The influences of brand benefits on brand loyalty: Intermediate mechanisms

Shyh-Ming Huang, Shyh-Rong Fang, Shih-Chieh Fang and Chao-Chin Huang
Additional contact information
Shyh-Ming Huang: Department of Marketing and Logistics Management, Southern Taiwan University of Science and Technology, R.O.C.
Shyh-Rong Fang: Department of Marketing and Distribution Management, HsiuPing University of Science and Technology, R.O.C.
Shih-Chieh Fang: Department of Business Administration, National Cheng Kung University, R.O.C.
Chao-Chin Huang: Graduate Institute of Hospitality Management, National Kaohsiung University of Hospitality and Tourism, Taiwan, R.O.C

Australian Journal of Management, 2016, vol. 41, issue 1, 141-160

Abstract: While the literature often pays particular attention to how brand benefits develop relationship quality, such as trust and satisfaction, this study departs from this approach and demonstrates the mediating roles of brand relationship quality (BRQ) and customer relationship quality (CRQ) in the relationship between brand benefits and brand loyalty in retail service contexts. A total of 524 valid questionnaires from respondents aged between 15 and 24 are analyzed using structural equation modeling. Therefore, this study makes the following contributions to the literature: (1) It demonstrates the importance of both BRQ and CRQ as mediators in the relationship between brand benefits and brand loyalty, and thus deepens the understanding of the process in shaping brand loyalty, particularly in retail service contexts; (2) it elucidates the roles of BRQ and CRQ in establishing brand loyalty in three theoretical frameworks, and thus extends the validity of these theories from a B-B to a B-C context (i.e., retail services).

Keywords: Brand benefits; brand loyalty; brand relationship quality; customer relationship quality; retail service; structural equation modeling (search for similar items in EconPapers)
JEL-codes: L81 M10 M31 (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/0312896214553516 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:ausman:v:41:y:2016:i:1:p:141-160

DOI: 10.1177/0312896214553516

Access Statistics for this article

More articles in Australian Journal of Management from Australian School of Business
Bibliographic data for series maintained by SAGE Publications ().