Results 271 to 280 of about 46,062 (302)

Investigating the Role of Customer Brand Engagement and Relationship Quality on Brand Loyalty

International Journal of E-Business Research, 2018
The 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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Exploring consumer‐brand relationship quality and identification

Qualitative Market Research: An International Journal, 2012
PurposeThe 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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The perceived influence of relationship quality on brand loyalty

African Journal of Economic and Management Studies, 2019
PurposeThe 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, Mornay Roberts-Lombard, Hendrik Baltus Klopper   +2 more
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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
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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
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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.
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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
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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
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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
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The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality

Managing Service Quality, 2014
Purpose – While the literature attends to how customer retention strategies develop relationship quality (e.g. trust), it does not account for the potential mediator (s) in this relationship. The purpose of this paper is to examine the mediating role of brand relationship quality (BRQ) in the relationship between ...
Chao-Chin Huang, Shih-Chieh Fang, Shyh-Ming Huang, Shao-Chi Chang, Shyh-Rong Fang   +4 more
openaire   +1 more source