Examining the Impact of Contextual Factors in Brand Relationship Initiation and Maintenance: Evidence from Bottom of Pyramid Markets

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2020-04-29 DOI:10.1515/roms-2020-0006

Shubhomoy Banerjee, Ateeque Shaikh

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Abstract

Abstract This study examines the impact of contextual factors on brand trust, brand loyalty and cross-buying from the perspective of the bottom of pyramid rural consumers in India. Two important contextual factors – distribution intensity and outshopping orientation – were used as the contextual factors. Effects of distribution intensity in the initiation and maintenance of consumer–brand relationships are first examined. Further, it explores the moderating role of in versus outshopping orientation in the formation and maintenance of long-term relationships between consumers and brands in bottom of pyramid markets. Data collected from 478 consumers in three villages in Gujarat, India, were analysed using structural equation modelling technique to test the hypothesized relationships using IBM AMOS 23 software. Distribution Intensity was found to positively influence brand trust. Brand trust was found to mediate the relationships between distribution intensity and brand loyalty and distribution intensity and cross buying. The importance of distribution intensity in relationship initiation was more pronounced for consumers who shopped from local retailers than those who did not. The study underlines the importance of distribution intensity of brands a relationship-based marketing strategy, especially in those products, where the switching costs are low. This study establishes the role of contextual factors in the formation and maintenance of consumer–brand relationships in the bottom of pyramid markets.

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检视情境因素对品牌关系建立与维持的影响:来自金字塔底部市场的证据

摘要本研究以印度金字塔底层农村消费者为研究对象，考察了情境因素对品牌信任、品牌忠诚和交叉购买的影响。两个重要的背景因素-分布强度和外购倾向-被用作背景因素。本文首先考察了分销强度对消费者品牌关系产生和维持的影响。此外，本文还探讨了在金字塔底部市场中，内购物取向与外购物取向在消费者与品牌之间长期关系的形成和维持中的调节作用。从印度古吉拉特邦三个村庄的478名消费者收集的数据使用结构方程建模技术进行分析，使用IBM AMOS 23软件检验假设的关系。分销强度对品牌信任有正向影响。发现品牌信任在分销强度与品牌忠诚、分销强度与交叉购买之间起中介作用。对于那些在当地零售商购物的消费者来说，分销强度在关系建立中的重要性比那些没有在当地零售商购物的消费者更为明显。该研究强调了品牌分销强度作为一种基于关系的营销策略的重要性，尤其是在那些转换成本较低的产品中。本研究确立了金字塔底层市场中情境因素在消费者与品牌关系形成与维持中的作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.