How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty Across Different Cultures and Institutions

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is known about the cultural and institutional settings that enable this link. We meta-analyze how and why different CBR constructs (e.g. love, identification) drive loyalty better in some cultural and institutional contexts than others.



Citation:

Mansur Khamitov, Matthew Thomson, and Xin (Shane) Wang (2019) ,"How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty Across Different Cultures and Institutions", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 689-690.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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