A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions

Ramírez, Sergio Andrés Osuna; Veloutsou, Cleopatra; Morgan‐Thomas, Anna

doi:10.30958/ajbe.3.3.5

Cited by 26 publications

(19 citation statements)

References 41 publications

(88 reference statements)

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“…This review provides an overview of the contemporary phenomenon of personal branding from the angle of academic publications. As it certainly cannot avoid certain shortcomings, a deeper and even more systematic literature research is recommended, which, for example, implies specific inclusion as well as exclusion criteria (Ramírez et al, 2017 ), such as the classification of journals or a more recent timeslot for the articles' publication.…”

Section: Discussionmentioning

confidence: 99%

Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding

2020

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Before engaging with the already intensive and still increasing personal branding activities in many fields of practice, a scholarly approach would call for a more specific definition of the concept of personal branding processes and the resulting human brands. A multi-step analysis of the growing body of literature on personal branding is employed, integrating a framework that covers six key research streams of personal branding, (1) terminology and definition, (2) underlying theories, (3) classes and categories, (4) benefits, (5) antecedents, and (6) key ingredients and applications, complemented by challenges the domain of personal branding has to cope with. The analysis shows that personal branding is an interdisciplinary concern, which is still in its infancy and in which universally valid personal branding frameworks or even theories cannot be identified yet. Personal branding appears as a source for new academic impulses, as it may sensitize scholars to opportunities for intensifying collaboration with practitioners and with other academic domains to enrich and disseminate knowledge in their fields.

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Section: Discussionmentioning

confidence: 99%

Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding

2020

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“…In a study by Lin and Sun Sun (2009), satisfaction and loyalty in the online shopping environment were demonstrated to support the continuation of a relationship. This is also connoted in studies which suggest that purchase intent is the element to measure the likelihood that the consumer will continue future purchases (Li et al, 2002;Osuna Ram ırez et al, 2017). Over the years, many studies have established that commitment proliferates purchasing intent (Amine, 1998;Eastlick, Lotz, & Warrington, 2006;Jacoby & Kyner, 1973), suggesting that the inclusion of the effect of commitment on purchasing intent is logical.…”

Section: Hypotheses' Development and Conceptual Modelmentioning

confidence: 98%

“…When committed to the relationship, buyers and sellers are more willing to cooperate (Morgan & Hunt, 1994). As such, they become more flexible (Noordewier, John, & Nevin, 1990;Osuna Ram ırez, Veloutsou, & Morgan-Thomas, 2017). Companies can leverage this in building their consumer relationships as a strong sense of commitment is positively related to buyer satisfaction, which often is an antecedent of commitment (Rodriguez-del-Bosque, Agudo, & Gutierrez, 2006).…”

Section: Commitment In Online Relationshipsmentioning

confidence: 99%

“…Moreover, Tian, Wang, and Yang Yang (2011) conclude that customer satisfaction and commitment are two important factors that affect customer perceptions when interacting with CSR activities. Thus, CSR activities could be seen as part of reputation building that ultimately leads to commitment (McKnight, Choudhury, & Kacmar, 2002;Morgan & Hunt, 1994;Osuna Ram ırez et al, 2017). According to Chatzoudes and Chatzoglou (2016), CSR has a significant impact on customer commitment and loyalty.…”

Section: Hypotheses' Development and Conceptual Modelmentioning

confidence: 99%

“…This feature is particularly salient in cross-border online purchases (Mou, Cohen, Dou, & Zhang, 2017). Furthermore, commitment is significantly greater in exchanges that comprise higher levels of uncertainty regarding the exchanged good (Kollock, 1994;Osuna Ram ırez et al, 2017). Thus, the additional perceived uncertainty, inherent to cross-border online shopping purchases, suggests that engaging in such transactions will be accompanied by greater levels of commitment in the buyer-seller relationship.…”

Section: Hypotheses' Development and Conceptual Modelmentioning

confidence: 99%

See 2 more Smart Citations

Are Consumers International? A Study of CSR, Cross-Border Shopping, Commitment and Purchase Intent among Online Consumers

Anastasiadou

Lindh

Vasse

2018

Journal of Global Marketing

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The purpose of this study is to investigate purchase intent in online marketplaces as an international phenomenon. A profile of the international online consumer is established, taking into account factors such as indicators of socioeconomic development of their home countries. A structural model is analyzed using LISREL, testing the importance of CSR, the propensity to buy from international online vendors and commitment with purchase intent as the dependent variable. A cross-national dataset of 804 respondents from 57 countries is analyzed, showing that CSR activities alone do not increase purchasing intent, but they do when mediated by commitment.

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The importance of brands, commitment, and influencers on purchase intent in the context of online relationships

Khodabandeh

Lindh

2020

Australasian Marketing Journal

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This study aims to investigate the external input of influencers and the internal input of commitment in online relationships as antecedents for purchase intent with consideration of the mediating role of brand image. Data were gathered from a survey of 730 international online consumers, and results were analyzed using LISREL. The result shows the importance of the brand image for the purchase intent in online relationships, and also finds that the brand mediates an effect from influencers and commitment on purchase intent. Companies working to strengthen their relationships concerning their brand can learn that it is meaningful to also work with relationship commitment (to encourage customers to be part of a continuous relationship) and to find influencers appropriate to showcase the product. Also, even if strong relationships build brands, carefulness concerning the brands offered in the online store is strategically important. This study adds to the literature by extending research on brand importance in online relationships, specifically by adding the concepts of commitment and influencers’ influence into the model. The latter expands knowledge of how complex the online environment is in terms of factors to consider for online marketers.

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A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions

Cited by 26 publications

References 41 publications

Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding

Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding

Are Consumers International? A Study of CSR, Cross-Border Shopping, Commitment and Purchase Intent among Online Consumers

The importance of brands, commitment, and influencers on purchase intent in the context of online relationships

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