Customer-brand Relationship Research Articles

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.

Unlocking emotional engagement: How Tiktok live streaming transforms customer-brand relationships in the digital era

<p>The lack of understanding about how live streaming on social media platforms like TikTok can build emotional engagement between customers and brands and the factors influencing such engagement in the era of the fourth industrial revolution led to this research. Using the Uses and Gratification (U&G) Theory to explain the motivations behind media use in fulfilling social and psychological needs, along with the Theory of Reasoned Action (TRA), which emphasizes attitudes as the primary determinants of behavior, the objective of this study is to analyze the influence of gratification, media attributes, and perceived interactivity on attitudes towards live streaming and brand attitudes, as well as the impact of these attitudes on consumer engagement. This explanatory research employs a quantitative approach, with a sample of 250 consumers of the Kattoen brand on TikTok selected through purposive sampling. The data are analyzed using descriptive and inferential statistics through Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique. The research instrument is an online questionnaire that has been validated and reliably tested. The results show that gratification does not have a significant effect on attitudes toward live streaming, while media attributes and perceived interactivity have a significant effect on both intervening variables, namely attitudes toward live streaming and attitudes toward the brand. These findings indicate that media elements and interactivity play an important role in shaping positive consumer attitudes toward live streaming and the brand, ultimately increasing consumer engagement in TikTok live streaming.</p>

Perceived identity threat and brand advocacy responses to different types of brand-related attacks

PurposeUsers frequently target rival brands through direct criticism or indirect customer insults, yet the impact of such attacks on brand advocacy remains unexplored. The purpose of this study is to classify online attacks into brand-targeted attacks and consumer-targeted attacks and further investigate their differential impacts on brand advocacy and the underlying mechanism and a boundary condition of those impacts.Design/methodology/approachThree experimental studies using different types of brands (electronics, universities and sports footwear) are conducted to examine the effects of brand-related attack targets on brand advocacy.FindingsThis research shows that consumer-targeted attacks trigger higher brand advocacy through increasing perceived identity threat than brand-targeted attacks. Moreover, the effect of consumer-targeted attacks (versus brand-targeted attacks) on brand advocacy is mediated by perceived identity threat and mitigated when consumers’ identification with the attacked brand is strong.Practical implicationsThe study’s findings yield practical applications for marketers and brand managers, assisting them in understanding consumers’ reactions to brand attacks. This study serves as a reference for firms to consider leveraging the association between brand identification and brand-related attack targets and uniting with loyal brand fans to manage online brand conflicts.Originality/valueThe present study extends prior literature on customer-brand relationships in the context of online attacks. Through investigating the impacts of brand-targeted and consumer-targeted attacks on brand advocacy, this research offers theoretical insights into consumers’ responses to online attacks with different targets.

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.

Brand transgression in corporate social responsibility era: empirical evidence from hospitality industry

ABSTRACT Consumers rely on prior information and interactions with the brands to develop their expectations through the firm's corporate social responsibility (CSR) initiatives, but some adverse incidents violate the customer-brand relationship. In such circumstances, it is inevitable for the brands to understand how consumers react and how they can be managed strategically. Therefore, this research aims to determine the impact of brand transgression on brand retaliation and the mediating role of negative emotions between brand transgression and brand retaliation. Using attribution theory, this study determines the extent to which the relationship between brand transgression and negative emotions is moderated by brand love and the association between negative emotion and brand retaliation is moderated by positive word-of-mouth (WOM). The data was collected using a survey questionnaire from 357 consumers and analyzed using process macros analysis techniques. The findings show a positive linkage between brand transgression and brand retaliation among consumers in the hospitality industry. Lastly, this study confirmed that brand love weakens the positive relationship between brand transgression and negative emotions, and positive WOM weakens the positive relationship between negative emotions and brand retaliation.

Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling

Purpose This study aims to examine the interrelationships between social media marketing activities, self-brand connections, brand equity, trust and loyalty. Design/methodology/approach A total of 402 valid responses were collected from Amazon MTurk, and the data were subjected to partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis (fsQCA). Findings Findings indicate that social media marketing activities strongly and positively influence self-brand connection, brand equity and brand trust. Moreover, brand loyalty was strongly and positively influenced by self-brand connection, brand equity and brand trust. Moreover, the findings from fsQCA indicate that three causal paths lead to a high level of brand loyalty, and one causal path determines a low level of brand loyalty. Originality/value This research extends current knowledge by bridging the literature between social media marketing activities and branding using self-brand connections. Additionally, this study uses the strength of two complimentary methods – symmetrical and asymmetrical modeling – to uncover how social media marketing activities bridge customer-brand relationships.

Does Experience Guide People to Rebuy? Brand Loyalty at Ice Cream Shops in Yogyakarta

Food tourism is a major attraction for tourists because it provides an unforgettable experience. Yogyakarta is a tourist destination that is increasingly in demand because of its contemporary culinary concept. This research aims to determine the phenomenon of the experience of visitors to ice cream shops in Yogyakarta in enjoying ice cream in a shop with a unique concept in a tropical atmosphere. The brand experience felt by the ice cream shop customers was tested for its influence on brand loyalty. The concept of brand trust is also tested as a mediator of the relationship between brand experience and brand loyalty based on the commitment-trust theory. The formation of brand loyalty through the concepts of experience and trust is closely related to long-term brand-customer relationship management. A total of 179 data were analyzed using the PLS-SEM method. The research results show that brand experience has a positive significant effect on brand loyalty. In an indirect relationship, brand trust partially mediates the relationship between brand experience and brand loyalty.

Navigating on Mobile Shopping Applications: Examining the Interplay among Online Customer Experience, Customer Brand Relationships and Customer Citizenship Behavior

Online customer experience is now a crucial business component. The present study examines the association between Online Customer Experience (OCE), Customer Brand Relationships (CBR) and Customer Citizenship Behavior (CCB) in the context of mobile shopping applications (MSAs) through a survey of 410 Indian consumers of MSAs, following judgment sampling. Subsequently, CB-SEM was used. OCE’s pragmatic and affective dimension significantly impacts CBR outcomes of satisfaction, loyalty and repurchase intention toward MSAs. CBR outcomes exert different impacts on CCB components, loyalty being the most crucial predictor of these components. The findings provide strategic implications for e-retailers operating through MSAs, promoting CCB.

How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side

How celebrity attributes damage customer–brand relationship in live streaming commerce: a dark side

Beyond Likes, Comments, and Shares: How Can Influencer Marketing Drive Customer Equity and Purchase Intention?

While researchers have shown notable interest in influencer marketing for promoting customer-brand relationships, its impact on customer equity and, in turn, purchase intention warrants further investigation. This study explores how influencers’ quantitative metrics—including the number of “likes,” “comments,” and “shares”—displayed on their content affect purchase intentions through perceived message authenticity and customer equity. The data were gathered from 432 Facebook customers and analyzed by partial least squares structural equation modeling (PLS-SEM). The findings revealed that the number of “likes,” “shares,” and “comments” directly influences perceived message authenticity and indirectly influences customer equity drivers (including value equity, brand equity, and relationship equity) through perceived message authenticity. Customer equity drivers significantly influence purchase intention and mediate the effect of perceived message authenticity on purchase intention. This study is one of the few that focuses on demonstrating the relationship process through which influencers’ interactive content shapes customer equity and purchase intention. It extends the influencer marketing literature by adding new empirical evidence regarding the significant role of influencer marketing in maintaining customer-brand relationships, which receives a wide interest from researchers, practitioners, and social media marketers.

Guest editorial: A blockchain-based approach to marketing in the sharing economy

In exploring where blockchain technology meets marketing within the rapidly evolving sharing economy, this comprehensive editorial unveils a critical research frontier. Featuring fourteen pioneering articles, the editorial delves into the transformative potential of blockchain to revolutionize marketing strategies, addressing pressing challenges such as technology integration, privacy concerns, regulatory frameworks, governance structures, and the intricacies of business collaboration in decentralized marketplaces. Organized into four thematic segments, the editorial navigates through the nuances of employing blockchain in advertising and marketing strategies, harnessing blockchain to foster customer–brand relationships, addressing issues related to designing decentralized blockchain ecosystems, and understanding both resistance to and the adoption of blockchain technology in the sharing economy. Additionally, this editorial suggests twenty research directions that hold the promise of delivering groundbreaking insights, potentially heralding a new era at the intersection of blockchain technology and marketing within the decentralized ecosystem of the sharing economy.

EVOLVING DYNAMICS: A COMPARATIVE ANALYSIS OF DIGITAL MARKETING AND TRADITIONAL MARKETING STRATEGIES IN RESHAPING BRAND CUSTOMER RELATIONSHIPS

The dynamic evolution of marketing strategies from traditional to digital methodologies has fundamentally reshaped the landscape of brand-customer relationships. This paper presents a comprehensive comparative analysis of digital marketing and traditional marketing strategies, focusing on their respective impacts on brand-consumer interactions. Traditional marketing, rooted in tangible mediums like print ads and television commercials, operated on a broadcast model with limited customization. In contrast, digital marketing harnesses the power of online platforms, social media, and data analytics to engage with consumers on a personal level, offering unparalleled opportunities for targeted advertising, real-time interaction, and measurable campaign effectiveness. The significance of integrating digital marketing into overall business strategies is highlighted, emphasizing advantages such as targeted marketing, real-time performance tracking, cost-effectiveness, deeper customer connections, and global reach. Case studies of successful transitions from traditional to digital marketing by companies like Nike and Dove illustrate the transformative impact of embracing digital strategies to cultivate authentic brand-consumer relationships. Moreover, the paper delves into the rise of digital marketing catalysts, including the accessibility of the internet, democratization of information, data analytics, and mobile technology, driving innovation and connectivity in marketing practices. It underscores the importance of integrating traditional and digital marketing strategies to create cohesive, omnichannel campaigns that resonate with diverse audiences. Additionally, the paper discusses the significance of personalized experiences, ethical considerations, and the need for agility in navigating the evolving digital landscape. Future research avenues include exploring emerging technologies like AR, VR, and blockchain in marketing, as well as addressing ethical implications such as data privacy and algorithmic bias.

What drives higher active customer engagement in luxury brands’ social media? Measurement and contingencies

This study investigates customer engagement behaviors related to luxury brands on social media, focusing on the motives driving active and passive engagement. Applying a sequential mixed methods approach, drawing on netnographic and survey data analyses, the study identifies 10 emergent themes across intrinsic and extrinsic motives that shape overall motivation for social media engagement with luxury brands. Findings from the netnographic analysis provide empirical insights into customer motivations, which inform the development of hypotheses tested through quantitative analysis. The results highlight the roles of intrinsic motivations, such as entertainment, authenticity, gratitude, experience sharing, nostalgia, aesthetics, and lifestyle inspiration. Further, extrinsic motivations such as social support, utilitarian rewards, and social status seeking are revealed to influence customers' attitudes and behaviors toward luxury brands on social media. The findings regarding the necessary condition and importance-performance matrix analyses provide additional nuanced insights into the necessity and importance of intrinsic and extrinsic motivations for active and passive engagement on social media by customers. The study also clarifies the moderating effects of customers’ value for money orientation and brand identification on the relationship between overall motivation and engagement behaviors. The findings provide a granular understanding of luxury customer behavior on social media, offering valuable insights for luxury brand managers aiming to foster stronger customer–brand relationships.

Investigating global brand preference bias among low-status consumers

Objective - This study reconciles system justification theory (SJT), intersectionality awareness (IA), and dual attitudes (DA) to determine the conscious-unconscious relationship between consumer identity and global brand preference bias in low-status consumers. Method - We performed three experimental studies: First, we observed the discrepancy between explicit/conscious and implicit/unconscious (DA) global brand attitudes according to established social order (SJT), even if a status quo bias exerts influence. Second, we propose the moderation of the disidentification, which emphasizes the rejection of local elements in this process. Lastly, we propose the mitigation of the disidentification effects through status quo awareness, or Intersectionality Awareness (IA). Relevance/originality – The literature of low-status consumers’ identity relation to brand preference is still developing when tapping multiple layers of perspectives, such as disidentification and identity awareness, and conscious and unconscious processes. The comprehension of this interaction allows a better understanding of the global brand preference bias. Main results – We identified conflicting conscious and unconscious global brand attitudes, potentialized through disidentification with domestic values, those that represent the home country consumer, although their effect can be mitigated by intersectionality awareness. Theoretical/methodological contributions – Theoretically, this study advances the knowledge about global brand preference, including the status quo/awareness theory to better understand the customer-brand relationship. Methodologically, we advanced by employing an unconscious-based technique to address the phenomenon. Social/management contributions – The study explains brand preference bias through the mechanism of disidentification, and their control through social awareness, expanding practitioners’ horizons beyond brand strategies, to consider deep human identity mechanisms. For the individuals and the society, the study proposes understanding on the potential side effects of consumer-brand relationships, presenting coping strategies to deal with this phenomenon, promoting more equality and inclusion.

The Role of Brand Determinants in Maintaining Long-term Customer Relationships with Branded Product

The abstract of the study provides a concise overview of the research conducted on brand determinants and their role in maintaining long-term customer relationships with the product brand. This study aimed to explore various aspects such as brand awareness, brand positioning, brand association, brand image, brand trust, brand loyalty, and brand reputation. Through a comprehensive literature review and analysis of data collected from a sample size of 217 respondents using a questionnaire survey method, valuable insights were gained into how these key factors contribute to building strong customer-brand relationships over time. The findings highlighted the significance of effective brand management in nurturing positive associations between customers and brands. It was observed that years of relationship with a particular branded product significantly influenced customers' perceptions and loyalty towards that specific brand. Moreover, this study identified areas where improvements can be made in terms of enhancing branding strategies to better meet customer expectations. The recommendations derived from this research can serve as insightful guidelines for marketers aiming to strengthen their brands and cultivate lasting connections with their target audience.

Brand Trolling Engagement Behavior (BTEB) of Customers: A Challenge for Customer-Brand Relationship

The extensive use of social media has resulted in higher customer engagement, and firms use these platforms to communicate with customers, share information about brands and improve brand popularity. Social media provides the same platform for customers to share their views about firms and brands. Online communities or groups on social media facilitate interactions and information sharing among members. When the group members start using these social media platforms to post negative views, it is termed trolling. Customer comments on social media are crucial in shaping a firm’s reputation; therefore, when a brand falls short of customer expectations, they might feel cheated and betrayed and indulge in brand trolling activities termed Brand Trolling Engagement Behavior (BTEB). Customer comments on social media are crucial in shaping a firm’s reputation and significantly impact the brand. Trolling is an emerging research topic, and empirical studies on brand trolling are relatively scarce. This paper attempts to develop and validate a scale to measure customers’ BTEB and, subsequently, the impact of trolling on a brand. The data for the study was gathered from respondents in stages. Two factors, agitation and dissatisfaction, were obtained in the results, which explain the reasons why customers troll a brand on social media. Significant results were obtained where customers feel that brand trolling is a challenge for the firms and it affects the popularity and image of the brand. The research provides insights about the BTEB of customers on social media and would help the firms to manage customer-brand relationships.

Investigative Study on Celebrity Worship Motives on Customer-brand-relationship (CBR) Towards Tele-Communication Industry in Bangladesh

The method of using celebrity worships motives has a dynamic strategy used in worldwide including developing countries like Bangladesh. Basically, this research papers determines to find out how the Celebrity Worship Motives (CWM) involve to building customer brand relationship among with consumer via a psychological bond. Celebrity Worship Motives (CWM) strengthens the effectiveness of celebrity endorsement to evaluate the brands in Telecommunication sector. Meanwhile, celebrity endorsement is a critical factor and required to evaluate towards the brand endorsement in Tele-communication in Bangladesh. Customer brand relationship (CBR) has been examined within empirically tested with CWM. It has found to be significant research value within celebrity endorsements in Tele-communicant sector. CWM has been tested in this research to evaluate the effectiveness of brand behavior. According to this research paper mostly focus on Bangladeshi context on the perception of customer on celebrity endorsement (CN) with reference to Customer Brand Relationship behavior (CBR) which has significantly remarks on position in Tele-communication. To conduct a research the primary data followed by survey method. Basically questionnaire was the main research instrument and 200 respondents were considered for the final analysis for the survey. Respectively the sample was used in multiple stages to analysis the data along with both descriptive and inferential statistics were also used to analyze the data. On the other hand Hypotheses were tested by using Pearson correlational analysis via 2 tailed tests, correlational analysis, Anova Test, KMO. The relationship between celebrity worship motives (CWM) and Customer Brand Relationship (CBR) towards the endorsed Tele-Communication brand was found to be important in the findings. This research paper concludes a practical implication by explaining the Tele-communication sector how the CWM relates with CBR whilst suggesting propositions for the future studies accordingly.

ARvolution: Decoding consumer motivation and value dimensions in augmented reality

Recent technological advancements, notably in augmented reality (AR), have disrupted the marketing landscape, arousing interest in immersive experiences for consumers. In particular, AR has emerged as a powerful tool for marketers across various industries for bridging the imagination gap. Despite this potential, many managers grapple with how to strategically integrate AR. The literature on AR marketing highlights its ability to inspire, engage, increase sales, induce impulse buying, and enhance customer–brand relationships. However, a comprehensive understanding of the value AR provides to users remains lacking. This study addresses this gap by applying consumption value theory to identify the dimensions influencing AR usage. By integrating this theory into the technology acceptance model, we establish a coherent framework for analyzing the values driving AR adoption. The study uncovers the importance of convenience value and informational value, in particular, for closing the imagination gap. While emotional hedonic value was only significant for female consumers, there was no statistical support for monetary value and social value in the present study. Thus, this study uncovers motivational values that people seek when they use AR.

Customer-Centric Sustainability's Effect on Brand-Customer Relationships

Customer-Centric Sustainability's Effect on Brand-Customer Relationships

The Influence of Brand Characteristic on Customer Brand Relationship Through Consumer Engagement as Mediator

KRB.ID a knitwear business located in the Binong Jati knitting industry area, Indonesia. KRB.ID was established at the beginning of the COVID-19 pandemic and witnessed significant growth during this challenging period. Leveraging the expanding popularity of TikTok during the pandemic, KRB.ID used video content to raise brand awareness among TikTok users. Many of their videos gained visibility on TikTok's "For You Page" (FYP), leading to increased recognition and a growing TikTok following. Understanding the importance of engagement on social media platforms, KRB.ID actively interacted with their customers by responding to comments through video replies and various other means. One notable video featured four women wearing KRB.ID's skirt products, showcasing their versatility across different body sizes (ranging from 47kg to 80kg), positioning the brand as inclusive and big-size friendly. The video garnered 3,600,000 views, 61,300 likes, and received 729 comments from TikTok users. Currently, KRB.ID's TikTok account boasts 58,800 followers. However, in mid-2022, a decline in engagement was observed on KRB.ID's TikTok account, prompting the researcher to investigate this phenomenon using theories of brand characteristics, customer brand relationships, and consumer engagement.