Understanding the impact of CSR domain on brand relationship quality

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amit Shankar ◽  
Rambalak Yadav
Keyword(s):  
Relationship Quality ◽  
Moral Foundation ◽  
Content Type ◽  
Versus Group ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Group 2 ◽  
Bank Marketing ◽  
The Impact ◽  
The Relationship

PurposeThe study investigates the impact of corporate social responsibility (CSR) domain on millennials' brand relationship quality (BRQ). It also attempts to understand how the relationship between CSR domain and millennials' BRQ is moderated by consumer moral foundation and skepticism.Design/methodology/approachThe study employed a 2 (CSR domain: individual versus group) × 2 (moral foundation: individualizing versus binding) × 2 (consumer skepticism: high versus low) between-subjects experimental design. MANCOVA was performed to examine the hypothesis.FindingsThe results show that group domain CSR practices have more impact on millennials' BRQ compared to individual domain CSR practices. The findings also reported the moderating effect of skepticism and consumer moral foundation in influencing the relationship between CSR domain and millennials' BRQ.Research limitations/implicationsAs the study was conducted in India, the findings are not generalizable to customers from other countries.Practical implicationsPractically, the findings will help marketers in designing their CSR practices to enhance BRQ among millennials.Originality/valueThe study has considered CSR as a heterogeneous action (CSR domain: individual versus group-oriented) and measured its impact on millennials' BRQ. The study is the first of its kind to examine the impact of CSR domain (heterogenous CSR action) on millennials' BRQ (BRQ as a multi-dimensional construct) in services industry, specifically for the banks. This study enriches bank marketing literature by adding a new CSR perspective.

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

2017 ◽  
Vol 34 (3) ◽  
pp. 268-280 ◽  
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.

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

2014 ◽  
Vol 24 (2) ◽  
pp. 184-204 ◽  
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.

scholarly journals Building brand relationship quality among hotel loyalty program members

2017 ◽  
Vol 29 (1) ◽  
pp. 458-488 ◽  
Author(s):  
Ada S. Lo ◽  
Holly Hyunjung Im ◽  
Yong Chen ◽  
Hailin Qu
Keyword(s):  
Relationship Quality ◽  
Latent Variables ◽  
Moderating Effect ◽  
The Body ◽  
Equation Modeling ◽  
Loyalty Program ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
The Impact

Purpose This study aims to investigate the impact of the loyalty program members’ satisfaction toward the hotel loyalty program benefits and the customer management relationship initiatives of individual hotels on the brand relationship quality (BRQ), i.e. their relationship quality with the hotel brand, and its outcomes. The moderating impact of membership level on the hypothesized relationships was also investigated. Design/methodology/approach A usable sample of 920 active members of a hotel loyalty program was obtained. Structural equation modeling with partial least squares method was used to estimate the structural relationships and to investigate the moderating effect of membership level. Findings Employee’s customer orientation, membership communication and hotel stay-related benefits are determinants of the loyalty program members’ BRQ. BRQ is also confirmed as a higher-order construct of three latent variables which include trust, satisfaction and commitment. Moderating effects of the membership were partially supported in this study. The strongest effect of BRQ is on members’ word of mouth followed by shares of purchase. BRQ is found to have negative relationship with members’ willingness to serve as marketing resource, but the impact was small. Research limitations/implications This is a cross-sectional study with a population of active loyalty program members of only one luxury hotel group. The sample size of the top-tier members is also smaller in comparison to the other two groups. Practical implications This study contributes to the understanding of the antecedents and consequences of BRQ and the body of knowledge about loyalty program for hotel industry. Originality/value This is one of the few studies investigating the effectiveness of hotel loyalty programs from the active members’ perspective and the moderating effect of membership level on the relationships among BRQ, its antecedents and its outcomes.

scholarly journals The impact of brand concept on brand equity

2017 ◽  
Vol 11 (2) ◽  
pp. 233-245 ◽  
Author(s):  
Joo-Eon Jeon
Keyword(s):  
Brand Equity ◽  
Emotional Attachment ◽  
Brand Performance ◽  
Brand Relationships ◽  
Content Type ◽  
Customer Commitment ◽  
Brand Relationship ◽  
Brand Concept ◽  
The Impact ◽  
The Relationship

PurposeResearches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment. Design/methodology/approachThe research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment. FindingsThe results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research. Originality/valueThe main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.

Understanding the impact of the relationship quality on customer loyalty: the moderating effect of online service recovery

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shu-Mei Tseng
Keyword(s):  
Relationship Quality ◽  
Customer Loyalty ◽  
Service Recovery ◽  
Survey Study ◽  
Service Firms ◽  
Online Service ◽  
Statistical Population ◽  
Content Type ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this study is to examine the impact of the relationship quality on customer loyalty. The moderating role played by online service recovery in this study is further discussed. Design/methodology/approach A quantitative Web-based survey study was conducted to statistically test these relationships among relationship quality, service recovery and customer loyalty. Data collected from 183 respondents were taken for analysis through partial least squares. Findings The findings reveal that relationship quality has significant influence on customer loyalty, whereas service recovery has moderated effect on the relationship between relationship quality and customer loyalty. Research limitations/implications The respondents of this study were recruited from online panels; thus, a purposive sample could be a biased indication of the characteristics of the actual population. Therefore, it is suggested that future researchers enroll subjects from a statistical population that accurately represents the entire population and, in addition, that they collect more responses to increase the generalizability of the findings. Practical implications Because failures in service delivery are inevitable, recovery of such encounters thus represents a significant challenge for service firms. Hence, this study proposes concrete suggestions for firms to manage and operate e-commerce websites, as well as to enhance relationship quality and customer loyalty. Originality/value Service failures have been the bane of e-commerce, compelling customers to either abandon transactions entirely or switch to a physical competitor. Many firms have realized the importance of maintaining strong relationships with customers to enhance their loyalty. However, previous literature has a few studies conducted on the relationships among service recovery, relationship quality and customer loyalty in the e-commerce context. Therefore, it is meaningful to identify these relationships.

scholarly journals The Influence of Social Media Towards Emotions, Brand Relationship Quality, and Word of Mouth (WOM) on Concert’s Attendees in Indonesia

2018 ◽  
Vol 150 ◽  
pp. 05058
Author(s):  
Yulia Rahmadini ◽  
Rizal Edy Halim
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Structural Equation ◽  
Word Of Mouth ◽  
The Internet ◽  
Emotional Attachment ◽  
Cross Sectional ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
The Impact

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.

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.

CSR through social media: examining the intervening factors

2019 ◽  
Vol 38 (1) ◽  
pp. 103-120
Author(s):  
Sreejesh S. ◽  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Media Richness ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Community Identification ◽  
Social Media Platforms ◽  
Virtual Platform ◽  
Corporate Social

Purpose The purpose of this paper is to examine the casual role of consumers’ perceptions of brands’ corporate social responsibility (CSR) motives (self-serving vs society-serving) in influencing consumer–brand relationships. Further, the authors explore the roles of brand initiated CSR activities (e.g. CSR co-creation), social media characteristics (e.g. media richness) and consumer’s community identification in shaping the effect of perceived CSR motive on consumer–brand relationship. Design/methodology/approach A 2 (CSR motives: self-oriented vs society-oriented) × 2 (CSR co-creation: yes vs no) × 2 (media richness: high vs low) between-subjects experimental design is employed. Findings The results elucidate that when consumers perceive that CSR is for self-serving (vs society-serving) motive, allowing consumers to co-create CSR in a high media-rich virtual platform enhances consumer–brand relationship quality. In addition, the results also support that the interactions of perceived CSR motives, co-creation and media richness enhance consumer–brand relationship through the mediation of community identification. Originality/value The current study draws implications for effective CSR co-creation through rich social media platforms, so as to enhance consumer–brand relationship quality via creating community identification.

Stand by me: analyzing the tourist–intelligent voice assistant relationship quality

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sandra Maria Correia Loureiro ◽  
Arnold Japutra ◽  
Sebastian Molinillo ◽  
Ricardo Godinho Bilro
Keyword(s):  
Relationship Quality ◽  
Social Exchange ◽  
Structural Equation ◽  
Perceived Value ◽  
Self Esteem ◽  
Equation Modeling ◽  
Content Type ◽  
The Impact ◽  
The Relationship

Purpose This paper aims to explore tourist perceived value and attachment to intelligent voice assistants (IVAs) as antecedents of the quality of the human–IVA relationship in the hospitality domain. This research also examines the moderating role of psychological factors (self-esteem) and knowledge factors (past experience and technology expertise) in the relationships between antecedents and relationship quality. Design/methodology/approach The researchers conducted two quantitative studies, collecting data via online surveys in Mechanical Turk (n1 = 124 and n2 = 281). The proposed model was tested using partial least squares structural equation modeling. Findings The first study uncovers that tourist perceived value is the main influence on the quality of the relationship between tourists and IVAs. The second study confirms the direct relationships of the first and shows that self-esteem and technology expertise act as moderators. Practical implications This study advances the understanding of the tourism and hospitality stakeholders in using modern technologies (e.g. IVAs). Through comprehending the relationship building between individuals and IVAs, the stakeholders will be able to craft better strategies. Originality/value The study extends the attachment and social exchange theories to the tourist–IVA relationship context. Specifically, this research demonstrates the impact of tourist perceived value on the quality of the relationship with the IVA. It also points out that tourists’ self-esteem and technology expertise can weaken the tourist–IVA relationship.

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