E-retailer cognitive and emotional relationship quality: their experiential antecedents and differential impact on brand evangelism

Abstract

PurposeLimited knowledge exists on the difference in the antecedents and outcomes of relationship quality's cognitive and emotional aspects for e-retailers. This research tests how utilitarian and hedonic shopping values differentially affect “cognitive and emotional” relationship quality components and how the latter differentially affects word-of-mouth and brand evangelism.Design/methodology/approachOnline survey data were collected from 450 Jordanian online shoppers. Structural equation modeling (AMOS 24.0) was employed to analyze the data.FindingsFirst, e-retailer's informativeness and transaction convenience (i.e. utilitarian values), drive more strongly cognitive than emotional relationship quality, whereas e-retailer's escapism and social presence (i.e. hedonic values) drive more strongly emotional than cognitive relationship quality. Second, emotional relationship quality has a strong significant effect on brand evangelism, whereas cognitive relationship quality's effect is insignificant. Third, there are no statistically significant differences concerning the effect of cognitive and emotional relationship quality on word-of-mouth.Originality/valueThe findings of our research are expected to enhance our understanding of e-retailer relationship quality, its emergence and consequences. They would also provide e-retailers with guidance on how to execute growth strategies by focusing on specific types of brand relationship quality, on the other hand.

Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults

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“…Kang et al (2020) investigated brand evangelism by examining positive and oppositional referral intentions through brand attachment and brand distinctiveness. Al Nawas et al (2021) revealed that emotional relationship quality plays an essential role in developing brand evangelists, and Mansoor and Paul (2022) evaluated brand evangelism through masstige brands and brand happiness. However, there is a dearth of research on brand evangelism in the financial sector, particularly in the Vietnamese banking industry.…”

The Influences between Customer Behaviors, Islamic Ethics toward Online Purchase Intention among Muslim Netizen in Malaysia

“…Despite the fact that previous research has demonstrated that highly religious adherents behave differently and have their own criteria in purchasing decisions (Amir, 2021), Al Nawas et al (2021) noted that there is a lack of research in consumer research that can prove the effect of religiosity in changing consumer patronage behaviour specifically in the context of Muslim consumers. Moreover, empirical study on these concepts in consumer behaviour has been scarce, and its significance in the field is still not widely recognised.…”

“…Further study is required to disprove the claim that customers' religious beliefs and practises influence the criteria they use to assess items and services (Ha et al, 2014). Observable aspects of religion, as well as the importance of consumer behaviour to the success of marketers and retailers, suggest the need for further research into religious faith (Al Nawas et al, 2021).…”