Evaluation of brand relationship quality using formative index: a novel measurement approach

2019 ◽  
Vol 29 (4) ◽  
pp. 505-516
Author(s):  
Kishalay Adhikari ◽  
Rajeev Kumar Panda
Keyword(s):  
Relationship Quality ◽  
Final Analysis ◽  
Strategy Formulation ◽  
Market Strategy ◽  
Content Type ◽  
Formative Measurement ◽  
Validity Check ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Formative Index

Purpose This paper aims to develop a parsimonious and robust formative index for evaluating and measuring the brand relationship quality of automobile brands. Design/methodology/approach Survey questionnaires were used to collect empirical data from 395 car owners, out of which 362 samples were included in the final analysis. Partial least squares technique was used for index construction. Findings The empirical findings exhibit that the automobile brand relationship quality (ABRQ) index based on the final set of six indicators effectively captures the conceptual domain of brand relationship quality. In addition, the external validity check affirms positive and significant influence of ABRQ index toward enhancing customer loyalty. Practical implications ABRQ index can assist the brand managers and academicians for benchmarking and market strategy formulation while contributing to the limited literature on brand relationship quality. Also, this index having six-indicators can considerably reduce the time and effort of respondents for filling the questionnaires, in turn, improving response rates. Originality/value This study represents a novel attempt to formulate a brand relationship quality index using formative measurement indicators, and as per the authors’ knowledge, has not been attempted by prior researchers in this domain.

Brand experience and customer citizenship behavior: the role of brand relationship quality

2017 ◽  
Vol 34 (3) ◽  
pp. 268-280 ◽  
Author(s):  
Lishan Xie ◽  
Patrick Poon ◽  
Wenxuan Zhang
Keyword(s):  
Relationship Quality ◽  
Citizenship Behavior ◽  
Brand Experience ◽  
Content Type ◽  
Mediating Role ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Customer Citizenship Behavior ◽  
The Relationship

Purpose 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. Data were collected via questionnaire surveys. Structural equation modeling and bootstrapping methods were used for data analyses. Findings Results show that brand relationship quality mediates the effects of the four dimensions of brand experience (i.e. sensory, affective, behavioral and intellectual) on the two aspects of customer citizenship behavior (i.e. toward other customers and toward the organization). In addition, service provider ratings can moderate the effect of brand relationship quality on customer citizenship behavior. Practical implications The findings suggest that marketing or service managers should build high quality of customer–brand relationship to enhance customer citizenship behaviors by providing memorable and pleasurable brand experiences. Brands with high ratings can facilitate the effect of brand relationship quality on customer citizenship behavior. Originality/value This research sheds light on the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.

The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality

2014 ◽  
Vol 24 (2) ◽  
pp. 184-204 ◽  
Author(s):  
Chao-Chin Huang ◽  
Shih-Chieh Fang ◽  
Shyh-Ming Huang ◽  
Shao-Chi Chang ◽  
Shyh-Rong Fang
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Customer Retention ◽  
Retention Strategies ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Retail Service ◽  
The Relationship

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 relational bonds and brand loyalty in retail service contexts. Design/methodology/approach – A total of 524 valid questionnaires from respondents aged between 15 and 24 are analyzed using structural equation modeling. Findings – First, BRQ significantly mediates the relationship between relational bonds and brand loyalty. Second, structural bonds are the only driver of attitudinal attachment; social and structural bonds lead to a sense of community. Third, attitudinal attachment is the main influence on both behavioral and attitudinal loyalty. Research limitations/implications – First, a focus on a single market segment, i.e. 15-24 year olds. Second the dimensions used to measure relational bonds and BRQ might not be applicable to other contexts. Third, does not consider potentially important moderator(s). Fourth, does not distinguish between store and product brands. Originality/value – This study makes the following contributions to the literature: First, demonstrates the importance of BRQ as a mediator in the relationship between relational bonds and brand loyalty. Second, elucidates the role of BRQ in establishing brand loyalty in three theoretical frameworks applied to retail service contexts. Third, suggests a more comprehensive view of brand loyalty involving both behavioral and attitudinal dimensions. Fourth, proposes the managerial implications of this work for the customer retention strategies of retail service firms.

CSR through social media: examining the intervening factors

2019 ◽  
Vol 38 (1) ◽  
pp. 103-120
Author(s):  
Sreejesh S. ◽  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Media Richness ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Community Identification ◽  
Social Media Platforms ◽  
Virtual Platform ◽  
Corporate Social

Purpose The purpose of this paper is to examine the casual role of consumers’ perceptions of brands’ corporate social responsibility (CSR) motives (self-serving vs society-serving) in influencing consumer–brand relationships. Further, the authors explore the roles of brand initiated CSR activities (e.g. CSR co-creation), social media characteristics (e.g. media richness) and consumer’s community identification in shaping the effect of perceived CSR motive on consumer–brand relationship. Design/methodology/approach A 2 (CSR motives: self-oriented vs society-oriented) × 2 (CSR co-creation: yes vs no) × 2 (media richness: high vs low) between-subjects experimental design is employed. Findings The results elucidate that when consumers perceive that CSR is for self-serving (vs society-serving) motive, allowing consumers to co-create CSR in a high media-rich virtual platform enhances consumer–brand relationship quality. In addition, the results also support that the interactions of perceived CSR motives, co-creation and media richness enhance consumer–brand relationship through the mediation of community identification. Originality/value The current study draws implications for effective CSR co-creation through rich social media platforms, so as to enhance consumer–brand relationship quality via creating community identification.

Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty

2017 ◽  
Vol 29 (4) ◽  
pp. 1185-1202 ◽  
Author(s):  
Young Gin Choi ◽  
Chihyung “Michael” Ok ◽  
Sunghyup Sean Hyun
Keyword(s):  
Personality Traits ◽  
Relationship Quality ◽  
Brand Personality ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Practical Implications ◽  
Brand Personality Traits ◽  
Brand Prestige

Purpose This study aims to investigate the effects of coffeehouse brand experiences and brand personality traits on brand prestige, and the effects of brand prestige on brand relationship quality and loyalty in the coffeehouse industry. Design/methodology/approach Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 309 coffeehouse customers using confirmatory factor analysis and a structural equation modeling, accordingly. Findings Brand experiences and brand personality traits had direct effects on brand prestige, which in turn influenced brand relationship quality and attitudinal loyalty. Brand relationship quality directly and indirectly influenced attitudinal and behavioral brand loyalty. Research limitations/implications The data were collected from coffeehouse customers in the USA; therefore, the results may not be generalizable to other regions or types of service industries. The results have important theoretical and practical implications for gaining a competitive advantage through brand experiences, brand personality traits and prestige. Practical implications To enhance the coffeehouse brand prestige, it is critical to enhance patrons’ experiential interactions by using sensory appealing equipment/tools, developing sentimental slogans, active/behavioral mascots and intellectual advertising. Furthermore, it is necessary for it to build and enhance its own brand personality characterized by sincerity, excitement, competence, sophistication and ruggedness. Originality/value This study is the first to empirically test the relationships between brand experiences, brand personality traits and prestige in the coffeehouse industry.

The effects of a psychological brand contract breach on customers' dysfunctional behavior toward a brand

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Taeshik Gong ◽  
Chen-Ya Wang
Keyword(s):  
Relationship Quality ◽  
Customer Behavior ◽  
Contract Breach ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Dysfunctional Customer Behavior ◽  
Moderating Role ◽  
Contract Violation

PurposeThis paper introduces the concept of dysfunctional customer behavior toward a brand and argues that when customers perceive that a brand has failed to fulfill its promises, a psychological brand contract breach occurs, which in turn leads to a psychological brand contract violation, which evokes dysfunctional customer behavior toward the brand. In addition, this study investigates whether the impact of a breach of this contract is dependent on brand relationship quality, brand apology and restitution.Design/methodology/approachStudy 1 conducted the online survey and 224 respondents were used for data analysis and the moderating role of brand relationship quality was examined. Study 2 conducted an experiment with 201 participants to test the moderating role of brand apology and restitution.FindingsThis study found the moderating role of brand relationship quality, brand apology and brand restitution on the relationship between a psychological brand contract breach and dysfunctional customer behavior toward a brand (i.e. brand-negative word-of-mouth, brand retaliation and brand boycott), which is mediated by psychological brand contract violation.Originality/valueThis study contributes to the theoretical understanding of dysfunctional customer behavior toward a brand by integrating the literature on brand management with the organizational literature on psychological contracts between organizations and their employees. Furthermore, this study sheds light on the effectiveness of reparative actions by the firm after occurrence of the psychological brand contract breach.

scholarly journals Building brand relationship quality among hotel loyalty program members

2017 ◽  
Vol 29 (1) ◽  
pp. 458-488 ◽  
Author(s):  
Ada S. Lo ◽  
Holly Hyunjung Im ◽  
Yong Chen ◽  
Hailin Qu
Keyword(s):  
Relationship Quality ◽  
Latent Variables ◽  
Moderating Effect ◽  
The Body ◽  
Equation Modeling ◽  
Loyalty Program ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
The Impact

Purpose This study aims to investigate the impact of the loyalty program members’ satisfaction toward the hotel loyalty program benefits and the customer management relationship initiatives of individual hotels on the brand relationship quality (BRQ), i.e. their relationship quality with the hotel brand, and its outcomes. The moderating impact of membership level on the hypothesized relationships was also investigated. Design/methodology/approach A usable sample of 920 active members of a hotel loyalty program was obtained. Structural equation modeling with partial least squares method was used to estimate the structural relationships and to investigate the moderating effect of membership level. Findings Employee’s customer orientation, membership communication and hotel stay-related benefits are determinants of the loyalty program members’ BRQ. BRQ is also confirmed as a higher-order construct of three latent variables which include trust, satisfaction and commitment. Moderating effects of the membership were partially supported in this study. The strongest effect of BRQ is on members’ word of mouth followed by shares of purchase. BRQ is found to have negative relationship with members’ willingness to serve as marketing resource, but the impact was small. Research limitations/implications This is a cross-sectional study with a population of active loyalty program members of only one luxury hotel group. The sample size of the top-tier members is also smaller in comparison to the other two groups. Practical implications This study contributes to the understanding of the antecedents and consequences of BRQ and the body of knowledge about loyalty program for hotel industry. Originality/value This is one of the few studies investigating the effectiveness of hotel loyalty programs from the active members’ perspective and the moderating effect of membership level on the relationships among BRQ, its antecedents and its outcomes.

Understanding the impact of CSR domain on brand relationship quality

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amit Shankar ◽  
Rambalak Yadav
Keyword(s):  
Relationship Quality ◽  
Moral Foundation ◽  
Content Type ◽  
Versus Group ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Group 2 ◽  
Bank Marketing ◽  
The Impact ◽  
The Relationship

PurposeThe study investigates the impact of corporate social responsibility (CSR) domain on millennials' brand relationship quality (BRQ). It also attempts to understand how the relationship between CSR domain and millennials' BRQ is moderated by consumer moral foundation and skepticism.Design/methodology/approachThe study employed a 2 (CSR domain: individual versus group) × 2 (moral foundation: individualizing versus binding) × 2 (consumer skepticism: high versus low) between-subjects experimental design. MANCOVA was performed to examine the hypothesis.FindingsThe results show that group domain CSR practices have more impact on millennials' BRQ compared to individual domain CSR practices. The findings also reported the moderating effect of skepticism and consumer moral foundation in influencing the relationship between CSR domain and millennials' BRQ.Research limitations/implicationsAs the study was conducted in India, the findings are not generalizable to customers from other countries.Practical implicationsPractically, the findings will help marketers in designing their CSR practices to enhance BRQ among millennials.Originality/valueThe study has considered CSR as a heterogeneous action (CSR domain: individual versus group-oriented) and measured its impact on millennials' BRQ. The study is the first of its kind to examine the impact of CSR domain (heterogenous CSR action) on millennials' BRQ (BRQ as a multi-dimensional construct) in services industry, specifically for the banks. This study enriches bank marketing literature by adding a new CSR perspective.

A relational approach to direct mail consumption

2015 ◽  
Vol 49 (9/10) ◽  
pp. 1527-1562 ◽  
Author(s):  
Simon Françoise ◽  
Lynda Andrews
Keyword(s):  
Relationship Quality ◽  
Customer Value ◽  
Empirical Work ◽  
Direct Mail ◽  
Brand Commitment ◽  
Content Type ◽  
Consumer Responses ◽  
Brand Relationship ◽  
A Value ◽  
Brand Relationship Quality

Purpose – This paper aims to investigate how direct mail consumption contributes to brand relationship quality. Store flyers and other direct mailings continue to play a significant role in many companies’ communication strategies. Research on this topic predominantly investigates driving store traffic and sales. Less is known regarding the consumer side, such as the value that consumers may derive from the consumption of direct mailings and the effects of such a value on brand relationship quality. To address this limitation, this paper tests a causal model of the contribution of direct mail value to brand commitment, drawing on a value framework that integrates social theory of engagement regimes and literature on experiential customer value. Design/methodology/approach – The empirical work of this paper is based on a rigorous four-study mixed methods design, involving qualitative study, confirmatory factor analysis and partial least squares structural modeling. Findings – The authors develop two second-order formatively designed scales – familiar value and planned value scales – that illustrate the role of engagement regimes in consumer behavior. Although both types of value contribute equally to direct mail attachment, they exert contrasting effects on other mediational consumer responses, such as reading and gratitude. Finally, the proposed theoretical model appears to be robust in predicting customers’ brand commitment. Research limitations/implications – This study provides new insights into the research on consumer value and brand relational communication. Originality/value – This study is the first to consider consumer benefits from the social perspective of engagement regimes.

Gen Y-ers’ brand loyalty drivers in emerging devices

2017 ◽  
Vol 35 (6) ◽  
pp. 805-821 ◽  
Author(s):  
Apostolos Giovanis ◽  
Pinelopi Athanasopoulou
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Brand Value ◽  
Cross Sectional ◽  
Content Type ◽  
Gen Y ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Functional Value ◽  
Customer Segment

Purpose In emerging devices (smartphones, tablets, and notebooks) markets, increasing brand loyalty is critical for suppliers. Generation Y (Gen Y) is the first global target group and the best customer segment for emerging devices. The purpose of this paper is to propose a conceptual framework that assesses the brand value of emerging devices as perceived by Gen Y-ers, identify the components that contribute to its formulation, and investigate its relative influence on the development of brand relationships, represented by satisfaction and brand trust, and on brand loyalty. Design/methodology/approach A mall-intercept survey of a sample of 1,109 Gen Y consumers was implemented using a structured questionnaire with established scales. Data were analyzed with PLS-PM, a SEM methodology. Findings Results show that brand satisfaction and reliability are the main drivers of Gen Y-ers’ brand loyalty followed by brand intentions, while both trust dimensions (reliability and intentions) and satisfaction partially mediate the relationship between brand value and brand loyalty. Brand value is also directly related to brand loyalty irrespective of consumer-brand relationship quality. Also, functional value-quality and emotional value are shown to be the most important components for brand value formulation followed by functional value-price and brand reputation (BRP) whereas symbolic value is the least important. Research limitations/implications The sample is country specific and this may affect generalizability of findings. Also, the cross-sectional design adopted does not reflect temporal changes. Practical implications Emerging devices should provide customers both functional (e.g. advanced features, attractive style, quality, durability) and emotional (entertainment, communication) benefits in order to increase brand loyalty. Furthermore, firms should manage their BRP since it can affect significantly brand value, customer-brand relationship quality, and brand loyalty. Originality/value The model developed provides a useful guideline for marketers in identifying the most important brand benefits for Gen Y-ers for developing relationships and stay loyal to a brand.

Service Brand Relationship Quality

2014 ◽  
Vol 18 (1) ◽  
pp. 90-106 ◽  
Author(s):  
Bettina Nyffenegger ◽  
Harley Krohmer ◽  
Wayne D. Hoyer ◽  
Lucia Malaer
Keyword(s):  
Relationship Quality ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Service Brand
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