Branding today is conceived as a co-creation process during which brand equity is created through interactions among the stakeholders and personalized consumer experience is an important branding practice for value creation and differentiation from competitors. Consumer-brand relationship has been proposed as a metaphor to connect relationship marketing activities and brand equity. However, little research has been conducted to examine how experiences with a brand affect brand equity via the consumer-brand relationship, especially in a service context. This research aims at developing a conceptual model to depict the structural relationships among brand experiences, consumer-brand relationship and brand equity. The model was tested against a student sample and received reasonable support. The utilitarian brand relationships, as different from a number of previous studies, contribute more to brand equity than affective brand relationships. Marketing implications, research limitations and future research directions are discussed at the end of the paper.
#1Chao Chin Huang(NCKU: National Cheng Kung University)H-Index: 1
#2Shih Chieh Fang(NCKU: National Cheng Kung University)H-Index: 16
Last. Shyh Rong Fang(Hsiuping University of Science and Technology)H-Index: 2
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Purpose – While the literature attends to how customer retention strategies develop relationship quality (e.g. trust), it does not account for the potential mediator (s) in this relationship. The purpose of this paper is to examine the mediating role of brand relationship quality (BRQ) in the relationship between relational bonds and brand loyalty in retail service contexts. Design/methodology/approach – A total of 524 valid questionnaires from respondents aged between 15 and 24 are analyzed usi...
Research into consumer brand relationships has proposed and tested various relational concepts, including brand trust (Hess, 1995), brand commitment (Fullerton, 2005) and brand identification (Escalas and Bettman, 2003). The brand relationship paradigm has been successful because of its relevance for understanding brand loyalty, conceptualized as long-lasting relationships with the brand that rely on deep, underlying feelings toward it (Fournier, 1998). More recent studies also demonstrate that ...
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