The paper analyses the role of the relationship between brand quality, brand identification, and emotional attachment in contributing to brand loyalty. Specifically, we are interested in understanding how young consumer’s emotional responses to brand quality perceptions impact brand loyalty,...

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is known about the cultural and institutional settings that enable this link. We meta-analyze how and why different CBR constructs (e.g. love, identification) drive loyalty better in...

We find compared to dyadic brand relationships, where the brand relationship is an ends rather than a means of propping up an interpersonal relationship, triadic brand relationships that implicate a third party protect against emotional and behavioral cheating by virtue of reinforcing...

We propose that contextualizing consumer-brand relationships (CBR) by providing interpersonal relationship reminders will activate relational schemas, leading consumers to rate CBRs as less agentic and strong. Four studies demonstrate that relationship reminders lower ratings of brand...

We demonstrate that brand relationships affect perceptions of a brand’s closeness to the self, resulting in mindset congruency effects when matched with an appropriate construal level. Brand relationships that are closer (distal) to the self yield improved evaluations when brand information is...

Customer-orientation of salespeople has a significant influence on sales performance, behavioural intentions of customers and their satisfaction levels. Yet, there have been studies which point towards the fact, that although the SOCO (Saxe & Weitz, 1982) scale has been used by a number of...

Social networking and other new technologies have given rise to the ‘social consumer’, who now has the means to share reviews and opinions about virtually every kind of product and service. As a result, the days of the one-to-one relationship between companies and their customers are over....

Brand choice is the biased, mindful and behavioral tendency which direct consumer’s predisposition toward a brand. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand loyalty. Brand loyalty is one of the key drivers of...

Social media has become an influential and dynamic virtual space where the platform is used for social networking and a great opportunity to digitally promote a business and establish relations with customers. This study aims to understand how social media marketing activities influence brand...

In today's connected world, social media is a sound business strategy that is embedded in an online network. It allows businesses to create customer engagement by helping them develop their brand, enhance their networking capacity, and increase their customer base. Marketers should take...