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Title: How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities
Authors: Khamitov, Mansur
Wang, Shane Xin
Thomson, Matthew
Keywords: Business::Marketing::Consumer behavior
Consumer-brand Relationship
Customer Brand Loyalty
Issue Date: 2019
Source: Khamitov, M., Wang, S. X.., & Thomson, M. (2019). How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities. Journal of Consumer Research. doi:10.1093/jcr/ucz006
Series/Report no.: Journal of Consumer Research
Abstract: To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate brand relationship elasticity is .439. More importantly, results demonstrate under what conditions various types of brand relationships increase loyalty. For example, while elasticities are generally highest for love-based and attachment-based brand relationships, the positive influence of brand relationships on customer brand loyalty is stronger in more recent (vs. earlier) years, for non-status (vs. status) and publicly (vs. privately) consumed brands as well as for estimates using attitudinal (vs. behavioral) customer brand loyalty. Overall, the results suggest that brand relationship elasticities vary considerably across brand, loyalty, time, and consumer characteristics. Drawing on these findings, the current research advances implications for managers and scholars and provide avenues for future research.
ISSN: 0093-5301
DOI: 10.1093/jcr/ucz006
Rights: © 2019 The Author(s). All rights reserved. This paper was published by Oxford University Press in Journal of Consumer Research and is made available with permission of The Author(s).
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:NBS Journal Articles

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