Journal Article10.1108/10610420610658938
Are brands forever? How brand knowledge and relationships affect current and future purchases
TL;DR: In this article, the authors developed a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and showed how knowledge and relationships affect current and future purchases, and found that current purchases are affected by brand image mostly directly and by brand awareness mostly indirectly.
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Abstract: Purpose – The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships affect current and future purchases.Design/methodology/approach – The paper uses structural equation modeling to test the significance of the overall model and the specified paths.Findings – It is found that current purchases are affected by brand image mostly directly and by brand awareness mostly indirectly. In contrast, future purchases are not affected by either dimension of brand knowledge directly; rather, brand knowledge affects future purchases via a brand relationship path that includes brand satisfaction, brand trust, and attachment to the brand. Thus, brand knowledge alone is not sufficient for building strong brands in the long term; brand relationship factors must be considered as well.Research implications/limitations – The present study did not examine feedback effects and included consumer categories on...
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References
The Commitment-Trust Theory of Relationship Marketing
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TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
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TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
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TL;DR: The exposure-attitude hypothesis as discussed by the authors suggests that mere repeated exposure of the individual to a stimulus object enhances his attitude toward it, i.e., exposure is meant a condition making the stimulus accessible to the individual's perception.
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