A Communication-Based Marketing Model for Managing Relationships

Duncan, Tom; Moriarty, Sandra E.

doi:10.1177/002224299806200201

Cited by 512 publications

(174 citation statements)

References 23 publications

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“…According to Duncan and Moriarty (1998), two-way communication that is associated with "shared language," "shared signs and signals," and "feedback" can reinforce participant relationships. Kalakota and Whinston (1996) argued that creating a solid relationship with customers requires the help of web-based communications and interactive technologies.…”

Section: Interactivitymentioning

confidence: 99%

Online experiences and virtual goods purchase intention

2012

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Purpose -The purpose of this paper is to examine the effects of interactive and social features on users' online experiences and their purchase intention of virtual goods from a social network site. Design/methodology/approach -A banner with a hyperlink that connected to the author's web survey was posted on the homepage of Facebook. Of the 258 responses returned, 176 were fully completed. Measurement items were adapted from previous literature. Structural equation modeling (SEM) was used to evaluate the research model and hypotheses testing. Findings -The results of an empirical study supported the use of the stimuli-organism-response (S-O-R) model in a social networking site and showed how environmental features should be incorporated to enhance users' online experiences and purchase intentions. Specifically, social identity showed the strongest influence on involvement and flow. More specifically, affective involvement showed the greatest influence on purchase intention compared to flow and cognitive involvement. Practical implications -The relative importance of both interactivity and social identity in platform features in shaping consumers' online experiences should not be ignored. The author suggests online games or apps. Additionally, platform providers should advance social identity features that show a strong positive impact on users' online experiences. Originality/value -With the proliferation of online social gaming, there is growing evidence for virtual goods consumption; however, relatively few studies have discussed this phenomenon. This paper draws on hypotheses from environmental psychology; specifically, users' intentions to purchase are modeled on user responses to the online stimuli of a Web platform and the online experience that such an environment elicits.

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Section: Interactivitymentioning

confidence: 99%

Online experiences and virtual goods purchase intention

2012

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“…In other words, an ongoing value-based relationship transforms into one in which the brand benefits from consumers' personal investment through the introduction of communality and personal attachment brand (Burnham et al, 2003;Duncan and Moriarty, 1998;Morgan and Hunt, 1994;Sheth and Parvatiyar, 1995). In the absence of the communal connections, long-term functional satisfaction, manifested in an exchange orientation, may still result in a transactional loyalty, intention to continue purchasing the brand's products and likelihood of recommending the brand to others, that appears as behavioral commitment (Oliver, 1999;Reichheld, 2003).…”

Section: Stage 3: From Relationship Nature To Investment and Behaviormentioning

confidence: 99%

A three‐stage model of consumer relationship investment

Hess

Story

Danes

2011

Journal of Product &Amp; Brand Management

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This paper aims to examine the sources of consumer-brand relationship investment, specifically isolating the sources and outcomes of communality and exchange relationship characteristics. Design/methodology/approach -The paper utilizes a survey-based empirical study and subsequent structural modeling approach to test a series of hypotheses concerning how brand performance perceptions influence the development of consumer relationship connections. Findings -The paper finds that perceptions of product performance and service quality influence the development of brand reliability and brand fidelity respectively. Similarly, brand reliability is the primary source of an exchange orientation, while brand fidelity leads to communal brand connections and, ultimately, consumer-brand relationship investment. Research limitations/implications -This research is limited by the scope of the sample, fast food restaurants. Future research should explore consumer relationship investment in other product and service categories in order to determine the extent to which relationship development processes vary by product category. Practical implications -Brands that wish to develop enduring relationships with their customers must understand the relative impact of both personal and functional (exchange) relationship characteristics on the development of relationship investment. Each has a specific role to play and the roles of each vary at different relationship stages. Originality/value -This research offers at least three significant contributions to the marketing discipline and marketing practice. First, it introduces constructs and associated scales for brand fidelity, communality, exchange and relationship investment. Second, it demonstrates how brand service and product performance differentially contribute to two dimensions of consumer-brand relationships. Finally, it describes three discrete relationship development stages that play specific roles in the evolution of consumer-brand relationship investment.

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“…The service brand is commonly presented to customers online within a brand alliance based upon a firm's inter-organisational relationships (Davis and Buchanan-Oliver, 1999). This is a construct, which embodies the traditional approach to branding (Aaker, 1991(Aaker, , 1996Cobb-Walgren et al, 1995;Dall'Olmo Riley and de Chernatony, 1997;Dobni and Zinkhan, 1990;Duncan and Moriarty, 1998;Keller, 1993Keller, , 1998Padgett and Allen, 1997;Rao and Ruekert, 1994). In essence, it serves as a symbolic resource (Elliott and Wattanasuwan, 1998) providing a mechanism to engage both buyer and seller in a longterm transaction and promote the development of trust, particularly on the basis of service quality and the disconfirmation of online shopping experiences.…”

Section: Case 2: Interactive Home-shopping Supermarketmentioning

confidence: 99%

Pluralism in contemporary marketing practices

Lindgreen

Davis

Brodie

et al. 2000

International Journal of Bank Marketing

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Over the last decade, considerable emphasis has been placed on the importance of relationship marketing. The re‐orientation of marketing has been at the expense of the traditional approach to marketing, that is transaction marketing (the “4Ps”). However, others conclude that transactional marketing is still relevant and practised concurrently with various types of relational marketing. However, no empirical evidence has been provided to support the proposition of a pluralistic approach to marketing. We, therefore, draw on empirical, qualitative case study evidence from the emerging and transforming international food supply chain that supports the proposition. The paper uses two settings from this context to illustrate that both transactional and relational approaches to marketing are employed concurrently. The first case, at the product origin of the supply chain, is based upon research into relationship marketing in the Danish‐UK dairy supply chain. The second case, at the consumer interface of the supply chain, evolves from a study into an interactive home‐shopping supermarket in New Zealand. The paper considers implications and areas for further research.

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A Communication-Based Marketing Model for Managing Relationships

Cited by 512 publications

References 23 publications

Online experiences and virtual goods purchase intention

Online experiences and virtual goods purchase intention

A three‐stage model of consumer relationship investment

Pluralism in contemporary marketing practices

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