DC FieldValueLanguage
dc.contributor.authorGiovanis, Apostolos-
dc.date.accessioned2024-05-24T12:07:45Z-
dc.date.available2024-05-24T12:07:45Z-
dc.date.issued2016-01-01-
dc.identifierscopus-84988644234-
dc.identifier.issn1061-0421-
dc.identifier.other84988644234-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2460-
dc.description.abstractPurpose: Given its importance in the brand management of service firms, the present research initiative primarily concerns the investigation of the formation process of consumer-brand relationships in the service industry. By considering a chain of effects’ model, this paper aims to integrate two brand commitment paradigm’s perspectives with service evaluation theory, representing the attitudinal and behavioral aspects of the relationship building process, to better explain the way consumers relate to a service brand. The proposed conceptual model is tested in the context of mobile broadband internet services. Design/methodology/approach: A survey of 573 customers of mobile internet services was conducted using a structured questionnaire with established scales. Data were analyzed with partial least squares structural equation modeling. Findings: The results indicated that brand loyalty is determined by relationship commitment, which, in turn, is influenced by the consumer-brand relationship components – trust, satisfaction, investment size and quality of alternatives – as well as by the service brand’s perceived value. Finally, the relationship quality components of the brand, trust and satisfaction to a large extent, and investment size to a lesser extent, mediate the relationships between service brand evaluation and brand commitment. Research limitations/implications: The sample is industry-specific, and this may affect generalizability of findings. Also, the cross-sectional design adopted does not reflect temporal changes. Practical implications: From a practical point of view, the findings suggest that providers can improve their loyalty figures through the establishment of strong consumer-brand relationships as a result of the development and delivery of high quality, valuable services and other relationship-building tactics that support the consumer-brand binding. Originality/value: Although there are previous studies that extend either the relationship investment model or the commitment-trust theory with the service evaluation theory, the proposed model is the first to combine the previous three research streams into one causal chain model, to explain the development and flow of events in the consumer-brand relationship process toward brand loyalty.en_US
dc.language.isoenen_US
dc.relation.ispartofJournal of Product and Brand Managementen_US
dc.subjectBrand commitment paradigmen_US
dc.subjectBrand loyaltyen_US
dc.subjectConsumer brand managementen_US
dc.subjectMobile internet servicesen_US
dc.subjectService brand evaluationen_US
dc.titleConsumer-brand relationships’ development in the mobile internet market: evidence from an extended relationship commitment paradigmen_US
dc.typeArticleen_US
dc.identifier.doi10.1108/JPBM-05-2015-0884en_US
dc.identifier.scopus2-s2.0-84988644234-
dcterms.accessRights0en_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume25en_US
dc.relation.issue6en_US
dc.identifier.spage568en_US
dc.identifier.epage585en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.journalsOpen Accessen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.fulltextNo Fulltext-
item.grantfulltextnone-
item.openairetypeArticle-
item.languageiso639-1en-
item.cerifentitytypePublications-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0003-1028-146X-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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