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

详细信息    查看全文

• 作者：Bastian Popp^a ; ^{b.popp@leedsbeckett.ac.uk} ; Herbert Woratschek^b ; ^{dlm@uni-bayreuth.de}
• 关键词：Consumer-brand identification ; Customer satisfaction ; Brand communities ; Customer loyalty ; Word-of-mouth communication
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2017
• 出版时间：March 2017
• 年：2017
• 卷：35
• 期：Complete
• 页码：46-56
• 全文大小：514 K
• 卷排序：35

文摘

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.