Exploring the Mediating Effect of Brand Relationship Quality in the Service Brand Equity and Brand Resonance Linkage

2012 ◽  
Vol 36 ◽  
pp. 123-134
Keyword(s):  
Relationship Quality ◽  
Brand Equity ◽  
Mediating Effect ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Service Brand ◽  
Brand Resonance

Service Brand Relationship Quality

2014 ◽  
Vol 18 (1) ◽  
pp. 90-106 ◽  
Author(s):  
Bettina Nyffenegger ◽  
Harley Krohmer ◽  
Wayne D. Hoyer ◽  
Lucia Malaer
Keyword(s):  
Relationship Quality ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Service Brand

Antecedents and an Outcome of Customer Engagement With Hotel Brand Community on Facebook

2019 ◽  
Vol 44 (2) ◽  
pp. 278-299 ◽  
Author(s):  
Reham Touni ◽  
Woo Gon Kim ◽  
Hyung-Min Choi ◽  
Mohamed Ahmed Ali
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Community ◽  
Brand Communities ◽  
Brand Relationship ◽  
Brand Relationship Quality

The purpose of this study is to examine customer–brand experience and customer involvement as two drivers of customer engagement (CE) and investigate brand relationship quality as a major outcome of CE with a hotel’s Facebook brand community. It is essential for hotel marketers to understand more about how to engage customers with brand communities embedded in Facebook, to understand what the antecedents of such engagements are, and to recognize what outcomes they can gain from engaged customers. This article adopts structural equation modeling and analyzes data collected from a sample of 347 Facebook users who are hotel customers. The results of the empirical research confirm the significant effect of the two antecedents on CE and the role of engaging customers in building customer–brand relationships. Furthermore, CE with hotel brand communities embedded in Facebook has a mediating effect on the path from customer–brand experience to brand relationship quality.

scholarly journals University Branding: Student Perspectives in Private University in Indonesia

2021 ◽  
Vol 04 (07) ◽  
Author(s):  
Totok Haryanto ◽  
Keyword(s):  
Relationship Quality ◽  
Private University ◽  
Hedonic Value ◽  
Relational Value ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
University Branding ◽  
Utilitarian Value ◽  
Brand Resonance ◽  
The University

This research aimed to identify and analyze the the phenomenon of the perspective of student towards the university branding, especially in private university in Indonesia. There are 376 students in Indonesia tested as the participant of this study. Path analysis and Sobel tests were used to test the proposed hypothesis and the intervening variable which mediate the influence of independent variable towards the dependent variable. The results of the research show that partially utilitarian value has a significant effect towards brand relationship quality, hedonic value has a significant effect towards brand relationship quality, and relational value has a significant effect towards brand relationship quality. Then in other side, the utilitarian value has a significant effect towards brand resonance, relational value has a significant effect towards brand resonance, brand relationship quality has a significant effect towards brand resonance. On contrary, brand relationship quality had no significant influence as intervening variable in mediating utilitarian value, hedonic value, and relational value towards brand resonance.

scholarly journals Brand equity and brand - Consumer relationship quality in Vietnam

2017 ◽  
Vol 1 (Q2) ◽  
pp. 92-102
Author(s):  
Nguyet Thi Hong Nguyen
Keyword(s):  
Relationship Quality ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Foreign Countries ◽  
Using Data ◽  
Brand Attractiveness ◽  
Positive Effect

Building a quality relationship between the brand and consumers is necessary for an enterprise to exist and develop [11]. As a result, brand relationship quality attracts a great deal of interest from researchers. Many studies have been conducted on the nature and aspects of brand relationship quality. However, limited research has investigated the nature of brand - consumer relationship quality in B2C market, especially the nexus between brand equity and brand relationship quality. Furthermore, most of them are conducted in foreign countries. This study examines the nature of brand - consumer relationship quality and consider the nexus between components of brand equity and brand relationship quality in the Vietnam’s consumer market, Structural Equation Modeling (SEEM) was employed, using data from a survey on 600 consumers. The results indicate that brand image and brand attractiveness have a positive effect on relationship quality and brand loyalty is a result variable of brand relationship quality.

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