TY - JOUR
T1 - Consumer-brand relationship development in the automotive market
T2 - An integrative model
AU - Kaufmann, Hans Rüdiger
AU - Filho, Cid Gonçalves
AU - E Silva, Christiane Rocha
AU - Monteiro, Plínio Rafael Reis
N1 - Publisher Copyright:
© 2019 Inderscience Enterprises Ltd.. All rights reserved.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2019
Y1 - 2019
N2 - The nature of consumer-brand relationships (CBR) represents one of the topics with the most significant literary resonance in contemporary marketing. However, there is still a gap of a well-defined, integrated, and empirically tested model explaining the causal relationships of CBR's development stages. This study aims to explore and bridge this knowledge gap in the automotive market setting. In this sense, a survey of 427 consumers was carried out. The interrelated factors of the successive stages showed adequate levels of variance explanation. As word of mouth grows in importance, due to the spread of digital social networks, the research's results suggest that the development of attachment/love should become a primordial challenge to develop consumer-brand relationships. The main knowledge contribution of this research is the test of an integrated CBR model focused on the automotive market. The final CBR model reflects a fair level of consistency and provides a useful basis for practitioners to plan in detail actions that will engage consumers and manufacturer's brands.
AB - The nature of consumer-brand relationships (CBR) represents one of the topics with the most significant literary resonance in contemporary marketing. However, there is still a gap of a well-defined, integrated, and empirically tested model explaining the causal relationships of CBR's development stages. This study aims to explore and bridge this knowledge gap in the automotive market setting. In this sense, a survey of 427 consumers was carried out. The interrelated factors of the successive stages showed adequate levels of variance explanation. As word of mouth grows in importance, due to the spread of digital social networks, the research's results suggest that the development of attachment/love should become a primordial challenge to develop consumer-brand relationships. The main knowledge contribution of this research is the test of an integrated CBR model focused on the automotive market. The final CBR model reflects a fair level of consistency and provides a useful basis for practitioners to plan in detail actions that will engage consumers and manufacturer's brands.
KW - Automotive marketing
KW - Brand commitment
KW - Brand equity
KW - Brand image
KW - Brand love
KW - Brand loyalty
KW - Brand trust
KW - Car manufacturer branding
KW - Consumer-brand relationships
UR - http://www.scopus.com/inward/record.url?scp=85069787132&partnerID=8YFLogxK
U2 - 10.1504/IJATM.2019.100910
DO - 10.1504/IJATM.2019.100910
M3 - Article
AN - SCOPUS:85069787132
SN - 1470-9511
VL - 19
SP - 321
EP - 340
JO - International Journal of Automotive Technology and Management
JF - International Journal of Automotive Technology and Management
IS - 3-4
ER -