Customer relationship building: The role of brand attractiveness and consumer–brand identification

Elbedweihy, Alaa M.; Jayawardhena, Chanaka; Elsharnouby, Mohamed H.; Elsharnouby, Tamer H.

doi:10.1016/j.jbusres.2015.12.059

Cited by 246 publications

(207 citation statements)

References 73 publications

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“…Individuals try to keep a positive social identity by associating with a prestigious company (Ahearne et al, 2005) since such association delivers them social opportunities (Brown, 1969) and reinforces social prestige (Ashforth & Mael, 1989;Cheney, 1983). Overall, support has been found for relationships between the prestige and attractiveness of organizations and identification in a number of contexts, including employee-company identification (Smidts, Pruyn, & Van Riel, 2001), customercompany identification (Ahearne et al, 2005;Currás-Pérez, Bigné-Alcañiz, & Alvarado-Herrera, 2009), and customer-brand identification (Elbedweihy, Jayawardhena, Elsharnouby, & Elsharnouby, 2016;Kuenzel & Vaux Halliday, 2008;Stokburger-Sauer, Ratneshwar, & Sen, 2012). When a customer sees the external image of a brand as distinctive and prestigious, the customer's identification with that brand strengthens.…”

Section: Relationships Between Social Identity and The Brand In Obcsmentioning

confidence: 99%

Interpreting Social Identity in Online Brand Communities: Considering Posters and Lurkers

Mousavi

Roper

Keeling

2017

Psychology and Marketing

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Section: Relationships Between Social Identity and The Brand In Obcsmentioning

confidence: 99%

Interpreting Social Identity in Online Brand Communities: Considering Posters and Lurkers

Mousavi

Roper

Keeling

2017

Psychology and Marketing

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“…Marketing administrators are seeking to establish on their customers. Therefore, understanding the relationship between brands and consumers is important (Elbedweihy et al, 2016). Prior research has found that the need for self-esteem and the need for self-consistency are the motivators for consumer-brand identification.…”

Section: Brand Loyaltymentioning

confidence: 99%

Determining Antecedent of Re-Purchase Intention: The Role of Perceived Value and Consumer’s Interest Factor

Can¹,

Erdil²

2018

IBR

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With the widespread use of smartphones, strategic marketing of smartphones has become the focus of related brands. Although creating brand loyalty is an important factor of global strategic marketing and re-purchase intention, little research investigated the antecedent of smartphone's brand loyalty and repurchase intention. The purposes of this study are to investigate what are the antecedent brand loyalty and re-purchase intention in smartphone marketing. In the light of the literature and for this purpose; the effects of perceived value factor (perceived ease of use, perceived irreplaceability), utilitarian factor (system quality), hedonic factor (visual design), and consumer's interest factor (technology consciousness) on brand loyalty and repurchase intention were investigated in an integrated model. The results of the analysis show that smartphone's re-purchase intention is largely determined by brand loyalty, perceived ease of use, perceived irreplaceability, system quality, visual design, and technology consciousness. Moreover, analysis results demonstrate that perceived irreplaceability, system quality, and visual design affect brand loyalty.

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“…The concept of customer-brand identification or consumer brand identification creates a comprehensive understanding regarding the development of customer-brand relationship (Bhattacharya and Sen, 2003;He et al, 2012;So et al, 2017;Rather, 2017;Tuskej and Podnar, 2018). Firms have been seeking ways to build enduring and long-term relationships with their consumers and are motivated by possible positive business outcomes that can occur owing to the efforts of relationship-building (Elbedweihy et al, 2016;Rather, 2017;Tuskej and Podnar, 2018). The brand relationship literature suggests that customers do not buy brands merely because they work well.…”

Section: Introductionmentioning

confidence: 99%

“…In the broader consumer context, empirical studies indicate that identification towards a brand or a company increases product use and repurchase frequency (Kuenzel and Halliday, 2008). Researchers also acknowledge that Customer brand engagement and brand loyalty consumer identification has a significant influence on individual consumer behaviour involving: consumer buying-related decisions (Ahearne et al, 2005), brand trust and loyalty (Rather, 2017), consumer satisfaction (Martinez and Rodriguez Del Bosque Rodriguez, 2013) and resilience to negative information (Elbedweihy et al, 2016). Although past studies offer key insights regarding the process of consumer identification and associated constructs, future studies should still fill vital gaps in such investigation.…”

Section: Introductionmentioning

confidence: 99%

Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity

Rather

Tehseen

Parrey

2018

SJME

137

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Purpose On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI), affective brand commitment and customer–brand engagement (CBE), which, in turn, paves the way for advancing consumer relationships with hospitality brands, as measured through brand loyalty. As such, this study serves to enhance existing insight into customer relationship management dynamics, with a particular focus on hospitality brands. Design/methodology/approach The present study develops a theoretical framework that is empirically investigated by using confirmatory factor analysis and structural equation modelling analyses. Data were collected by using a self-administered questionnaire of 340 customers of four- and five-star hotel brands in India. Findings The results suggest value congruity as an important driver of CBI, affective commitment and CBE within hospitality brands. The results also reveal CBI to act as a significant predictor of affective commitment, CBE and brand loyalty. Furthermore, affective commitment and CBE are the significant drivers of loyalty to hospitality brands. Research limitations/implications The research is exploratory in nature and is restricted to four- and five-star hotel customers, thereby reflecting important limitations of this study. Given these issues, ample opportunities exist for further research to further explore and/or validate the reported findings. Practical implications The current research provides new insights for marketing practitioners planning or implementing long-term customer relationship management strategi3es that centre on customer–brand identification, customer–brand engagement and brand loyalty. Originality/value Despite existing insights, empirical investigation into the proposed conceptual relationships remains limited to date, particularly in the hospitality industry. By offering empirical evidence in this area, this study adds to the extant body of knowledge on CBI/CBE-centric customer relationship management.

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Customer relationship building: The role of brand attractiveness and consumer–brand identification

Cited by 246 publications

References 73 publications

Interpreting Social Identity in Online Brand Communities: Considering Posters and Lurkers

Interpreting Social Identity in Online Brand Communities: Considering Posters and Lurkers

Determining Antecedent of Re-Purchase Intention: The Role of Perceived Value and Consumer’s Interest Factor

Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity

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