Consumer-Brand Relationship

Relationship Management ◽

Customer Relationship ◽

Cultural Value ◽

Positive Outcomes ◽

Brand Relationship ◽

Symbolic Meanings ◽

The relationship between a brand and consumers is known to produce positive outcomes for both partners. Consumers develop relationships with diverse brands regarding brands as partners. Brands are humanized in the minds of consumers and therefore provide symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Following this paradigm, the purpose of this chapter is to show an overview of the research from customer relationship management to consumer-brand relationship and propose a theoretical model of consumer-brand relationship process. In this vein, the chapter begins with the conceptualization of customer relationship management. Then, the foundation, an overview of main theories, and the seminal models of consumer-brand relationship are shown. Finally, a model of consumer-brand relationship process is proposed and insights for further research are provided.

Relationship Ending in the Concept of Customer Relationship Management

Olsztyn Economic Journal ◽

10.31648/oej.3138 ◽

2015 ◽

Vol 10 (2) ◽

pp. 103-113

Author(s):

Ewa Hajduk-Kasprowicz ◽

Lech Nieżurawski

Keyword(s):

Relationship Management ◽

Professional Services ◽

Customer Relationship ◽

Modern Literature ◽

Relationship Dissolution ◽

Business Relationships ◽

Efficient Management ◽

The Future ◽

The paper discusses the problems of fading and ending of business relationships in the sphere of professional services i.e. the phase of a relationship dissolution resulting from a client's or a firm's decision to end it. This phase includes, among others, determining the causes of the relationship dissolution and drawing conclusions for the future in order to prevent losing the most lucrative clients. Both in theory and in practice, relationship ending is perceived as something stretched in time i.e. consisting of numerous stages and influenced by numerous factors and events.The aim of the present paper is an analysis of the modern literature on the causes and mechanisms of business relationships termination in the sphere of professional services as well as indicating some possibilities of a more effective and efficient management of these relations.

Pengaruh Identitas Sosial Dan Co-Creation Terhadap Niat Berperilaku Anggota Komunitas Online VW: Efek Moderasi Nostalgia

Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management ◽

10.20473/jmtt.v6i2.2668 ◽

2016 ◽

Vol 6 (2) ◽

Author(s):

Badri Munir Sukoco ◽

Untung Teko TP

Keyword(s):

Social Identity ◽

Direct Effect ◽

Indirect Effect ◽

Behavioral Intentions ◽

Relationship Management ◽

Social Identification ◽

Customer Relationship ◽

The Relationship ◽

Academic Implications

Developing relationships with customers through brand community is the recent tool for marketers for customer relationship management (CRM) program. The existence of a community, especially virtual, depends on the members’ participation as well as their recommendation to others. Previous studies indicate that members’ participation and recommendation depends on how deep is their identification toward the community. This article argues that social identification itself is not enough, unless the members engage in co-creation activities by exchanging knowledge with other members (co-consumption) and producers (co-production). Further, this article further argues that the effect of social identity on members’ co-creation and behavioral intentions will be moderated by their nostalgia proneness. We conducted survey among Volkswagen Indonesia CyberCommunity (VICC) members as one of the legendary brand in Indonesia. The results indicate that direct effect of social identity on members’ behavioral intentions is greater than indirect effect through co-creation. The moderating effect of nostalgia proneness is significant on the relationship between social identity and behavioral intentions, in which the effect is larger when members’ identification is low. Managerial and academic implications are further discussed in this paper.

The mediating role of customer relationship management between e-supply chain management and competitive advantage

International Journal of Data and Network Science ◽

10.5267/j.ijdns.2021.9.002 ◽

2022 ◽

Vol 6 (1) ◽

pp. 263-272 ◽

Cited By ~ 1

Author(s):

Abdalrazzaq Aloqool ◽

Malek Alharafsheh ◽

Hadeel Abdellatif ◽

Lana Ahmad Suleiman Alghasawneh ◽

Jassim Ah-mad Al-Gasawneh

Keyword(s):

Supply Chain ◽

Supply Chain Management ◽

Competitive Advantage ◽

Relationship Management ◽

Customer Relationship ◽

Chain Management ◽

Competitive Position ◽

The purpose of this study is to explore the role of implementing e-supply chain management (E-SCM) on the competitive position of companies and whether implementing customer relationship management (CRM) can affect the relationship between E-SCM and competitive advantage. To achieve this objective, a quantitative approach was utilized. A total of 300 questionnaires were distributed where 243 questionnaires were returned, with 17 incomplete questionnaires being excluded, leaving 226 usable questionnaires. PLS-SEM software was used to analyze the data. The results of this study demonstrate the imperative role of implementing E-SCM and CRM on creating a competitive advantage for firms. It also shows that CRM mediates the relationship between E-SCM and competitive advantage, suggesting that utilizing different technologies can help firms better communicate with their customers and thus better serve them which in turn will enhance customers’ satisfaction and thus boost the competitive position of the firm.

Moderating Effect of Customer Relationship Management on the Relationship between Electronic Marketing and Effectiveness of Integrated Model of Marketing Communication

International Journal of Business Information Systems ◽

10.1504/ijbis.2021.10041484 ◽

2021 ◽

Vol 1 (1) ◽

pp. 1

Author(s):

Mohammad Eldahamsheh ◽

Sulieman Al hawary ◽

Ghufran Hijjawi ◽

Mohammad Alhalalmeh ◽

Hanan Almomani

Keyword(s):

Relationship Management ◽

Integrated Model ◽

Moderating Effect ◽

Customer Relationship ◽

Marketing Communication ◽

Electronic Marketing ◽

Advances in Marketing, Customer Relationship Management, and E-Services - Handbook of Research on Managing and Influencing Consumer Behavior ◽

Loving and Hating Brands

10.4018/978-1-4666-6547-7.ch018 ◽

2015 ◽

pp. 417-438 ◽

Cited By ~ 4

Author(s):

Sandra Maria Correia Loureiro

Keyword(s):

Theoretical Model ◽

Cultural Value ◽

Origin And Evolution ◽

Brand Relationship ◽

Symbolic Meanings

Consumers develop relationships with diverse brands regarding brands as partners. Brands are viewed by customers as symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Therefore, the purpose of this chapter is to explore the research on Consumer-Brand Relationship (CBR) and present a theoretical model of consumer-brand relationship process, giving insights for good and bad relationships. The chapter begins with the origin and evolution of CBR. Then, an overview of main theories and the seminal models are shown. Finally, a model of consumer-brand relationship process through good and bad relationships is proposed, and insights for further research are provided.

Advances in Marketing, Customer Relationship Management, and E-Services - Handbook of Research on Managing and Influencing Consumer Behavior ◽

Market Orientation, Customer Relationship Management (CRM) Implementation Intensity, and CRM Performance

10.4018/978-1-4666-6547-7.ch007 ◽

2015 ◽

pp. 149-172

Author(s):

Bryan Soh Yuen Liew ◽

T. Ramayah ◽

Jasmine A. L. Yeap

Keyword(s):

Market Orientation ◽

Structural Equation ◽

Positive Impact ◽

Relationship Management ◽

Positive Influence ◽

Customer Relationship ◽

Equation Modeling ◽

The Relationship ◽

Technology Trends

The Web hosting industry is characterized by the rapid growth of information technology trends as well as constantly growing competition. Market orientation and Customer Relationship Management (CRM) are thought of as key solutions to this predicament. Thus, the purpose of this study was to test the effect of market orientation on CRM implementation intensity and subsequently the effect of CRM implementation intensity on CRM performance. Data was collected via online questionnaires from 81 online Web hosting companies around the world and analyzed using Partial Least Squares structural equation modeling technique. The results indicated that market orientation had a significant positive impact on CRM implementation intensity and CRM implementation intensity had a direct positive influence on CRM performance. A test of mediation also confirmed that CRM implementation intensity mediated the relationship between market orientation and CRM performance. Implications of these findings are further explored.

Loving and Hating Brands

Brand Culture and Identity ◽

10.4018/978-1-5225-7116-2.ch021 ◽

2019 ◽

pp. 365-387

Author(s):

Sandra Maria Correia Loureiro

Keyword(s):

Theoretical Model ◽

Cultural Value ◽

Origin And Evolution ◽

Brand Relationship ◽

Symbolic Meanings

Consumers develop relationships with diverse brands regarding brands as partners. Brands are viewed by customers as symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Therefore, the purpose of this chapter is to explore the research on Consumer-Brand Relationship (CBR) and present a theoretical model of consumer-brand relationship process, giving insights for good and bad relationships. The chapter begins with the origin and evolution of CBR. Then, an overview of main theories and the seminal models are shown. Finally, a model of consumer-brand relationship process through good and bad relationships is proposed, and insights for further research are provided.

Customer Relationship Management and the Social and Semantic Web - Advances in Electronic Commerce ◽

CRM for Innovation in European Companies

10.4018/978-1-61350-044-6.ch005 ◽

2011 ◽

pp. 73-83

Author(s):

Carolina López-Nicolás ◽

Francisco-José Molina-Castillo

Keyword(s):

Theoretical Model ◽

Relationship Management ◽

Customer Relationship ◽

Customer Knowledge ◽

Research Findings

In recent years, customer relationship management (CRM) has been a topic of the utmost importance for scholars and managers. Literature suggests, however, that it is difficult to demonstrate both tangible returns and also intangible attributes of these benefits, such as innovation derived from the use of CRM. The aim of the chapter is to analyze the implementation of CRM and its influence on a firm’s ability for innovation. Literature on CRM and innovation is reviewed and a theoretical model is proposed. Research findings from a sample of European companies prove that CRM is beneficial for innovation in many countries. However, there were no conclusive results from other countries. These findings have important implications in assisting organizations in their CRM initiatives for managing customer knowledge and enhancing innovation.

Big Data and Service Science

Business Intelligence ◽

10.4018/978-1-4666-9562-7.ch009 ◽

2016 ◽

pp. 180-196

Author(s):

Tu-Bao Ho ◽

Siriwon Taewijit ◽

Quang-Bach Ho ◽

Hieu-Chi Dam

Keyword(s):

Machine Learning ◽

Data Mining ◽

Big Data ◽

Relationship Management ◽

Service Science ◽

Customer Relationship ◽

Service Value ◽

Mining Methods ◽

Big data is about handling huge and/or complex datasets that conventional technologies cannot handle or handle well. Big data is currently receiving tremendous attention from both industry and academia as there is much more data around us than ever before. This chapter addresses the relationship between big data and service science, especially how big data can contribute to the process of co-creation of service value. In particular, the value co-creation in terms of customer relationship management is mentioned. The chapter starts with brief descriptions of big data, machine learning and data mining methods, service science and its model of value co-creation, and then addresses the key idea of how big data can contribute to co-create service value.