Please use this identifier to cite or link to this item: doi:10.22028/D291-31967
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Title: Consumers’ relationships with brands and brand communities – The multifaceted roles of identification and satisfaction
Author(s): Popp, Bastian
Woratschek, Herbert
Language: English
Title: Journal of retailing and consumer services
Volume: 35
Startpage: 46
Endpage: 56
Publisher/Platform: Elsevier
Year of Publication: 2017
Publikation type: Journal Article
Abstract: This study integrates consumer-brand identification and customer satisfaction as core relationship drivers to study their interrelationships as well as the effects on customer loyalty and word-of-mouth communication. Considering multiple interacting targets of identification in brand communities, the empirical study unfolds the multifaceted, context-specific relevance of identification and satisfaction: While the effect of identification on brand loyalty is mediated by customer satisfaction, satisfaction has no significant effect on community loyalty. Moreover, brand communities are particularly useful for gaining new customers, whereas no increase in brand loyalty could be found. Managers are generally advised to specify constructs of interest related to different relevant targets of identification.
DOI of the first publication: 10.1016/j.jretconser.2016.11.006
URL of the first publication:
Link to this record: hdl:20.500.11880/29572
ISSN: 0969-6989
Date of registration: 25-Aug-2020
Faculty: HW - Fakultät für Empirische Humanwissenschaften und Wirtschaftswissenschaft
Department: HW - Wirtschaftswissenschaft
Professorship: HW - Prof. Dr. Bastian Popp
Collections:SciDok - Der Wissenschaftsserver der Universität des Saarlandes

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