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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
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.||URI:||https://hdl.handle.net/10356/89635
|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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