Influence of Electronic Word of Mouth (eWOM) and Relationship Marketing on Brand Resonance: A Mediation Analysis

Sufyan Habib,Mohammed Arshad Khan,Nawaf N. Hamadneh

doi:10.3390/su13126833

Abstract

This study investigates how electronic work of mouth (eWOM) mediates the relationship between marketing relations and brand resonance. Based on the information obtained from 473 customers using an online questionnaire, this study analyses the relationship between eWOM, relationship marketing practices and the brand resonance of lifestyle products in an Indian context. The results from the multiple regression analysis indicate that the proposed hypotheses are valid, that relationship marketing significantly affects brand resonance, and that eWOM significantly mediates the relationship between the relationship marketing and brand resonance of branded apparel. The findings suggest that personalized attention and tangible rewards are effective relationship marketing strategies, and that these relationship-marketing practices—in association with eWOM—build up the strong brand resonance of branded apparel. The present study recommends that marketers should place emphasis on effective online and offline relationship marketing strategies, and should design appropriate eWOM strategies to enhance brand loyalty, brand attachment, brand community and brand engagement. Some of the managerial implications and the future scope of study based on the empirical findings are also highlighted in the present research work.

Highlights

Business organizations operate in a highly competitive environment as a consequence of a number of factors, such as the emergence of new markets, the rise in market demand, the increasing expectations of modern customers, the quality of services and products, value conscious customers, the rise in operational costs and declining profitability in addition to the inflation [1]
This conforms to the findings of Divyasre [50], who confirmed that effective relationship marketing practices are key determinants of brand resonance
The current study looked at the relationship between relationship marketing, electronic work of mouth (eWOM) and brand resonance in the context of branded apparel in

Summary

Introduction

Business organizations operate in a highly competitive environment as a consequence of a number of factors, such as the emergence of new markets, the rise in market demand, the increasing expectations of modern customers, the quality of services and products, value conscious customers, the rise in operational costs and declining profitability in addition to the inflation [1]. Organizations can only survive by employing strategic and competitive measures towards attaining good positioning, a sustainable competitive advantage, differentiation and value creation [2]. Several researchers, including [3,4,5], have advocated that two important strategic factors—relationship marketing and branding—are critical for competing effectively and fostering differentiation, as well as creating firm value and customer value. Relationship marketing and brand resonance have become part of the necessary requirement for modern organizations to operate successfully and to create competitive advantages in a dynamic environment.

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Results

Discussion

Conclusion