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The Role of Brand Identification in Building Customer Relationships: A Case Study of French Banks

Author

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  • Latifa Ayoubi

    (Université Hassan II, Faculté des lettres et sciences humaines, Casablanca, Maroc)

Abstract

: This article aims to improve the understanding of building customer relationship and examine the role of brand identification. From this perspective, the research studied the effect of the main customer relationships variables, satisfaction, trust, attachment, and brand identification on brand loyalty and its consequences. Thus, after a qualitative exploratory phase, an empirical study was carried out with a sample of bank customers (153 in the exploratory phase and 284 in the confirmatory phase), via an access panel. A structural equation analysis was then conducted. This study demonstrated that each of the variables has a positive effect on brand loyalty. However, the weight of brand identification is higher than that of the other variables. In addition, these variables positively affect brand loyalty, customer share-of-wallet, word-of-mouth, and loyalty intention. On the other hand, they do not affect resistance to counter-persuasion. Keywords: Brand loyalty, Brand identification, Attitudinal consequences. JEL Classification: M31 Paper type: Empirical Research Résumé Cet article vise à améliorer la compréhension de la construction de la relation client et à examiner le rôle de l'identification à la marque. Dans cette perspective, la recherche a étudié l'effet des principales variables de la relation client, à savoir la satisfaction, la confiance, l'attachement et l'identification à la marque sur la fidélité à la marque et ses conséquences. Ainsi, après une phase exploratoire qualitative, une étude empirique a été réalisée auprès d'un échantillon de clients bancaires (153 en phase exploratoire et 284 en phase confirmatoire), via un access panel. Une analyse par équation structurelle a ensuite été menée. Cette étude a démontré que chacune des variables a un effet positif sur la fidélité à la marque. Cependant, le poids de l'identification à la marque est supérieur à celui des autres variables. De plus, ces variables ont des effets positifs sur la fidélité à la marque, la part de portefeuille client, le bouche-à-oreille et l'intention de fidélité. En revanche, elles n'ont aucun effet sur la résistance à la contre-persuasion. Mots clés : Fidélité à la marque, Identification à la marque, Conséquences attitudinales. Classification JEL : M31 Type du papier : Recherche empirique

Suggested Citation

  • Latifa Ayoubi, 2024. "The Role of Brand Identification in Building Customer Relationships: A Case Study of French Banks," Post-Print hal-04787056, HAL.
    • Handle: RePEc:hal:journl:hal-04787056
    DOI: doi.org/10.5281/zenodo.14063076
    Note: View the original document on HAL open archive server: https://hal.science/hal-04787056v1
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    References listed on IDEAS

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    More about this item

    Keywords

    Attitudinal consequences; Brand loyalty; Brand identification;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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