Building consumer–brand relationships through brand experience and brand identification

Kumar, Vikas; Kaushik, Arun Kumar

doi:10.1080/0965254x.2018.1482945

Cited by 88 publications

(75 citation statements)

References 80 publications

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“…The dependent variable was BR which was operationalized using two dimensions; TWC and EEX. It was measured by Veloutsou (2007) and used by Kumar and Kaushik (2020). Six items were followed as indicators of the two-way communication and seven items were adopted as indicators of emotional exchange.…”

Section: Methodsmentioning

confidence: 99%

The Effect of Corporate Social Responsibility on Brand Relationship

الهنداوي¹,

Elsetouhi²,

الخولي³

2021

المجلة العلمیة للدراسات والبحوث المالیة والتجاریة

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This study aims to examine the effect of the dimensions of perceived corporate social responsibility (PCSR) named social, economic and environmental responsibility on brand relationship (BR). In order to achieve the study goal, a model was developed to test the effect relationship between study variables based on data which were collected from 400 banks customers in Damietta governorate. That is through online questionnaire which is designed via Google drive. Structural Equation Modeling (SEM) was adopted via Path analysis which was employed to test the study hypotheses using Warp PLS 7. The study results indicated that there were direct positive significant effects of perceived corporate social responsibility (social, economic and environmental dimensions) on brand relationship. In light of the study results and in view of the great importance of the relationship between the customer and the brand, set of recommendations and future research are proposed to participate in building successful, strong and long lasting relationships with customers.

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Section: Methodsmentioning

confidence: 99%

The Effect of Corporate Social Responsibility on Brand Relationship

الهنداوي¹,

Elsetouhi²,

الخولي³

2021

المجلة العلمیة للدراسات والبحوث المالیة والتجاریة

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“…Brand image is a prerequisite for value and loyalty [41]. Kumar et al [42] agree that different dimensions of brand experience have various effects on consumer-brand relationships, and these dimensions are important tools for the development of long-term consumer-brand relationships. Based on this, it is necessary to verify the impact of the functional value of the smart community service brand on the emotional perception of brand image, and we propose the following hypotheses: Hypothesis 3c (H3c).…”

Section: Functional Value Of Smart Community Service Brand and Brand mentioning

confidence: 99%

Smart Community Service Brand Functional Value and Sustainable Brand Relationship—The Mediating Role of Customer Emotional Cognition

Zhang

Hong

et al. 2021

Sustainability

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More and more companies are developing customer service by building Smart Community Service Brand Platforms (SCSBP). However, the impact of digital platform functions on sustainable brand relationships, and the mediating mechanism of customer’s emotional cognition are still unclear. The functional value of digital services in the property service industry focuses on three dimensions, including service efficiency, personalization, and social interaction. Regarding consumers’ emotional cognition aspect, we investigate value consistency and brand image. The empirical analysis findings suggest: (1) the functional value of smart community service has a significant positive impact on consumers’ emotional cognition and is positively related to the construction of sustainable brand relationships; (2) consumers’ emotional cognition of smart community service is positively related to the sustainable brand relationship; (3) consumers’ emotional cognition plays a complete mediating role between service efficiency and sustainable brand relationship, demonstrating a partial mediating role between personalization and social interaction aspects of functional value and sustainable brand relationship. This study contributes to the customer-based sustainable brand relationship theory in the digital service environment and provides a reference for companies to continuously improve the SCSBP and customer-based brand construction.

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“…A prominent brand can lure the attention of consumers and make them more loyal and committed to the brand (Lee et al, 2011). Moreover, Kumar and Kaushik (2020) argue that favorable consumer' perceptions of a brand are likely to enhance consumer's attachment to a brand across product and service categories.…”

Section: Brand Image and Brand Commitmentmentioning

confidence: 99%

The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands

Alić

Činjarević

Agić

2020

Management &Amp; Marketing. Challenges for the Knowledge Society

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The purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.

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Building consumer–brand relationships through brand experience and brand identification

Cited by 88 publications

References 80 publications

The Effect of Corporate Social Responsibility on Brand Relationship

The Effect of Corporate Social Responsibility on Brand Relationship

Smart Community Service Brand Functional Value and Sustainable Brand Relationship—The Mediating Role of Customer Emotional Cognition

The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands

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