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FACTORS OF INFLUENCE OF BRAND RELATIONSHIP QUALITY
Eliane Cristine Francisco Maffezzolli
Elder Semprebom
Paulo Henrique Muller Prado
3rd International Consumer Brand Relationship Conference on 26-28 September 2013 at Rollins College
Objective
Investigate which factors could influence brand relationship quality (BRQ) and its dimensions considering differences in gender and loyalty
groups in the Brazilian market
BRQ
Love/passion for the brand
h1: Love/passion for a brand positively and significantly reflects part of the brand relationship quality.
Self-connection with the brand
h2: Self-connection with a brand positively and significantly
reflects part of the brand relationship quality.
Commitment to a brand
h3: commitment to a brand positively and significantly
reflects part of the brand relationship quality.
Interdependence with the brand
h4: interdependence with a brand positively and significantly reflects brand relationship quality
Partner quality
h5: partner quality positively and significantly reflects BRQ.
Intimacy with the brand
h6: intimacy with the brand positively and significantly reflects part of BRQ.
Affective and Socio-emotive attachments
Behavioral Ties
Cognitive Ties
h7: BRQ impacts loyalty positively and significantly.
Methodology
● 508 valid cases
● Young university students in Curitiba-PR (Brazil) (18-30)
● Consumers of jeans or sneakers
● Own at least three products of the brand
● 10 point scales measurement:
Love/passion for the brand (Prado, 2004),
Brand Self-connection (Francisco-Maffezzolli et al, 2010)
Brand Commitment (Prado, 2004)
Brand Interdependence (Prado et al, 2009)
Partner Quality/Brand Trust (Prado, 2004)
Intimacy with a Brand (Ribeiro et al, 2010)
Brand Loyalty (Prado, 2004)
Sample
● 54% women and 46% men
● 40% focusing on brands of sneakers and 60% on jeans.
● Mostly (83%) aged between 20 and 25 years
● 86% were single and 92% were university undergraduates.
● Over 30 brands of sneakers were registered and over 40 brands of jeans.
CFA
All correlations are significant p<0.05
CMIN/DF 2.078, NFI = 0.882, RFI = 0.868, IFI = 0.935, TLI = 0.0.927, CFI = 0.935 and RMSEA = 0.046
BRQ MODEL & Loyalty
(h6) β=0.893, p<0.001 / R² = 79.74%(h2) β=0.857, p<0.001 / R² = 73.44% (h3) β=0.807, p<0.001 / R² = 65.12%
(h4) β=0.760, p<0.001 / R² = 57.76%(h5) β=0.581, p<0.001 / R² = 33.75% (h1) β=0.375, p<0.001 / R² = 14.06%
(h7) β=0.658, p<0.001 / R² = 43,29%
CMIN/DF 2.304, NFI = 0.864, RFI = 0.854, IFI = 0.918, TLI = 0.912, CFI = 0.918 and RMSEA = 0.051
Group Differences - Loyalty
LOW LOYALTY (LL)
N=224Shows a lower predisposition to recommend, buy and repeat purchases of the brand. We can call this a spurious loyalty group.
HIGH LOYALTY (HL)
N=284Shows a higher propensity to continue buying, indicating and using the brand.
Notes: These groups were formed by using K-means cluster criteria; There is NO difference of age and gender between these groups.
Group Differences - Loyalty
Group Differences - Gender
Women Men
Conclusions
The first highlights the proposition of the BRQ model, to which it seems to be more globally adjusted, robust and faithful to the conceptual particulars of each of the six latent variables under study.
BRQ as a third-order latent variable
Reinforce of the emotional, cognitive and behavioral aspects
1
Conclusions
The BRQ and Loyalty relation
R² 43%
What reflects more the BRQ Model?
Partner Quality (80%) - Cognitive
Self-Connection (73%) - Affective
Interdependence (65%) - Behavioral
2
Conclusions
Factors of Influence of Brand Relationship Quality
Loyalty groups: High Loyalty group
Gender: Women
How we develop a strong loyal structure?
Focus: partner quality, self-connection and interdependence
3
Limitations & Future Studies
● Test the BRQ model using different products and/or contexts, considering product involvement
● Respondents between the ages of 18 and 30 demonstrates a limited life cycle.
● More dynamic structures of the relationship should be used to provide a better understanding of brand relationships. This could be achieved through longitudinal studies.
● Other relevant question is: when brand relationship quality impacts positively, negatively or does not impact loyalty?
Thank you !
Ready to questions!
