IDEAS home Printed from https://ideas.repec.org/a/pal/crepre/v26y2023i1d10.1057_s41299-021-00131-7.html
   My bibliography  Save this article

A Contingency Model in Establishing Brand Loyalty: Relationship Age as a Moderator

Author

Listed:
  • Chao-Chin Huang

    (National Pingtung University of Science and Technology (NPUST))

  • Chung-Yuan Tsay

    (National Pingtung University of Science and Technology (NPUST))

  • Shih-Chieh Fang

    (National Cheng Kung University)

  • Shyh-Ming Huang

    (Southern Taiwan University of Science and Technology)

Abstract

Although prior studies have shown the moderating effects of relationship age among constructs, e.g., commitment, satisfaction, and overlook the relationships among constructs, e.g., brand relationship quality (BRQ), this study examines the relationship among relational bonds, BRQ, and brand loyalty. A total of 524 questionnaires from respondents aged between 15 and 24 are analyzed, using partial least squares. This study finds the following: (1) Relationship age significantly moderates the relationships among relational bonds, sense of community, attitudinal attachment, and brand loyalty, thus demonstrating either reinforcing or attenuating effects. (2) Financial bonds have non-significant effects in establishing behavioral and attitudinal loyalty over time. (3) Social bonds and attitudinal attachment are important drivers of an attenuating effect in establishing brand loyalty over time. (4) Structural bonds and sense of community are two reinforcing mechanisms driving both behavioral and attitudinal loyalty. This study makes the following contributions: (1) Echoes the bright and dark sides of relationship marketing theories. (2) Proposes managerial solutions of both shorter- and longer-term customer retention strategies.

Suggested Citation

  • Chao-Chin Huang & Chung-Yuan Tsay & Shih-Chieh Fang & Shyh-Ming Huang, 2023. "A Contingency Model in Establishing Brand Loyalty: Relationship Age as a Moderator," Corporate Reputation Review, Palgrave Macmillan, vol. 26(1), pages 19-32, February.
    • Handle: RePEc:pal:crepre:v:26:y:2023:i:1:d:10.1057_s41299-021-00131-7
    DOI: 10.1057/s41299-021-00131-7
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41299-021-00131-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41299-021-00131-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Shampy Kamboj & Zillur Rahman, 2016. "The influence of user participation in social media-based brand communities on brand loyalty: age and gender as moderators," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 679-700, November.
    2. Noble, Stephanie M. & Haytko, Diana L. & Phillips, Joanna, 2009. "What drives college-age Generation Y consumers?," Journal of Business Research, Elsevier, vol. 62(6), pages 617-628, June.
    3. Odin, Yorick & Odin, Nathalie & Valette-Florence, Pierre, 2001. "Conceptual and operational aspects of brand loyalty: an empirical investigation," Journal of Business Research, Elsevier, vol. 53(2), pages 75-84, August.
    4. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    5. Yu-Ching Chiao & Ya-Kang Chiu & Jyh-Liang Guan, 2008. "Does the length of a customer--provider relationship really matter?," The Service Industries Journal, Taylor & Francis Journals, vol. 28(5), pages 649-667, June.
    6. Blut, Markus & Backhaus, Christof & Heussler, Tobias & Woisetschläger, David M. & Evanschitzky, Heiner & Ahlert, Dieter, 2011. "What to Expect After the Honeymoon: Testing a Lifecycle Theory of Franchise Relationships," Journal of Retailing, Elsevier, vol. 87(3), pages 306-319.
    7. Chia-Wen Chang & Heng-Chiang Huang & Shih-Ju Wang & Han Lee, 2021. "Relational bonds, customer engagement, and service quality," The Service Industries Journal, Taylor & Francis Journals, vol. 41(5-6), pages 330-354, April.
    8. Gounaris, Spiros P., 2005. "Trust and commitment influences on customer retention: insights from business-to-business services," Journal of Business Research, Elsevier, vol. 58(2), pages 126-140, February.
    9. Levinthal, D.A. & Fichman, M., 1991. "Honeymoons and the Liability of Adolescence : A New Perspective on Duration Dependence in Social Organizational Relationships," GSIA Working Papers 1991-34, Carnegie Mellon University, Tepper School of Business.
    10. Nyadzayo, Munyaradzi W. & Khajehzadeh, Saman, 2016. "The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 262-270.
    11. Keshab Ray & Meenakshi Sharma, 2021. "Antecedents and Outcomes of Brand Strength: A Study of Asian IT Organizations Towards Brand Sustainability," Corporate Reputation Review, Palgrave Macmillan, vol. 24(3), pages 128-142, August.
    12. He, Hongwei & Li, Yan & Harris, Lloyd, 2012. "Social identity perspective on brand loyalty," Journal of Business Research, Elsevier, vol. 65(5), pages 648-657.
    13. Liu, Annie H. & Leach, Mark P. & Bernhardt, Kenneth L., 2005. "Examining customer value perceptions of organizational buyers when sourcing from multiple vendors," Journal of Business Research, Elsevier, vol. 58(5), pages 559-568, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    2. Bastian Popp & Herbert Woratschek, 2017. "Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 250-270, May.
    3. Torres, Pedro & Augusto, Mário & Godinho, Pedro, 2017. "Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions," Journal of Business Research, Elsevier, vol. 79(C), pages 52-65.
    4. Lee, Liane W.Y. & Tang, Yiming & Yip, Leslie S.C. & Sharma, Piyush, 2018. "Managing customer relationships in the emerging markets – guanxi as a driver of Chinese customer loyalty," Journal of Business Research, Elsevier, vol. 86(C), pages 356-365.
    5. Coelho, Pedro Simões & Rita, Paulo & Santos, Zélia Raposo, 2018. "On the relationship between consumer-brand identification, brand community, and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 101-110.
    6. Badrinarayanan, Vishag & Suh, Taewon & Kim, Kyung-Min, 2016. "Brand resonance in franchising relationships: A franchisee-based perspective," Journal of Business Research, Elsevier, vol. 69(10), pages 3943-3950.
    7. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    8. Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    9. Yeh, Ching-Hsuan & Wang, Yi-Shun & Yieh, Kaili, 2016. "Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives," International Journal of Information Management, Elsevier, vol. 36(3), pages 245-257.
    10. Roggeveen, Anne L. & Grewal, Dhruv & Karsberg, John & Noble, Stephanie M. & Nordfält, Jens & Patrick, Vanessa M. & Schweiger, Elisa & Soysal, Gonca & Dillard, Annemarie & Cooper, Nora & Olson, Richard, 2021. "Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies," Journal of Retailing, Elsevier, vol. 97(1), pages 81-98.
    11. Dwivedi, Abhishek & Johnson, Lester W., 2013. "Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context," Australasian marketing journal, Elsevier, vol. 21(1), pages 36-42.
    12. Sergio Andres Osuna Ramirez & Cleopatra Veloutsou & Anna Morgan-Thomas, 2017. "A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 3(3), pages 305-332, July.
    13. Marta Dapena-Baron & Thomas W. Gruen & Lin Guo, 2020. "Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 355-375, May.
    14. Martin, David S. & Bourdeau, Brian L. & Stephan, John, 2020. "Measuring the effectiveness of facility naming rights sponsorships," Journal of Business Research, Elsevier, vol. 110(C), pages 51-64.
    15. Hsin-Hsien Liu & Jung-Hua Chang, 2017. "Relationship type, perceived trust, and ambiguity aversion," Marketing Letters, Springer, vol. 28(2), pages 255-266, June.
    16. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    17. Anaza, Nwamaka A. & Luis Saavedra, José & Hair, Joe F. & Bagherzadeh, Ramin & Rawal, Monika & Nedu Osakwe, Christian, 2021. "Customer-brand disidentification: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 133(C), pages 116-131.
    18. Popp, Bastian & Woratschek, Herbert, 2017. "Consumers’ relationships with brands and brand communities – The multifaceted roles of identification and satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 46-56.
    19. Saikat Banerjee & Bibek Ray Chaudhuri, 2022. "Brand love and party preference of young political consumers (voters)," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 475-503, September.
    20. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:crepre:v:26:y:2023:i:1:d:10.1057_s41299-021-00131-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.