup Attitudes

2013 ◽  
Vol 44 (5) ◽  
pp. 311-319 ◽  
Author(s):  
Marco Brambilla ◽  
David A. Butz
Keyword(s):  
Gay Men ◽  
Social Group ◽  
Welfare Recipients ◽  
Intergroup Attitudes ◽  
Social Policies ◽  
Intergroup Threat ◽  
Economic Threat ◽  
The Impact ◽  
General Climate

Two studies examined the impact of macrolevel symbolic threat on intergroup attitudes. In Study 1 (N = 71), participants exposed to a macrosymbolic threat (vs. nonsymbolic threat and neutral topic) reported less support toward social policies concerning gay men, an outgroup whose stereotypes implies a threat to values, but not toward welfare recipients, a social group whose stereotypes do not imply a threat to values. Study 2 (N = 78) showed that, whereas macrolevel symbolic threat led to less favorable attitudes toward gay men, macroeconomic threat led to less favorable attitudes toward Asians, an outgroup whose stereotypes imply an economic threat. These findings are discussed in terms of their implications for understanding the role of a general climate of threat in shaping intergroup attitudes.

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