 Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environmentSyed Muhammad Fazal-e-Hasan, Hormoz Ahmadi, Gary Mortimer, Martin Grimmer and Louise Kelly Journal of Retailing and Consumer Services, 2018, vol. 41, issue C, 101-111 Abstract: This research examines the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in the context of online retailing. We scrutinise the moderating impact of customer goal attainment on the relationship between consumer hope and customer–brand relationship outcomes. Data were collected from 418 online shoppers. The results indicate that three dimensions of brand value had a positive impact on consumer hope. Consumer hope was also positively related to customer–brand relationship outcome variables and the moderating role of customer goal attainment was supported. Theoretically, this model highlights the important role that hope can play in a customer–brand relationship in an online retail environment. Keywords: Online retail; Brand value; Hope; Trust; Commitment; Satisfaction; Goal attainment (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:41:y:2018:i:c:p:101-111 DOI: 10.1016/j.jretconser.2017.12.004 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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