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Strategic relationship management and service brand marketing

Shu‐pei Tsai (Public Relations and Advertising Department, Shih Hsin University in Taiwan, Taipei, Taiwan, Republic of China)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 26 July 2011

Abstract

Purpose

In recent years, the notion of consumer‐brand relationships has drawn increasing attention from both researchers and practitioners in the field of service brand marketing. However, different paradigms conceptualize and measure this notion from diversified perspectives. The current study, integrating and modifying the main concepts of different consumer‐brand relationships paradigms, proposes to test an integrative‐model.

Design/methodology/approach

The paper conducts an exploratory investigation and a cross‐regional survey, alongside the statistical technique of structural equation modeling, confirms the appropriateness of the entire model structure as well as the causal path pattern explicated by the proposed Strategic Management of Service Brand Relationships model.

Findings

According to the Strategic Management of Service Brand Relationships model, service brand commitment and service brand love partially mediate the effects of eight relationship components on service brand loyalty. Moreover, amid the eight relationship components, there are three components (satisfaction of affective attributes, trust, and self‐concept connection) also exercising a direct positive influence on service brand loyalty.

Originality/value

The Strategic Management of Service Brand Relationships model delineates the antecedents and consequence of positive service brand relationships. Specific indicators of the latent constructs as well as the causal pathways among these constructs provide strategic principles for fostering strong and durable brand loyalty through consumer‐brand relationships in the context of service brand marketing.

Keywords

Citation

Tsai, S. (2011), "Strategic relationship management and service brand marketing", European Journal of Marketing, Vol. 45 No. 7/8, pp. 1194-1213. https://doi.org/10.1108/03090561111137679

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited