2012
DOI: 10.1108/13522751211191982
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Exploring consumer‐brand relationship quality and identification

Abstract: Purpose -The purpose of this paper is to examine alternative constructs that are used in parallel to describe the strength of consumer-brand relationships. First, the two main conceptualisations of relationship quality (RQ), as developed by relationship marketing and branding literature, are analysed to highlight their common elements. Then, the recently applied in branding context concept of consumer-brand identification (CBI) is analysed, and issues regarding its nature and link to RQ are raised. Design/meth… Show more

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Cited by 81 publications
(69 citation statements)
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References 83 publications
(168 reference statements)
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“…Consumers' experience of service consumption is developed overwhelming determinant for the post-evaluation of brand loyalty and image, which subsequently leads to brand loyalty (Papista & Dimitriadis, 2012;So & King, 2010). In the service sector, particularly the hotel industry, consumers are generally focused on employee service, physical environment, awareness and image in customers' mind, which are all key components of customer-based brand equity (Ryu & Han, 2010).…”
Section: Analysis and Discussionmentioning
confidence: 99%
“…Consumers' experience of service consumption is developed overwhelming determinant for the post-evaluation of brand loyalty and image, which subsequently leads to brand loyalty (Papista & Dimitriadis, 2012;So & King, 2010). In the service sector, particularly the hotel industry, consumers are generally focused on employee service, physical environment, awareness and image in customers' mind, which are all key components of customer-based brand equity (Ryu & Han, 2010).…”
Section: Analysis and Discussionmentioning
confidence: 99%
“…Although this stream of research, which is based on SIT (Tajfel & Turner, 1979), is attracting increasing attention in the marketing literature (Ahearne et al, 2005), it has been recognised that much of the empirical research has focused on examining the antecedents and consequences of consumer identification rather than carefully defining the nature of CBI itself. The confusion is due to the lack of clarity as to whether CBI includes cognitive and/or affective components (Lam, Ahearne, Hu, & Schillewaert, 2010;Papista & Dimitriadis, 2012). This reveals a gap in the literature: the lack of clear understanding of the nature of CBI.…”
mentioning
confidence: 91%
“…The reliability of questionnaire determined by Cronbach`s Alpha method and using the software SPSS; during performing the test, reliability omitted from brand commitment and customers` satisfaction Tab. 3 -Questionnaire, Source: (Kropp et al, 2003), (Aaker, 1996), (Villarejo, 2002), (Albert et al, 2008), (Shirkhodaie & Nabizade, 2011), (Tuskej et al, 2013), (Papista & Dimitriadis, 2012), (Zhou et al, 2013), (Kunzel & Halliday, 2008), (Sichtmann, 2007) Source Index Aspect Varibles Kropp et al, 2003 I feel a sense of belonging by using this brand. Using this brand makes me feel respected.…”
Section: Methodsmentioning
confidence: 99%