Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality
By Gopal Das, James Agarwal, Naresh K. Malhotra, G. Varshneya. Journal of business research, 2019
190 citations recorded by the source corpus.
In today's increasingly competitive and dynamic marketplace, achieving brand commitment is one of the ultimate goals for brands. Considering the heightened importance and relevance of brand's ethical perception and its symbolic benefits, the present research examines the impacts of perceived brand ethicality on brand passion and brand commitment. A conceptual framework was tested using structural equation modeling with responses from 273 apparel shoppers collected by using a structured questionnaire. We find evidence of mediating-moderation effect in which the moderating power of perceived brand ethicality is eliminated in the presence of full mediator, brand passion. Interestingly, in studying the “mediated-moderation” links, we also find the dampening effects of perceived brand ethicality at play. The results of this paper have theoretical contributions and implications for managers.
Subfields: Cognitive Neuroscience, Information Systems and Management, Marketing
View Paper: https://www.semanticscholar.org/paper/b892c1afe063abc7c535f177faf7ebd8e07603d1
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Citations in the corpus
- Influence of brand experience on customer inspiration and pro-environmental intention (2020, background): “…brand experience has a significant effect on brand attachment (Ramaseshan & Stein, 2014), brand awareness (Cleff et al., 2014), brand commitment (Das et al., 2019; Ramaseshan & Stein, 2014), brand distinctiveness (Roswinanto & Strutton, 2014), brand personality (Brakus et al., 2009; Nysveen et…”
- Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions (2020, unknown): “…Kaushik, 2018; Nysveen et al., 2013; Ojiako & Maguire, 2009); (ii) automobile brands (Iglesias et al., 2011; Schembri, 2009); (iii) fashion brands (Das et al., 2019; Ismail & Spinelli, 2012); (iv) hotel brands (Khan & Rahman, 2017; So & King, 2010); and (v) retail brands (Grewal et al., 2009;…”