Journal ArticleDOI
Looks matter in developing consumer‐brand relationships
TLDR
In this paper, the authors describe research which introduces attractiveness as a moderator of the relationship between the perceived brand personality and evaluations of the brand as a relationship partner in a product marketing context.Abstract:
Purpose – The purpose of this paper is to describe research which introduces attractiveness as a moderator of the relationship between the perceived brand personality and evaluations of the brand as a relationship partner in a product marketing context.Design/methodology/approach – This research tests hypotheses concerning the relationship between the perceived personality of a test brand and perceptions regarding the quality of the test brand as a relationship partner, and the moderating effects of the test brand's perceived attractiveness. The research is based upon a survey of 142 graduate and undergraduate students attending four universities in the southeastern USA. Reliability and validity of the measures were tested using structural equation modeling and the hypotheses tested using multiple linear regression.Findings – This research provides empirical evidence, in a product‐marketing context, that perceived attractiveness significantly influences the consumer‐brand relationship development process ...read more
Citations
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Journal ArticleDOI
Shaping the Halal into a brand
TL;DR: In this article, a review of current literature and practices concerning the usage and consumption of Halal, within marketing and branding is presented, which is intended to stimulate discussions and encourage further thinking within this field.
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Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis
Marc Fetscherin,Daniel Heinrich +1 more
TL;DR: In this article, a bibliometric citation meta-analysis of consumer brand relationships has been carried out using the ISI Web of Science database, which includes 392 papers by 685 authors in 101 journals.
Journal ArticleDOI
What type of relationship do we have with loved brands
TL;DR: In this article, a 2 × 2 experimental design was used to compare two relationship theories (interpersonal versus parasocial) across two samples (USA and Japan) and found stronger relationships between brand love and purchase intent.
Journal ArticleDOI
Communicating brand personality: are the web sites doing the talking for food SMEs?
TL;DR: In this article, the authors analyse web site brand communication by small to medium-sized enterprises (SMEs) in the restaurant franchise industry, using Aaker's brand personality and dime.
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The effect of product category on consumer brand relationships
TL;DR: In this paper, the authors investigated the effect of product category on consumer brand relationships and found that brand love positively influences brand loyalty and both, influence positively WOM and purchase intention Looking at the directionality of these relationships, the results show no product category differences However, the authors found significant differences in terms of their intensity and their effect on the explanation power of the brand outcome variables.
References
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Journal ArticleDOI
The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.
Reuben M. Baron,David A. Kenny +1 more
TL;DR: This article seeks to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating the many ways in which moderators and mediators differ, and delineates the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena.
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Cutoff criteria for fit indexes in covariance structure analysis : Conventional criteria versus new alternatives
Li-tze Hu,Peter M. Bentler +1 more
TL;DR: In this article, the adequacy of the conventional cutoff criteria and several new alternatives for various fit indexes used to evaluate model fit in practice were examined, and the results suggest that, for the ML method, a cutoff value close to.95 for TLI, BL89, CFI, RNI, and G...
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Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Claes Fornell,David F. Larcker +1 more
TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
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Structural equation modeling in practice: a review and recommended two-step approach
TL;DR: In this paper, the authors provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development, and present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests.
Journal ArticleDOI
On the evaluation of structural equation models
Richard P. Bagozzi,Youjae Yi +1 more
TL;DR: In this article, structural equation models with latent variables are defined, critiqued, and illustrated, and an overall program for model evaluation is proposed based upon an interpretation of converging and diverging evidence.