Models for brand relationships

Abstract

His research focuses on branding and social transformation, particularly on brand co-creation, brand equity, branding and sustainability, corporate social responsibility, public-private collaborations and political branding. His research has been

Enhancing brand loyalty through online brand communities: the role of community benefits

“…User participation, interaction and engagement play a crucial role in cultivating relationships between brands and users in sports management (Filo et al , 2015). Thus, it is necessary to address sports fans’ relationships with sponsoring brands relative to such co-creation processes by understanding their perceptions, behaviors, attitudes and responses (Thomas, 2018; Fetscherin et al , 2021).…”

“…As branded websites are still the most popular sites for online brand interactions, the number of brand communities on social networking sites is expected to increase. Such communities enable internet users to discuss and share their experiences through various social media platforms, including Facebook, Twitter and Instagram (Seraj, 2012; Laroche et al , 2013; Habibi et al , 2014; Simon et al , 2016; Dessart and Duclou, 2019; Huang, 2019; Fetscherin et al , 2021). A successful online community relies on customers’ active and voluntary participation (Liao et al , 2017; Choi and Kim, 2020; Trivedi et al , 2020).…”

“…Thus, this study adopted the construct of perceived interactivity. As brands are advised to develop strategies using online brand communities through relationship marketing (Hajli et al , 2017; Fetscherin et al , 2021), understanding the nature of perceived interactivity and community benefits is key to a successful strategy. Accordingly, this study investigates the effects of perceived interactivity on community benefits.…”

“…Consequently, brands recognize the need to actively build relationships with consumers to enhance their interactions and passion (Halaszovich and Nel, 2017; Fernandes and Moreira, 2019; Veloutsou and Ruiz-Mafé, 2020). However, there has been no pragmatic organization of knowledge on relationship facilitation, forming a noticeable gap in the literature (Veloutsou and Ruiz-Mafé, 2020; Fetscherin et al , 2021). This study fills the research gap on relationship facilitation by observing the effects of perceived interactivity and identifies the types of community benefits in the context of social networking sites.…”

Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment

“…In fact, consumers not only build connections with brands but also with fellow brand enthusiasts (Badrinarayanan and Sierra, 2018;Hughes et al, 2016). They engage with the brand, share information and express their views on the brand (Fetscherin et al, 2021;Wallace et al, 2017) and embrace a shared culture, rituals, and traditions with a collective identity (Haverila et al, 2020). These consumers strive to maintain an image others (i.e., brand enthusiasts) have of them (i.e., social self) in order to facilitate social interactions and approval (Swann et al, 1992).…”