Results 261 to 270 of about 46,062 (302)
Service Brand Relationship Quality
Journal of Service Research, 2014 Customers' long-term brand relations are crucial drivers of a service brand's sustainable competitive advantage. This research empirically examines the quality of customer-service brand relationships in the context of an airline's frequent flyer program.
Nyffenegger, Bettina +3 more
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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
exaly +2 more sources
Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior
Industrial Marketing Management, 2016Abstract 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 ...
Munyaradzi W Nyadzayo, Michael T Ewing
exaly +3 more sources
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.
Patrick Poon
exaly +2 more sources
Information and 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.
Gabor Nagy
exaly +2 more sources
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.
Gabor Nagy
exaly +2 more sources
Journal of Brand Management, 2007
This study investigates the moderating effects of the brand concept on the relationship between brand personality and perceived quality. Analysis of the data collected from a sample of respondents using a questionnaire with six products and six brands as stimuli revealed that, among the five brand personality dimensions studied, excitement and ...
B Ramaseshan
exaly +2 more sources
This study investigates the moderating effects of the brand concept on the relationship between brand personality and perceived quality. Analysis of the data collected from a sample of respondents using a questionnaire with six products and six brands as stimuli revealed that, among the five brand personality dimensions studied, excitement and ...
B Ramaseshan
exaly +2 more sources
Construing loyalty through brand experience: The mediating role of brand relationship quality
Journal of Brand Management, 2014The article proposes a model that extends the Brand Relationship Quality literature by bridging a gap concerning the mediating effect of this construct on Brand experience – Brand loyalty linkage. A survey-based quantitative approach of 306 respondents at consumers of perfume and bath soap is used to test the hypothesis.
Eliane Cristine Francisco-Maffezzolli +2 more
exaly +2 more sources
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
openaire +1 more source
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
openaire +1 more source