Brand Relationship Research Articles

Do Consumers Love Ethical E-Tailers?: Investigating the Influence of Perceived Ethics on Brand Love

Should online retailers be concerned about being perceived as ethical? Previously, researchers found that being perceived as ethical can help online retailers develop trust and satisfaction among consumers and convert them into loyal customers. Most studies have focused on the role of online retailers’ ethics in enabling trust, satisfaction, and loyalty; almost none of the previous studies have focused on its impact on consumer–brand relationships, such as brand love. We investigated how becoming ethical can help online retailers garner brand love. The dataset (n = 407) was sourced from an online survey using a structured questionnaire. We tested the influence of the multidimensional construct of ethics of online retailing on brand love and the influence of brand love on trust, satisfaction, and loyalty. This research finds that being perceived as ethical can help online retailers enhance brand love and gain consumers’ trust, satisfaction, and loyalty.

Measuring the Impact of Parent Brand Equity on Brand Extension: A Luxury Fashion Industry Perspective

In a diversified consumer society with extreme product homogeneity and fierce competition, many luxury fashion brands try to broaden their product offerings. Although brand extension is now highly common, it is not always met with success. Indeed, incorrect evaluations of brand equity can lead to consumer dissatisfaction with extended products, thus losing the opportunity to extend in the target market. On the other hand, previous studies have repeatedly verified the influence of the extended brand on the parent brand’s equity. Accordingly, few studies have concentrated on the influence of the parent brand’s equity on the extended brand, especially in the field of luxury fashion brands. Therefore, this study employs the brand equity model, including brand loyalty, awareness, perceived quality, and association, and measures the influence of parent brand’s equity on the extended brand from a consumer perspective. In this study, data from 151 consumers who have purchased luxury fashion products in Kuala Lumpur were collected through quantitative methods and the results were obtained by a simple linear regression analysis of SPSS. The results showed statistical significance with p<0.05 which revealed that the parent brand's equity had a significant positive impact on its extended brand while most studies focused on the impact of the extended brand on the parent brand. Simply put, this research not only makes a theoretical contribution to the parent–extended brand relationship but also fills knowledge gaps in related fields. Moreover, based on the empirical results, this study proposes a series of suggestions for correctly measuring brand equity to facilitate smoother brand extension, providing practical guidance for the luxury fashion industry.

Can favourite fashion brands offer variety? Female shoppers’ variety seeking and commitment to frequently purchased fashion brands

ABSTRACT As consumers search for new styles, escape boredom, or update their wardrobe, brands offer new collections that promote new looks to create sales. While past studies have examined variety-seeking behaviour within the context of brand switching or seeking new brands, less is known about consumer shopping tendencies within the context of ‘frequently purchased brands’. This study examines the extent to which consumers search beyond their favoured basket of fashion brands by investigating variety-seeking behaviour, attractiveness of alternative brands, satisfaction with brands, and brand commitment. An online survey was used to collect data from 242 female consumers. The results suggest that female consumers’ variety-seeking behaviour may weaken their relationship with favoured fashion brands as they seek alternative choices while highlighting the importance of strategically leveraging the pre-existing brand-consumer relationship. This study adds to the fashion literature where fashion consumption related to variety-seeking and brand commitment are examined.

Consumerbased conceptualisation of brand transparency: scope, characteristics and contextual determinants

Purpose Escalating uncertainty surrounding brand communications has intensified consumer demands for transparency. Many definitions link transparency to the quantity of shared information, yet more information might not alleviate consumer uncertainty. The purpose of this paper is to develop a consumer-based conceptualisation of brand transparency that recognises the subjectivity in how transparency manifests for consumers. Design/methodology/approach This research adopts a qualitative approach, leveraging 10 exploratory interviews with experts and 20 in-depth interviews with consumers. Findings Confronted with information asymmetry, consumers rely on cues (openness, clarity, timeliness, evidence-based, explanatory) to evaluate a brand’s intentions to provide accurate information about focal domains in a way that establishes brand transparency. Focal domains of brand transparency (pro-social values, processes and product and service offerings) evolve in line with changing consumer expectations. Both consumer relationships and brand experiences influence brand transparency perceptions. Research limitations/implications This study challenges an inherent assumption that access to more information informs brand transparency perceptions; instead, consumers require transparency about salient and focal topics. By delineating the observable signals consumers use to infer transparency and highlighting how consumers’ biases towards certain brands and product categories influence their perceptions of brand transparency, this study contributes to customer–brand relationship literature. Practical implications The authors identify challenges for evoking brand transparency perceptions when information is salient. The authors stress the importance of open dialogue across all touchpoints to address consumer queries. Originality/value By challenging some assumptions of brand transparency literature, which have evolved from accounting and governance disciplines, this research introduces a distinctive perspective on consumer-based brand transparency.

The Influence of Storytelling Techniques in Digital Marketing on Brand Loyalty: A Consumer Psychology Perspective

This study investigates the impact of storytelling techniques in digital marketing on brand loyalty, focusing on consumer psychology perspectives. The research aims to identify how storytelling, through emotional resonance, authenticity, and cultural relevance, fosters brand loyalty by creating deep, psychological connections with consumers. A qualitative research approach was applied, involving a systematic literature review of academic journals, books, and industry reports on storytelling, digital marketing, and consumer-brand relationships. The analysis was conducted using thematic coding, which categorized data into primary themes, including emotional engagement, brand authenticity, and cultural adaptation. Results indicate that storytelling effectively influences consumer loyalty by evoking emotional responses, establishing brand trust through authentic narratives, and enhancing engagement through culturally relevant content. Findings reveal that storytelling in digital marketing transforms brands into relatable entities, reinforcing loyalty through shared values and identity alignment. The study concludes with theoretical and managerial implications, suggesting that brands should prioritize authentic and culturally adaptive storytelling to cultivate lasting consumer loyalty in a competitive digital landscape. Future research should further examine the long-term effects of storytelling on loyalty across different digital platforms and cultural contexts.

The Impact of Sustainability and Environmental Ethics in Product Marketing Campaigns: A Qualitative Study with a Sociological and Economic Approach

This study aims to examine the impact of sustainability and environmental ethics on consumer loyalty, brand perception, and economic resilience within product marketing campaigns. Driven by the increasing consumer demand for ethical business practices, this research integrates sociological and economic perspectives to understand how sustainable marketing shapes consumer-brand relationships and offers competitive advantages. Employing a qualitative methodology based on a comprehensive literature review, the study synthesizes data from recent research to provide a nuanced analysis of the socio-economic implications of sustainable marketing. The findings reveal that sustainability-focused brands not only foster long-term consumer loyalty but also experience enhanced brand equity and profitability due to a stronger alignment with consumer values. Furthermore, the research highlights the importance of transparency, which reinforces consumer trust and solidifies brand credibility in markets sensitive to greenwashing concerns. The study underscores the Theory of Planned Behavior and Brand Equity Theory as foundational frameworks for interpreting consumer responses to ethical marketing. These insights contribute to both academic discussions and practical applications, providing a roadmap for brands to leverage sustainability as a core strategy. The research concludes that sustainable marketing is a transformative approach that fosters socio-economic resilience, positioning brands for sustained success in eco-conscious markets

Reducing Consumer–Brand Incongruity Through Corporate Social Responsibility and Brand Trust: Exploring Negative Word‐of‐Mouth (NWOM)

ABSTRACTDrawing upon consumer–brand disidentification theory and balance theory, this study examines symbolic and ideological incongruity in consumer–brand relationships through an original conceptual model shaped by negative past experiences, brand trust, perceived corporate social responsibility (CSR), and negative word‐of‐mouth (NWOM). A preliminary study was conducted to explore the dimensions of consumers' negative past experiences by topic detection. Latent Dirichlet allocation (LDA) topic modeling was undertaken to analyze online consumer reviews (n = 6095) about a coffee chain brand. The dimensions detected in this preliminary study were included in the research model and further analyzed in the main study. The main study, a cross‐sectional consumer survey (n = 522), tested the original research model by way of partial least squares structural equation modeling (PLS‐SEM) on SmartPLS. The findings showed that negative past experiences consisted of product‐related, service‐related, and technology‐related problems and negatively influenced brand trust. It was found that brand trust and perceived CSR negatively affected symbolic and ideological incongruity, while symbolic and ideological incongruity positively influenced NWOM. The findings provide empirical evidence for balance theory by showing that the three critical domains of consumer–brand relationships (ideological, symbolic, and experiential) provide a complex cognitive model that covers personal‐symbolic and moral‐societal aspects of consumer–brand disidentification and consequent NWOM intentions. In line with consumer–brand disidentification theory, the results contribute to the literature by demonstrating the direct negative impacts of brand trust and perceived CSR on symbolic and ideological incongruity, as well as the direct positive impacts of symbolic and ideological incongruity on NWOM.

How to establish customers’ green brand relationships and behaviors: from green consumption consciousness perspectives

PurposeThis study aimed to understand how the consumer–green brand relationship affects the behavior of consumers of e-commerce platforms for smallholder farmers; it did so by formulating and testing a framework based on social identity perspective.Design/methodology/approachStructural equation modeling was applied to data from 532 questionnaire responses.FindingsAll hypotheses were supported. Customers’ environmental consciousness, green brand consciousness and green brand self-expression strongly affect green consumption consciousness. The effect of environmental consciousness on green brand identification is stronger than that of environmental consciousness on green brand consciousness and that of green brand self-expression on green brand identification.Practical implicationsSuggestions for managing green brands on e-commerce platforms for smallholder farmers and references for strategizing are also provided.Originality/valueThis study accounts for a wide range of antecedents of green consumption consciousness based on a social identity perspective. This study is the first to elucidate how green consumption affects the e-commerce branding of green smallholder farmers.

Exploring Consumer Participation in Brand Metaverse Communities, Focusing on the Metaverse Features—Fantasy Experiences and Self‐Expansion

ABSTRACTIn light of brands entering the metaverse, understanding consumer behavior in these virtual spaces becomes crucial. This study aims to explore how consumers' intentions to engage in building brand communities within the metaverse are influenced by their fantasy experiences in the brands' virtual stores where consumers are immersed in sensory‐rich, imaginative digital environments. By applying self‐expansion theory to brand–consumer relationships and the concept of temporarily expanding the boundary of the self through consumer metaverse experiences, this research examines the mediating role of self‐expansion in the relationship between fantasy experiences and brand community intentions. A total of 196 responses were collected among Zepeto users through consumer panels. Data were analyzed using AMOS 23.0 for confirmatory factor analysis and the Process macro in SPSS 23.0 for mediation and moderation analysis. Findings reveal direct positive effects of fantasy experiences on consumers' intentions to participate in metaverse brand communities. Users deeply engaged in the metaverse's fantasy experience could expand the sense of self, fostering active contributions to brand community activities. The study also investigates the influences of prior experiential activities in the metaverse, showing that prior engagement enhances the effects of fantasy experiences on self‐expansion. Among users with prior metaverse experiential activities, fantasy experiences exert more significant influences on self‐expansion, driving higher intentions to participate in brand communities.

Are customers naturally attracted to brands? A core social motives scale for measuring brand engagement

PurposeTo extend consumer–brand relationship research to the satisfaction of social needs, we introduce a new construct to assess consumer propensity to develop brand relationships based on the satisfaction of social needs through brands and provide a scale to measure this construct.Design/methodology/approachWe implement a two-stage procedure based on the literature and expert judgments to formulate questions based on questionnaire data, and refinement processes and validation analyses are applied to measure the validity and reliability of the scale.FindingsWe developed a scale for measuring consumer propensity for establishing brand relationships that covers five dimensions: belonging, control, understanding, self-enhancement and trust. The scale was validated and found to be reliable.Research limitations/implicationsThis research could benefit from model testing using samples from outside the USA, thus incorporating the role of culture and considering behavioral outputs.Practical implicationsThe identification and operationalization of the propensity to relate to brands are important in market segmentation for more efficiently deepening brand relationships. Additionally, this conceptualization improves our understanding of the elements that contribute to the relationship between brands and consumers: belonging, control, understanding, self-enhancement and trust.Originality/valueAlthough the consumer–brand relationship is recognized in the literature, the satisfaction of social needs via this relationship has been ignored. This paper aims to enhance our understanding of person–brand relationships by proposing a scheme for analyzing the degree of need satisfaction facilitated by this relationship.

Bonding with the destination brand during crisis: the role of message consistency

PurposeThis paper studies the process by which tourists establish relationship quality with the destination brand in a crisis situation and the role that message consistency pursued through integrated marketing communications (IMC) has in this process.Design/methodology/approachRelationship quality was analyzed through three key marketing variables: satisfaction, trust and commitment. The impact of message consistency on relationship quality was tested using partial least squares structural equation modeling (PLS-SEM).FindingsResults confirm the interplay between the three relationship quality dimensions and suggest that message consistency directly influences tourist satisfaction and trust in destination service providers, with its impact on affective commitment being mediated by satisfaction.Research limitations/implicationsThis research study is limited to only one geographical context and one type of destination stakeholders.Practical implicationsMessages that consumers receive about a destination brand through multiple touchpoints must be consistent and non-contradictory to reduce consumers' uncertainties during the crisis.Originality/valueThis paper examines an underinvestigated research area of the effects of IMC on consumer–brand relationship outcomes in tourism. The study has a number of theoretical and practical implications for destination marketers during and beyond a crisis situation.

Nostalgia for the Past: The Impact of Retro Advertisements Shared on Social Media on Brand Relationships and Purchase Intentions

Purpose: The aim of this study is to examine the impact of retro product advertisements shared on social media on consumers' brand relationships and purchase intentions. Specifically, it seeks to understand how these advertisements influence consumers' perceptions of credibility, quality, and ease of understanding, and how these perceptions, in turn, affect brand loyalty and awareness. The study also aims to shed light on the overall effectiveness of retro marketing strategies in enhancing brand relationships and driving purchase intentions among consumers. Material and Method: The research was conducted in Karabük, Turkey, and data collected directly from consumers was analyzed using structural equation modeling. The study investigates how advertisements for retro products shared on social media influence consumers' perceptions of credibility, quality, and ease of understanding, and how these perceptions affect purchase intentions through brand loyalty and awareness. Results: The findings indicate that the credibility and understandability of retro product ads positively and significantly affect brand loyalty and awareness, but quality did not have the expected effect. These results highlight the effectiveness of retro marketing strategies for businesses.

The Influence of Environmental, Social, and Governance (ESG) Perception on Investor Trust and Brand Relationship Quality: A Study Among Retail Investors in Hong Kong

Background/Introduction: Investor trust and brand relationship quality, along with initiatives for environmental, social, and governance (ESG), have become highly important. Despite their relevance, limited research has been conducted on how ESG initiatives influence investors’ perceptions in financial markets. Objectives/Aims: This work conducts a cross-sectional analysis to examine the relationship between perceived ESG initiatives and investor trust and brand relationship quality among retail investors in Hong Kong, one of one of the world’s leading financial markets. Methods: This study involved 479 retail investors. Three instruments were administered in the questionnaires: (1) the perceived environmental, social, and governance scale, (2) the investor trust scale, and (3) the brand relationship quality scale. Results: The analysis demonstrates that PESG and various aspects of investor trust and brand relationship quality had strong positive correlations. Notably, the environmental and social concerns of PESG were found to be strong predictors of investor trust and brand relationship quality, whereas governance awareness had the least effect. Conclusions: Improving a firm’s ESG image can boost investors’ confidence and the quality of brand relationships, thus aligning with sustainability and business strategies.

The impact of digital fashion marketing on purchase intention

PurposeThis study aims to examine the effect of digital fashion marketing on consumer purchase intentions. Rooted in the stimulus–organism–response framework, it explores how digital marketing strategies in the fashion industry influence consumer attitudes and satisfaction, ultimately affecting their purchasing decisions.Design/methodology/approachIt is mainly focused on the attitudes, satisfaction, and purchase intentions of young consumers in China and South Korea toward fashion brands stimulated by digital fashion shows and non-fungible tokens. This study modifies the research model through case studies, collects data through questionnaires, and analyzes the data using fsQCA and AMOS.FindingsThe findings of the fsQCA study show that stimuli impact consumers’ attitudes, satisfaction, involvement, and willingness to rewatch. The multigroup analysis shows that social norms and images have a greater influence on individuals in China, whereas Korea has a higher direct effect of individual involvement on consumption behavior.Originality/valueThe study is useful for global fashion brands because it emphasizes the role of digital innovations in shaping consumer–brand relationships and makes strategic recommendations for sustainable growth in the digital fashion landscape.

Which has a greater impact on brand satisfaction, human service or robot service as a waiter/waitress in the restaurant industry?

ABSTRACT This study was designed to identify how SERVQUAL forms brand relationship quality and brand loyalty with the moderating role of the type of service employees, such as robots and humans. The study collected data from 286 people who used restaurants where robots provide the services and from 300 people who used restaurants where people provide the services. In order to test the proposed hypotheses, this study employed structural equation modelling based on the AMOS program. The data analysis revealed that four of the five dimensions of SERVQUAL, which include tangibles, reliability, assurance, and empathy, help to enhance brand satisfaction. In addition, brand satisfaction has a positive influence on brand trust, brand commitment, and brand loyalty. The moderating role of the type of service employee in the relationship between utilitarian value and brand authenticity was identified.

Examining the interplay of chatbot interactivity and anthropomorphic design for enhancing brand relationships in service businesses

The current research examines how elements of chatbot design influence not only consumers’ perceptions and responses but also the processes by which they promote online-to-offline behavioral intention toward service brands. Focusing on the coffee service business, a study following a 2 × 2 between-subjects experimental design was conducted. Among the findings, the impact of interactivity on chatbot- and brand-related outcomes depended on the anthropomorphic conversational style employed; interactions with the warm, high-interactivity (vs. low-interactivity) chatbot enhanced the sense of social presence, whereas interactions with the competent, low-interactivity (vs. high-interactivity) chatbot promoted brand-related behavioral intention. Moreover, as the moderated serial mediation model demonstrated, although increased social presence shaped components of brand relationship quality (i.e. brand partner quality and brand attachment), only brand partner quality bolstered the intention to patronize the brand. The significant moderated indirect effect suggests that a warm, highly interactive chatbot design can strengthen social presence and thereby improve brand partner quality and raise the likelihood of offline patronage. Theoretical and managerial implications of the findings are discussed.

The role of customer engagement in relationship quality with a resale platform

Online communities are often used to establish customer engagement. This study focuses on the antecedents (i.e. involvement, anonymity) and consequences (i.e. brand relationship quality) of engagement in an online resale community. Data are obtained through a survey of 298 resale platform customers in the United States. Partial least squares–structural equation modeling is applied for data analysis. The findings of this study reveal that customer involvement and perceived anonymity within the community positively affect the three dimensions of engagement: creation, contribution, and consumption. The results also show that engagement affects both the cognitive and affective qualities of brand relationship quality, producing a significantly positive effect on behavioral intention. This study contributes to existing marketing studies by developing an integrated framework for community engagement and brand relationship quality in the online resale context.

Exploring the antecedents and consequences of brand addiction among Iranian consumers

Purpose Because brand addiction is one of the most intense forms of consumer–brand relationships, this type of behavior has recently attracted the attention of researchers in the field of consumer behavior management. The purpose of this paper is to investigate the antecedents and consequences of brand addiction among Iranian consumers. Design/methodology/approach This research used a cross-sectional study based on a questionnaire to collect data from a sample of 401 people in Iran. Structural equation modeling was used to test the hypotheses. Findings This study found that brand love and brand involvement significantly influence brand addiction. Brand addiction was also positively associated with contingent self-esteem (CSE), compulsive shopping and resilience to negative information. Additionally, the results revealed a positive and significant effect of brand involvement on brand love and a similar positive and significant effect of CSE on compulsive shopping. Originality/value By examining the antecedents and consequences of brand addiction in an Islamic country, this research offers valuable insights that can enrich the literature on brand addiction in consumer behavior and brand management.

Impacts of brand commitment, brand reliability, and brand attitude on brand relationship

In the fiercely competitive landscape of modern business, the establishment and maintenance of strong brand relationships have become pivotal for organizations seeking sustainable success. This research explores the intricate dynamics of brand relationships by examining the influences of three core constructs: brand commitment, brand reliability, and brand attitude. Drawing upon an extensive review of the literature on branding and consumer behaviour, this study develops a comprehensive theoretical framework that elucidates the interplay among these pivotal factors. We hypothesize that brand commitment, brand reliability, and brand attitude, are independent factors and brand relationship is a dependent factor. To empirically test our hypotheses, we employ a rigorous research design, incorporating quantitative data collection methods. Data was gathered directly from survey participants through the administration of questionnaires, and the gathered data was subjected to analysis using SPSS and AMOS software. This analysis encompassed various statistical techniques, including SEM, CFA, descriptive analysis, regression analysis, ANOVA, reliability test, correlation analysis, the Kaiser-Meyer-Olkin (KMO) and Bartlett’s test. The sample for the study consisted of 600 respondents drawn from a wide range of organizations. All the analyses reveal that Brand Commitment, Brand Reliability, and Brand Attitude all have statistically significant impacts on Brand Relationship. Consumers who possess a profound dedication to a brand are inclined to develop robust and lasting connections with it. Future investigations could explore the factors that potentially moderate or mediate the relationships under research. Furthermore, exploring these dynamics within diverse industries and cultural settings can provide a more all-encompassing grasp of brand relationships.

Unperplexing The Nexus Between E-Commerce Website Assistance and Online Brand Advocacy: Roles of Self-Presentation and Hedonic Value

ABSTRACT The complexities of online brand advocacy (OBA) were investigated using social exchange theory. Recognizing the need to understand better the psychological antecedents influencing OBA, this research examines the interaction of e-commerce website assistance, self-presentation, hedonic value, and OBA. Data was gathered from consumers of e-commerce websites (i.e. AliExpress, Rakuten, and Amazon). The multigroup analysis findings show that e-commerce website assistance, self-presentation, and hedonic value positively influence OBA. Moreover, the nexus between self-presentation and OBA was positively affected by the hedonic value. This paper aims to comprehensively understand the psychological and rational motivations driving OBA behaviors, contributing to the theoretical foundations of consumer behaviors in e-commerce domains. Findings are expected to provide valuable insights for marketers and academics, guiding strategies to foster positive consumer–brand relationships in the ever-changing landscapes of online commerce.