• How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities

    Author(s):
    Mansur Khamitov (see profile) , Matthew Thomson, Xin (Shane) Wang
    Date:
    2019
    Group(s):
    Business Management
    Subject(s):
    Consumption, Close relationships, Metadata, Business data, Product design
    Item Type:
    Article
    Tag(s):
    consumer-brand relationship, customer brand loyalty, brand relationship elasticity, meta-analysis, empirical generalizations
    Permanent URL:
    http://dx.doi.org/10.17613/x7sa-xq30
    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.
    Metadata:
    Published as:
    Journal article    
    Status:
    Published
    Last Updated:
    7 months ago
    License:
    Attribution-NonCommercial-NoDerivatives
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