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Consumer-brand relationship development in the automotive market: an integrative model

Author

Listed:
  • Hans Rüdiger Kaufmann
  • Cid Gonçalves Filho
  • Christiane Rocha e Silva
  • Plínio Rafael Reis Monteiro

Abstract

The nature of consumer-brand relationships (CBR) represents one of the topics with the most significant literary resonance in contemporary marketing. However, there is still a gap of a well-defined, integrated, and empirically tested model explaining the causal relationships of CBR's development stages. This study aims to explore and bridge this knowledge gap in the automotive market setting. In this sense, a survey of 427 consumers was carried out. The interrelated factors of the successive stages showed adequate levels of variance explanation. As word of mouth grows in importance, due to the spread of digital social networks, the research's results suggest that the development of attachment/love should become a primordial challenge to develop consumer-brand relationships. The main knowledge contribution of this research is the test of an integrated CBR model focused on the automotive market. The final CBR model reflects a fair level of consistency and provides a useful basis for practitioners to plan in detail actions that will engage consumers and manufacturer's brands.

Suggested Citation

  • Hans Rüdiger Kaufmann & Cid Gonçalves Filho & Christiane Rocha e Silva & Plínio Rafael Reis Monteiro, 2019. "Consumer-brand relationship development in the automotive market: an integrative model," International Journal of Automotive Technology and Management, Inderscience Enterprises Ltd, vol. 19(3/4), pages 321-340.
    • Handle: RePEc:ids:ijatma:v:19:y:2019:i:3/4:p:321-340
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    Cited by:

    1. Mejía, Juan Camilo & Rosas, Mario Fernando Arcos, 2020. "Relacionamiento de marca: análisis de perspectivas y trascendencia en la gestión," Revista Tendencias, Universidad de Narino, vol. 21(2), pages 242-265, July.

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