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Book part
Publication date: 11 June 2009

Anca E. Cretu and Roderick J. Brodie

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The…

Abstract

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The resource-based view of the firm explains the sources of sustainable competitive advantages. From a resource-based view perspective, relational based assets (i.e., the assets resulting from firm contacts in the marketplace) enable competitive advantage. The relational based assets examined in this work are brand image and corporate reputation, as components of brand equity, and customer value. This paper explores how they create value. Despite the relatively large amount of literature describing the benefits of firms in having strong brand equity and delivering customer value, no research validated the linkage of brand equity components, brand image, and corporate reputation, simultaneously in the customer value–customer loyalty chain. This work presents a model of testing these relationships in consumer goods, in a business-to-business context. The results demonstrate the differential roles of brand image and corporate reputation on perceived quality, customer value, and customer loyalty. Brand image influences the perception of quality of the products and the additional services, whereas corporate reputation actions beyond brand image, estimating the customer value and customer loyalty. The effects of corporate reputation are also validated on different samples. The results demonstrate the importance of managing brand equity facets, brand image, and corporate reputation since their differential impacts on perceived quality, customer value, and customer loyalty. The results also demonstrate that companies should not limit to invest only in brand image. Maintaining and enhancing corporate reputation can have a stronger impact on customer value and customer loyalty, and can create differential competitive advantage.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

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Book part
Publication date: 4 December 2018

Ahmad Raouf Rather

This study uses the social identity theory and relationship marketing theory to investigate customer satisfaction, commitment, trust and loyalty towards hospitality brands

Abstract

This study uses the social identity theory and relationship marketing theory to investigate customer satisfaction, commitment, trust and loyalty towards hospitality brands. Therefore, the author develops and empirically tests the relationships among these constructs. The methodology involved the use of structured equation models to investigate the hypothesised relationships. The results suggest that customer brand identification has a positive influence on loyalty, commitment, satisfaction and trust. The study also implies that commitment mediates the relationships between the three relational constructs (customer identification, trust and satisfaction) and brand loyalty.

Details

The Branding of Tourist Destinations: Theoretical and Empirical Insights
Type: Book
ISBN: 978-1-78769-373-9

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Article
Publication date: 11 March 2021

Taeshik Gong and Chen-Ya Wang

This paper introduces the concept of dysfunctional customer behavior toward a brand and argues that when customers perceive that a brand has failed to fulfill its…

Abstract

Purpose

This paper introduces the concept of dysfunctional customer behavior toward a brand and argues that when customers perceive that a brand has failed to fulfill its promises, a psychological brand contract breach occurs, which in turn leads to a psychological brand contract violation, which evokes dysfunctional customer behavior toward the brand. In addition, this study investigates whether the impact of a breach of this contract is dependent on brand relationship quality, brand apology and restitution.

Design/methodology/approach

Study 1 conducted the online survey and 224 respondents were used for data analysis and the moderating role of brand relationship quality was examined. Study 2 conducted an experiment with 201 participants to test the moderating role of brand apology and restitution.

Findings

This study found the moderating role of brand relationship quality, brand apology and brand restitution on the relationship between a psychological brand contract breach and dysfunctional customer behavior toward a brand (i.e. brand-negative word-of-mouth, brand retaliation and brand boycott), which is mediated by psychological brand contract violation.

Originality/value

This study contributes to the theoretical understanding of dysfunctional customer behavior toward a brand by integrating the literature on brand management with the organizational literature on psychological contracts between organizations and their employees. Furthermore, this study sheds light on the effectiveness of reparative actions by the firm after occurrence of the psychological brand contract breach.

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Article
Publication date: 19 February 2021

Jiseon Ahn and Jookyung Kwon

From the perspective of relationship theory, customers tend to build a positive attitude toward a company with a strong connection. While previous tourism and hospitality…

Abstract

Purpose

From the perspective of relationship theory, customers tend to build a positive attitude toward a company with a strong connection. While previous tourism and hospitality studies acknowledged the strategic importance of a strong relationship between customers and brands in enhancing company performance probability, the potential benefits derived from mobile commerce experience deserves further investigation. Thus, this study aims to examine how multidimensional relationships between customers and service providers affect brand performance.

Design/methodology/approach

Using a sample of food delivery application customers in the USA, the structural equation modeling (SEM)-partial least squares (PLS) path modeling is used to examine the impact of economic exchange, social exchange, mutual-interest and self-interest, on brand equity and loyalty intention.

Findings

The PLS-SEM results indicate that customers’ perceived economic exchange, social exchange and mutual interests with food delivery applications influence their perceived equity, which, in turn, enhances their loyalty intention toward brand applications. However, self-interest does not enhance customers’ perceived brand equity.

Practical implications

Accordingly, food delivery service providers must value their relationship with customers to achieve sustainable organizational growth and develop appropriate promotion activities to enhance economic exchange, social exchange and mutual interests.

Originality/value

The current study contributes to the literature by empirically demonstrating the consequences of customer-brand relationships in the emerging service context (i.e. food delivery applications).

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 3
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 4 June 2020

Yu-Hui Fang, Chia-Ying Li and Zeeshan Ahmed Bhatti

Numerous companies have launched brand pages (BPs) on social networking sites to enhance customer-brand communication, cultivate the customer-brand relationship and…

Abstract

Purpose

Numerous companies have launched brand pages (BPs) on social networking sites to enhance customer-brand communication, cultivate the customer-brand relationship and promote brand loyalty. This study aims to investigate how BP affordances support social commerce.

Design/methodology/approach

The study devises a theoretical model linking the proposed BP affordances (visibility, selectivity, persistence and interactivity) to three customer values (relationship quality, brand experience and smart shopping feeling [SSF]) to encourage brand loyalty and BP endorsement on the part of the customer.

Findings

Data collected from 591 respondents support all proposed hypotheses. The model explains high variances in brand loyalty and BP endorsement, indicating that relationship quality plays a more salient role in producing brand loyalty, while SSF plays a more important role in eliciting BP endorsement.

Originality/value

The study is unique in four ways. First, drawing on the lens of affordance, it proposes specific affordances for BPs and offers empirical results for their applicability. Second, by incorporating CDL into the research model, it illuminates the high explanatory power of these proposed BP affordances on the three customer values. Integrating the S-O-R model with the affordance perspective and CDL provides a more complete picture of the BP phenomenon. Third, it extends the reach of existing work by examining BP endorsement in social media as a dependent variable beyond brand loyalty, with SSF included as another source of values to shed more light on the relationships depicted in the model. Fourth, by taking trait competitiveness into account, it sheds further light on relationships between customer values and BP endorsement.

Details

Information Technology & People, vol. 34 no. 2
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 24 November 2020

Minjung Shin, Ki-Joon Back, Choong-Ki Lee and Young-Sub Lee

This study aims to investigate ways in which hotel loyalty programs can be designed to enhance customer’s identification with a hotel brand and develop a sustainable…

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1161

Abstract

Purpose

This study aims to investigate ways in which hotel loyalty programs can be designed to enhance customer’s identification with a hotel brand and develop a sustainable customer-brand relationship.

Design/methodology/approach

The study adopted a cross-sectional design survey questionnaire for data collection and used structural equation modeling data analysis to test the conceptual model.

Findings

The three loyalty program experiences proposed (member-to-member similarity, memorable loyalty program experience and loyalty program social benefits) exerted significant positive effects on customer-brand identification (CBI), which, in turn, influences customer-brand relationship elements, including trust, commitment and switching resistance.

Originality/value

This study expands the scope of CBI literature, which previously focused substantially on brand level experiences, by being the first to explore a new set of CBI antecedents with a focus on loyalty program experiences. Furthermore, the current study’s findings delineate specific strategies to uphold the social and experiential aspects of loyalty programs that can develop sustainable customer-brand relationships.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 12
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 24 November 2020

Ammar Javed and Zia Khan

This study aims to highlight important marketing strategies within the context of a highly competitive emerging market with few points of difference because of service…

Abstract

Purpose

This study aims to highlight important marketing strategies within the context of a highly competitive emerging market with few points of difference because of service homogeneity. Drawing upon the social identity and self-expansion theories, this research explores the role of corporate social responsibility (CSR) and discounts and packages offers (DPO) as determinants of purchase intentions. The understudied mediating role of brand love is investigated in the CSR–purchase intentions and DPO–purchase intentions relationships, with relationship age as a moderating variable for the two relationships.

Design/methodology/approach

Data from 359 valid responses from customers of cellular service firms in Pakistan were analyzed using partial least squares-based structural equation modeling.

Findings

The findings show that brand love partially (albeit a weaker relationship) mediates the CSR–purchase intentions relationship. Brand love also partially (albeit a stronger relationship) mediates the DPO–purchase intentions relationship. The moderating role of relationship age is not established.

Practical implications

Cellular firms in emerging markets experience high volatility. Therefore, understanding of the volatile behavior alongside devising strategies is of the utmost importance. This research shows that customers continue their business with the firms they love. Interestingly, the non-significance of relationship age as a moderator for both CSR–purchase intentions and DPO–purchase intentions indicates that garnering customers' purchase intentions with respect to relationship age will be very difficult for cellular firms under fierce competition. CSR and DPO should be strategically used to increase brand love to boost purchase intentions.

Originality/value

This study makes two important contributions to the literature of emerging markets. The first contribution of this research is the proposal and validation of brand love as a mediating variable in CSR–purchase intentions and DPO–purchase intentions relationships. Evaluation of the moderating role of relationship age in CSR–purchase intentions and DPO–purchase intentions relationships is the second contribution.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 26 November 2020

Omar S. Itani

The purpose of this paper is to understand the role of identity-based relationships, customer brand identification and peer identification, in driving customer outcomes…

Abstract

Purpose

The purpose of this paper is to understand the role of identity-based relationships, customer brand identification and peer identification, in driving customer outcomes including customer experiential hedonic value, social influence and repurchase intentions through the effects on value co-creation among customers and competitor brand hate, while taking into consideration the moderating impact of individualism.

Design/methodology/approach

The study integrates social identity theory, identity-based marketing perspective and self-construal theory to develop relationships. The data comprises a web-based survey of customers in the USA and was analyzed using structural equation modeling.

Findings

Customer brand identification and peer identification are drivers of value co-creation among customers, which leads to favorable outcomes at the customer and brand levels. Customer brand identification drives customers to hate competing brands, which, in turn, motivates customers to exert social influence in favor of their brand and to hold additional repurchase intentions. Customer brand identification and peer identification play different roles in motivating customers to co-create value with their fellows and drive customers to feel hatred toward competing brands contingent on customer individualism.

Research limitations/implications

Customer brand identification and peer identification play different roles in engaging customers in value co-creation with their peers and competing brands have with their rivals. Individualism self-construal holds a dual role when interacting with customer identification. The study fills multiple gaps in the literature by examining additional effects of customer brand identification and peer identification and exploring a relatively new dimension of the value co-creation process, as well as the role of customers in the competition between brands.

Practical implications

Brands need to view customers who identify with them as socially active customers capable of participating in value co-creation with other customers and engaging in the rivalry faced by the brands. Moreover, brands are required to build and nurture relationships that are based on social identification to encourage customer brand identification and peer identification which results in favorable customer and business outcomes.

Originality/value

This study examines the effects of two forms of customer identification on value co-creation between customers and competitor brand hate. In addition, it identifies the dual moderating role of customer individualism on the effects of both social identification forms. The study fills multiple gaps in the literature by understanding new aspects of customer identification, value co-creation and brand hate.

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Article
Publication date: 19 September 2016

Jung Ok Jeon and Sunmee Baeck

This paper aims to investigate consumers’ attitudinal and behavioral responses to brand crisis and examine an empirical model to explain consumer’s internal process in the…

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4233

Abstract

Purpose

This paper aims to investigate consumers’ attitudinal and behavioral responses to brand crisis and examine an empirical model to explain consumer’s internal process in the context of negative information about a brand, analyzing the relationships between the brand association types, brand-customer relationship strength and consumers’ responses depending on the types of brand crises.

Design/methodology/approach

This study uses an integrative approach based on qualitative and quantitative methods: a focus-group interview and an experiment.

Findings

The results indicated that consumers’ responses were more favorable in the corporate ability (CA) crisis than in the corporate social responsibility (CSR) crisis. In addition, consumers with high brand-customer relationship strength and brand associations for CA (CSR) showed more favorable responses to a brand crisis related to CA (CSR) than to that related to CSR (CA).

Practical implications

Managerially, firms should improve their marketing activity to reinforce particular brand association type that strongly related customers mainly have. In addition, firms should carefully find the best timing and channel that strongly related customers usually access, to present corporate corresponding statements in brand crisis and information of their corporate crisis-coping process.

Originality/value

Theoretically, this study will contribute to the literature on brand crises by providing critical insights into the mechanism underlying consumers’ responses to brand crises.

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Article
Publication date: 22 February 2008

Min‐Hui Foo, Gary Douglas and Mervyn A. Jack

The purpose of this paper is to show that new technologies have significantly changed the way that customers interact with their bank. Whilst a trip down to the local…

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2881

Abstract

Purpose

The purpose of this paper is to show that new technologies have significantly changed the way that customers interact with their bank. Whilst a trip down to the local branch was mandatory in the past for a customer to do their banking, all that is required now in many situations is simply to send a text message or log on to the internet. However, the idea of exploiting customer competency with new technologies to create new distribution channels has become a double‐edged sword. Although the distance between the bank and its customer is shortened in that direct contact can be established within a matter of seconds with these new technologies, the impact on the customer's perceived relationship with the brand remains an issue of strategic importance that needs to be evaluated. In order to exploit the advantages of technology, a full understanding of the factors and processes involved in the customerbrand relationship associated with use of self‐service banking channels is necessary.

Design/methodology/approach

The methodology is an empirical study using bank customers as participants, which was conducted to examine the impact of salient relationship norms on customers' perceptions of their relationship with their bank.

Findings

Based on the experiment data, the paper establishes the relevance of the concepts of communal and exchange relationship norms in the study of customerbrand relationships in a business context.

Originality/value

The implications from the findings provide insights into the importance of relationship theory in explaining customers' perceived relationship with brands, specifically that of their bank.

Details

International Journal of Bank Marketing, vol. 26 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

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