How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations From a Meta-Analysis of Brand Relationship Elasticities

To advance understanding of how well different consumer-brand relationships (CBR) drive brand loyalty, we meta-analyze the link between three CBR categories and loyalty. While affective CBRs emerged the strongest drivers of loyalty overall, identity CBRs yielded stronger effects using behavioral, retrospective loyalty, and non-students while trust CBRs dominated among Americans.



Citation:

Mansur Khamitov, Xin (Shane) Wang, and Matthew Thomson (2018) ,"How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations From a Meta-Analysis of Brand Relationship Elasticities", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 86-91.

Authors

Mansur Khamitov, Nanyang Technological University, Singapore
Xin (Shane) Wang, Western University, Canada
Matthew Thomson, Western University, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

P2. The Upside of Myopic Loss Aversion

Daniel Wall, Carnegie Mellon University, USA
Gretchen Chapman, Carnegie Mellon University, USA

Read More

Featured

H11. Not for Me: Identity Needs and Consumer Interest in Different Types of Co-creation

Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA

Read More

Featured

M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities

Richard Kedzior, Bucknell University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.