عنوان انگلیسی مقاله:

 Consumers’ relationships with brands and brand communities – The multifaceted roles of identification and satisfaction

ترجمه عنوان مقاله: نقش چند وجهی از شناسایی و رضایت: روابط مصرف کنندگان با مارک ها و جوامع نام تجاری

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 11 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

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.

Keywords: Consumer-brand identification; Customer satisfaction; Brand communities; Customer loyalty; Word-of-mouth communication

مقدمه مقاله

In the last decades, a clear shift in marketing from transactions to relations could be observed and it is highlighted by the success of relationship marketing (Grönroos, 1994; Sheth and Parvatiyar, 1995), which refers to “all marketing activities directed toward establishing, developing, and maintaining successful relational exchanges” (Morgan and Hunt, 1994, p. 22). While for a long time publications particularly focussed on the important role of customer satisfaction as a core relationship driver (e.g., Palmatier et al., 2006; Hennig‐Thurau and Klee, 1997), more recently consumers’ identification with a company has been introduced as a construct and a driver of relationships (Ahearne et al., 2005; Haumann et al., 2014). Scholars argue that identification gains in importance in times of high customer satisfaction levels which make it increasingly difficult to outperform customer expectations and to differentiate from competitors on the basis of customer satisfaction (Homburg et al., 2009). Moreover, Haumann et al. (2014) demonstrate that both customer satisfaction and customer- company identification positively influence customer’s loyalty and willingness to pay, whereby the effects of customer-company identificationwere significantly more persistent and particularly helpful to compensate lower levels of customer satisfaction. Not surprisingly, researchers and practitioners increasingly emphasize the value of identity-motivated marketing strategies (Lam, 2012).

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