How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities

• Main Authors: Khamitov, Mansur, Wang, Shane Xin, Thomson, Matthew
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2019
• Subjects: Business::Marketing::Consumer behavior; Consumer-brand Relationship; Customer Brand Loyalty
• Online Access: https://hdl.handle.net/10356/89635; http://hdl.handle.net/10220/49412; http://nebula.wsimg.com/bf9af9aeaebac0d226687a26f7ab1428?AccessKeyId=4DE8B6CC1BB1F80669F5&disposition=0&alloworigin=1
• Institution: Nanyang Technological University

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship constructs a...