The effect of brand-relationship quality on positive word-of-mouth intention

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dc.authorscopusid57207848133
dc.authorscopusid57202924825
dc.contributor.authorAkın Mahmut Selami
dc.contributor.authorDoğan Onur
dc.date.accessioned2023-03-22T19:47:56Z
dc.date.available2023-03-22T19:47:56Z
dc.date.issued2021
dc.departmentBelirleneceken_US
dc.description.abstractMeasurement 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.en_US
dc.identifier.endpage52en_US
dc.identifier.isbn9781792361272
dc.identifier.issn21698767
dc.identifier.scopus2-s2.0-85126248113en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage43en_US
dc.identifier.urihttps://hdl.handle.net/20.500.14034/913
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIEOM Societyen_US
dc.relation.journalProceedings of the International Conference on Industrial Engineering and Operations Managementen_US
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectBrand relationship qualityen_US
dc.subjectConsumer behavioren_US
dc.subjectFactor analysisen_US
dc.subjectRegression modelen_US
dc.subjectWord-of-mouthen_US
dc.titleThe effect of brand-relationship quality on positive word-of-mouth intentionen_US
dc.typeConference Objecten_US

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