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Fostering international brand loyalty through committed and attached relationships

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  • Tsai, Shu-pei
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    Abstract

    The relationship-building approach, focused on the building of brand-to-consumer relationships conducive to brand loyalty formation, has become an extensively investigated topic in international brand management studies. However, the theoretical development of this approach manifests obvious diversities, causing managerial uncertainty about how to take appropriate strategic actions to put the relationship-building approach to best use. The current study, orchestrating the main concepts derived from three relationship-building paradigms with necessary adaptations and modifications, develops and validates the Relationship-Building for Strategic Brand Management Model. Its most noteworthy contribution lies in the coalescence of pragmatic utilitarianism, emotionalism and social symbolism, orienting the relationship-building approach to correspond to the principle of holistic consumer experience management. As explicated by the model, committed and attached relationships built upon the relationship foundation mirroring the holistic essentiality of holistic consumer experience are convertible into powerful driver of international brand loyalty. The model structure and causal path pattern prove to be applicable to different international product brand categories in different regions. Strategic implications are deduced from the research findings, which the international brand manager may take into consideration to maximize the effectiveness of relationship-building strategies for fostering brand loyalty in the international market.

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    Bibliographic Info

    Article provided by Elsevier in its journal International Business Review.

    Volume (Year): 20 (2011)
    Issue (Month): 5 (October)
    Pages: 521-534

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    Handle: RePEc:eee:iburev:v:20:y:2011:i:5:p:521-534

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    Related research

    Keywords: Brand attachment Brand commitment Holistic consumer experience International brand loyalty Relationship-building approach;

    References

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    1. Payne, Adrian & Storbacka, Kaj & Frow, Pennie & Knox, Simon, 2009. "Co-creating brands: Diagnosing and designing the relationship experience," Journal of Business Research, Elsevier, vol. 62(3), pages 379-389, March.
    2. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
    3. Albert, Noël & Merunka, Dwight & Valette-Florence, Pierre, 2008. "When consumers love their brands: Exploring the concept and its dimensions," Journal of Business Research, Elsevier, vol. 61(10), pages 1062-1075, October.
    4. Watson, John & Lysonski, Steven & Gillan, Tamara & Raymore, Leslie, 2002. "Cultural values and important possessions: a cross-cultural analysis," Journal of Business Research, Elsevier, vol. 55(11), pages 923-931, November.
    5. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    6. Smit, Edith & Bronner, Fred & Tolboom, Maarten, 2007. "Brand relationship quality and its value for personal contact," Journal of Business Research, Elsevier, vol. 60(6), pages 627-633, June.
    7. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
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    Cited by:
    1. (Sandy) Zhang, Sha & van Doorn, Jenny & Leeflang, Peter S.H., 2014. "Does the importance of value, brand and relationship equity for customer loyalty differ between Eastern and Western cultures?," International Business Review, Elsevier, vol. 23(1), pages 284-292.

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