Does Reward Gamification Drive Brand Relationship Quality?: An Experimental Approach

Social media has been developing significantly from year to year. In Indonesia, 72% of the internet users use the internet to access social media. This indicates that social media are effective brand communication and promotion tools. Music industry is one of the business industries which utilizes social media as communication and promotion tools, especially related to music concerts. The purpose of this study is to identify the impact and relationship of social media towards emotional attachment and brand relationship quality, in which both will be then compare towards word of mouth (WOM) on concert’s attendees. This research uses descriptive design research conducted in one period (cross sectional design). Respondents of this study are 160 persons who attended concerts last year. The five-hypotheses research model in this study is tested using the Structural Equation Modelling (SEM). This research shows that social media interaction may result in emotional attachment. Emotional attachment felt by concert attendees may influence positively and significantly to brand relationship quality and creates word of mouth among the concert attendees.

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Brand experience and customer citizenship behavior: the role of brand relationship quality

Journal of Consumer Marketing ◽

10.1108/jcm-02-2016-1726 ◽

2017 ◽

Vol 34 (3) ◽

pp. 268-280 ◽

Cited By ~ 26

Author(s):

Lishan Xie ◽

Patrick Poon ◽

Wenxuan Zhang

Keyword(s):

Relationship Quality ◽

Citizenship Behavior ◽

Brand Experience ◽

Content Type ◽

Mediating Role ◽

Brand Relationship ◽

Brand Relationship Quality ◽

Customer Citizenship Behavior ◽

The Relationship

Purpose This paper aims to examine the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior. Design/methodology/approach Two studies were conducted in China. Data were collected via questionnaire surveys. Structural equation modeling and bootstrapping methods were used for data analyses. Findings Results show that brand relationship quality mediates the effects of the four dimensions of brand experience (i.e. sensory, affective, behavioral and intellectual) on the two aspects of customer citizenship behavior (i.e. toward other customers and toward the organization). In addition, service provider ratings can moderate the effect of brand relationship quality on customer citizenship behavior. Practical implications The findings suggest that marketing or service managers should build high quality of customer–brand relationship to enhance customer citizenship behaviors by providing memorable and pleasurable brand experiences. Brands with high ratings can facilitate the effect of brand relationship quality on customer citizenship behavior. Originality/value This research sheds light on the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.

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Drivers of Customer–Brand Relationship Quality: A Case of Mainland Chinese Hotel Loyalty Program Members

Journal of Travel & Tourism Marketing ◽

10.1080/10548408.2014.889638 ◽

2014 ◽

Vol 31 (7) ◽

pp. 763-782 ◽

Cited By ~ 10

Author(s):

Ada Sau-Yee Lo ◽

Holly Hyunjung Im

Keyword(s):

Relationship Quality ◽

Loyalty Program ◽

Mainland Chinese ◽

Brand Relationship ◽

Brand Relationship Quality

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The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality

Managing Service Quality ◽

10.1108/msq-04-2013-0072 ◽

2014 ◽

Vol 24 (2) ◽

pp. 184-204 ◽

Cited By ~ 24

Author(s):

Chao-Chin Huang ◽

Shih-Chieh Fang ◽

Shyh-Ming Huang ◽

Shao-Chi Chang ◽

Shyh-Rong Fang

Keyword(s):

Relationship Quality ◽

Brand Loyalty ◽

Customer Retention ◽

Retention Strategies ◽

Content Type ◽

Brand Relationship ◽

Brand Relationship Quality ◽

Retail Service ◽

The Relationship

Purpose – While the literature attends to how customer retention strategies develop relationship quality (e.g. trust), it does not account for the potential mediator (s) in this relationship. The purpose of this paper is to examine the mediating role of brand relationship quality (BRQ) in the relationship between relational bonds and brand loyalty in retail service contexts. Design/methodology/approach – A total of 524 valid questionnaires from respondents aged between 15 and 24 are analyzed using structural equation modeling. Findings – First, BRQ significantly mediates the relationship between relational bonds and brand loyalty. Second, structural bonds are the only driver of attitudinal attachment; social and structural bonds lead to a sense of community. Third, attitudinal attachment is the main influence on both behavioral and attitudinal loyalty. Research limitations/implications – First, a focus on a single market segment, i.e. 15-24 year olds. Second the dimensions used to measure relational bonds and BRQ might not be applicable to other contexts. Third, does not consider potentially important moderator(s). Fourth, does not distinguish between store and product brands. Originality/value – This study makes the following contributions to the literature: First, demonstrates the importance of BRQ as a mediator in the relationship between relational bonds and brand loyalty. Second, elucidates the role of BRQ in establishing brand loyalty in three theoretical frameworks applied to retail service contexts. Third, suggests a more comprehensive view of brand loyalty involving both behavioral and attitudinal dimensions. Fourth, proposes the managerial implications of this work for the customer retention strategies of retail service firms.

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