Results 261 to 270 of about 17,067 (300)

Attitudinal Correlates of Brand Commitment

Journal of Relationship Marketing, 2002
Abstract Although brand commitment has been a recurrent theme in loyalty research, the construct is not well understood with regard to its formation and its links to other key attitudinal variables. Integrating consumer research and relationship marketing theory, this paper suggests two routes to the development of affective commitment and proposes a ...
Guangping Wang
exaly   +2 more sources

The Impact of Brand Commitment on Loyalty to Retail Service Brands

Canadian Journal of Administrative Sciences, 2005
AbstractThis paper incorporates the developing body of literature in relationship marketing to the study of brand loyalty. Relationship marketing literature has established that customer commitment is a central, complex construct consisting of at least an affective component and a continuance component. This study examined the extent to which affective
Gordon Fullerton
exaly   +2 more sources

Understanding Consumer Brand Love, Brand Commitment, and Brand Loyalty

Journal of Relationship Marketing, 2023
Amy Wong
exaly   +2 more sources

Building Brand Commitment in Virtual Brand Communities

2014
In the context of consumer-brand relationship, brand commitment plays a considerable role in the formation and maintenance of a successful long-term relation between consumers and brands. A recent addition to the brand relationship-building literature is the work on virtual brand communities (VBCs) and the customer attachment that such a community may ...
Sahar Mousavi, Margaret Bruce, Kathy Keeling   +2 more
openaire   +1 more source

Impacts of brand commitment, brand reliability, and brand attitude on brand relationship

Intelligent Decision Technologies
In the fiercely competitive landscape of modern business, the establishment and maintenance of strong brand relationships have become pivotal for organizations seeking sustainable success. This research explores the intricate dynamics of brand relationships by examining the influences of three core constructs: brand commitment, brand reliability, and ...
openaire   +1 more source

The Moderating Effect of Brand Commitment on the Evaluation of Competitive Brands

Journal of Advertising, 2009
In this research, we examine whether brand commitment has a negative effect on competitor brands. We find that committed consumers systematically underrate competitive brands. We find that the process by which this negative evaluation of the competitor brand occurs depends on the extent to which counterarguments are generated about the competitor brand
Sekar Raju, H. Rao Unnava, Nicole Votolato Montgomery   +2 more
openaire   +1 more source

Brand Commitment als Katalysator

2016
Vertrauen des Kunden zu gewinnen, ist heute die wichtigste Aufgabe der Markenpolitik. Dazu reichen die ublichen verfugbaren Offline- und Online-Medien allein nicht mehr aus. Der Markenwert kann in serviceintensiven Industriezweigen durch ein markenadaquates Mitarbeiterverhalten starker gesteigert werden als durch Massenmedien.
Christian Themann, Justin Tipke
openaire   +1 more source

Building brand loyalty and commitment

Journal of Brand Management, 1994
This paper, first presented at a ‘Marketing Day for Publishers 1994’ conference, held in London in March, 1994, analyses if loyalty by the consumer is the ultimate requirement of the marketer, and concludes that loyalty is not the equivalent of customer lifetime value, which is the optimum consumer relationship.
openaire   +1 more source

Impact of Brand Personality on Brand Equity: The Role of Brand Trust, Brand Attachment, and Brand Commitment

Indian Journal of Marketing, 2015
Research suggests a close interrelationship between brand personality and brand equity. Companies have recognized the importance of brand personality in the development of brand equity. Therefore, a brand management strategy based on interrelationship between brand personality and brand equity is the need of the hour.
Anees Ahmad, K. S. Thyagaraj
openaire   +1 more source

Drivers of Brand Commitment: A Cross-National Investigation

Journal of International Marketing, 2010
Firms increasingly employ global brand management strategies for the effective coordination of their global activities. Effective coordination requires adapting global brand management strategies to cultural nuances. This study examines the influence of culture on the impact of four key brand management elements (i.e., brand innovativeness, brand ...
A. Eisingerich, RUBERA, GAIA
openaire   +2 more sources