DC FieldValueLanguage
dc.contributor.authorGiovanis, Apostolos-
dc.contributor.authorAthanasopoulou, Pinelopi-
dc.date.accessioned2024-06-10T07:09:51Z-
dc.date.available2024-06-10T07:09:51Z-
dc.date.issued2016-
dc.identifiergoogle_scholar-In1YXmwAAAAJ:7PzlFSSx8tAC-
dc.identifier.isbn978-960-287-153-9-
dc.identifier.otherIn1YXmwAAAAJ:7PzlFSSx8tAC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2510-
dc.description.abstractInvestigating online customer behavior is crucial for marketers in their efforts to improve brand performance and achieve better acquisition and retention rates. Since brands today operate as relational tools that support the development of relationships between customers and brands, they are expected to play a significant role in gaining customers‟ loyalty in the online context. The purpose of this paper is to propose and empirically test a model integrating brand identity with perceived value, satisfaction, trust, and commitment in predicting online brand loyalty. Data were collected from a survey of 740 customers of online reservation websites and were analysed using PLS-SEM. Results indicate that there are significant direct and indirect effects of brand identity on the cognitive and affective constructs representing consumer-brand relationship quality (ie perceived value, satisfaction, trust, and commitment). Moreover, commitment and trust are the major determinants of online brand loyalty followed by satisfaction and value. Implications, as well as areas for future research are discussed at the end of the paper.en_US
dc.language.isoenen_US
dc.relation.ispartof4th International Conference on Contemporary Marketing Issues ICCMIen_US
dc.source4 th International Conference on Contemporary Marketing Issues ICCMI June 22 …, 2016-
dc.subjectBrand identityen_US
dc.subjectBrand loyaltyen_US
dc.subjectValueen_US
dc.subjectSatisfactionen_US
dc.subjectTrusten_US
dc.subjectCommitmenten_US
dc.subjectOnline booking servicesen_US
dc.titleThe effects of brand identity on loyalty in online retailing: the role of value, satisfaction, trust and commitmenten_US
dc.typeConference Paperen_US
dc.relation.conference4th International Conference on Contemporary Marketing Issues ICCMI, 22-24 June 2016, Heraklion, Greeceen_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.identifier.spage374en_US
dc.identifier.epage382en_US
dc.linkhttps://www.researchgate.net/profile/Lambros-Sdrolias/publication/311714563_Exploring_charterers'_buying_criteria_for_ship_transportation_services_Empirical_evidence_from_Greek_tanker_management_firms/links/5b0db87b0f7e9b1ed7011fe5/Exploring-charterers-buying-criteria-for-ship-transportation-services-Empirical-evidence-from-Greek-tanker-management-firms.pdf#page=374en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.journalsOpen Accessen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.cerifentitytypePublications-
item.languageiso639-1en-
item.openairetypeConference Paper-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
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-
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου
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