Journal ArticleDOI
From Marketing Communications to Brand Management: Factors Influencing Relationship Quality and Customer Retention
TLDR
In this paper, an extensive review of the marketing literature relating to branding, relationship marketing, and marketing communications with a view to identifying effective ways to enhance brand personality, brand image, and brand awareness as well as relationship quality and, ultimately, customer retention.Abstract:
The research aims to investigate how to improve relationship quality and retain customers through marketing communications. The article presents an extensive review of the marketing literature relating to branding, relationship marketing, and marketing communications with a view to identifying effective ways to enhance brand personality, brand image, and brand awareness as well as relationship quality and, ultimately, customer retention. The exogenous constructs of the conceptual model include influential factors such as marketing communications, brand personality, brand image, and brand awareness. The endogenous constructs include cognitive and affective customer evaluations such as customers’ trust, satisfaction, value, and the resultant brand loyalty (retention). It is found that brand equity is important in determining customer expectations, which is an antecedent of customer satisfaction. Consumers will be satisfied with the brand if the initial expectations of the brand are nearly or entirely met. I...read more
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Posted Content
Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes
TL;DR: The authors explored the extent to which differences in perceived diagnosticity as compared with differences in the accessibility of associations embedded in persuasion appeals better account for the attitudinal differences found in the culture and persuasion literature.
Journal ArticleDOI
Green innovation and brand equity: moderating effects of industrial institutions
TL;DR: In this paper, the authors examined the effects of green product innovation and green process innovation on brand equity, as well as the moderating role of industrial institutional environments in terms of regulation intensity, industry innovation speed, and pollution intensity.
Journal ArticleDOI
The role of consumer-brand engagement towards driving brand loyalty: Mediating effect of relationship quality
TL;DR: In this article, the influence of consumer-brand engagement, its potent antecedents, and relationship quality towards creating and enhancing brand loyalty of automobile brands in Indian context was examined empirically.
Journal ArticleDOI
Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach
TL;DR: In this paper, the impact of ethical marketing practices on value-add product sustainability and customer brand relationship sustainability was investigated and the consequent effects of value-adding product sustainability, and customer-value relationship sustainability on brand loyalty were investigated.
References
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Journal ArticleDOI
The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
Journal ArticleDOI
A Conceptual Model of Service Quality and Its Implications for Future Research
TL;DR: The attainment of quality in products and services has become a pivotal concern of the 1980s as discussed by the authors, while quality in tangible goods has been described and measured by marketers, quality in services is la...
Journal ArticleDOI
Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence:
TL;DR: In this paper, evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value for a product.
Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Journal ArticleDOI
The behavioral consequences of service quality
TL;DR: In this article, the authors show that service quality relates to retention of customers at the aggregate level, as other research has indicated, and evidence of its impact on customers' behavioral responses should be detectable.
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