Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement

Channa

Corp Soc Responsibility Env

et al. 2020

Adopting a social identity theory perspective, this research aims to examine the impact of customers' perceptions associated with corporate social responsibility (CSR) on brand attachment and brand trust and, consequently, consumer brand passion. Additionally, it delves into the mediating roles of brand attachment and brand trust. To this end, a survey entailing a sample of N = 266 young consumers living in Pakistan was used, and exploratory factor analysis, confirmatory factor analysis, and mediation analysis techniques were employed as methods to assess the hypothesized relationships among variables using both AMOS 24.0 and SPSS 24.0. Our findings delineate that customers' perception of a firm's CSR activities significantly increases brand attachment and brand trust; brand attachment and brand trust, and consumer perception of CSR, affect consumer brand passion, and brand attachment and brand trust play a fully mediating role in these relationships. Theoretical and managerial implications are discussed.

Section: Theoretical and Practical Implicationsmentioning

confidence: 99%

Corporate social responsibility and brand passion among consumers: Theory and evidence

Channa

Corp Soc Responsibility Env

et al. 2020

“…Some research (Bıçakcıo glu et al, 2016;Garg et al, 2016) has affirmed that the experience promotes the development of emotional ties with the brand. According to Huang (2017), brand loveand by extension, brand attachment (Moussa, 2015;G omez-Suárez, 2018) have a strong emotional component. Similarly, a study by Japutra et al (2014) revealed that brand attachment is a consequence of experience.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

Brand experience and brand attachment as drivers of WOM in hospitality

Suárez

Veloso

2020

SJME

Self Cite

Purpose The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with the brand. Design/methodology/approach Data were collected through an online survey of 416 hotel customers. The proposed model was tested with structural equations modelling (SEM). Findings The results suggest that brand experience in the hotel sector is a consequence of four dimensions: location, ambience, staff and Web, in that order of influence. In addition, the study confirms the mediating role of emotional attachment in the relationship between experience and WOM recommendations. However, the experience itself has a greater direct impact than the attachment. Practical implications By knowing the dimensions that comprise the hotel brand experience, managers can design more impactful experiences that create strong links with guests, thereby increasing WOM recommendations. Originality/value This paper enriches the existing literature on brand experience in the hospitality sector and provides evidence of the mediating role of emotional bonding. Previous research has proven that linking is a consequence of experience, but not yet examined its mediating role.

“…Branding is an important aspect for firms to gain suitable positioning for their products (Palmatier et al, 2017). Brand loyalty is one of the most used aspect of a brand to retain customers and become an incumbent company in the industry (Gómez-Suárez, 2019). Consumer consumption is affected by brand attachment, as proven by the study conducted by Taghipourian & Bakhsh (2015), as it leads to customer's relationship with the brand into a proven behavior of continuous purchase (Baudry, 2016) to fulfil their needs.…”

Section: Introductionmentioning

confidence: 99%

Brand Loyalty Mediation in Brand Attachment and Customer Digital Experience towards Smartphone Repurchase Intentions

Cornelia

Pasharibu

2020

Benefit

Brand loyalty is one of the most essential component that incumbent company to retain their customers, particularly in order to win the market share. The main reason is that incumbent firms need to maintain their market share and then upscale their market when they have a thorough understanding of the segmentation. Brand loyalty in this study is utilized as a mediating variable to confirm the impact of brand attachment and customer digital experience for the repurchase intention creation of smartphone users. An online questionnaire was distributed to 100 respondents using a purposive sampling technique. The criteria of respondents in this study are those who are using Samsung smartphone for at least a year, and experience searching the brand using a digital platform. The statistical analysis showed that brand attachment and customer digital experience have a significant positive influence on brand loyalty. Furthermore, brand attachment shows direct and indirect effects to repurchase intentions indicating partial mediation existence of brand loyalty. Customer digital experience indirectly affects repurchase intentions through brand loyalty. These results highlight the role of brand attachment and customer digital experience has to secure repurchase intentions of customers by utilizing brand loyalty.