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To propose and test a multi‐dimensional model of relationship commitment defined by personal and functional connections which are, in turn, driven by trust and satisfaction.

A model is proposed to define relationship constructs better within marketing practice and to evaluate the relationships between these constructs. Structural equation modeling was employed to validate the model using data from two case studies.

Satisfaction is antecedent to trust, but primarily contributes to functional connections. Personal connections, on the other hand, stem from trust. The relative strengths of personal and functional connections determine the nature and outcomes of relationship commitment. This trust‐based model is statistically superior to previous models and explains customer‐brand relationships much more extensively.

The primary limitation of this research is that it explores only two product/service categories, potentially limiting the generalizability to other domains.

These results have extensive implications for brand building, establishing customer relationships, and incorporating relationships into brand strategies.

These results improve our understanding of customers' relationships with brands and provide managers with guidance on developing, nurturing, and utilizing these relationships.

The purpose of this paper is to propose and test segmentation of multi‐dimensional customer‐brand relationships as a superior method of defining, understanding, and predicting customer loyalty behaviors.

A method of segmenting customer‐brand relationships is proposed, based on the development of personal and functions connections. The resulting groups are hypothesized to better define and predict customer loyalty behaviors. The model is tested with an empirical sample.

Customers can be effectively segmented into relationship groups, based on the extent to which they have personal and functional connections with the brand. These relationship groups display different levels of commitment to the brand and engage in significantly different levels of loyalty behaviors. The resulting segments serve to define and measure levels of customer loyalty.

The primary limitation of this research is that behaviors were self‐reported. However, the impact was limited by the fact that the initial survey was conducted six months before the behavior questionnaire.

These results have extensive implications for developing customer‐brand relationships that promote, enhance, and expand loyalty behaviors.

Measures of loyalty based on behavior in the market or customer satisfaction have proven ineffective at defining, measuring, and predicting loyalty behaviors. Relationship segmentation not only better defines loyalty, but also provides insight into loyalty development, based on personal and functional connections.

The purpose of this paper is to investigate the relationship among consumers’ corporate associations, consumer-corporate connection, and corporate brand loyalty, with a particular focus on the moderating role of national culture.

The conceptual framework is tested on American and South Korean subjects. Structural equation modeling is used to test the hypothesized framework.

The positive influence of corporate social responsibility (CSR) associations on social self-concept connection is stronger in collectivist than individualist culture, whereas the positive influence of personal self-concept connection on his/her loyalty to the corporate brand is stronger in individualist than collectivist culture.

The study relied on participants’ memory about a product and a manufacturing company of a product. It is possible that their memories about the product and manufacturing company could be incomplete and be tainted by their satisfaction or dissatisfaction with a particular product they experienced rather than overall brand image of the company’s products.

Firms are advised to assess how customers of the target market across different national cultures perceive their CSR initiatives and corporate competences in deciding on the type of images and associations to invest and build, that is, either authentic CSR activities or product quality competence.

A substantiation of the moderating role of national culture on the impact of a consumer’s corporate associations on his/her self-concept connections as well as on the impact of self-concept connections on his/her corporate brand loyalty.

Companies are now using social network sites (SNSs) within their marketing and brand-building activities. Twitter is the preferred SNS for creating brand communities, which offer companies many advantages. The purpose of this paper is to examine how individuals manage their competing needs for being affiliated (operationalized as personal and communal-brand connections) and for being seen as distinctive (operationalized as need for uniqueness (NFU)) when they are members of brand communities on Twitter. The authors have also analysed which type of brand community is able to achieve the balance between both needs, enhancing identification with the brand community.

A total of 318 valid responses were collected from three camera brand communities on Twitter. Messages (“tweets”) which included a link to an online questionnaire were sent to community members via Twitter. The authors examine the proposed model using structural equation modelling.

The authors demonstrate that consumers can satisfy their need for affiliation in brand communities created in Twitter. However, consumers can only reach a balance between the need for affiliation and the need for distinctiveness in brand communities built around niche brands. In contrast, the two needs work in opposition to shape identification in brand communities of big brands.

Optimal distinctiveness theory is used as a theoretical background for proposing how the antecedents of identification with the brand community enhance brand loyalty, with reference to the conflict between the individual’s needs for both distinctiveness and affiliation. Consumers’ identification with the brand community is proposed as a mediator to achieve brand loyalty in brand communities. Consumers reach this balance in brand communities built around a niche brand, where individuals with high NFU feel a high identification with the brand community. For big brands, as consumers’ NFU increases, their identification with the brand community and brand loyalty decreases.

Personal political connections with politicians have positive contribution to the abnormal returns of firms (Hillman, Zardkoohi, & Bierman, 1999; Chung, 2006; Dinc, 2005; Faccio, 2006; Morck, Wolfenzon, & Yeung, 2005; Imai, 2006). Business owners and executives have incentives to invest in political connections because such relationship may enable their firms to gain access to key information not available to the competitors. However, the impact of political connections on the behaviors of firms has only received scant interest in the literature (Hillman, Withers, & Collins, 2009).

The objective of this research is to examine the impact of formal and informal political connections on the scope of family business diversification. We focus on family business because of their unique access to family ties or family social capital to achieve business objectives (Sharma, 2004; Steier, 2003). We test our hypotheses using panel data from 35 Taiwan-based family business groups from 1988 to 2002. Our analysis shows that the informal political connections possessed by the parent generation owners of family business groups are better predictors of family business diversification than the informal political connections established by the children generations owners. This result complements the resource dependence theory by suggesting that durable and non-transferable political connections possessed by family leaders have a unique effect in the corporate decision to diversify. Additionally, the personal ties between politicians and parent generation family leaders are “sticky.” They cannot be easily succeeded by the younger generations.

The purpose of this paper is to present an analysis of the cognitive relationship between personal values of buyers and attributes of automobiles.

In total, 60 interviews were performed with buyers of sporty and compact cars. The qualitative laddering technique guided data collection and analysis, resulting in two cognitive value maps (HVM). The results were interpreted based on three theoretical approaches: Schwartz (1994), Allen (2000) and Gutman (1982).

The dominant chains from the two models indicate connection between “design and hedonism,” “internal finishing and hedonism” and “security items and safety as a value.” Therefore, these customers are predominantly characterized by individualistic values: by the pursuit of personal pleasure and concern for personal safety.

Due to qualitative techniques having been used, future research could validate some presented results through surveys based on the connections between the set of attributes and values presented in this research.

Results from this study can help to develop segmentation and advertising strategies, as well as marketing aftermarket actions based on the psychographic profile provided by the HVMs. They may also assist integration between the initial and final phases of new vehicles’ development which have concepts similar to those studied here.

The extant literature provides few studies with the specific objective of identifying connections between vehicle attributes and the personal values of the consumers. This paper presents an interpretation of the cognitive relationships between vehicle attributes and personal values through three theoretical perspectives, providing multidimensional profiles to explain consumers’ values.

Purpose – To find major determinants of access to legal services and consider an effective way of expanding access to lawyers.Methodology – (1) A survey of Japanese individuals between 20 and 70 years of age, conducted in 2005; (2) A survey of visitors at legal advice centers of Bar Associations, conducted in 2007 and (3) A survey of visitors at law offices, also conducted in 2007.Finding – The use of a lawyer for legal services is not affected by income or a general knowledge of the law, but by the past experience of using a lawyer and personal connections with a legal professional. Both lawyers and people have anxieties about each other. Thus, a lawyer wants to accept a client who is introduced by someone that the lawyer knows personally. People who seek legal advice also worry about the cost and the unapproachabilility of lawyers. Direct or indirect personal connections help to reduce such anxieties. This traditional pattern of legal access is found among visitors at law offices. However, visitors at legal advice centers do not have such experience or connections. Legal advice centers, rather than to law offices, could expand access to lawyers more effectively, because the former is easier for people without personal connections to get access to legal advice.Research limitations – The response rate of the office survey is very small.Value of chapter – It contributes to a current debate on what affects the use of a lawyer and suggests a policy for expanding access to lawyers in Japan.

Exploring the mechanisms through which social capital (SC) operates in organizations is highly important for both researchers and practitioners. As a theoretical concept, the role and functions of SC in organizations are framed in various ways but not clearly enough. Practitioners would like to understand how relationship intensifies performance; the purpose of this paper is to better understand the mechanisms through which SC influences performance in organizations.

A conceptual framework for different levels of SC in organizations has been developed and presented, as well as propositions regarding the suggested impact of each level on performance have been stated.

Drawing on a variety of literatures, it is argued that there are three levels of SC in organizations – personal, intra-organizational, and external; each level has unique features and benefits, and also, each level holds different risks. It is suggested that every SC level strengthens other components of performance.

Organizations strive to improve their performance and to create a better working atmosphere for their employees; nurturing SC properly helps in achieving these goals. This paper promotes understanding of the benefits and risks of SC, how to avoid these risks, and how to improve personal and collective performance and organizational outcomes.

To describe how a personal librarian program at a large university developed, has evolved, and continues to function. This paper aims to assist other librarians in developing their own personal librarian programs. It will also assist librarians who are working to connect to students.

To produce this paper, internal documents were reviewed, existing data were investigated, those who assisted in the development of the program were consulted and literature on personal librarian programs was reviewed.

Personal librarian programs can be an efficient way to connect to students and can create awareness about library services, especially without a formal orientation for new students. The personal librarian program discussed here connects the library to a large number of students with little time and effort. Planning is important in developing a working program.

Librarians can use this article to understand how a personal librarians program functions and how it can benefit their libraries. The paper emphasizes revising an existing program to work more effectively and using planning documents and assessment to help an outreach program run smoothly.

This paper details how a personal librarian program was developed and has evolved as well as how the program functions. The value is in the ways in which the program has been revised and has evolved and in the role that planning has taken in creating an effective program.