Construing loyalty through brand experience: The mediating role of brand relationship quality

Francisco-Maffezzolli, Eliane Cristine; Semprebon, Elder; Prado, Paulo Henrique Muller

doi:10.1057/bm.2014.16

Cited by 88 publications

(71 citation statements)

References 19 publications

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“…Previous studies have suggested that loyalty is construed through brand experience (Iglesias et al, 2011;Francisco-Maffezzolli et al, 2014). Students who have graduated from a prestigious (implying high brand strength) university may be proud of their alumni status, and may partially define themselves by that attribute, but may not have feelings of attachment toward the university or an existing relationship with the university.…”

Section: Making Favorable Comments To Othersmentioning

confidence: 99%

The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector

Casidy

Wymer²

2015

J Brand Manag

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Riza Casidyis a senior lecturer of Marketing at the Department of Marketing, Deakin University, Australia. He earned his PhD degree in Marketing from Monash University as the youngest graduate in the Faculty of Business and Economics. His major research interest areas and ongoing studies are about the role of branding in the non-profit sector. He has published and served as a reviewer in leading marketing journals, including the Journal of Brand Management, Journal of Strategic Marketing, and Marketing Intelligence and Planning among others. Walter Wymer is a professor of Marketing at the University of Lethbridge. His primary areas of research include non-profit marketing, social marketing, brand strength/loyalty and scale development. Secondary areas include the history of marketing thought, macromarketing and corporate social responsibility.ABSTRACT This study examines the effects of brand strength on satisfaction, loyalty and positive word-of-mouth (WOM) behavior. We employed systematic sampling involving 948 respondents from a top-ranked and mid-ranked university in Australia. Brand Strength is found to be a multi-dimensional construct consisting of Brand Familiarity, Brand Remarkability and Brand Attitude. All three dimensions of Brand Strength are significantly related to WOM through the partial mediating effects of satisfaction and loyalty. In addition, the analysis reveals that the inter-construct relationships involving Brand Familiarity, Brand Attitude and satisfaction are stronger among those enrolled at the mid-ranked university than those at the top-ranked university.

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Section: Making Favorable Comments To Othersmentioning

confidence: 99%

The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector

Casidy

Wymer²

2015

J Brand Manag

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“…Just a few studies consider brand experience as an antecedent of several manifestations of brand relationship quality. Francisco-Maffezzolli, Semprebon and Prado (2014) examined the mediating effect of brand love on the brand experience-loyalty relation with consumers of perfume and bath soap. They found that brand experience had no direct effect on loyalty, but when mediated by a form of brand relationship quality (love/passion, self-connection, interdependence, commitment, intimacy or partner quality), the effect was significant.…”

Section: Introductionmentioning

confidence: 99%

“…In fact, research has examined several antecedents of brand love, such as interpersonal antecedents (Long-Tolbert and Gammoth, 2012), brand image and social-self (Unal and Aydin, 2013), brand personality (Ismail and Spinelli, 2012), brand identification and brand trust (Albert and Merunka, 2013), among others. However, with a few exceptions (Francisco-Maffezzolli et al, 2014;Jung and Soo, 2012;Şahin et al, 2012), there is almost no reference to the role of experiences in consumer-brand relationship quality research, specifically dealing with brand love. Specifically, when one turns to the retail context, research about the antecedents and outcomes of brand love are still scarce, with just a few exceptions (Kim et al, 2010;Koo and Kim, 2013;Vlachos and Vrechopoulos, 2012).Brand love has been associated with several positive outcomes such as word-ofmouth, repurchase intentions, brand loyalty and active engagement, among others (Bergkvist and Bech-larsen, 2010;Carroll and Ahuvia, 2006;Ismail and Spinelli, 2012;Unal and Aydin, 2013).…”

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confidence: 99%

“…The influence of brand experience on customer satisfaction was studied by Brakus, Schmitt and Zarantonello (2009), and this relation was further examined in services (Nysveen et al, 2013), internet services and online (Ha and Perks, 2005), and in retail brands (Khan and Rahman, 2015b). Brand loyalty is also influenced by brand experience (Brakus et al, 2009;Francisco-Maffezzolli et al, 2014). Similarly to customer satisfaction, brand loyalty was investigated in several contexts, such as services (Morrison and Crane,…”

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confidence: 99%

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Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand

Ferreira

Rodrigues

2019

Management &Amp; Marketing. Challenges for the Knowledge Society

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Framed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer loyalty and satisfaction as outcomes in the retail setting. Based on 560 customers' responses to a face-to-face questionnaire administered in a fashion brand retail store, research hypotheses were tested using a structural equation model. The findings suggest that brand experience influences brand love, with a higher incidence of sensory and affective dimensions. Brand love, in turn, influences customer loyalty, both directly and indirectly through customer satisfaction. This research contributes to the still understudied relation between brand experience and brand love in the retail context and to the need to understand the satisfaction-loyalty relation involving other variables as predictors. Nevertheless, results are limited to one specific retail fashion brand and generalizations should be taken carefully.This outcome in the form of the brand relationship quality starts, however, in the interaction between brand and consumer behaviours. The set of actions taken by both the consumer and the brand initiates a process of meaning creation, elaboration and reinforcement (Fournier, 1998). This process may be understood as the set of experiences lived by the consumer. Thus, creating meaning, elaborating and reinforcing is consistent with the notion of brand experience, conceptualized as "subjective, internal consumer responses (sensations, feelings, and cognitions) and behavioural responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments" (Brakus, Schmitt, and Zarantonello 2009, p. 53). The processes of meaning creation, elaboration and reinforcement, which can be encapsulated in the concept of brand experience, contribute to the strength and durability of the brand-consumer relationship (Chang and Chieng, 2006;Schembri, 2009).Among the positive feelings, love is considered one of the most strong brand relationships, going beyond the simple notion of brand preference (Fournier, 1998). But despite this strength, only recently it caught the attention of researchers (Ahuvia et al. Maxian et al., 2013). Brand love is the result of strong emotional relationships that can be considerably more intense than simple liking, although there are fundamental similarities between interpersonal love and love in consumer contexts (Ahuvia, 2005).Despite the evidence suggesting the importance of brand love, there is still few evidence of how brand experience can influence such a positive feeling as brand love. In fact, research has examined several antecedents of brand love, such as interpersonal antecedents (Long-Tolbert and Gammoth, 2012), brand image and social-self (Unal and Aydin, 2013), brand personality (Ismail and Spinelli, 2012), brand identification and bra...

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“…Foram utilizadas as escalas de poder da marca (Crosno et al, 2009), senso de poder pessoal (C. Anderson, John, & Keltner, 2012) e confiança (Francisco-Maffezzolli, Semprebon, & Prado, 2014). Os itens para mensurar a dependência em relação à marca foram extraídos da literatura devido à ausência de uma escala adequada para esta pesquisa, sendo: A marca é importante para mim, Sinto-me dependente da marca e A marca contribui na realização das minhas tarefas.…”

Section: Figura 1 Modelo De Pesquisaunclassified

A Influência do Poder no Relacionamento entre Consumidor e Marca

Semprebon

Prado

2016

Rev. adm. contemp.

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Resumo Pertencente à área de pesquisas sobre relacionamento entre consumidor e marca, o objetivo deste estudo é verificar a influência do poder da marca sobre o senso de poder do consumidor e os papéis da dependência e confiança como variáveis de mediação e moderação, respectivamente, nesta relação. A primeira hipótese defende que, na presença de marcas com alto poder, os consumidores sentirão baixo poder pessoal. Para compreender melhor este fenômeno, a dependência surge como uma variável mediadora, já que a quantidade de poder se refere ao nível de dependência entre as partes, ou seja, marcas com alto poder geram maior dependência e, desta forma, reduzem o senso de poder pessoal do consumidor, aumentando a assimetria de poder, sendo esta afirmação a segunda hipótese do estudo. Por último, constatou-se que a confiança é uma variável importante na redução de assimetria de poder; portanto, em níveis de alta confiança, o efeito negativo do poder da marca, mediado pela dependência, sobre o poder pessoal, é menos intenso, sendo este argumento a terceira hipótese do estudo. Foram realizados três experimentos que possibilitaram a corroboração de todas as hipóteses. Esta pesquisa traz um significativo avanço no entendimento das relações entre consumidor e marca ao propor um novo modelo baseado na perspectiva de poder.

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Construing loyalty through brand experience: The mediating role of brand relationship quality

Cited by 88 publications

References 19 publications

The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector

The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector

Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand

A Influência do Poder no Relacionamento entre Consumidor e Marca

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