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.
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.
Mansur Khamitov, Nanyang Technological University, Singapore
Xin (Shane) Wang, Western University, Canada
Matthew Thomson, Western University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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