Measuring the Relationship Building Capacity of Online Marketing Communications

The consumer-brand relationship quality construct (CBRQ) can provide empirical evidence of brand community cohesion and loyalty behavior in the virtual world. This exploratory study examine the relationship quality experienced towards the brand of the favorite website in the French baby & toddler sector. Five online communication tools (newsletters, forums, chats, games and clubs) were analyzed according to their CBRQ score. Our sample was composed of mothers with young children belonging to l’Institut des mamans, an Internet panel accessed via As expected, we found that users of online services and brand buyers show stronger CBRQ compared to non-users and non-buyers.


Silvia Cacho Elizondo (2006) ,"Measuring the Relationship Building Capacity of Online Marketing Communications", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 57-59.


Silvia Cacho Elizondo, HEC Paris and ISC Paris, France


LA - Latin American Advances in Consumer Research Volume 1 | 2006

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