Relevant bibliographies by topics / Consumer brand relationship (Cbr)

Academic literature on the topic 'Consumer brand relationship (Cbr)'

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Published: 10 March 2023

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Journal articles on the topic "Consumer brand relationship (Cbr)"

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Molinillo, Sebastian, Arnold Japutra, Bang Nguyen, and Cheng-Hao Steve Chen. "Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty." Marketing Intelligence & Planning 35, no. 2 (April 3, 2017): 166–79. http://dx.doi.org/10.1108/mip-04-2016-0064.

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Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.
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Keni Keni, Verena Sandra Esmeralda,. "Brand Personality as a Predictor of Consumer Brand Relationship." Jurnal Manajemen 25, no. 2 (June 1, 2021): 206. http://dx.doi.org/10.24912/jm.v25i2.736.

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The main idea of this paper is to investigate three dimensions of brand personality, which are excitement, sincerity and ruggedness to predict CBR constructs which comprise of brand love, brand trust and brand loyalty. Convenience sampling method was utilized, in which the respondents are one of soft drink brand’s consumers based in Jakarta. All data were then gathered through an online survey. In total, 312 participants responded to the survey. Structural equation modelling (SEM), specifically partial least square (PLS) was employed to analyze the data. The results of the data analysis indicate that sincerity, excitement and ruggedness brand personality serve as the positive and significant predictors towards brand trust, brand love and brand loyalty. Both thetheoretical and practical contributions are discussed in this study.
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Muroyiwa, O., R. Abratt, and M. Mingione. "The effect of vertical brand extensions on consumer-brand relationships in South Africa." South African Journal of Business Management 48, no. 1 (March 31, 2017): 1–10. http://dx.doi.org/10.4102/sajbm.v48i1.15.

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The purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions that luxury and functional brands have on consumers’ perceptions, as well as the effect the extensions will have on CBRs. This study pursues a quantitative approach, developing and testing four hypotheses on the influence vertical brand extensions have on four CBR-related constructs, namely brand attachment, brand trust, brand commitment and brand identification. The elicited context is the South African market and the selected brands are Apple, to represent luxury brands, and Samsung, representative of functional brands. Results only partially confirm previous research on vertical brand extension. Supporting previous studies, a vertical step-down extension has been found to have a stronger negative impact on brand commitment for the luxury brand than for the functional one. However, findings disconfirm the literature in revealing a stronger negative impact on the functional brand than the luxury brand and a positive effect on the brand attachment of both brands, especially the functional brand.
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Demo, Gisela, Karla Coura, Fernanda Scussel, and Graziela Azevedo. "How Do Brazilian Consumers Relate to Chocolate Brands? Validity and Reliability Evidence of the Chocolate Brands Relationship Scale." Sustainability 13, no. 10 (May 18, 2021): 5635. http://dx.doi.org/10.3390/su13105635.

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Although the chocolate market has become increasingly larger and more competitive, no diagnostic measures were found to evaluate relationship marketing from customer perspectives in this very attractive market in the B2C context. Thus, the main purpose of this paper is to obtain validity evidence for the Chocolate Brands Relationship Scale (CBR Scale), a scientific instrument that enables the identification and measurement of the prime aspects perceived by chocolate brands’ customers as relevant in their relationship with such brands. Additionally, we tested the influence of the relationship, evaluated from the validated CBR Scale, with the chocolate consumers’ satisfaction. We conducted a survey with 523 Brazilian consumers, and data were analyzed using Confirmatory Factor Analysis. The CBR Scale is composed of 21 items divided into three factors: Brand Trust, Shopping Experience and Perceived Quality. As theoretical implications, we produce a valid and reliable operational measure, offering a useful starting point from which further theoretical and empirical research of customer relationship management, branding strategies, brand loyalty, and brand experience in the chocolate market can be built. Managerially, the CBR Scale is a valid instrument for practitioners and managers in the chocolate sector to access customers, establishing and developing long-term relationships with them.
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Fernandes, Teresa, and Mariana Moreira. "Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships." Journal of Product & Brand Management 28, no. 2 (March 11, 2019): 274–86. http://dx.doi.org/10.1108/jpbm-08-2017-1545.

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Purpose The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumer–brand relationships. Design/methodology/approach A cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed. Findings Results validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships. Originality/value Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumer–brand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.
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Asghar, Hina, Zoya Khan, and Syed Sikandar Wali. "EFFECT OF CONSUMER BRAND ENGAGEMENT ON BRAND LOYALTY: CASE OF MOBILE PHONE SERVICES." Pakistan Journal of Social Research 04, no. 01 (March 31, 2022): 729–41. http://dx.doi.org/10.52567/pjsr.v4i1.938.

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The aim of the study is to determine the impact of each of these variables on brand loyalty (BLY) while also examining the drivers of consumer brand engagement (CBE) in the context of consumer involvement (CI), consumer participation (CP), and self-expressive brand (SEB). This study has been conducted in the mobile phone industry. The data were collected through questionnaires from the consumers of mobile phone service users in Pakistan. The online tool were use for the collection of data. The sample size of this study is 340. A quantitative research approach was applied. Smart PLS were used for analysis. The result shows that consumer involvement, consumer participation, and self-expression brands affect differently on CBE dimensions and brand loyalty. Additionally, CBE dimensions mediated the relationship between consumer involvement, consumer participation, self-expression brand, and brand loyalty. Future research and other consequences are discussed. Keywords Consumer brand engagement, consumer involvement, consumer participation, self-expressive brand, loyalty, mobile phone services.
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Singh, Dr Trilok Pratap. "Consumer Perception about Selected Aspects of Global and Local Brands." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 5 (April 11, 2021): 761–75. http://dx.doi.org/10.17762/turcomat.v12i5.1482.

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The aim of this paper is to examine the relationship between consumer brand equity (CBE). This work examines the gaps between global and local brands in the Indian market. Attitudes towards items around the world and the casual clothing brand of the Indian market are being investigated. Brand equity, consisting of brand identity, impact on the perception of consumer products regardless of age (people, inclination to local brands, personal experience, costs, advertising, sponsorships and endorsements) are recognized. A total of 255 students took part in the survey. This research shows that Indian consumers perceive global and local brands differently based on brand meaning.
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Mohanty, Pankaj Kumar, and Dipanjan Kumar Dey. "Consumer-Brand Engagement With E-Commerce Market Place Brands." Journal of Electronic Commerce in Organizations 18, no. 3 (July 2020): 21–37. http://dx.doi.org/10.4018/jeco.2020070102.

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Consumer-brand engagement (CBE) has gained much attention from both the academicians and practitioners. However, despite such scholarly attention, only a few studies have empirically tested the scale of CBE. Moreover, limited attention is paid toward examining the consumer-brand relationships in the e-commerce marketplace context. The study is an empirical investigation of the new ways for examining CBE by testing the impact of consumer advocacy (CA). Furthermore, the study has examined and validated the relationship between consumer involvement (CI) and CBE in the e-commerce marketplace context. The study has further examined the impact of CBE on two outcome variables, viz., positive word-of-mouth (PWOM) and brand usage intention (BUI). A sample size of 408 has been collected randomly from a postgraduate program of a large university located in south India. Various multivariate techniques (Confirmatory Factor Analysis & Path Analysis) have been applied to validate and test the proposed relationships. The results indicate that both CI and CA positively influence CBE. Further, CBE has a positive impact on PWOM and BUI.
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Petravičiūtė, Kristina, Beata Šeinauskiené, Aušra Rūtelionė, and Krzysztof Krukowski. "Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity." Sustainability 13, no. 12 (June 18, 2021): 6912. http://dx.doi.org/10.3390/su13126912.

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The current study adds to the literature on the indirect effect of luxury brand perceived value on purchase intention via the brand attachment under the boundary conditions of consumer vanity. The authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that the greater the perceived value of a luxury brand, the greater the consumer purchase intention. The latter is most strongly affected by the luxury brand perceived functional value. The study demonstrates that the greater the luxury brand perceived value among consumers, the greater their brand attachment, which in turn leads to a greater purchase intention. As there is a positive emotional relationship between a luxury brand and the consumer, the consumer’s purchase intention is also affected by the luxury brand perceived symbolic value, i.e., the capacity of the brand to communicate the consumer’s success, leadership, and power. Consumer vanity was not statistically significant to the nature of the relationship between luxury brand perceived value, brand attachment, and purchase intention. Luxury car marketers may benefit by focusing on the social and symbolic value of luxury car brand value in communication with brand-attached consumers in Lithuania.
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Graffigna, Guendalina, and Rossella C. Gambetti. "Grounding Consumer-brand Engagement: A field-driven conceptualisation." International Journal of Market Research 57, no. 4 (July 2015): 605–30. http://dx.doi.org/10.2501/ijmr-2015-049.

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Consumer-brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence. Hence our study is aimed at investigating the distinctive characteristics and the development phases of CBE. Our study adopted Grounded Theory methodology. Data were collected throughout semi-structured interviews on a theoretical sample of 41 Italian consumers of both genders, aged between 18 and 35, all having a favourite brand belonging to different market sectors. The evidence allowed us to build a conceptual framework of the CBE construct and of its development. This framework highlights that a brand is perceived by consumers as engaging when it is emotionally lived as a ‘life mate’. Furthermore CBE emerges as a dynamic process that evolves in three progressive relational phases: friendship, intimacy and symbiosis. Hence, to engage consumers, brands should get into their life, activating them both emotionally and physically, and establishing with them a deep and authentic relationship that gets increasingly intimate, private and exclusive over time. To achieve this goal, marketers should carry out a brand strategy based on brand personification, value-based affinity and affective bonding with consumers. The original value of our study lies in that it has been designed to anchor a new marketing concept such as CBE in the deep understanding of consumers’ meaning-making processes and relationship stories with a brand to get a comprehensive picture of the construct and how it develops that may better orientate current and future marketing practice.
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Dissertations / Theses on the topic "Consumer brand relationship (Cbr)"

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Garcin, Alexander, and Olle Falkenäng. "”Why don’t you have your own car?” : A master thesis investingating how Access-based consumption creates consumer-brand relationships for car brands." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-227330.

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Ownership-based consumption mode has been perceived as the normative ideal in how consumer-brand relationships are created. Today, Access-based consumption mode allows consumers to access brands among other consumers without needing to sole- or joint own them. Even though its popularity, there is a limited and quite unclear understanding of how Access-based consumption affects the consumer-brand relationship. The purpose of this study is to investigate to what extent an Access-based consumption mode creates a consumer-brand relationship, compared to an Ownership- based consumption mode in the context of car brands. In order to fulfill our purpose, both a quantitative and qualitative research method was conducted on members of carpools representing Access-based consumption mode, and car owners representing Ownership-based consumption. A theoretical framework Brand Relationship Quality, composed of six dimensions was used to understand the consumer-brand relationship. Our research shows consistently that Access-based consumption creates a weaker relationship between consumers and car brands in all dimensions of BRQ-model compared to Ownership-based consumption. One group of dimensions identified to relate to emotional attachment; Intimacy, Brand-Self Connection and Love/Passion, have relatively higher difference between the two consumption modes. Another group of dimensions related to values of functionality and practicality; Commitment, Brand Partner Quality and Interdependence, have less difference.
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D’Arco, Mario. "The emergence of the anti-branding trend: theoretical and empirical investigations." Doctoral thesis, Universita degli studi di Salerno, 2019. http://elea.unisa.it:8080/xmlui/handle/10556/4484.

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2017 - 2018
This thesis seeks to contribute to the extant knowledge about the relatively new problem of consumer’s anti-branding actions. More specifically, it explores why consumers assume adversely behaviours towards brands and how brand managers should react when their brand is attacked online. Scholarly research in marketing has traditionally focused on positive emotions that consumers feel towards brands. Conversely, this thesis aims to explore the negative side of consumer brand relationship focusing on the anti-branding phenomenon. By adopting a multiple-case study research design, this thesis explores the whole anti-branding process focusing on its antecedents, outcomes and brand responses. Findings reveal that one of the main consumers’ motivation to engage in anti-branding behaviour is related to ideological incompatibility or symbolic incongruity with a certain brand. Investigating the problem from the brand manager perspective it was possible to extrapolate an initial taxonomy of brand reaction strategies: (1) apologise; (2) change behaviour; (3) engage in conversation with “haters”; (4) ignore; and (5) remove negative comments (and likes) on social media. Interestingly, engage in conversation with “haters” and change behaviour in the way to run a business appeared more effective in mitigating consumers’ attacks. React quickly and with the adequate tone of voice should represent a winning strategy in order to protect online reputation and brand credibility. [edited by Author]
XVII n.s. (XXXI ciclo)
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Gustafsson, Clara. "Brand trust : corporate communications and consumer-brand relationships /." Stockholm : School of Business, Stockholm University, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-8148.

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Friso, Emanuela <1995&gt. "Brand crisis and consumer-brand relationship: a study on correlations between product crisis and intentional consumer behavior." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/16615.

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Product crises represent 'extra-ordinary' critical events, which occur when a branded product, or production processes that generate this product, are such as to pose a serious risk (and cause a serious damage) for consumers, workers and also to the environment. The first part of the elaborate would give a detailed explanation of this aspect because the consumers process of evaluation about the responsibility and guilt of the company for the detrimental event - consisting in three dimensions: locus, stability and controllability- is a key element for understanding the effects of crises on market responses. In fact, it is able to influence the attitudes and behavioral outcomes of consumers in relation to the branded product involved in the crisis. In addition, differences in behavioral attitudes and outcomes of consumers are attributable to 'moderating’ variables that influence the process of this attribution of guilt. Among these, the present research analyses the role played by the relationship between the consumer and the branded product (consumer-brand Relationship − CBR) and underlines how in the presence of good relations with the brand, consumers are more benevolent, more favorable to forgive and almost 'immune' from negative assessments against the brand. The second part of the elaborate would continue with the case of reference of the scandal concerning H&M and the sweatshirt ad featuring a dark skinned child model wearing a green sweatshirt saying “Coolest Monkey in the Jungle”. The research would therefore produce an empirical investigation that it would involve a sample of young adults and adults characterized by a different intensity of relationship with the brand (weak CBR vs. strong CBR. The aim of the thesis would be to highlight the different intensities of the relationship between the consumer and the branded product, resulting in different attributions of blame on the part of the user about the critical event. The CBR has a significant effect on the three dimensions of the blame process (locus, stability and controllability) which, in turn, affect the behavioral outcomes of consumers. In the presence of a strong CBR, due to the mediator effect of a lower blame on the company, the attitude and behavioral outcomes by consumers towards the branded product are better.
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Birk, Matthias Maximilian. "Investigating consumer-brand relationships." Doctoral thesis, Humboldt-Universität zu Berlin, Wirtschaftswissenschaftliche Fakultät, 2010. http://dx.doi.org/10.18452/16080.

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Die vorliegende Dissertation behandelt in fünf wissenschaftlichen Artikeln Grundfragen aus dem Themenfeld der Konsumenten-Marken Beziehung. Artikel 1 befasst sich mit der Fragestellung, was Konsumenten dazu führt, eine Marke in Betracht zu ziehen. Artikel 2 untersucht den Zusammenhang von Kundenzufriedenheit und Loyalität. Artikel 3 analysiert Konsumentenreaktionen auf Beziehungsverstöße und die Rolle von Beziehungsnormen. Artikel 4 untersucht den Einfluss negativer Informationen auf die Stärke der Markeneinstellung von Konsumenten. Im abschließenden 5. Artikel werden schließlich Kommunikationsstrategien für den Fall negativer Markenvorfälle entwickelt.
This dissertation consists of five articles concerned with different aspects of consumer-brand relationships. Article 1 looks at what makes consumers consider a brand in the first place, the precondition for a brand to establish a relationship with a consumer. Article 2 deals with sustaining consumer-relationships and the role of satisfaction in retaining customers. Article 3 looks at whether consumers stay with the brand in the case of a relationship problem, actively work to sustain the relationship or silently let it deteriorate. It shows that relationship norms constitute an important factor in how consumers react to such negative incidents in a relationship. Article 4 investigates the effect of negative brand information on consumers’ attitudes and article 5 develops communication strategies for companies to employ when negative brand incidents occur.
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Huang, Hazel Hsiu-chen. "Self-identity and consumption : a study of consumer personality, brand personality, and brand relationship." Thesis, University of Warwick, 2009. http://wrap.warwick.ac.uk/2125/.

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This thesis investigates the relationship between self-identity and consumption by discussing the conceptual and measurement issues of consumer personality, brand personality, and brand relationship. The investigation is based on the theories of personality, self-identity, and interpersonal relationship. The self-identity theories (Belk 1988; Cooley 1964; James 1890; Mead 1935) suggest that consumers may use brands to construct, maintain, and enhance their self-identities. Drawing from the literature of personality and self-identity, this thesis repositions the concept of personality for the context of consumption and refers it to self-identity (self-perception) rather than behaviour. This repositioning indicates that consumer personality and brand personality can be examined by the same personality concept. On the basis of the self-identity theories, a positive relationship is expected to exist between consumer personality and brand personality. Moreover, the interpersonal relationship theories (Aron et al. 1991; Rodin 1978; Thibaut and Kelley 1959) indicate that the relationship partners become a part of the self-identity in a close relationship. Therefore, it is hypothesised that the closer the brand personality and consumer personality perceived by the consumers (consumer-brand congruence), the better the brand relationship quality. This study applies a quasi-experiment from a field setting to examine the relationship among consumer personality, brand personality, and brand relationship. A 2 (high and low involvement) x 2 (high and low feeling) factorial design is featured to explore the role of involvement and feeling in the relationship of self-identity and consumption. A total number of 468 observations reveals that consumer and brand personality are strongly and positively related. The greater the consumer-brand congruence is, the better the brand relationship. Minimal moderating effects of involvement and feeling to the relationships between consumer personality and brand personality and between consumer-brand congruence and brand relationship quality are observed. These findings suggest that consumers use brands from various product categories in different situations to maintain their self-identities. The study attempts to make contributions on the theoretical, methodological, and managerial levels. Theoretically, it clarifies the concepts of consumer personality and brand personality, and reaffirms the concept of brand relationship. In this way, some measurement issues of self-identity and brand personality are resolved. The findings suggest that brand personality can be used as a tool to investigate global markets and to facilitate market segmentation and communication. Finally, the limitations of the thesis are recognised and directions for future research are offered.
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Kwan, Man Ching. "A self-based perspective for consumer-brand relationship : understanding the role of brand attachment in brand equity creation." HKBU Institutional Repository, 2011. http://repository.hkbu.edu.hk/etd_ra/1261.

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Behrad, Babak. "Adding Value: The relationship between Corporate Social Responsibility (CSR), brand value and consumer brand loyalty." Thesis, Cape Peninsula University of Technology, 2014. http://hdl.handle.net/20.500.11838/1430.

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Thesis submitted in fulfilment of the requirements for the degree Master of Technology: Public Relations Management in the Faculty of Informatics and design at the Cape Peninsula University of Technology 2014
This study examined KAPPAHL and IKEA’s Corporate Social Responsibility activities and the effect it has on building consumer brand loyalty. The conceptual framework of the study is built on two theories, stakeholder theory and triple bottom line theory, which are relevant to the objectives of this study. The methodology of the present study is qualitative approach, undertaken for the study through analysis of the CSR activities practiced in the two selected organisations. The CSR objectives, plan, implementation strategies and role of various stakeholders have been analysed. The research concludes that there are several factors that help create brand value and consumer brand loyalty and CSR can be one of those factors. The main role of CSR in the process of branding is to assist the brand to “keep its promise” to the consumers. One way to achieve this is through clear and consistent CSR communication. The research suggests that a key point in an organisation’s CSR communication strategy is to always take action before communicating. By offering total transparency with the organisation’s CSR work and efficiently conveying its possible impact, CSR can serve as an effective tool in educating and engaging the consumer about the brand. In a more emotional and personal economy, CSR helps to create a more genuine and deeper relationship with consumers wherein bold and unrealistic advertising campaigns without any social commitment may fail to attract consumers. While advertising mostly seeks to assert what a brand wishes to be, this study implies that CSR takes the proposition of what the brand actually has done and what it has achieved. In a period when organisations seek to build relationships between the consumer and the brand, a value based and honest approach towards CSR helps in creating a more genuine and loyal relationship which certainly enhances the value of the brand
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Hunsicker, Adam M. "Small Business Owners' Consumer Brand Engagement Strategies in Social Media." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7391.

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Since 2004, the economic relevance of small to medium-sized enterprises (SMEs) in the United States has steadily declined while large-scale enterprises' contributions have increased. Large-scale enterprises have maximized opportunities to engage consumers through social media and have created competitive advantages compared to SMEs. The purpose of this multiple case study was to explore the social media consumer brand engagement strategies leaders of SMEs used to positively affect their brands' equity. Relationship marketing and customer relationship management provided the conceptual framework for the study. Data were collected through interviews with 8 craft brewery business owners in the Southeastern United States and content collected from the social media pages of each business. Data were analyzed using within-case and cross-case techniques. Themes that emerged from data analysis included the cost-benefit of social media over traditional marketing platforms, the significance of establishing and maintaining relationships, and the importance of constant and continuous contact with customers. SME leaders may benefit from the results of this study by furthering their knowledge and understanding of social media consumer engagement strategies that positively impact brand equity. Findings may provide owners of small businesses with strategies that may result in social and economic benefits including new employment opportunities, increased revenue, and economic stability in local communities.
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Sultan, Abdullah J. "The relationship between new brand information exposure and future purchase intention the moderating role of brand implicit image /." Pullman, Wash. : Washington State University, 2008. http://www.dissertations.wsu.edu/Dissertations/Fall2008/a_sultan_11609.pdf.

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Books on the topic "Consumer brand relationship (Cbr)"

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Fournier, Susan. A consumer-brand relationship framework for strategic brand management. Ann Arbor, Mich: UMI Dissertation Services, 2003.

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Become the brand of choice: Make your name a powerful brand-- and earn millions! 3rd ed. [Irvine, CA]: Hartman Media, 2002.

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Consumer-brand relationships: Insights for theory and practice. Abingdon, Oxon: Routledge, 2012.

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Hartman, Jason. Become the brand of choice: How to earn millions through relationship marketing. Greensboro, NC: Lifestyles Press, 2000.

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Brand advocates: Turning enthusiastic customers into a powerful marketing force. Hoboken, N.J: Wiley, 2012.

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B, Seybold Patricia, and Millward Brown (Firm), eds. Brandchild: Remarkable insights into the minds of today's global kids and their relationship with brands. London: Kogan Page, 2004.

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Borges, Ana Pinto, and Paula Rodrigues. Building Consumer-Brand Relationship in Luxury Brand Management. IGI Global, 2020.

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Borges, Ana Pinto, and Paula Rodrigues. Building Consumer-Brand Relationship in Luxury Brand Management. IGI Global, 2020.

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Borges, Ana Pinto, and Paula Rodrigues. Building Consumer-Brand Relationship in Luxury Brand Management. IGI Global, 2020.

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Borges, Ana Pinto, and Paula Rodrigues. Building Consumer-Brand Relationship in Luxury Brand Management. IGI Global, 2020.

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Book chapters on the topic "Consumer brand relationship (Cbr)"

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Singh, Jaywant, and Benedetta Crisafulli. "Consumer–Brand Relationship." In Brands and Consumers, 12–27. London: Routledge, 2022. http://dx.doi.org/10.4324/9780429449598-2.

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Shekhar, Vaibhav, Anitha Acharya, Sanjit Kumar Roy, and Bang Nguyen. "Consumer-Brand Relationship." In Contemporary Issues in Branding, 247–66. Milton Park, Abingdon, Oxon ; New York, NY : Routledge, 2020.: Routledge, 2019. http://dx.doi.org/10.4324/9780429429156-15.

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Zhou, Xia, and Hyokjin Kwak. "Interactivity Quality and Consumer-Brand Relationship in Vitural Brand Communities." In Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference, 169. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11797-3_97.

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de Kerviler, Gwarlann, Alice Audrezet, and Emmanuelle Suprin. "Consumer Brand Relationship in the Age of Instagram." In Marketing at the Confluence between Entertainment and Analytics, 939–51. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_188.

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Trisatya, Achmad Afriadi, and Yeni Absah. "The Effect of Consumer Ethnocentrism on Purchase Intention of Indonesian Local Fashion Brands." In Proceedings of the 19th International Symposium on Management (INSYMA 2022), 887–95. Dordrecht: Atlantis Press International BV, 2022. http://dx.doi.org/10.2991/978-94-6463-008-4_111.

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AbstractThere is a decline and lack of consumer interest in buying local Indonesian fashion products; however, many potential fashion brands are emerging and growing in Indonesia. A strategy is needed to increase local brand awareness among consumers in Indonesia, especially consumer ethnocentrism. It is known that the more ethnocentric a group of consumers is, the more important it is to them where the product comes from, and the impact is the more active they are in seeking information about the product. Ethnocentric consumers also create a value that can influence others; the value is considered important to explain that their products are much better than other people’s products. This study is a quantitative descriptive study that aims to determine the relationship between research variables, namely consumer ethnocentricity, brand value, and intention to buy local products. This study used a sampling technique that is purposive sampling. The data analysis technique used was the PLS-SEM test. The empirical results from PLS-SEM show that the effect of consumer ethnocentrism on brand value proved to have a positive and significant effect. Second, the effect of consumer ethnocentrism on purchase intention proved to have a positive and significant effect. Third, the effect of brand value on purchase intention proved to have a positive and significant effect.
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Sharma, Radhika, Vandana Ahuja, and Shirin Alavi. "Developing a Research Instrument to Study the Impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping." In Digital and Social Media Marketing, 67–81. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-24374-6_5.

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Smaldone, Francesco, Mario D’Arco, and Vittoria Marino. "Fight Against Corona: Exploring Consumer-Brand Relationship via Twitter Textual Analysis." In Advances in Digital Marketing and eCommerce, 104–11. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-76520-0_11.

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Correia Loureiro, Sandra Maria. "Loving and Hating Brands." In Brand Culture and Identity, 365–87. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch021.

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Consumers develop relationships with diverse brands regarding brands as partners. Brands are viewed by customers as symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Therefore, the purpose of this chapter is to explore the research on Consumer-Brand Relationship (CBR) and present a theoretical model of consumer-brand relationship process, giving insights for good and bad relationships. The chapter begins with the origin and evolution of CBR. Then, an overview of main theories and the seminal models are shown. Finally, a model of consumer-brand relationship process through good and bad relationships is proposed, and insights for further research are provided.
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Loureiro, Sandra Maria Correia. "Loving and Hating Brands." In Advances in Marketing, Customer Relationship Management, and E-Services, 417–38. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-6547-7.ch018.

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Consumers develop relationships with diverse brands regarding brands as partners. Brands are viewed by customers as symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Therefore, the purpose of this chapter is to explore the research on Consumer-Brand Relationship (CBR) and present a theoretical model of consumer-brand relationship process, giving insights for good and bad relationships. The chapter begins with the origin and evolution of CBR. Then, an overview of main theories and the seminal models are shown. Finally, a model of consumer-brand relationship process through good and bad relationships is proposed, and insights for further research are provided.
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Garg, Ruchi, Ritu Chikkara, Himanshu Suman, Shashan Pande, Rahul Sharan, and Tapan Kumar Panda. "Consumer-Brand Relations." In Driving Customer Appeal Through the Use of Emotional Branding, 73–84. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2921-7.ch005.

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This research adapted Stemberg's (2003) triangular theory of hate to explore consumer brand relationships. Authors discussed that the protean character of Consumer brand relations (CBRs) in negative way has not been explored by prior conceptualizations in consumer research. The study conceptual scheme, in conformity with Stemberg's theory, was centred on the view that three psychological processes such as motivation, cognition, and emotion interact in several combinations to govern the nature of consumers' relations with brands. Authors' conceptualized eight kinds of CBRs by considering every combination of the three underlying psychological components. Authors have adopted the scale of hate from interpersonal relationship literature and tested it in context of consumer brand relationship. The managerial and theoretical implications, limitations, and future research directions are discussed in detail.
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Conference papers on the topic "Consumer brand relationship (Cbr)"

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Henrique de Figueiredo, Fabrício. "CONSUMER-BRAND RELATIONSHIPS (CBR): Um estudo empírico de um modelo integrativo em uma cooperativa de crédito no Brasil." In 59º Congresso da SOBER e 6º EBPC 2021. ,: Even3, 2021. http://dx.doi.org/10.29327/soberebpc2021.343084.

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Guo, Lingyun, and Mingli Zhang. "Influencing factors of relationship benefit based on consumer-brand relationship." In 2015 IEEE International Conference on Service Operations And Logistics, And Informatics (SOLI). IEEE, 2015. http://dx.doi.org/10.1109/soli.2015.7367405.

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Tamasits, Dóra. "Motivations of brand avoidance." In The Challenges of Analyzing Social and Economic Processes in the 21st Century. Szeged: Szegedi Tudományegyetem Gazdaságtudományi Kar, 2020. http://dx.doi.org/10.14232/casep21c.19.

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Present study demonstrates the widely known and debated consumer-brand relationship, particularly focusing on the phenomenon of brand avoidance. However, the traditional consumer researches focus predominantly on the consumer loyalty, the examination of negative consumer-brand relationship is actual. The extant literature on the field brand avoidance is scarce. It is important to discover which factors are the those key elements that cause the brand avoidance. Firstly, if we know these factors we can prevent for more losing consumers. Secondly, nowadays the opinion of consumers is critic for the brand successful, because the negative word of mouth (WOM) might be harmful. Based on my previous suppositions the motivation of the brand avoidance are caused by symbolic consumption (selfexpression) which means consumers avoid certain brand because of the brand personality, brand image and the typical brand user. Partly, the results of the qualitative research certifies my previous suppositions, but the functional factors and the message of the advertisement are important elements for the brand avoidance as well.
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Li, Jicheng, and Lizhu Lin. "Construction of Consumer-brand Relationship Based on Information Network Era." In 3rd International Conference on Management Science, Education Technology, Arts, Social Science and Economics. Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/msetasse-15.2015.110.

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Li, Xing-wen, and Ming-li Zhang. "Relationship benefit in consumer markets and its role in brand image-brand loyalty chain." In 2008 International Conference on Management Science and Engineering (ICMSE). IEEE, 2008. http://dx.doi.org/10.1109/icmse.2008.4668972.

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Poomduang, Thippiroon, and Jantima Kheokao. "Dimensions of Relationship Quality: The sense of strength between consumer and brand." In International Conference on Social Sciences in the 21st Century. Global, 2019. http://dx.doi.org/10.33422/ics21.2019.07.384.

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REHMAN, Asad Ur, Muhammad SHOAIB, Roman ZÁMEČNÍK, Ayesha NAWAL, and Renata KORSAKIENĖ. "INTEGRATED ADOPTION OF MANAGEMENT SYSTEMS: A DUAL SWORD." In International Management Conference. Editura ASE, 2022. http://dx.doi.org/10.24818/imc/2021/01.04.

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This study aims to investigate the middle management perspective for integration adoption of ISO management systems and consumer awareness of organization implication of ISO systems ultimate effect on purchase intention. IMS includes the combine adoption of ISO 9001:2008, 14001:2004 & OHSAS 18001:2007 in dairy industry in Pakistan. This study firstly explores integration adoption of IMS systems and also for effective management of cost and benefits for an organization. At second stage study measure the awareness about ISO systems its influence their purchase intention. Study is based on mix-method approach, exploratory and explanatory in nature. Population were the employees of dairy sector and data collected from 340 middle management employees. At first stage, thematic analysis performed for understanding the management perspectives and second stage structural equation modeling used to examine the relationship ISO awareness among consumer its influence on their purchase intention. Study explored that middle management have positive perspective towards integrated adopt of ISO will reduce cost. Moreover, awareness of IMS systems have significant positive influence on consumer purchase intention. However, customer perceive quality, brand image, brand attitude and brand preference mediate the relationship between awareness of IMS systems and online purchase intention.
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Sun, Yang, Shenghui Wang, and Xianfang Xue. "RESEARCH ON THE RELATIONSHIP AMONG E-WOM, CONSUMER ETHNOCENTRISM, BRAND EQUITY AND PURCHASE INTENTION." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.08.02.03.

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Khanna, Monica, Isaac Jacob, and Krupa Rai. "ANALYSING INFLUENCERS IN CONSUMER-BRAND RELATIONSHIP FOR HERITAGE BRAND IN PERSONAL CARE CATEGORY BY CONDUCTING SYMMETRIC, CAUSAL AND ASYMMETRIC TESTS." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.12.01.04.

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MBAN, Paterne Micha MBELANGANI, and Sevtap ÜNAL. "Brand Embarrassment: Antecedents and Outcomes Variables." In Japan International Business and Management Research Conference. RSF Press & RESEARCH SYNERGY FOUNDATION, 2020. http://dx.doi.org/10.31098/jibm.v1i1.228.

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The present study aimed to investigate the role of negative feelings on the consumer buying decision. The influence of a brand image, the need for social approval, and negative brand self- expressiveness on brand embarrassment, as well as the influence of embarrassment on brand hate and brand detachment, mediated by interpersonal influence, were investigated. Findings revealed that brand image and the need for social approval do not have any influence on brand embarrassment, while the negative brand self-expressiveness does predict brand embarrassment. On the other side, the findings revealed that brand embarrassment creates brand hate and brand detachment. And, interpersonal influence has a mediating role in the relationship between brand image-brand detachment, negative brand self-expressiveness-brand hate, and negative brand self- expressiveness-brand detachment.
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Reports on the topic "Consumer brand relationship (Cbr)"

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Smith, Kristina A., and Jung-ha Yang. Relationship between Consumer Perceptions and Brand Preference in Photoshopped and Non-Photoshopped Online Fashion Advertisements. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-414.

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Son, Junghwa, and Byoungho Jin. Toward the Deeper Understanding of Price and Purchase Intention Relationship: The Role of Price Fairness, Consumer Vanity, and Consumer Brand Familiarity Level. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-954.

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