The effect of brand-relationship quality on positive word-of-mouth intention
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Dosyalar
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
IEOM Society
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Measurement and management of consumer relationships with brands are critical issue that marketers have focused on for years. The quality of the relationship between the consumer and brand affects behavioral intention in favor of the brand. This research aims to reveal the effect of consumer-brand relationship quality (BRQ) on positive word-of-mouth (WoM) intention. The BRQ components were applied on the sample of private university students in Istanbul, Turkey. The questionnaire form with 5-point Likert scale was distributed and 199 valid surveys were obtained. Cronbach's Alfa was examined to internal consistency of the scales, and exploratory factor analysis was conducted to assess constructive validity. Multiple regression analysis resulted in love/passion, commitment, and self-connection, which are the dimensions of BRQ, have a positive WoM intention. On the other hand, the intimacy factor has no significant effect. © IEOM Society International.
Açıklama
Anahtar Kelimeler
Brand relationship quality, Consumer behavior, Factor analysis, Regression model, Word-of-mouth
