Consumer Brand Relationships

Ghani, Noor Hasmini Binti Abd; Wahab, Tuhin Md. Kashedul

doi:10.2139/ssrn.3497812

Cited by 4 publications

(4 citation statements)

References 45 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

Section: Consumer-brand Relationshipsmentioning

confidence: 99%

“…Consumer-brand relationships have attracted attention recently in the marketing literature [35,37]. The concept of consumer-brand relationships began as a metaphor based on interpersonal relationships [35,37]. In consumer-brand relationships, brands are depicted as active partners, much like individuals in interpersonal relationships, and brands are known to have unique personalities just like humans [34,38,39].…”

Section: Consumer-brand Relationshipsmentioning

confidence: 99%

See 1 more Smart Citation

The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships

2023

View full text Add to dashboard Cite

This study aims to identify types of virtual/augmented reality–based brand experiences (VR/AR experiences) to understand their impacts on consumer–brand relationships. For this study, brand experiences were divided into four types: entertainment, aesthetic, educational, and real-escape experiences. Today, consumers can experience virtual/augmented reality–based brand experiences. In this study, a survey of consumers who participated in brand experiences was conducted. A total of 518 consumers participated in the survey. To verify the study hypotheses, structural equation modeling was conducting using the EQS 6 program. The results confirmed that entertainment, aesthetic, educational, and real-escape experiences were the main types of brand experiences that consumers accessed through AR/VR technologies. Additionally, brand experiences utilizing VR/AR technologies were found to affect consumer–brand relationship-building. Moreover, consumer–brand relationships were found to have a positive effect on consumer satisfaction, which, in turn, had a positive effect on purchase intentions. Furthermore, perceived brand authenticity played an important role in moderating the relationship between the brand experience types and consumer–brand relationship-building. It was found that there were interactions between study participants who perceived brand authenticity as high or low with all regulatory variables. These empirical studies of actual consumers’ AR and VR have the advantage of being able to present the most reliable analysis method for researchers to access their goals through various statistical data and analysis techniques. One of the most important factors in empirical research is sample size. This is because samples have a significant impact on generalizing the results. This means that the validity of the research results is high. The impact of VR and AR on sustainability examined in this study, the impact of VR and AR, and consumer-brand relationship building tried to deviate from the existing perspective in explaining sustainable behavior. It is judged that it contributed to grasping the causal relationship by establishing the relationship with the variables of brand experience with VR and AR and purchase intention. The fact that this study established the impact of VR and AR experience in predicting sustainable behavior of consumers contributed to the field of sustainable marketing.

show abstract

Section: Consumer-brand Relationshipsmentioning

confidence: 99%

Section: Consumer-brand Relationshipsmentioning

confidence: 99%

The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships

2023

View full text Add to dashboard Cite

show abstract

“…When the experience is favourable, it results in a long-term affair (Luomala and Laaksonen, 2000; Barone et al , 2000; Fitzmaurice, 2005; Wood and Rettman, 2007). The long-term bond between consumers and brands became widespread as consumer–brand relationships strongly came to the limelight in the 1980s (Raut and Brito, 2014; Fritz et al , 2014; Ghani and Tuhin, 2016).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Hedonism and luxury fashion consumption among Black African women in the UK: an empirical study

Emmanuel-Stephen

Gbadamosi

2021

JFMM

View full text Add to dashboard Cite

PurposeAlthough consumption is a universal phenomenon, it is characterised with considerable degree of diversity in relation to various factors such as culture, age, gender, ethnicity and many others. Accordingly, more often than not, these factors underpin consumers' reactions to different market offerings including luxury products. While a plethora of scholarship efforts are evident in the extant literature in regards to luxury consumption, there is dearth of studies around how this is linked hedonism and ethnic consumers. Hence, this paper aims to fill a palpable gap in the literature by exploring the UK Black African women's taste for luxury fashion consumption.Design/methodology/approachThe study is interpretive in nature with the use of 20 in-depth interviews conducted with Black African women through the use of snowballing and purposive sampling methods.FindingsThe study shows that the respondents' motivation for luxury consumption is driven by success and evolutionary motives, belongingness, societal pressures, cultural connection, anthropomorphism, consumer brand relationship and hedonism.Originality/valueApart from the theoretical implication of the study, which revolves around extending the discourse of taste in consumption and ethnic consumer behaviour, the paper will be greatly beneficial for marketing practitioners, especially in the area of segmentation, targeting and positioning vis-à-vis the marketing of luxury products.

show abstract

“…A brand is a unique name, symbol or a trademark that identifies a product or service and differentiates it from its competitors (Aaker et al, 2004). Brands affect consumers' bonding to a product or service (Ghani, 2016;Sousa and Silva, 2015;Balmer et al, 2001;Mitchell and Orwig, 2002). The selection of a brand depends on the consumers' needs and wants.…”

Section: Literature Reviewmentioning

confidence: 99%

Investigating student–university identification

Dajani

Yaseen

Baker

2021

WJEMSD

View full text Add to dashboard Cite

PurposeThe present research builds upon the social identity theory and Balaji et al.’s (2016) research model to investigate student–university identification. The purpose of this paper is to examine the antecedents of university identification, namely, university brand knowledge, university brand personality and university identity. Furthermore, consequences of university identification, such as advocacy intentions, suggestion for improvements, university affiliation and strength of attachment, are examined.Design/methodology/approachA quantitative research design was used, collecting data from students in private and government universities in Jordan. Structural equation modeling using SmartPLS 2.0 is employed to test the proposed research hypotheses.FindingsThe results revealed that all the antecedents and consequences suggested in the research model have positive significant relationships with university identification in the Jordanian higher education sector.Originality/valueUniversity identification has been less precisely conceptualized and empirically tested in the higher education context in developing countries. The results improve our understanding of the antecedents and consequences of university identification for students in higher education. In addition, the constructs of university identification and strength of attachment are incorporated in the research conceptual model and have not been tested before.

show abstract

Consumer Brand Relationships

Cited by 4 publications

References 45 publications

The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships

The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships

Hedonism and luxury fashion consumption among Black African women in the UK: an empirical study

Investigating student–university identification

Contact Info

Product

Resources

About