Brand Relationship Research Articles

Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses

PurposeThis study explores how predictor variables (value congruence and customer–AI-assisted exchanges) lead tourism businesses to meet customer needs through contactless technology and enhance their willingness to pay more.Design/methodology/approachThe research model was designed from the perspective of consumer-brand relationships and acceptance of AI device use. This study collected and analyzed 647 valid questionnaires using the structural equation modeling (SEM) approach.FindingsThe findings indicate that value congruence and customer-AI-assisted exchanges (CAIX) affect intimacy. Intimacy affects satisfaction and the willingness to pay more for contactless technological services. Moreover, brand trust and sensory brand experience play a role in moderating contactless technological services.Originality/valueEffective interactions between customers and AI-assisted services significantly contribute to overall satisfaction. When AI systems can understand and respond appropriately to customer queries, needs, and preferences, they enhance customer experience and satisfaction levels, increasing overall customer satisfaction with AI services.

Introducing yourself to strangers: does conversational self-presentation matter in peer-to-peer accommodation

PurposeSelf-presentation has emerged as a pivotal marketing strategy for service providers seeking to craft virtual images in the peer-to-peer (P2P) accommodation sector. However, the literature lacks an understanding of conversational self-presentation, which offers more informal and personal communication.Design/methodology/approachDrawing upon social interaction theory and uncertainty reduction theory, this study explores the impact of conversational self-presentation and its interplay with space sharing and review ratings on customer purchases.FindingsUtilizing the fixed effects model on a panel dataset comprising 498,817 observations from Airbnb, we discover a positive association between conversational self-presentation and customer purchases. Furthermore, our analysis reveals that space sharing reinforces this positive effect, while review ratings tend to diminish it. A deeper mechanism analysis indicates that perceived authenticity plays a mediating role in the relationship between conversational self-presentation and customer purchases.Research limitations/implicationsThis study highlights the importance of conversational communication in enhancing host–guest relationships under information asymmetry. However, the proposed model can be extended to other accommodation-sharing platforms in various regions, identifying whether cultural differences exist in explaining the importance of conversational self-presentation.Practical implicationsMarketers are suggested to build a harmonious customer–brand relationship and achieve superior performance through effective online communication.Originality/valueThis study adds valuable insights to the literature about self-presentation, social interaction and customer behavior by revealing the significance of conversational self-presentation in driving the growth of P2P accommodation businesses.

Community Building in the Digital Age: Fostering Brand Loyalty

This study examines the interplay of brand loyalty, community building, digital engagement, and consumer engagement within PT. ISAM (Industri Susu Alam Murni), a dairy company. Using a quantitative research approach and Structural Equation Modeling (SEM) with Smart PLS as the analytical tool, data from 100 consumers were analyzed to assess direct and indirect effects among these variables. The findings reveal that while community building efforts showed no significant direct impact on brand loyalty, digital engagement significantly influences consumer engagement, which in turn positively affects brand loyalty. These results underscore the critical role of effective digital strategies in fostering consumer participation and advocacy, thereby enhancing brand loyalty in the competitive dairy industry landscape. The study contributes insights that can guide strategic decision-making and marketing efforts aimed at cultivating stronger brand-consumer relationships and improving market positioning for PT. ISAM and similar companies in the dairy sector.

Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers

Abstract Popular brands like Wendy’s, Postmates, and RyanAir have gained notoriety by making fun of their consumers, but is this an effective strategy to build strong consumer relationships? Across 11 (seven pre-registered) studies, using lab data, field data, and a variety of analytical approaches, the current research demonstrates that teasing communication increases consumer engagement with and connection to the brand compared to merely funny or neutral communication. These effects occur because consumers anthropomorphize brands more when they use teasing communication. This leads to greater engagement with brand messages and greater self-brand connection (SBC). We also leverage the interpersonal teasing literature to distinguish between prosocial and antisocial teases and highlight an important boundary condition. Specifically, we demonstrate that while prosocial teasing evokes a positive human schema, antisocial teasing, although still anthropomorphic, activates a negative human schema, which reduces connection to the brand. As a result, antisocial teases lose their relational advantage over purely funny communication. This work contributes to the streams of research on brand humor, anthropomorphism, and consumer–brand relationships. It also provides actionable implications by demonstrating a novel antecedent to consumer–brand connection and the boundaries within which these positive effects are expected to occur.

The Mediating Effect of Consumer Brand Relationship Quality and Perceived Product Quality on Ethical Marketing Behavior and Brand Loyalty of Software Companies in China

This study examines the impact of ethical marketing practices on consumer-brand relationships, product quality perceptions, and brand loyalty within the software industry. Through a quantitative research approach, data from 352 respondents were analyzed to assess various dimensions of consumer perceptions and behaviors related to ethical marketing. Findings indicate that software companies perceived as prioritizing ethical practices benefit from stronger consumer-brand relationships, higher perceived product quality, and enhanced brand loyalty. Strategic implications suggest personalized marketing approaches, continuous product innovation, integration of ethical considerations across operations, transparent pricing strategies, and truthful communication in promotional activities as key drivers of consumer trust and loyalty.

Fly or Fry: Understanding the dynamics of brand hate and consumer resilience in the airline and restaurant industries

AbstractThis study addresses a critical gap in the literature on the consumer–brand relationship by focusing on the under‐investigated concept of attitudinal and behavioural brand hate. This study goes beyond such common determinants as negative experiences and unfair pricing, introducing employee incivility and service quality as overlooked, but significant, antecedents. Employing structural equation modelling, a sample of 593 participants from the airline and restaurant industries was examined. The findings reveal that brand hate significantly impacts brand opposition and emotional forgiveness. Importantly, consumer resilience moderates these relationships, mitigating the negative effects of brand hate. Moreover, the study finds industry‐specific variations in the triggers and outcomes of brand hate, suggesting the need for tailored managerial strategies. The study extends the consumer–brand relationship literature by highlighting new research avenues and making significant contributions. Theoretically, it validates affective event theory and personality characteristics' role in buffering brand hate. In addition, this study carries implications for policymakers and managers to understand the multifaceted nature of brand hate, develop effective strategies to mitigate the negative effects of service failures and build stronger consumer–brand relationships. Furthermore, these insights facilitate the creation of tailored approaches that consider industry‐specific characteristics, thus helping to prevent the harmful impact of brand hate.

Brand envy in economic disparity: Understanding and mitigating malicious envy towards brands among consumers perceiving limited economic mobility

This research explores how consumers’ perceptions of economic mobility influence their emotions towards brands. We conducted six online experiments and four surveys involving a total of 1,236 participants. Our findings suggest that individuals who believe they have limited opportunities for economic advancement experience malicious envy towards successful brands. This envy stems from a perception that the brand’s success is undeserved. Furthermore, this envy is exacerbated when brands are not seen as engaging in charitable giving. Interestingly, the effect of perceived economic mobility on envy dissipates for underdog brands, which are perceived as having exerted more effort to achieve success. Malicious envy due to low perceived economic mobility leads to negative consequences such as boycotts and negative word-of-mouth. This study addresses a gap in marketing research, traditionally focused on benign envy. By deepening our understanding of envy, this research offers strategies for managing brand relationships with consumers in less mobile societies.

Exploring the nexus between influencers and brand evangelism

PurposeThis study investigates the antecedents that nudge followers of social media (SM) influencers into brand evangelism (BE). In doing so, we study how influencer-related attributes such as their homophily, trust, and popularity impact their followers’ BE. Additional interlinkages pertaining to popularity, content, warmth, and prestige are examined, impacting BE.Design/methodology/approachA cross-sectional survey obtained information about the focal constructs from 206 participants. Quantitative procedures using partial least square-based structural equation modeling were implemented to analyze the collected data and the proposed relationships.FindingsThe findings indicate homophily’s role in influencing trust, content, and prestige. BE is developed through warmth and content, whereas trust and prestige inspire warmth. Further, an influencer’s popularity impacts homophily and content. Lastly, the mediating role of warmth, homophile, trust, exciting content, and prestige advances the understanding of influencers and BE.Research limitations/implicationsWe converge literature from branding, influencer marketing, and social psychology to understand consumers' facets of promoting BE on SM. This work is a primary attempt to interlink and tie these crucial research streams together.Practical implicationsThe study offers managers helpful guidance on strategically assessing influencers' traits to build BE. Additionally, recommendations for tactically assessing and engaging influencers for brands are offered.Originality/valueThis is the first study to identify influencer-related parameters contributing to BE. Secondly, we study unique drivers such as homophily, trust, and warmth, which are important yet remain unexplored as far as BE in influencer marketing is concerned. Furthermore, this study also highlights the mediating role of key constructs that possess a potential to strengthen consumer brand relationships.

Negative consumer–brand relationships in services: does gender matter?

PurposeStudies on the negative aspects of consumer–brand relationships have received increasing attention in academia, but most research on this phenomenon is not focused on services. On the other hand, the literature consistently demonstrates evidence that gender affects consumer behavior. In this context, this study aims to unprecedentedly identify the antecedents of brand hate and the effects of consumer gender across different service sectors.Design/methodology/approachThis research compares the results of two studies with service companies. The first was accomplished with 307 consumers of mobile phone operators, and the second study was performed on 450 higher education students. The data were analyzed using structural equation modeling.FindingsIn both studies, females showed greater importance for ideological incompatibility than males. This suggests that females are more sensitive to moral issues and ethical behavior than males. As for males, negative experience is the most relevant antecedent of brand hate in both samples. However, when age is checked, the results indicate that younger males develop more brand hate than older males. This does not happen with females.Originality/valueThis study demonstrates gender differences and compares two samples applied in different service sectors: low-technological and high-touch consumer interactions. The results show that the antecedents of brand hate for males and females in the service sector differ. This study also points out that older males present a different behavior when compared to younger males, which does not happen with females.

Traditional vs. AI-generated brand personalities: Impact on brand preference and purchase intention

This study evaluates how generative AI images align with consumer perceptions and impact consumer-brand relationships and purchase behavior. Using generative AI (ChatGPT 4 and DALL-E 3), images of luxury fashion brands were generated and assessed against established brand personalities. Findings show that AI-generated images effectively reflect brand personalities, significantly influencing consumer preferences and purchase intentions through self-brand connections. While traditional models have higher explanatory power, this research highlights the vital role of generative AI in marketing. The insights underscore AI's potential to shape consumer-brand dynamics, particularly among younger generations in the luxury market.

Guest editorial: 30 years of brand relationship research

Guest editorial: 30 years of brand relationship research

Managing Brand Relationship Plurality: Insights From the Nonprofit Sector

The nonprofit sector is home to some of the most recognized and trustworthy brands, all competing for financial resources and volunteers. Akin to consumers, volunteers have relationships with nonprofit brands. These relationships have recently become more diverse as individuals increasingly look for more ephemeral and distant forms of involvement. Drawing on an extensive qualitative dataset of the Vienna Red Cross comprising participant observation, archival data, and in-depth interviews, the authors conceptualize this nonescalating, episodic engagement as a neither-growing-nor-fading (NGNF) relationship. This theorization adds to the literature on consumer–brand relationships, which has predominantly focused on the cultivation of strong relationships. Informed by practice theory, the authors elaborate distinct brand relationship practices key to successfully maintaining NGNF relationships (acquiring and activating) while catering to volunteers following the traditional path of relationship intensification (building and cultivating). The analysis identifies constellations of practice elements conducive to managing both types of brand relationships in a symbiotic manner. The authors argue for the importance of moving beyond an exclusive focus on relationship growth and embracing nonescalating relationships. This study thus contributes to nascent theorizing on brand relationships that do not follow an axiology that values growth and intensification.

The Impact of Affective Repair Strategies on Brand Trust: The Mediating Role of Positive Emotions

As online brand transactions surge, trust crises are increasingly common, posing significant challenges to brand-consumer relationships. This study investigates the impact of affective repair strategies on brand trust mediated by positive emotions. Specifically, the research focuses on four common affective repair strategies: apology, denial, promise, and their combinations. Through empirical analysis, it was found that apology and promise combinations exhibit the strongest positive effect on brand trust, surpassing the impact of singular strategies. Conversely, reliance on denial alone weakens consumer trust in the brand over time. In addition, positive emotions emerge as a critical mediator in trust restoration, particularly evident in denial combined with promise strategies. Based on these findings, managerial recommendations advocate for prioritizing apology and promise combinations, caution against the exclusive use of denial, and highlight the importance of fostering positive emotions to rebuild brand trust. This study provides actionable insights for brands seeking to effectively navigate trust crises and restore consumer confidence in the digital marketplace.

Drivers and outcomes of a shopper-retailer's app relationship

Drawing on the theory of consumption values, consumer-brand relationship paradigm and “lovemark” notion, the reported research offers insights into the role of retail apps in cultivating meaningful relationships with mobile shoppers. The storyline of this research is that a strong shopper-retailer's app relationship is manifested by app respect and app love, which in turn, yield active app-supportive behaviors such as app evangelism and app defense. Both app respect and app love underpin shoppers' perceptions of an array of utilitarian- and hedonic-laden values derived from shopping apps. Data collected in retail fashion apps' settings lend support to the proposed model. App respect is more derived from the app's utilitarian-laden values, whereas app love is more derived from the app's hedonic-laden values. More specifically, functional and epistemic values, as utilitarian-laden values, generate app respect. Conditional, emotional, and social values, as hedonic-charged values, yield app love. Furthermore, app respect and app love generate distinct retailer's app relational outcomes; while app respect influences app defense, app love has more influence on app evangelism. The paper discusses the theoretical and managerial implications of the findings and offers directions for future research.

The spillover effect of Chinese sportswear brands' relationship quality: a perspective of Confucian yuanfen culture

PurposeChinese consumers' brand preferences are shifting from foreign sportswear brands to domestic ones. This indicates an increasingly strong relationship between Chinese consumers and domestic sportswear brands. The purpose of this study is to explore the spillover effect of Chinese domestic sportswear brands’ relationship quality to uncover the psychological mechanisms driving this preference shift.Design/methodology/approachThe study used a brand relationship quality scale based on Chinese Confucian yuanfen culture, considering it as a second-order reflective-formative construct. The survey generated 326 valid responses online. Due to the presence of second-order reflective-formative construct in the variables, SmartPLS 4.0 was used for hypothesis testing.FindingsInteraction belief, intimate interaction and happiness as formative dimensions of Confucian yuanfen brand relationship quality are validated, while emotional expression and tolerance are not. The Confucian yuanfen brand relationship quality has a spillover effect on product origin image and domestic sportswear brand preference. Product origin image has a mediating role between Confucian yuanfen brand relationship quality and domestic sportswear brand preference. However, consumer xenocentrism does not moderate the spillover effect of Confucian yuanfen brand relationship quality on domestic sportswear brand preference.Originality/valueThis study tests brand relationship quality from Confucian yuanfen perspective as a second-order reflective-formative construct. It contributes to understanding how Chinese consumers perceive their relationships with domestic sportswear brands. The results advance the current body of knowledge on brand relationship quality and spillover effect in sports marketing, indicating that Chinese sportswear brands can explore the possibility of co-opetition to achieve mutual benefits.

The Impact of Training and Digital Enablement on Employee Competence and Brand Relationship Quality in Higher Education Institutions

The Impact of Training and Digital Enablement on Employee Competence and Brand Relationship Quality in Higher Education Institutions

Role of Social Media Influencers in Brand Management in Indonesia

Purpose: The aim of the study was to examine the Role of Social Media Influencers in Brand Management in Indonesia. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The role of social media influencers in brand management in Indonesia has become increasingly significant, reshaping how brands connect with their target audiences and build their market presence. Influencers, with their substantial followings and authentic engagement, have emerged as powerful intermediaries between brands and consumers, effectively amplifying brand messages and enhancing brand visibility. By leveraging the trust and relatability that influencers command, brands in Indonesia have successfully tapped into niche markets, driving higher engagement rates and fostering stronger consumer loyalty. Influencers' ability to create compelling, personalized content allows brands to convey their values and narratives in a more relatable and impactful manner, resonating deeply with diverse consumer segments. Unique Contribution to Theory, Practice and Policy: Social Influence Theory, Source Credibility Theory & the Elaboration Likelihood Model (ELM) may be used to anchor future studies on Role of Social Media Influencers in Brand Management in Indonesia. Brands should prioritize authenticity and transparency in their influencer partnerships to build trust and credibility with consumers. Encouraging influencers to disclose sponsored content and maintain genuine relationships with their followers enhances brand authenticity and fosters long-term brand-consumer relationships. While macro-influencers may have larger followings, micro-influencers often offer higher engagement rates and niche audience targeting. Brands should consider partnering with micro-influencers who align with their brand values and target demographics to maximize the impact of influencer marketing campaigns. Governments and organizations should invest in influencer education programs to equip influencers with the necessary skills and knowledge to navigate ethical and legal considerations in their content creation and brand partnerships. Providing influencers with guidance on best practices and compliance standards promotes responsible influencer marketing practices and enhances the overall integrity of the industry.

Marketing’s crystal ball: Where we are and where we could soon be with generative artificial intelligence in marketing

Generative artificial intelligence (GenAI) has emerged as a transformative force in contemporary marketing, offering unprecedented creativity and efficacy. From predictive analytics to real-time personalisation, consumer behaviour patterning to personalised content creation, GenAI empowers marketers to craft bespoke strategies tailored to individual needs. As deep learning and natural language processing advance, GenAI promises to revolutionise brand–consumer relationships, forging authentic connections in the digital ecosystem. This paper studies the rise of GenAI in marketing, weaving research insights and visionary foresight. The study provides practitioners with an overview of GenAI’s potential for enhancing marketing efficacy and insight into its possible applications.

Emotional Intelligence in Marketing: Connecting Brands with Consumers

This study investigates the relationship between emotional intelligence, brand communication strategies, consumer brand perception, and customer loyalty within the context of PT. Lautan Luas Tbk. Through quantitative analysis utilizing Smart PLS, data was collected from a sample of 80 individuals using random sampling techniques. The results reveal significant direct effects of emotional intelligence and brand communication strategies on consumer brand perception and customer loyalty, as well as significant indirect effects of both emotional intelligence and brand communication strategies on customer loyalty through consumer brand perception. Specifically, higher levels of emotional intelligence among marketing staff and effective brand communication strategies positively influence consumer brand perception, subsequently leading to increased customer loyalty. These findings emphasize the importance of emotional intelligence and strategic brand communication in cultivating strong brand-consumer relationships and driving sustainable business growth.

Enhancing marketing success in Jordanian telecom: Strategic IoT integration and brand relationship management for maximized consumer loyalty

Enhancing marketing success in Jordanian telecom: Strategic IoT integration and brand relationship management for maximized consumer loyalty