Understanding Consumer Brand Love, Brand Commitment, and Brand Loyalty

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2023-02-06 DOI:10.1080/15332667.2023.2173937

A. Wong

引用次数: 2

Abstract

Abstract This study examines the role of brand love and its relationship with brand-related variables, such as brand quality, brand trust, brand commitment, and brand loyalty. A total of 265 responses from smartphone users were collected via an online survey over a two-week period. The findings confirmed the effect of brand quality on brand trust, brand love, and brand loyalty as well as the effect of brand trust on brand love and brand commitment. Brand love affects brand commitment and brand loyalty, which comprises purchase intention, word-of-mouth, and willingness to pay. Managerial implications and future research directions are provided.

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了解消费者对品牌的热爱、品牌承诺和品牌忠诚度

摘要本研究考察了品牌爱的作用及其与品牌相关变量的关系，如品牌质量、品牌信任、品牌承诺和品牌忠诚度。通过一项为期两周的在线调查，共收集了265份智能手机用户的回复。研究结果证实了品牌质量对品牌信任、品牌爱和品牌忠诚的影响，以及品牌信任对品牌爱和承诺的影响。品牌喜爱影响品牌承诺和品牌忠诚度，包括购买意愿、口碑和支付意愿。提供了管理启示和未来的研究方向。

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

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.