How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities

Abstract To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate brand relationship elasticity is .439. More importantly, results demonstrate under what conditions various types of brand relationships increase loyalty. For example, while elasticities are generally highest for love-based and attachment-based brand relationships, the positive influence of brand relationships on customer brand loyalty is stronger in more recent (vs. earlier) years, for nonstatus (vs. status) and publicly (vs. privately) consumed brands, and for estimates using attitudinal (vs. behavioral) customer brand loyalty. Overall, the results suggest that brand relationship elasticities vary considerably across brand, loyalty, time, and consumer characteristics. Drawing on these findings, the current research advances implications for managers and scholars and provide avenues for future research.

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When love becomes hate: how different consumer-brand relationships interact with crises to influence consumers' reactions

Corporate Communications An International Journal ◽

10.1108/ccij-08-2019-0103 ◽

2020 ◽

Vol 25 (3) ◽

pp. 357-375 ◽

Cited By ~ 1

Author(s):

Liang Ma

Keyword(s):

Public Relations ◽

Crisis Communication ◽

Behavioral Intentions ◽

Structural Equation ◽

Equation Modeling ◽

Future Research ◽

Brand Relationships ◽

Content Type ◽

Different Types ◽

Buffering Effects

PurposeA well-accepted proposition in the literature of corporate strategic communication and public relations is that consumer-brand relationships (CBRs) affect corporate crisis communication. However, it is inconclusive whether CBRs protect or work against brands, because both buffering effects and love-becomes-hate effects have been found. This study attempts to explain and bridge the seemingly inconsistent findings by clarifying the effects of different types of CBRs in different brand transgressions.Design/methodology/approachRe-conceptualizing CBRs into non-identifying relationships and identifying relationships, this study examined the possible interaction effects of CBRs and crises on consumers' attitudes and emotions, which then influence their behavioral intentions. A three-step multi-group structural equation modeling (SEM) was used to analyze the data collected from an online experiment with nearly 900 consumers of two brands.FindingsAlthough non-identifying relationships offer buffering effects, identifying relationships primarily offer love-becomes-hate effects by intensifying negative emotions such as anger and disappointment, which in turn affect consumers' behavioral intentions. Such patterns hold regardless of whether a crisis directly threatens the core meaning of the brand.Originality/valueThis study clarifies the effects of different types of CBRs in crises and shows that deep psychological connections (i.e. identifying relationships) offer love-becomes-hate effects. It suggests that one promising future research direction for crisis communication and public relations scholars is to examine how to mitigate such love-becomes-hate effects so that brands can keep their loyal consumers.

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Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships

Journal of Consumer Marketing ◽

10.1108/jcm-02-2014-0878 ◽

2015 ◽

Vol 32 (6) ◽

pp. 405-421 ◽

Cited By ~ 70

Author(s):

Cleopatra Veloutsou

Keyword(s):

Brand Loyalty ◽

Strong Predictor ◽

Product Category ◽

Brand Relationships ◽

Moderator Effect ◽

Content Type ◽

Probabilistic Sampling ◽

Brand Relationship ◽

Big City ◽

As Relationship

Purpose – This paper aims to examine whether the strength of positive brand relationship can either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate the link between these variables. Existing research has established that trust, satisfaction and the attitude towards the brand contribute to the development of brand loyalty. However, recently, there is a growing stream of research indicating that the brands are not only facilitating transaction but companies can also use them to develop and maintain links with their customers. The exploration of the role of brands in the development of bonds with the customers is still very limited. Design/methodology/approach – Data were collected from 189 women who are using lipstick in Glasgow, Scotland. Respondents were asked to answer a questionnaire keeping in mind their preferred brand. Findings – The findings revealed that the strength of the consumer brand relationship is a very strong predictor of brand loyalty. They also suggested that brand relationship does not moderate the relationship between brand trust, satisfaction and brand loyalty, but it mediates the link amongst these constructs. Research limitations/implications – One product category was examined. The data were collected from females in a big city with non-probabilistic sampling. Most of the respondents were younger consumers, who may have different behavior compared to older consumers. Practical implications – Managers are constantly looking for ways to increase brand loyalty. They need to appreciate the importance of consumer engagement with their brand through positive brand relationships. Therefore, they need to try to develop brand identities and project brand images that will make the brands look as appealing to the consumers as relationship partners. Originality/value – This paper supports the view that brands are not only facilitating transactions but can also develop and maintain links with their customers, especially engaged customers, and the exploration of these bonds is still limited. This paper is adding to the literature on brand engagement and brand relationships from a quantitative perspective and is contributing to theory building, as there is no clear theoretical view on whether the brand relationship has a direct effect, i.e. either mediates or moderates the link between these variables.

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Consumer-Brand Relations

Driving Customer Appeal Through the Use of Emotional Branding - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-2921-7.ch005 ◽

2018 ◽

pp. 73-84 ◽

Cited By ~ 2

Author(s):

Ruchi Garg ◽

Ritu Chikkara ◽

Himanshu Suman ◽

Shashan Pande ◽

Rahul Sharan ◽

...

Keyword(s):

Consumer Research ◽

Interpersonal Relationship ◽

Future Research ◽

Conceptual Scheme ◽

Psychological Processes ◽

Brand Relationships ◽

Research Directions ◽

Cognition And Emotion ◽

Brand Relationship ◽

Future Research Directions

This research adapted Stemberg's (2003) triangular theory of hate to explore consumer brand relationships. Authors discussed that the protean character of Consumer brand relations (CBRs) in negative way has not been explored by prior conceptualizations in consumer research. The study conceptual scheme, in conformity with Stemberg's theory, was centred on the view that three psychological processes such as motivation, cognition, and emotion interact in several combinations to govern the nature of consumers' relations with brands. Authors' conceptualized eight kinds of CBRs by considering every combination of the three underlying psychological components. Authors have adopted the scale of hate from interpersonal relationship literature and tested it in context of consumer brand relationship. The managerial and theoretical implications, limitations, and future research directions are discussed in detail.

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Consumer-Brand Relations

Global Branding ◽

10.4018/978-1-5225-9282-2.ch032 ◽

2020 ◽

pp. 656-667

Author(s):

Ruchi Garg ◽

Ritu Chikkara ◽

Himanshu Suman ◽

Shashan Pande ◽

Rahul Sharan ◽

...

Keyword(s):

Consumer Research ◽

Interpersonal Relationship ◽

Future Research ◽

Conceptual Scheme ◽

Psychological Processes ◽

Brand Relationships ◽

Research Directions ◽

Cognition And Emotion ◽

Brand Relationship ◽

Future Research Directions

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Antecedents of WOM: Product Appraisal and Brand Relationship as Drivers of Customer Referral Dimensions

Marketing ZFP ◽

10.15358/0344-1369-2019-1-50 ◽

2019 ◽

Vol 41 (1) ◽

pp. 50-70

Author(s):

Tobias Reckmann ◽

Thorsten Teichert

Keyword(s):

Large Scale ◽

Word Of Mouth ◽

A Priori ◽

Cross Sectional Survey ◽

Brand Relationships ◽

Cross Sectional ◽

Brand Relationship ◽

Consumer Experiences ◽

Different Types ◽

Different Dimensions

Word of Mouth (WOM) is typically investigated as an exogeneous variable influencing consumers´ future product purchases. Whereas drivers of positive and negative WOM are well investigated, antecedents of different types of positive WOM are hardly differentiated. This research investigates the multifaceted nature of consumers’ product and brand encounters as antecedents of distinct WOM referral dimensions. A large-scale cross-sectional survey connects WOM incidents with consumers’ a-priori product and brand interactions. Seemingly unrelated regressions are applied to disentangle the effects of product appraisal and brand relationship on different dimensions of customer referral. Whereas product appraisals evoke functional referral, brand relationships particularly foster prescriptive and emotional WOM. Researchers are thus encouraged to inspect ex ante experiences with products and brands to better explain and predict consumers’ WOM behavior. Practitioners can use the derived insights to proactively steer desirable forms of WOM by designing supportive consumer experiences.

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Brand Architecture, Drivers of Consumer Involvement, and Brand Loyalty With Professional Sport Leagues and Teams

Journal of Sport Management ◽

10.1123/jsm.27.3.177 ◽

2013 ◽

Vol 27 (3) ◽

pp. 177-192 ◽

Cited By ~ 44

Author(s):

Thilo Kunkel ◽

Daniel Funk ◽

Brad Hill

Keyword(s):

Brand Loyalty ◽

Linear Regression Analysis ◽

Consumer Involvement ◽

Professional Sport ◽

Consumer Loyalty ◽

Online Questionnaire ◽

Brand Relationships ◽

Chi Square ◽

Brand Architecture ◽

Brand Relationship

Understanding brand relationships as perceived by consumers is important for the successful management and marketing of connected brands. Brand architecture and consumer behavior literature was integrated in this study to examine brand relationships between professional sport leagues and teams from a consumers’ perspective. Online questionnaire data were gathered from football consumers (N= 752) to test the influence of leagues and teams on consumer loyalty. Consumers were segmented into three theoretically identified sport brand architecture groups: league dominant, team dominant, and codominant. Findings of CFA, MANOVA, paired-samplettests, frequency analysis, chi-square and linear regression analysis revealed that leagues and teams were in a codominant relationship with one another. Results revealed the brand architecture of leagues and teams as perceived by consumers, provide a reliable and valid tool to segment sport spectators, and showcase the influence of external factors on consumer loyalty with a team. Suggestions for league and team management and marketing are presented to better leverage their brand relationship and increase consumer loyalty with both brands.

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Social Support Benefits Psychological Adjustment of International Students: Evidence From a Meta-Analysis

Journal of Cross-Cultural Psychology ◽

10.1177/0022022119861151 ◽

2019 ◽

Vol 50 (7) ◽

pp. 827-847 ◽

Cited By ~ 10

Author(s):

Michael Bender ◽

Yvette van Osch ◽

Willem Sleegers ◽

Mengyu Ye

Keyword(s):

Social Support ◽

International Students ◽

Psychological Adjustment ◽

Meta Analysis ◽

Effect Sizes ◽

Future Research ◽

Systematic Assessment ◽

Growing Body ◽

Different Types ◽

The Relationship

A growing body of literature is exploring the link between social support and international students’ psychological adjustment. So far, however, there has been no systematic assessment of the overall relationship, and no indication which types and sources of social support may be most strongly associated with psychological adjustment. Our meta-analysis of 257 effect sizes across 76 studies fills this gap and assesses (a) the magnitude of the overall association between social support and international students’ psychological adjustment, (b) how different types (subjective, objective, and mixed) and sources (host, conational, international, mixed, and unspecified) of social support moderate the relationship between social support and psychological adjustment, and (c) whether the relationship between social support and psychological adjustment holds across different operationalizations of psychological adjustment. We find a positive overall association ( r = .20, 95% confidence interval [CI] = [0.16, 0.23]) between social support and international students’ psychological adjustment. Types and sources of social support matter as well: Subjective social support relates more strongly to psychological adjustment than objective social support. The data revealed that only support from mixed sources (i.e., not distinguishing between internationals, host, or conationals) is associated with a stronger effect of social support than support from conationals or from fellow international students (compared with support from host sources). We find no differences in the relation between social support and positive or negative adjustment. We outline recommendations for future research based on the meta-analysis.

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Applications of Classical and Traditional Folk Music in Psychiatric Settings

European Psychiatry ◽

10.1016/j.eurpsy.2016.01.1919 ◽

2016 ◽

Vol 33 (S1) ◽

pp. S519-S519

Author(s):

V. Giannouli ◽

N. Syrmos

Keyword(s):

Music Therapy ◽

Folk Music ◽

Classical Music ◽

Psychiatric Patients ◽

Meta Analysis ◽

Traditional Music ◽

Positive Influence ◽

Future Research ◽

Music Listening ◽

Competing Interest

IntroductionAlthough there is an augmenting interest for the applications of classical music in psychiatry, traditional folk music is not properly highlighted in the literature.ObjectiveIn this paper, we examine the possible benefits that psychiatric patients who attend music therapy in psychiatric settings may have when traditional folk music and/or classical music are used in the process of rehabilitation.MethodA literature search of the electronic databases was performed to identify relevant studies published before June 2015.ResultsA meta-analysis of the existing research revealed the positive influence of passive and active music listening on different groups of neurological and psychiatric patients’ anxiety, pain, tension and stress, and a series of cognitive and emotional changes that occur due to music interventions on patients and doctors alike. A general finding from the 700 diverse retrieved articles is that classical music has a positive influence on psychiatric patients. In contrast to that, there is scarce research for traditional music in psychiatric settings.ConclusionsMusic has a strong influence on psychiatric patients. Future research should focus on different questions such as how the knowledge of the varieties of the different types of (folk) music can enrich the music therapy in psychiatric settings.Disclosure of interestThe authors have not supplied their declaration of competing interest.

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Collective Pay for Performance: A Cross-Disciplinary Review and Meta-Analysis

Journal of Management ◽

10.1177/0149206318770732 ◽

2018 ◽

Vol 44 (6) ◽

pp. 2433-2472 ◽

Cited By ~ 12

Author(s):

Anthony J. Nyberg ◽

Mark A. Maltarich ◽

Dhuha “Dee” Abdulsalam ◽

Spenser M. Essman ◽

Ormonde Cragun

Keyword(s):

Pay For Performance ◽

Meta Analysis ◽

Theoretical Development ◽

Academic Disciplines ◽

Future Research ◽

Academic Fields ◽

Comprehensive Theory ◽

Different Types ◽

Individual Contributions

Rewarding collective outcomes has become an increasingly important strategic motivational tool for driving collective success, reflecting the insight that paying employees for individual contributions does not always optimize performance in collective endeavors. Research into different types of collective pay for performance (PFP), or pay that is contingent on collective outcomes, has been studied in diverse academic fields (e.g., economics, strategy, psychology), but the compartmentalization between these academic disciplines hinders conceptual coordination. To advance this research and its related insights, this article provides a review of the theory and evidence pertaining to the relationships between different collective PFP types and collective outcomes. We also provide a meta-analysis that shows that collective PFP has desirable outcomes (e.g., meta-analysis shows an overall ρ = 0.11; p < .001), substantiating the value of studying collective PFP separately from individual PFP. The review also reveals a lack of empirical and theoretical development and highlights the need for a comprehensive theory of collective PFP. Our cross-disciplinary review of 106 empirical articles builds a foundation for advancing common pursuits, integrating knowledge, and creating theory. The consolidated perspectives point to promising directions for future research.

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Systematic reviews and meta-analysis in nutrition research

British Journal Of Nutrition ◽

10.1017/s0007114519002241 ◽

2019 ◽

Vol 122 (11) ◽

pp. 1279-1294 ◽

Cited By ~ 4

Author(s):

George A. Kelley ◽

Kristi S. Kelley

Keyword(s):

Systematic Reviews ◽

Meta Analysis ◽

Technical Information ◽

Major Elements ◽

Future Research ◽

High Quality ◽

Nutrition Research ◽

Production And Consumption ◽

Different Types ◽

Meta Analyses

AbstractThere exists an ever-increasing number of systematic reviews, with or without meta-analysis, in the field of nutrition. Concomitant with this increase is the increased use of such to guide future research as well as both practice and policy-based decisions. Given this increased production and consumption, a need exists to educate both producers and consumers of systematic reviews, with or without meta-analysis, on how to conduct and evaluate high-quality reviews of this nature in nutrition. The purpose of this paper is to try and address this gap. In the present manuscript, the different types of systematic reviews, with or without meta-analyses, are described as well as the description of the major elements, including methodology and interpretation, with a focus on nutrition. It is hoped that this non-technical information will be helpful to producers, reviewers and consumers of systematic reviews, with or without meta-analysis, in the field of nutrition.

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