IDEAS home Printed from https://ideas.repec.org/a/inm/orserv/v9y2017i1p50-61.html
   My bibliography  Save this article

Brand Experience and Emotional Attachment in Services: The Moderating Role of Gender

Author

Listed:
  • Imran Khan

    (University of Petroleum and Energy Studies, Dehradun 248007, India)

  • Zillur Rahman

    (Department of Management Studies, Indian Institute of Technology Roorkee, Roorkee 247667, India)

Abstract

Studies have acknowledged the importance of providing superior brand experience and developing emotional attachment between a brand and a consumer. However, the significance of brand experience and emotional attachment in enhancing brand loyalty remains underexplored, especially in the context of service brands. The present study examines the effect of emotional attachment and brand experience on brand loyalty in banking services. This study also examines the role of gender as a moderator in the relations that emotional attachment and brand experience share with brand loyalty. Data were collected from 356 bank account users through an online questionnaire survey. Confirmatory factor analysis and structural equation modeling techniques were used for data analysis. Results suggest that brand experience positively influenced emotional attachment, and that both brand experience and emotional attachment have a significant positive influence on brand loyalty. Results also suggest that gender moderates the relationships shared by emotional attachment and brand experience with brand loyalty. This study empirically establishes that marketers should consider not only the rational aspect of consumers, but also their emotional aspects. To address such emotional needs, it is crucial to provide pleasurable brand experiences and develop emotional attachment within customers toward the brand. The relationships examined in the present study have not been tested before; this is the first attempt of the kind. Thus, the associations established in this study form an important, original, and unique contribution to existing body of brand experience and emotional attachment literature.

Suggested Citation

  • Imran Khan & Zillur Rahman, 2017. "Brand Experience and Emotional Attachment in Services: The Moderating Role of Gender," Service Science, INFORMS, vol. 9(1), pages 50-61, March.
    • Handle: RePEc:inm:orserv:v:9:y:2017:i:1:p:50-61
    DOI: 10.1287/serv.2016.0169
    as

    Download full text from publisher

    File URL: https://doi.org/10.1287/serv.2016.0169
    Download Restriction: no
    File URL: https://libkey.io/10.1287/serv.2016.0169?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
    ---><---

    References listed on IDEAS

    as
    1. Wood, Michael, 1998. "Socio-economic status, delay of gratification, and impulse buying," Journal of Economic Psychology, Elsevier, vol. 19(3), pages 295-320, June.
    2. Grisaffe, Douglas B. & Nguyen, Hieu P., 2011. "Antecedents of emotional attachment to brands," Journal of Business Research, Elsevier, vol. 64(10), pages 1052-1059, October.
    3. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    4. Bakewell, Cathy & Mitchell, Vincent-Wayne, 2006. "Male versus female consumer decision making styles," Journal of Business Research, Elsevier, vol. 59(12), pages 1297-1300, November.
    5. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    6. Meyers-Levy, Joan & Maheswaran, Durairaj, 1991. "Exploring Differences in Males' and Females' Processing Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 63-70, June.
    7. Russ, Frederick A. & McNeilly, Kevin M., 1995. "Links among satisfaction, commitment, and turnover intentions: The moderating effect of experience, gender, and performance," Journal of Business Research, Elsevier, vol. 34(1), pages 57-65, September.
    8. Chattopadhyay, Amitava & Laborie, Jean-Louis, 2005. "Managing Brand Experience: The Market Contact Audit™," Journal of Advertising Research, Cambridge University Press, vol. 45(1), pages 9-16, March.
    9. 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.
    10. Dube, Laurette & Morgan, Michael S, 1996. "Trend Effects and Gender Differences in Retrospective Judgments of Consumption Emotions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(2), pages 156-162, September.
    11. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    12. L. Zarantonello & B.H. Schmitt, 2010. "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Post-Print hal-00799093, HAL.
    13. Chris Baumann & Kim Ngoc Phan & Nabil Ghantous, 2013. "Managing brand associations to drive customers’ trust and loyalty in Vietnamese banking," Post-Print hal-01823099, HAL.
    14. Mick, David Glen & DeMoss, Michelle, 1990. "Self-Gifts: Phenomenological Insights from Four Contexts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 322-332, December.
    15. Chebat, Jean-Charles & Slusarczyk, Witold, 2005. "How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study," Journal of Business Research, Elsevier, vol. 58(5), pages 664-673, May.
    16. Holbrook, Morris B, 1986. "Aims, Concepts, and Methods for the Representation of Individual Differences in Esthetic Responses to Design Features," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 337-347, December.
    17. Brodie, Roderick J. & Whittome, James R.M. & Brush, Gregory J., 2009. "Investigating the service brand: A customer value perspective," Journal of Business Research, Elsevier, vol. 62(3), pages 345-355, March.
    18. Belk, Russell W, 1975. "Situational Variables and Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 157-164, December.
    19. Garbarino, Ellen & Strahilevitz, Michal, 2004. "Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation," Journal of Business Research, Elsevier, vol. 57(7), pages 768-775, July.
    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. Riadh Ladhari & Soumaya Cheikhrouhou & Miguel Morales & Emna Zaaboub, 2022. "Antecedents and consequences of emotional attachment to sport teams brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 454-469, September.
    2. Xi Chen & Chunlan Jiao & Ran Ji & Yu Li, 2021. "Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience," SAGE Open, , vol. 11(4), pages 21582440211, October.
    3. Wang, Hua & Xie, Yanle & Wang, Cuicui, 2023. "The retailer's brand promotion strategy under competition: The impact of supply uncertainty," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Paramita, Widya & Chan Nhu, Huynh Ba & Ngo, Liem Viet & Minh Tran, Quan Ha & Gregory, Gary, 2021. "Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. Mohammad Shirazian & Imran Khan & Faraz Sadeghvaziri & Elham Ebrahimi, 2024. "Development and validation of a scale for measuring E-retail brand experience," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(5), pages 4157-4180, October.

    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. Faseeh Amin Beig & Fayaz Ahmad Nika, 2022. "Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir," Global Business Review, International Management Institute, vol. 23(1), pages 156-175, February.
    2. Das, Gopal, 2014. "Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 130-138.
    3. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    4. Hamzah, Zalfa Laili & Syed Alwi, Sharifah Faridah & Othman, Md Nor, 2014. "Designing corporate brand experience in an online context: A qualitative insight," Journal of Business Research, Elsevier, vol. 67(11), pages 2299-2310.
    5. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    6. Marta Frasquet-Deltoro & Alejandro Molla-Descals & Maria-Jose Miquel-Romero, 2021. "Omnichannel retailer brand experience: conceptualisation and proposal of a comprehensive scale," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 388-401, July.
    7. Rita Pina & Álvaro Dias, 2021. "The influence of brand experiences on consumer-based brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 99-115, March.
    8. Dhananjay Bapat & Jayanthi Thanigan, 2016. "Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty," Global Business Review, International Management Institute, vol. 17(6), pages 1357-1372, December.
    9. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    10. Chen, Lu & Li, Yong-Quan & Liu, Chih-Hsing, 2019. "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 185-197.
    11. JooSeok Oh & Timothy Paul Connerton & Hyun-Jung Kim, 2019. "The Rediscovery of Brand Experience Dimensions with Big Data Analysis: Building for a Sustainable Brand," Sustainability, MDPI, vol. 11(19), pages 1-21, September.
    12. 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.
    13. Mahmoud Yasin & Lucia Porcu & Francisco Liébana-Cabanillas, 2019. "The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content," Sustainability, MDPI, vol. 11(17), pages 1-17, August.
    14. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    15. Gwarlann de Kerviler & Carlos Rodriguez, 2019. "Luxury brand experiences and relationship quality for Millennials: The role of self-expansion," Post-Print hal-02114441, HAL.
    16. Riadh Ladhari & Soumaya Cheikhrouhou & Miguel Morales & Emna Zaaboub, 2022. "Antecedents and consequences of emotional attachment to sport teams brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 454-469, September.
    17. Sara Amoroso & Simonetta Pattuglia & Imran Khan, 2021. "Do Millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: the case of Netflix," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 33-43, March.
    18. Davis, Robert & Smith, Sandra D. & Lang, Bodo U., 2017. "A comparison of online and offline gender and goal directed shopping online," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 118-125.
    19. Pallant, Jessica L. & Karpen, Ingo O. & Sands, Sean J., 2022. "What drives consumers to customize products? The mediating role of brand experience," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    20. Kacprzak, Agnieszka & Dziewanowska, Katarzyna, 2019. "Investigating the influence of consumer socio-demographic characteristics on the preferred type of consumption experience," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 24(4), pages 513-544.

    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:inm:orserv:v:9:y:2017:i:1:p:50-61. 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: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    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.