Results 251 to 260 of about 13,903,126 (284)

Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior

Industrial Marketing Management, 2016
Abstract Despite the evidence that brand management is core to the success of franchising businesses, limited empirical work has focused on branding in such business-to-business (B2B) exchanges. Integrating social exchange theory and the identity-based brand management framework, this study proposes that brand relationship quality is crucial in ...
Nyadzayo, Munyaradzi W., Matanda, Margaret J., Ewing, Michael T.   +2 more
openaire   +2 more sources

Interactivity Quality and Consumer-Brand Relationship in Vitural Brand Communities

2014
As social networking media continue to grow in popularity, the firm-centric CRM is confronting with new challenges created by the pervasive consumer networking on social media. In essence, the performance of CRM is contingent on whether consumers are willing to engage in a relationship with the firm.
Xia Zhou, Hyokjin Kwak
openaire   +1 more source

Retail Brand Personality and Brand Relationship Quality as initiators of E-Word of Mouth

NICE Research Journal, 2023
Purpose - The primary objective of this research is to scrutinize the effects of retail brand personality and brand relationship quality on electronic word-of-mouth. This study also examines the mediating role of eWOM between brand personality and brand relationship quality. Study Design/Methodology/Approach - The research utilizes a survey methodology
null Saad Saif, null Umar Tahir2, null Sadia Anjum, null Aasma Jabeen   +3 more
openaire   +1 more source

Brand Hate as a Mediator: The Study of Brand Image and Brand Relationship Quality in Virtual Brand Communities

Journal of Management World
The goal of this study is to look at the relationship between the independent variable brand image, mediated by brand hate, and the dependent variable of brand relationship quality (BRQ) in a virtual brand community. This study adopts a quantitative design using the random stratified sampling method to select 340 Xiaomi cell phone users in China to ...
Noor Hasmini Abd Ghani, Peijing Wang, Nur Izzati Mohamad Anuar   +2 more
openaire   +1 more source

Self-Brand Connection With Service Brands: Examining Relationships With Performance Satisfaction, Perceived Value, and Brand Relationship Quality

Services Marketing Quarterly, 2013
Self-brand connection (SBC) is an emergent concept, necessitating an understanding into its nomological network. The current study examines a critical role of SBC in case of pure service brands, investigating the influences of consumer satisfaction and perceived value on SBC.
openaire   +1 more source

Trust and commitment within a virtual brand community: The mediating role of brand relationship quality

Information & Management, 2018
Abstract This study seeks to clarify the antecedents and consequences of trust and commitment within the brand fan page context on Facebook, examining a sample of 210 respondents using structural equation modeling. The results highlight the positive effect of economic and hedonic benefits on trust and commitment within the brand fan page.
Houcine Akrout, Gàbor Nagy
openaire   +2 more sources

Toward Brand Loyalty: Two Bridges of Brand and Customer Relationship Quality

2014
This study synthesizes C-A-C model (Cognition-Affection-Conation) (Oliver, 1997) and relations hip marketing ap proach (Berry and Paras uraman, 1991) to build brand loyalty model. This s tudy portraits that brand relationship quality (BRQ) and customer relationship quality (CRQ) are two important mediating roles.
Chao-Chin Huang, Shyh-Ming Huang, Shyh-Rong Fang, Shih-Chieh Fang, Shao-Chi Chang   +4 more
openaire   +1 more source

Consumer – green brand relationships: revisiting benefits, relationship quality and outcomes

Journal of Product & Brand Management, 2019
PurposeThe study aims to develop and test a relationship-building model for green brands. It synthesizes findings on the consumer motives offered by green brands, with relationship marketing and branding literature to the specific context of green brands to build a parsimonious model testing the links amongst four relational benefits, i.e.
Erifili Papista, Sergios Dimitriadis
openaire   +1 more source

The structural relationships between airline brand identification, brand image, brand relationship quality and brand loyalty

Korean Journal of Hospitality & Tourism, 2021
openaire   +1 more source

Time to Add Screening for Financial Hardship as a Quality Measure?

Ca-A Cancer Journal for Clinicians, 2021
Ya-Chen Tina Shih, Cathy J Bradley, Syed Yousuf Zafar   +2 more
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