The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality

Huang, Chao Chin; Fang, Shih‐Chieh; Huang, Shyh Ming; Chang, Shao‐Chi; Fang, Shyh-Rong

doi:10.1108/msq-04-2013-0072

Cited by 53 publications

(49 citation statements)

References 67 publications

(147 reference statements)

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“…With intense competition among global hotel companies, branding strategies has emerged as competitive advantage to increase market share and enhance customer loyalty (Lin, 2013). Branding is considered a power means of the strength of the customer-brand relationship, thus, it is argued that more effort should be placed to improve relationships between customers and the brand as it often lead to a higher intention to repurchase, financial gains, and customer retention (Breivik and Thorbjørnsen, 2008;Huang et al, 2014;Huber et al, 2010;Smit et al, 2007). Brand relationship quality (BRQ) is viewed as an emotional ties resulting from the interaction between the consumer and his/her brand (Fournier, 1998).…”

Section: Brand Relationship Quality (Brq)mentioning

confidence: 99%

Building brand relationship quality among hotel loyalty program members

Yong

et al. 2017

IJCHM

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Purpose This study aims to investigate the impact of the loyalty program members’ satisfaction toward the hotel loyalty program benefits and the customer management relationship initiatives of individual hotels on the brand relationship quality (BRQ), i.e. their relationship quality with the hotel brand, and its outcomes. The moderating impact of membership level on the hypothesized relationships was also investigated. Design/methodology/approach A usable sample of 920 active members of a hotel loyalty program was obtained. Structural equation modeling with partial least squares method was used to estimate the structural relationships and to investigate the moderating effect of membership level. Findings Employee’s customer orientation, membership communication and hotel stay-related benefits are determinants of the loyalty program members’ BRQ. BRQ is also confirmed as a higher-order construct of three latent variables which include trust, satisfaction and commitment. Moderating effects of the membership were partially supported in this study. The strongest effect of BRQ is on members’ word of mouth followed by shares of purchase. BRQ is found to have negative relationship with members’ willingness to serve as marketing resource, but the impact was small. Research limitations/implications This is a cross-sectional study with a population of active loyalty program members of only one luxury hotel group. The sample size of the top-tier members is also smaller in comparison to the other two groups. Practical implications This study contributes to the understanding of the antecedents and consequences of BRQ and the body of knowledge about loyalty program for hotel industry. Originality/value This is one of the few studies investigating the effectiveness of hotel loyalty programs from the active members’ perspective and the moderating effect of membership level on the relationships among BRQ, its antecedents and its outcomes.

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Section: Brand Relationship Quality (Brq)mentioning

confidence: 99%

Building brand relationship quality among hotel loyalty program members

Yong

et al. 2017

IJCHM

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“…Social bonds are important antecedents of trust in the service encounter (Morgan & Hunt, 1994) and trust is intrinsic in relationship building. Many previous studies highlighted the importance of bonds to overall organisational performance by enhancing customer satisfaction, trust and commitment (Wang et al, 2006;Cater & Cater, 2009;Chen & Chiu, 2009;Fang;Chang & Fang, 2014;Julian et al, 2016). Various literatures suggest the importance of bonds in creating trust in relationships between buyerssellers.…”

Section: Bonds and Relationship Quality: Trust Commitment And Satisfacmentioning

confidence: 99%

An investigation into the relationship between customer relationship marketing and customer retention: superstore retailing context in Bangladesh

Datta¹,

Fraser²,

Lebcir³

2018

JBRMR

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The context of this study is Bangladesh`s food retailing sector. The main purpose of this study is to investigate the relationship between Customer Relationship Marketing (CRM) and customer retention. The core aim of Relationship Marketing is to build long lasting mutually bonded relationships with customers and various other important stakeholders. The concept has attracted considerable attention among scholars in recent decades and has appeared in service marketing literature as a new marketing paradigm. The concept is critical to the success of any organisation as it has been an accepted phenomenon that maintains that existing customers are far easier to retain than is the process of acquiring new customers. In order to stay in business and cope with the challenging business dynamism, organisations are continuously searching for reliable and serviceable strategies to be employed in order to increase customer retention. However, there is a lack of consensus among researchers on the core antecedents of relationship marketing that can be used to achieve the above aims, especially while the concept is new in the context of organised retailing sectors in Bangladesh. In response, the study developed a conceptual framework of customer retention strategy which incorporates bonds, service quality and relational quality into one relationship model. The model establishes eleven hypotheses. A sample of 202 grocery food retail customers were selected in a random sample from four selected superstores. The results support hypothesized relationships built on the model. The findings indicate that service quality, trust, bond and customer satisfactions are vital for creating positive customer loyalty which in turn creates customer retention.

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“…Previous research has also shown that consumers have an ideal self-image and strive to consume brands that will boost their self-esteem (Carlson et al, 2009). Furthermore, the stronger the link between brand personality and a consumer's self-image, the greater is the likelihood that the consumer will possess a meaningful attitude toward the brand and feel an emotional attachment to it (Bodet and Bernache-Assollant, 2011;Kuenzel and Halliday, 2010;Wu et al, 2012), leading to increased brand loyalty (Cheng et al, 2014;Huang et al, 2014;Malhotra, 1988). Evidence also indicates that brand personality directly influences attitudinal (Buil et al, 2013) and behavioral (Brakus et al, 2009) aspects of loyalty.…”

Section: Effect Of Brand Personality On Customer Loyaltymentioning

confidence: 99%

How do brand personality, identification, and relationship length drive loyalty in sports?

Karjaluoto

Munnukka

Salmi

2016

Journal of Service Theory and Practice

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Purpose – The purpose of this paper is to extend brand identification theory to the sports team context by testing the direct and indirect effects of a sports team’s personality, sports fans’ identification with the team, and the effect of the length of fans’ relationship with a team on their loyalty to it. Design/methodology/approach – The authors conducted a quantitative study among ice hockey fans of one Finnish hockey team before play-off games. Data came from an online questionnaire generating 1,166 responses. Findings – The authors find that: first, identification with a team mediates the effects of brand personality on attitudinal loyalty and behavioral loyalty; second, brand personality is a stronger driver of identification among newer fans; and third, brand personality has a stronger influence on both attitudinal and behavioral loyalty among newer fans. These findings stress the importance of sports brand’s personality in driving fans’ identification with the team and their loyalty to it. Originality/value – The study develops and tests a new conceptual model on consumer loyalty in the sports team context. The authors shed light on how sports team personality affects its fans’ identification with the team and the formation of fan loyalty, from the perspective of fans’ relationship length.

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The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality

Cited by 53 publications

References 67 publications

Building brand relationship quality among hotel loyalty program members

Building brand relationship quality among hotel loyalty program members

An investigation into the relationship between customer relationship marketing and customer retention: superstore retailing context in Bangladesh

How do brand personality, identification, and relationship length drive loyalty in sports?

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