IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v35y2017icp46-56.html
   My bibliography  Save this article

Consumers’ relationships with brands and brand communities – The multifaceted roles of identification and satisfaction

Author

Listed:
  • Popp, Bastian
  • Woratschek, Herbert

Abstract

This study integrates consumer-brand identification and customer satisfaction as core relationship drivers to study their interrelationships as well as the effects on customer loyalty and word-of-mouth communication. Considering multiple interacting targets of identification in brand communities, the empirical study unfolds the multifaceted, context-specific relevance of identification and satisfaction: While the effect of identification on brand loyalty is mediated by customer satisfaction, satisfaction has no significant effect on community loyalty. Moreover, brand communities are particularly useful for gaining new customers, whereas no increase in brand loyalty could be found. Managers are generally advised to specify constructs of interest related to different relevant targets of identification.

Suggested Citation

  • Popp, Bastian & Woratschek, Herbert, 2017. "Consumers’ relationships with brands and brand communities – The multifaceted roles of identification and satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 46-56.
    • Handle: RePEc:eee:joreco:v:35:y:2017:i:c:p:46-56
    DOI: 10.1016/j.jretconser.2016.11.006
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698916301989
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2016.11.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Berkane, Maia & Kano, Yutaka & Bentler, Peter M., 1994. "Pseudo maximum likelihood estimation in elliptical theory: Effects of misspecification," Computational Statistics & Data Analysis, Elsevier, vol. 18(2), pages 255-267, September.
    2. Jung, Na Young & Kim, Soohyun & Kim, Soyoung, 2014. "Influence of consumer attitude toward online brand community on revisit intention and brand trust," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 581-589.
    3. MacKenzie, Scott B. & Podsakoff, Philip M., 2012. "Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies," Journal of Retailing, Elsevier, vol. 88(4), pages 542-555.
    4. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    5. Carlson, Brad D. & Suter, Tracy A. & Brown, Tom J., 2008. "Social versus psychological brand community: The role of psychological sense of brand community," Journal of Business Research, Elsevier, vol. 61(4), pages 284-291, April.
    6. Son K. Lam, 2012. "Identity-motivated marketing relationships: research synthesis, controversies, and research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 2(2), pages 72-87, December.
    7. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
    8. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
    9. He, Hongwei & Li, Yan & Harris, Lloyd, 2012. "Social identity perspective on brand loyalty," Journal of Business Research, Elsevier, vol. 65(5), pages 648-657.
    10. Zhu, Dong Hong & Sun, Hui & Chang, Ya Ping, 2016. "Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 287-293.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zhang, Shu-Ning & Li, Yong-Quan & Liu, Chih-Hsing & Ruan, Wen-Qi, 2021. "A study on China's time-honored catering brands: Achieving new inheritance of traditional brands," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    2. Coelho, Pedro Simões & Rita, Paulo & Santos, Zélia Raposo, 2018. "On the relationship between consumer-brand identification, brand community, and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 101-110.
    3. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    4. Mills, Mark & Oghazi, Pejvak & Hultman, Magnus & Theotokis, Aristeidis, 2022. "The impact of brand communities on public and private brand loyalty: A field study in professional sports," Journal of Business Research, Elsevier, vol. 144(C), pages 1077-1086.
    5. Takumi Kato & Nobu Takenaka & Rie Ito & Kazuki Nishiguchi, 2023. "Selection versus scale: Loyalty indices for brand management," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 836-853, December.
    6. Demiray, Melek & Burnaz, Sebnem, 2019. "Exploring the impact of brand community identification on Facebook: Firm-directed and self-directed drivers," Journal of Business Research, Elsevier, vol. 96(C), pages 115-124.
    7. Augusto, Mário & Godinho, Pedro & Torres, Pedro, 2019. "Building customers’ resilience to negative information in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 235-248.
    8. Hook, Margurite & Baxter, Stacey & Kulczynski, Alicia, 2020. "‘I'm like you, you're like me, we make a great brand community!’ Similarity and children's brand community participation," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bastian Popp & Herbert Woratschek, 2017. "Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 250-270, May.
    2. Martin, David S. & Bourdeau, Brian L. & Stephan, John, 2020. "Measuring the effectiveness of facility naming rights sponsorships," Journal of Business Research, Elsevier, vol. 110(C), pages 51-64.
    3. Wolter, Jeremy S. & Brach, Simon & Cronin, J. Joseph & Bonn, Mark, 2016. "Symbolic drivers of consumer–brand identification and disidentification," Journal of Business Research, Elsevier, vol. 69(2), pages 785-793.
    4. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    5. Josef Welzmueller & Sascha L. Schmidt, 2024. "Consumer identification: an interdisciplinary review of the marketing and sport management literature and future research agenda," Management Review Quarterly, Springer, vol. 74(1), pages 439-485, February.
    6. So, Kevin Kam Fung & King, Ceridwyn & Hudson, Simon & Meng, Fang, 2017. "The missing link in building customer brand identification: The role of brand attractiveness," Tourism Management, Elsevier, vol. 59(C), pages 640-651.
    7. Coelho, Pedro Simões & Rita, Paulo & Santos, Zélia Raposo, 2018. "On the relationship between consumer-brand identification, brand community, and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 101-110.
    8. Badrinarayanan, Vishag & Suh, Taewon & Kim, Kyung-Min, 2016. "Brand resonance in franchising relationships: A franchisee-based perspective," Journal of Business Research, Elsevier, vol. 69(10), pages 3943-3950.
    9. Yeh, Ching-Hsuan & Wang, Yi-Shun & Yieh, Kaili, 2016. "Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives," International Journal of Information Management, Elsevier, vol. 36(3), pages 245-257.
    10. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    11. Mandl, Leonhard & Hogreve, Jens, 2020. "Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 107(C), pages 130-137.
    12. Francisco J. Martínez-López & Rocío Aguilar-Illescas & Sebastián Molinillo & Rafael Anaya-Sánchez & J. Andres Coca-Stefaniak & Irene Esteban-Millat, 2021. "The Role of Online Brand Community Engagement on the Consumer–Brand Relationship," Sustainability, MDPI, vol. 13(7), pages 1-17, March.
    13. Costa, Sandrine & Hérault-Fournier, Catherine & Sirieix, Lucie, 2015. "Rôle de la proximité et de l'identification dans la fidélité des consommateurs au point de vente dans différents circuits de distribution," Working Papers MOISA 211039, Institut National de la recherché Agronomique (INRA), UMR MOISA : Marchés, Organisations, Institutions et Stratégies d'Acteurs : CIHEAM-IAMM, CIRAD, INRA, Montpellier SupAgro, Montpellier, France.
    14. Anaza, Nwamaka A. & Luis Saavedra, José & Hair, Joe F. & Bagherzadeh, Ramin & Rawal, Monika & Nedu Osakwe, Christian, 2021. "Customer-brand disidentification: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 133(C), pages 116-131.
    15. Akram, Muhammad S. & Malhotra, Neeru & Goraya, M. Awais Shakir & Shareef, Mahmud A. & Malik, Aneela & Lal, Banita, 2022. "User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    16. Pabla, Harleen & Soch, Harmeen, 2023. "Up in the air! Airline passenger's brand experience and its impact on brand satisfaction mediated by brand love," Journal of Air Transport Management, Elsevier, vol. 107(C).
    17. Krishna, Arunima & Kim, Soojin, 2021. "Exploring the dynamics between brand investment, customer investment, brand identification, and brand identity fusion," Journal of Business Research, Elsevier, vol. 137(C), pages 267-277.
    18. Keyoor Purani & Krishnan Jeesha, 2022. "Community based brand equity as brand culture: advancing brand equity conceptualization for a connected world," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 52-70, June.
    19. von Wallpach, Sylvia & Hemetsberger, Andrea & Espersen, Peter, 2017. "Performing identities: Processes of brand and stakeholder identity co-construction," Journal of Business Research, Elsevier, vol. 70(C), pages 443-452.
    20. Kumar, Jitender, 2019. "How psychological ownership stimulates participation in online brand communities? The moderating role of member type," Journal of Business Research, Elsevier, vol. 105(C), pages 243-257.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:35:y:2017:i:c:p:46-56. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.