Examining the role of consumer hope in explaining the impact of perceived brand value on customerâ€“brand relationship outcomes in an online retailing environment
Syed Muhammad Fazal-e-Hasan,
Martin Grimmer and
Journal of Retailing and Consumer Services, 2018, vol. 41, issue C, 101-111
This research examines the role of consumer hope in explaining the impact of perceived brand value on customerâ€“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 customerâ€“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 customerâ€“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 customerâ€“brand relationship in an online retail environment.
Keywords: Online retail; Brand value; Hope; Trust; Commitment; Satisfaction; Goal attainment (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:41:y:2018:i:c:p:101-111
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