Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand

Detalhes bibliográficos
Autor(a) principal: Ferreira, Pedro
Data de Publicação: 2019
Outros Autores: Rodrigues, Paula, Rodrigues, Pedro
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/11328/2938
Resumo: Framed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer loyalty and satisfaction as outcomes in the retail setting. Based on 560 customers’ responses to a face-to-face questionnaire administered in a fashion brand retail store, research hypotheses were tested using a structural equation model. The findings suggest that brand experience influences brand love, with a higher incidence of sensory and affective dimensions. Brand love, in turn, influences customer loyalty, both directly and indirectly through customer satisfaction. This research contributes to the still understudied relation between brand experience and brand love in the retail context and to the need to understand the satisfaction-loyalty relation involving other variables as predictors. Nevertheless, results are limited to one specific retail fashion brand and generalizations should be taken carefully.
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spelling Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brandBrand experienceBrand loveCustomer satisfactionCustomer loyaltyRetailFramed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer loyalty and satisfaction as outcomes in the retail setting. Based on 560 customers’ responses to a face-to-face questionnaire administered in a fashion brand retail store, research hypotheses were tested using a structural equation model. The findings suggest that brand experience influences brand love, with a higher incidence of sensory and affective dimensions. Brand love, in turn, influences customer loyalty, both directly and indirectly through customer satisfaction. This research contributes to the still understudied relation between brand experience and brand love in the retail context and to the need to understand the satisfaction-loyalty relation involving other variables as predictors. Nevertheless, results are limited to one specific retail fashion brand and generalizations should be taken carefully.2019-11-12T11:43:28Z2019-10-01T00:00:00Z2019-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/11328/2938eng2069–888710.2478/mmcks-2019-0020Ferreira, PedroRodrigues, PaulaRodrigues, Pedroinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-06-15T02:11:21ZPortal AgregadorONG
dc.title.none.fl_str_mv Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand
title Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand
spellingShingle Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand
Ferreira, Pedro
Brand experience
Brand love
Customer satisfaction
Customer loyalty
Retail
title_short Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand
title_full Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand
title_fullStr Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand
title_full_unstemmed Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand
title_sort Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand
author Ferreira, Pedro
author_facet Ferreira, Pedro
Rodrigues, Paula
Rodrigues, Pedro
author_role author
author2 Rodrigues, Paula
Rodrigues, Pedro
author2_role author
author
dc.contributor.author.fl_str_mv Ferreira, Pedro
Rodrigues, Paula
Rodrigues, Pedro
dc.subject.por.fl_str_mv Brand experience
Brand love
Customer satisfaction
Customer loyalty
Retail
topic Brand experience
Brand love
Customer satisfaction
Customer loyalty
Retail
description Framed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer loyalty and satisfaction as outcomes in the retail setting. Based on 560 customers’ responses to a face-to-face questionnaire administered in a fashion brand retail store, research hypotheses were tested using a structural equation model. The findings suggest that brand experience influences brand love, with a higher incidence of sensory and affective dimensions. Brand love, in turn, influences customer loyalty, both directly and indirectly through customer satisfaction. This research contributes to the still understudied relation between brand experience and brand love in the retail context and to the need to understand the satisfaction-loyalty relation involving other variables as predictors. Nevertheless, results are limited to one specific retail fashion brand and generalizations should be taken carefully.
publishDate 2019
dc.date.none.fl_str_mv 2019-11-12T11:43:28Z
2019-10-01T00:00:00Z
2019-10
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url http://hdl.handle.net/11328/2938
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 2069–8887
10.2478/mmcks-2019-0020
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