Brand relationship quality and the implications for loyalty

The objective of this study was to contribute to the literature on brand relationship through the measurement of the construct known as Brand Relationship Quality (BRQ), and test the relationship this variable has with loyalty, regarded as one of the most relevant results to the relationship structure. A survey was conducted with 508 respondents. Two product categories were evaluated: sports shoes and jeans. The analysis was performed using structural equation modeling. The results demonstrate the validity of the measurement model, and emphasize the positive and significant relationship between BRQ and loyalty. The findings add to this relationship a reflection on product category and gender differences. The female group and evaluators of the sport shoes category showed, respectively, the greatest impact on loyalty and greater explanatory power of this relationship. These results imply that the success of a brand relationship strategy can be linked to the variables of gender and product category, which suggests greater management attention be paid to selecting promotional strategies.