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

2021 ◽  
Vol 13 (12) ◽  
pp. 6833
Author(s):  
Sufyan Habib ◽  
Nawaf N. Hamadneh ◽  
Mohammed Arshad Khan
Keyword(s):  
Relationship Marketing ◽  
Research Work ◽  
Marketing Strategies ◽  
Online Questionnaire ◽  
Brand Attachment ◽  
Brand Engagement ◽  
Tangible Rewards ◽  
Managerial Implications ◽  
Brand Resonance ◽  
The Relationship

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

A Consumer-Based Branding Process

2019 ◽  
pp. 272-287
Author(s):  
Orhan Duman
Keyword(s):  
Product Performance ◽  
Brand Preference ◽  
Brand Performance ◽  
Sequential Order ◽  
Brand Attachment ◽  
Brand Knowledge ◽  
Brand Engagement ◽  
Main Factors ◽  
The Relationship ◽  
Related Process

The branding process can be classified as business- and consumer-based branding. The current study introduces a model proposal to the consumer-based branding process. The model focuses on identifying and analyzing the process between consumers' perceptual benefits and emotional brand attachment. The related process focuses on the relationship between product performance, brand preference, subjective brand knowledge, self-based brand engagement and emotional brand attachment factors. The basic assumption of the model is that a consumer first benefits on the basis of brand performance, this benefit triggers brand preference, then this preference turns into subjective brand knowledge, brand knowledge supports consumer's self-based brand engagement, and eventually leads to emotional brand attachment. The analysis is based on the assumption that the consumer performs five main factors modeled in branding perception in the chain / sequential order.

The Role of Customer Engagement in the COVID-19 Era

2021 ◽  
pp. 91-116
Author(s):  
Sara Santos ◽  
Pedro Espírito Santo ◽  
Luísa Augusto
Keyword(s):  
Social Media ◽  
The Other ◽  
Customer Engagement ◽  
Special Role ◽  
Brand Attachment ◽  
Brand Engagement ◽  
Brand Relationship ◽  
The Relationship ◽  
Multidimensional Concept

Costumer engagement is a multidimensional concept which develops over the time and is widely studied in the literature of marketing. Consumers attached to the brand tend to be more involved in behaviors that support the brand. On the other side, brand-self connection is an important element in consumer-brand relationship being part of brand attachment, where social media have a special role. Playfulness and informativeness of video have a significant impact on the value of social media ads, and the authors present the relationship between these two variables and customer engagement. The study will present an investigation with 235 Portuguese individuals during the months of confinement justified by the pandemic COVID-19. The results show that customer engagement depends on informativeness, playfulness, and brand-self connection. Throughout this empirical study, they show that social media brand engagement is explained by these variables. This chapter enhances knowledge on costumer engagement, brand-self connection, and video informativeness and playfulness, supporting new researches in this topic.

Fostering brand love in Facebook brand pages

2019 ◽  
Vol 43 (5) ◽  
pp. 710-727 ◽  
Author(s):  
Mariola Palazon ◽  
Elena Delgado-Ballester ◽  
Maria Sicilia
Keyword(s):  
Brand Equity ◽  
Product Category ◽  
Brand Community ◽  
Online Questionnaire ◽  
Brand Love ◽  
Content Type ◽  
Mediating Role ◽  
Brand Engagement ◽  
Social Media Platforms ◽  
The Relationship

Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection). Design/methodology/approach Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected through an online questionnaire sent by the company. Findings Results suggest that both sense of brand community and self–brand connection foster brand love and that self–brand connection exerts a mediating role between sense of brand community and brand love. Furthermore, the effect of brand community on brand love is conditioned by a personal trait of individuals such as brand engagement in self-concept. In addition, this study identifies a new consequence of brand love not previously analyzed in the literature: brand equity. Research limitations/implications A potential shortcoming is the product category analyzed and that the length of membership was not controlled and it may be a moderator between participation and community consequences. Practical implications The key implications are the importance of nurturing relationship ties among brand users and building self–brand connections on brand pages as precursors of brand love. Originality/value The study offers empirical evidence about the mechanism through which brand love is formed on social-media platforms such as Facebook. Furthermore, the authors have demonstrated the relationship between brand love and brand equity, which had not been examined yet in the literature.

scholarly journals Impact of Relationship Marketing Variables on Brand Resonance: Mediating Role of Brand Attitude

2019 ◽  
Vol 9 (2) ◽  
pp. 2084-2089
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Main Tool ◽  
Brand Attitude ◽  
Influential Factor ◽  
Conflict Handling ◽  
Marketing Variables ◽  
Brand Resonance ◽  
The Impact ◽  
The Relationship

Relationship Marketing has got its values strongly rooted in business and market place right from the year 1983. It is the core sphere of operation for all kinds of trade and no organization overlooks this concept. Holding this importance of Relationship Marketing as a core idea, the study aims at discerning the impact of Relationship Marketing Variables on Brand Resonance. Brand Resonance is yet another dominant state of psychological connect which every company would like to establish with the customers. The Relationship Marketing Variables Trust, conflict handling, empathy and Satisfaction are considered for the analysis. Brand Loyalty, Brand Community, Brand Engagement and Brand Attachment are the variables of Brand Resonance. Focusing on the relationship marketing variables that contributes towards high brand resonance would enable companies to contemplate on these profit enabling areas that eventually leads to a sustenance growth for the organization. Indian Shopping Websites has been given the prime importance in this study and data has been collected from 515 users of these websites. Multiple regression is employed as a main tool to examine the influential effect and for mediation analysis. The mediating effects of brand attitude over brand resonance is also examined in this study. Drifting from the traditional view of customer satisfaction influencing Brand Loyalty, this study has found Empathy as the most influential factor on Brand Resonance followed by Conflict handling and Trust. Brand Attitude strongly mediates the relationship between relationship marketing dimensions and Brand Resonance.

scholarly journals The Impact of Brand Trust on Physician’s Prescription Decision Towards Prothrombin Complex Concentrate with a Special Reference to Octaplex®

2019 ◽  
Vol 15 (10) ◽  
pp. 1
Author(s):  
D. R. G. Perera ◽  
W. M. C. Bandara Wanninayake
Keyword(s):  
Relationship Marketing ◽  
Structural Equation ◽  
Quantitative Research ◽  
Positive Impact ◽  
Equation Modeling ◽  
Brand Trust ◽  
Online Questionnaire ◽  
Integral Role ◽  
The Impact ◽  
The Relationship

Management of Hemostasis is an integral role for any Intensivist in assurance of recovery of a hemorrhage patient who is often treated in an ICU, and building trust of a product segment related to such vital treatment will undoubtedly hold an utmost importance. Yet in researches and articles in current Medical Marketing setup it is found to be very limited, and in the case of Biological and Bio-Similar Marketing its almost non-existence. The purpose of this research paper is to investigate and prove the significant positive impact of Brand Trust on Physicians Prescription Decision and Moderation impact powered by the synergy of Relationship Marketing. The research consists of data which was collected via online questionnaire and captured the data required from the target sample cohort which is distributed via respective specialized academic colleges of their representation through email and filed online by the participants of quantitative research. Moreover, two of the main key opinion leaders (KOLs) were interviewed and qualitative data were summarized. The collected data were analyzed using Structural Equation Modeling (SEM) procedures to reach meaningful conclusions. Thereby the study proves the significant positive impact of Brand Trust on Physicians Prescription Decision and Moderation impact which synergized by Relationship Marketing. The study is an original contribution to the field of Marketing in Biological and Pharmaceutical Industry. The proposed relationships are based on Brand Trust, Physician’s Prescription Decision and Relationship Marketing. Furthermore, the Moderating effect of Relationship Marketing on the relationship between Brand Trust and Physician’s Prescription Decision is unique to this study.

scholarly journals The Mediating Role of Brand Engagement and Store Image on Relationship between Brand Identification and Purchase Intention: a Study of Omani Retail Market

2021 ◽  
Vol 27 (4) ◽  
pp. 609-621
Keyword(s):  
Purchase Intention ◽  
Marketing Strategies ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Store Image ◽  
Retail Market ◽  
Brand Identification ◽  
Brand Engagement ◽  
Retail Marketing ◽  
The Relationship

Based on the convergence of social-identity and theory of reasoned action (TORA), the purpose of this research is to investigate the mediating effect of brand engagement and store image on the relationship between consumer brand identification and purchase intention. The study empirically investigates a theoretical framework developed from literature evidence using partial-least squares (PLS) structural equation modeling (SEM) to test hypotheses. A structured questionnaire, measuring items on a Likert seven scale, was used to collect data from 344 participants among shoppers of famous retail chains in Muscat. The results indicated that store-brand identification (SBI) alone is a weak predictor of purchase intention (PI). The results revealed that brand engagement (BE) and store image (SI) fully mediate the relationship between SBI and PI. Intrinsically, the study serves to enhance the insight into customers’ attitudes towards private-labeled store brands with a focus on the Omani retail market. The findings contribute a valuable insight on retail marketing strategies, and an interpretation into branding literature related to retail marketing and provide an understanding of marketing strategies and guidance for retail store management in Oman both at a strategic and tactical level.

scholarly journals Relationship marketing approach and customer perceived value: An empirical study in retail banks

2018 ◽  
Vol 7 (3) ◽  
pp. 300-308
Author(s):  
Nezha Nait Boubker ◽  
Mahmoud Belamhitou
Keyword(s):  
Relationship Marketing ◽  
Structural Equation ◽  
Economic Value ◽  
Perceived Value ◽  
Retail Banking ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Managerial Implications ◽  
Using Data ◽  
Marketing Approach

Abstract This paper studies what creates value for customers and how perceived value increases customers’ loyalty. An analytical model is presented and applied in the field of Moroccan retail banking industry. The model is tested through a quantitative study using data collected by an online questionnaire. A total of 200 customers of financial entities were surveyed, and 20 items were tested using the Structural Equation Modeling through Smart-PLS Approach. The results show that the relationship marketing approach is a multidimensional construct composed by trust, commitment and satisfaction. The perceived value based on the PERVAL scale was composed of three components (economic value, social value and emotional value) and represented by 7 items. The results confirm that customers’ positive perceived value has a mediator effect between relationship marketing approach of the providers and customers’ loyalty. This article provides an empirical validation of the perceived value study, a little investigated topic in the Moroccan context. It shows the managerial implications of developing such strategy to maintain long term relationship with customers.   Keywords: relationship approach, perceived value, loyalty, banking , Morocco.

A Cross-Cultural Study of Relationship Proneness and Its Implications for Relationship Marketing

2013 ◽  
pp. 235-257
Author(s):  
Yujie Wei ◽  
Faye S. McIntyre ◽  
Salil Taplade
Keyword(s):  
Relationship Marketing ◽  
Generation Y ◽  
Personal Characteristic ◽  
Cross Cultural ◽  
Relationship Building ◽  
Relational Satisfaction ◽  
Store Loyalty ◽  
Final Sample ◽  
Tangible Rewards ◽  
Managerial Implications

This paper examines relationship proneness of consumers in a cross-cultural setting; specifically, the relationship proneness between Chinese and U.S. consumers of Generation Y (born from 1976 to 1995) and its effects on relational satisfaction and relationship commitment. Based on previous research (e.g., De Wulf, Odekerken- Schröder, & Iacobucci, 2001) and cultural theories (e.g., Hofstede, 1980, 2001), nine hypotheses were developed involving the effects of relationship building tactics (i.e., direct mail, preferential treatment, communication, and tangible rewards) on relationship proneness, relational satisfaction and store loyalty. This quantitative study used a survey among two samples of consumers in China and the U.S. The final sample size was comprised of 349 student consumers. The findings of the research provide managerial implications for international retailers. Relationship proneness is a meaningful personal characteristic that can be used to describe or predict consumer behavior across cultures. A relationship marketing strategy that works for one culture may also work well in another culture. It is possible and appropriate, at least with generation Y consumers, to employ standardized approaches in relationship marketing across cultures.

scholarly journals Relationship marketing strategies: when buyer and supplier follow different strategies to achieve performance

2005 ◽  
Vol 9 (spe2) ◽  
pp. 18-35 ◽  
Author(s):  
Danny Pimentel Claro ◽  
Priscila Borin de Oliveira Claro ◽  
Decio Zylbersztajn
Keyword(s):  
Relationship Marketing ◽  
Joint Action ◽  
Theoretical Framework ◽  
Marketing Strategies ◽  
Social Approach ◽  
Specific Investments ◽  
Potted Plant ◽  
Using Data ◽  
The Relationship

Relationship marketing is essential for success in business. The need to understand better the differences in the strategies buyers and suppliers follow is what has motivated this study. We drew on emerging perspectives on inter-firm governance and networks to develop a theoretical framework to understand the success of long-term relationships. We tested the framework using data from 67 merchant distributors (buyers) and 174 suppliers of theirs in the Dutch potted plant and flower industry. While the most successful distributors tend to take the "hard", tangible strategy using transaction specific investments and fostering joint action, the successful suppliers take the "soft", social approach by emphasizing trust and the norm of flexibility in the relationship.

scholarly journals The Effect Of The Relationships Between Organisations And Their Suppliers On The Implementation Of Purchasing Marketing Strategies

2011 ◽  
Vol 4 (8) ◽  
Author(s):  
Matjaz Irsic
Keyword(s):  
Relationship Marketing ◽  
Bargaining Power ◽  
Marketing Strategies ◽  
Business Relationship ◽  
Short Term ◽  
Competitive Position ◽  
The Relationship ◽  
Short Term Effects

The article deals with different factors determining relationships of large Slovenian organisations (with over 500 employees) with their strategic suppliers and their influence on the frequency of implementations of purchasing marketing strategies. The factors dealt with are: the quality of the relationship between the organisation and its strategic supplier (suppliers activities, attractiveness of supply for the organisation and the competitive position of the organisation on the supply market), bargaining power of the organisation with respect to the supplier (the organisation's risk orientation, its orientation towards cooperation and the size of its bargaining power) and the quantity of the relationship (the size of transactional assets). The research showed that large organisations in Slovenia are unlikely to develop such purchasing marketing strategies characteristic of the so-called relationship marketing with their strategic suppliers, with which they have long-term business relationship. The influence of measured factors on the frequency of the implementation of individual purchasing marketing strategies exists, with a stronger impact of factors with short-term effects on the organisation; hence the surveyed organisations are still more oriented towards reaching short-term efficiency instead of long-term success.

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