Brand relationship quality and the implications for loyalty
Main Article Content
Abstract
The objective of this study was to contribute to the literature on brand relationship through the measurement of the construct known as Brand Relationship Quality (BRQ), and test the relationship this variable has with loyalty, regarded as one of the most relevant results to the relationship structure. A survey was conducted with 508 respondents. Two product categories were evaluated: sports shoes and jeans. The analysis was performed using structural equation modeling. The results demonstrate the validity of the measurement model, and emphasize the positive and significant relationship between BRQ and loyalty. The findings add to this relationship a reflection on product category and gender differences. The female group and evaluators of the sport shoes category showed, respectively, the greatest impact on loyalty and greater explanatory power of this relationship. These results imply that the success of a brand relationship strategy can be linked to the variables of gender and product category, which suggests greater management attention be paid to selecting promotional strategies.
Downloads
Download data is not yet available.
Download data is not yet available.
Article Details
How to Cite
Francisco-Maffezzolli, E. C., Semprebom, E., Prado, P. H. M., & Ribeiro, C. M. (1). Brand relationship quality and the implications for loyalty. Journal of Contemporary Administration, 17(2), 154-175. https://doi.org/10.1590/S1415-65552013000200003
Section
Articles
Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.
After article acceptance, the authors must sign a Term of Authorization for Publication, which is sent to the authors by e-mail for electronic signature before publication.