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Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality

Gopal Das, James Agarwal, Naresh K. Malhotra and Geetika Varshneya

Journal of Business Research, 2019, vol. 95, issue C, 479-490

Abstract: In today's increasingly competitive and dynamic marketplace, achieving brand commitment is one of the ultimate goals for brands. Considering the heightened importance and relevance of brand's ethical perception and its symbolic benefits, the present research examines the impacts of perceived brand ethicality on brand passion and brand commitment. A conceptual framework was tested using structural equation modeling with responses from 273 apparel shoppers collected by using a structured questionnaire. We find evidence of mediating-moderation effect in which the moderating power of perceived brand ethicality is eliminated in the presence of full mediator, brand passion. Interestingly, in studying the “mediated-moderation” links, we also find the dampening effects of perceived brand ethicality at play. The results of this paper have theoretical contributions and implications for managers.

Keywords: Perceived brand ethicality; Customer brand experience; Brand passion; Brand commitment (search for similar items in EconPapers)
Date: 2019
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