Relationship Marketing and Intangible Resources: The Mediating Effect of Loyalty

Rosa Dayanna and Rua Orlando Lima ()
Additional contact information
Rosa Dayanna: Polytechnic of Porto, ISCAP, Porto, 4200-465, Portugal
Rua Orlando Lima: Polytechnic of Porto, ISCAP, Porto, 4200-465, Portugal

Review of Marketing Science, 2020, vol. 18, issue 1, 117-143

Abstract: This paper aims to introduce loyalty as a relevant mediator construct on the relation between relationship marketing and intangible resources. This study tests a hypothesized model using partial least squares structural equation modeling on data from a survey conducted with Portuguese footwear industry companies based in Portugal. Findings provides evidence that in the perception of top managers, (1) relationship marketing positively influences customer loyalty, (2) customer loyalty positively influences the company’s intangible resources and (3) customer loyalty has a mediating effect between relationship marketing and intangible resources. Generally, managers can use this research to rethink their corporate relationship marketing strategies: companies may acquire meaningful market benefits through a systematic reconfiguration of their intangible resources, combined with measures that empower loyalty. This study contributes to marketing theory by conceptualizing loyalty as a mediator variable on the relations between relationship marketing and intangible resources, comprising a pioneering application to the footwear industry.

Keywords: footwear industry; intangible resources; loyalty; relationship marketing; structural equations models (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/roms-2020-0026 (text/html)
For access to full text, subscription to the journal or payment for the individual article is required.

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:bpj:revmkt:v:18:y:2020:i:1:p:117-143:n:7

Ordering information: This journal article can be ordered from
https://www.degruyter.com/journal/key/roms/html

DOI: 10.1515/roms-2020-0026

Access Statistics for this article

Review of Marketing Science is currently edited by Ram C. Rao

More articles in Review of Marketing Science from De Gruyter
Bibliographic data for series maintained by Peter Golla ().