Brand Relationship Research Articles

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

Gen Z consumers’ inclination to engage in brand relationships in Metaverse – an empirical approach

Gen Z consumers’ inclination to engage in brand relationships in Metaverse – an empirical approach

Social media marketing activities for influencing voter citizenship behaviour: brand relationship quality as a mediator

ABSTRACT Social media marketing activities (SMMA) have become a crucial factor in the political arena, setting political parties apart from one another. This research, based on social identity and social exchange theory, aims to investigate the impact of SMMA on voter citizenship behaviour (VCB) through brand relationship quality (BRQ) as a mediator in the Indian context. Data was collected from eligible Indian voters, out of which 372 responses were valid and were analyzed using structural equation modelling. The research found that all proposed hypotheses were valid except for one. SMMA had a significant influence on BRQ, which in turn had a significant relationship with VCB. However, the direct impact of SMMA on VCB was insignificant, meaning that the relationship was indirect and mediated through BRQ. Furthermore, the educational qualification of voters was found to moderate the relationship between BRQ and VCB. This paper emphasizes the importance of various dimensions of SMMA in building and maintaining relationships with voters and influencing their citizenship behaviour, providing valuable insights for social media managers of political parties.

The Effect of Dimension of Triangular Theory of Love on Brand Loyalty in the Mobile Telecommunication Industry

In the ever-growing digital era, internet access has become a basic need in everyday life. With the increasing number of internet users in Indonesia, so more data packages from cellular operator brands are appearing. Overall, customers who engage in expressive brand relationships can easily demonstrate brand loyalty attitudes and behaviour. Customer loyalty to a brand does not only occur because of continuous satisfaction, because customer satisfaction alone is not enough to guarantee a long-term relationship. Therefore, this research examines the customer's emotional perspective, especially love which is used as a mechanism to strengthen unwavering loyalty. One theory that discusses love is the Triangular Theory of Love put forward by Sternberg in 1986 which states that there are three elements in love, namely intimacy, commitment and passion. Data processed by 204 data package users from 4 brands of cellular operators in 6 major cities on the island of Java in Indonesia, using non-probability sampling techniques with a purposive sampling method, and analysed using Structural Equation Modelling (SEM) based on Partial Least Square (PLS) via the SmartPLS 4.1 application.

Inward negative emotions and brand hate in users of snow-sports’ brands

PurposeThe aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme sports and to assess whether brand hate is a driver of negative consumer behavioural intentions.Design/methodology/approachThis study takes a quantitative approach, using a sample of 300 Spain-based users of snow-sports brands. After validating the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the cognitive perspective of emotions and the triangular theory of hate, this study posits that individual and collective consumer-brand relationships evoke inward negative emotions and brand hate, thus influencing brand avoidance, brand switching and negative word-of-mouth.FindingsThe results showed that collective and individual consumer-brand relationships (negative brand experience, consumer-based brand equity and symbolic incongruence) impact inward negative emotions towards snow-sports brands. Inward negative emotions directly influence brand hate, which in turn affects consumers’ intention to avoid brands, switch brands and engage in negative word-of-mouth.Originality/valueThis research provides novel insights into how individual and collective brand-centric relationships evoke inward negative emotions towards extreme sports’ brands, which in turn increases brand hate, and expands knowledge of how brand hate might increase the consumer’s intentions to avoid the brand, intention to switch brands and intention to engage in negative word-of-mouth.

Do You Love Me, or Do You Hate Me? Bad Communication’s Effect on Low-Cost Airline Brand

This study examined the influence of brand personality on consumer–brand relationships, specifically brand love (BL) and brand hate (BH), and their subsequent impact on purchase intention, drawing from the balance theory of attitude change. It also investigated whether negative communication associated with a low-cost airline brand moderates these relationships, potentially increasing or decreasing purchase intention. Structural equation modelling and Hayes’s PROCESS macro were employed for analysis based on data from a survey of 200 Portuguese consumers. Results indicate that the selected dimensions of brand personality positively influence BL and negatively influence BH, while both BL and BH impact purchase intention. Additionally, ‘Bad’ communication was found to moderate the relationship between BL/BH and purchase intention. This research contributes to the branding literature by exploring these relationships within the airline service sector and underscores the significance of considering the impact of negative brand information on emotional consumer–brand relationships in this context.

Analyzing Brand Strategy on an International Scale: The Sponsorship Performance Cycle in Formula One Racing

Firms from a variety of industries regularly partner with Formula One racing teams to achieve marketing objectives on an international scale. The sponsored properties offer signals of brand foreignness/localness, country of origin, and the potential for highly visible achievements. Firms enter and exit brand partnerships with some of the world's most famous athletes and iconic teams, yet the partnership decision-making process remains opaque, particularly concerning the impact of geographic origin and team performance among other criteria, including macroeconomic conditions and brand-related factors. This study contributes a quantitative model that analyzes 53 years of data encompassing more than 3,000 sponsorships across six continents. The findings improve understanding of brand partnership continuity/dissolution by explicating a shared nationality effect and a link with sponsored organizational performance that is robust across three distinct eras of Formula One. In doing so, the study contributes to theory by completing the sponsorship performance cycle and distilling partnership limits with regard to brand foreignness. The theory and quantitative analyses are buttressed by interviews with brand decision-makers, excerpts from which also shape the discussion of managerial applications. Implications include efficiencies in partner prospecting that enhance the likelihood of enduring brand relationships in sponsorship-linked international marketing.

What is to be expected? Optimizing the operationalization of consumer–brand relational norms

AbstractConsumers relate to brands in ways analogous to how they relate with people. And, just as consumers have norms that guide their interpersonal relationships, they also have norms that guide their relationships with brands. While such relational norms are essential in determining brand value, extant literature offers no measure to effectively operationalize the framework that governs consumer–brand relationships. Preliminary work offers important insight but suffers from several methodological shortcomings, rendering subsequent empirical applications problematic and hindering theoretical and practical advancements. In seven studies (ntotal = 3121), we revisit seminal work on the consumer–brand relational norms construct to refine and validate its measurement. Our findings reveal a unidimensional set of items that display strong psychometric properties, offering a parsimonious measure that promotes consistent operationalizations of the construct across studies and enables comparison and integration of empirical results.