Impact of Relationship Marketing Variables on Brand Resonance: Mediating Role of Brand Attitude

Abstract

Relationship Marketing has got its values strongly rooted in business and market place right from the year 1983. It is the core sphere of operation for all kinds of trade and no organization overlooks this concept. Holding this importance of Relationship Marketing as a core idea, the study aims at discerning the impact of Relationship Marketing Variables on Brand Resonance. Brand Resonance is yet another dominant state of psychological connect which every company would like to establish with the customers. The Relationship Marketing Variables Trust, conflict handling, empathy and Satisfaction are considered for the analysis. Brand Loyalty, Brand Community, Brand Engagement and Brand Attachment are the variables of Brand Resonance. Focusing on the relationship marketing variables that contributes towards high brand resonance would enable companies to contemplate on these profit enabling areas that eventually leads to a sustenance growth for the organization. Indian Shopping Websites has been given the prime importance in this study and data has been collected from 515 users of these websites. Multiple regression is employed as a main tool to examine the influential effect and for mediation analysis. The mediating effects of brand attitude over brand resonance is also examined in this study. Drifting from the traditional view of customer satisfaction influencing Brand Loyalty, this study has found Empathy as the most influential factor on Brand Resonance followed by Conflict handling and Trust. Brand Attitude strongly mediates the relationship between relationship marketing dimensions and Brand Resonance.