Consumers’ relationships with brands and brand communities – The multifaceted roles of identification and satisfaction

Abstract

This study integrates consumer-brand identification and customer satisfaction as core relationship drivers to study their interrelationships as well as the effects on customer loyalty and word-of-mouth communication. Considering multiple interacting targets of identification in brand communities, the empirical study unfolds the multifaceted, context-specific relevance of identification and satisfaction: While the effect of identification on brand loyalty is mediated by customer satisfaction, satisfaction has no significant effect on community loyalty. Moreover, brand communities are particularly useful for gaining new customers, whereas no increase in brand loyalty could be found. Managers are generally advised to specify constructs of interest related to different relevant targets of identification.

A study on China's time-honored catering brands: Achieving new inheritance of traditional brands

“…To measure Brand experience. (4) Five items adapted from Popp and Woratschek (2017) were used to measure Customers' brand identification, reflecting the degree to which the customers' identified the time-honored brands. (5) We used 6 items adopted from Darvishmotevali et al (2018) to measure Creative performance , showing customers' perception of the creative ideas, behaviors or measures conveyed by time-honored brands.…”

“… .835 This time-honored catering brand is not action oriented. .700 Customers-brand identification (Cronbach's alpha = .920) ( Popp and Woratschek, 2017 ) .920 .697 This btime-honored catering brand says a lot about the kind of person I am. .845 This time-honored catering brand's image and my self-image are similar in many respects.…”

“…Customers' brand identification is regarded as a high degree of brand understanding and recognition ( Popp and Woratschek, 2017 ), which affects additional customer behavior toward the brand, including positive WOM and other supportive behaviors ( Zhu et al, 2016 ). WOM has become one of the most effective marketing tools ( Prentice et al, 2019 ).…”

Understanding Consumers’ Purchase Intention for Online Paid Knowledge: A Customer Value Perspective

“…Consumer identification with the company will affect consumer behaviors [49]. A consumer who highly identifies with a seller would have a higher level of purchase intention [36,50] and loyalty [51]. A company may share the same knowledge interest with consumers in the context of OPK, so the knowledge contributor's identity may attract consumers and lead consumers to pay for OPK.…”

Predicting Customer Satisfaction and Customer-Company Identification in Enhancing Halal Restaurant Loyalty: Service Encounters Perspective

“…In addition, this study fills the gap by adopting service encounters that previous literatures rarely include in evaluating the antecedents of customer company identification (see (Ahearne, Bhattacharya, & Gruen, 2005 Su et al, 2016). Finally, this study investigates of customer satisfaction and customer-company identification in enhancing customer loyalty that still becoming a trending topic until recently ( (Popp & Woratschek, 2017;Yang et al, 2017). This study would like to articulate that the two constructs has become the key points of influencing customer loyalty in halal favorite restaurants.…”