Building consumer-brand relationships through brand experience and brand identification

摘要

Both academics and industry are focusing heavily on building and nurturing consumer-brand relationships. Despite this interest, till now the role of traditional marketing constructs have been explored in developing such relationships. This study presents and tests a unique framework of consumer-brand relationship from experiential and identification perspective. Moreover, this study uncovers the differences in the ways consumers develop and maintain consumer-brand relationships for both product and service brands. Primary data were collected through field surveys, resulting in 321 usable responses. Results reveal that the various dimensions of brand experience have a different influence on the two components of consumer-brand relationship (two-way communications and emotional exchange) across product and service brand categories. Brand identification emerged as a significant predictor of consumer-brand relationship. Furthermore, the extent of the mediating effect of brand identification between various dimensions of brand experience and consumer-brand relationship differs across product and service brands considerably.The study presents several implications for both academicians and practitioners.