Results 241 to 250 of about 13,903,126 (284)
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Consumer–Brand Relationship Quality: When and How It Helps Brand Extensions
Journal of Business Research, 2014Abstract Two studies demonstrate that strong brand relationship quality (BRQ) enhances consumer judgments about brand extensions. Different methods (survey vs. experiment), participants (real consumers vs. college students), and cultural contexts (Korea vs. Canada) demonstrate that this effect generalizes.
Jongwon Park, Jungkeun Kim
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International Journal of Mobile Communications, 2017
This study focuses on customers pursuing mobile products in order to attain brand relationship benefits (BRB). This research investigates the antecedents and consequences of BRB and brand relationship quality (BRQ) in the mobile industry. This research adopted structural equation modelling to test the proposed model and had a research sample of 310 ...
Li-Chun Hsu, Dah-Kwei Liou
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This study focuses on customers pursuing mobile products in order to attain brand relationship benefits (BRB). This research investigates the antecedents and consequences of BRB and brand relationship quality (BRQ) in the mobile industry. This research adopted structural equation modelling to test the proposed model and had a research sample of 310 ...
Li-Chun Hsu, Dah-Kwei Liou
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Customer Advocacy and Brand Loyalty: The Mediating Roles of Brand Relationship Quality and Trust
Journal of Brand Management, 2022Peter Anabila +2 more
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The Impact of Services Brand Personality on Consumer–Brand Relationship Quality
Services Marketing Quarterly, 2016ABSTRACTThis article investigates service brand personality's role as a driver of brand relationship quality. A research model links brand personality to four indicators of relationship quality: brand credibility, self-congruity, cumulative satisfaction, and loyalty. The model is tested with structural equation modeling using data from French retailing
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Investigating the Role of Customer Brand Engagement and Relationship Quality on Brand Loyalty
International Journal of E-Business Research, 2018The main aim of this article is to investigate the role of customer-brand engagement (CBE) and relationship quality (RQ) when individuals engage online with a brand. The study empirically examines the serial mediation of CBE and RQ between customer participation and brand loyalty.
Samala Nagaraj, Sapna Singh
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Brand Experience and Customer Citizenship Behavior: The Role of Brand Relationship Quality
Journal of Consumer Marketing, 2017Purpose 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.
Poon Shing-Chung Patrick
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The perceived influence of relationship quality on brand loyalty
African Journal of Economic and Management Studies, 2019PurposeThe purpose of this paper is to investigate the extent to which the attitudinal loyalty of customers of small and medium apparel businesses is influenced by their perceptions of trust, commitment and satisfaction. In turn, the influence of their attitudinal loyalty on future behavioural loyalty is established.Design/methodology/approachA ...
Aobakwe Ledikwe +2 more
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Exploring consumer‐brand relationship quality and identification
Qualitative Market Research: An International Journal, 2012PurposeThe purpose of this paper is to examine alternative constructs that are used in parallel to describe the strength of consumer‐brand relationships. First, the two main conceptualisations of relationship quality (RQ), as developed by relationship marketing and branding literature, are analysed to highlight their common elements. Then, the recently
Erifili Papista, Sergios Dimitriadis
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