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Fostering international brand loyalty through committed and attached relationships

Author

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  • Tsai, Shu-pei

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.

Suggested Citation

  • Tsai, Shu-pei, 2011. "Fostering international brand loyalty through committed and attached relationships," International Business Review, Elsevier, vol. 20(5), pages 521-534, October.
  • Handle: RePEc:eee:iburev:v:20:y:2011:i:5:p:521-534
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    References listed on IDEAS

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    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
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    Cited by:

    1. Yang, Deli & Sonmez, Mahmut (Maho) & Li, Qinghai & Duan, Yibing, 2015. "The power of triple contexts on customer-based brand performance—A comparative study of Baidu and Google from Chinese netizens’ perspective," International Business Review, Elsevier, vol. 24(1), pages 11-22.
    2. repec:eco:journ3:2017-02-41 is not listed on IDEAS
    3. (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.
    4. repec:ris:jspord:0946 is not listed on IDEAS

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