Consumer-Brand Relationship Development Process in the Context of Online Booking Services: The Role of Cognitive and Affective Drivers
Authors: Giovanis, Apostolos 
Athanasopoulou, Pinelopi 
Mamalis, Spiridon 
Issue Date: 1-Jan-2017
Conference: 5th International Conference on Strategic Innovative Marketing (IC-SIM), 23-26 September 2016, Athens, Greece 
Book: Strategic Innovative Marketing: Proceedings of 5th IC-SIM 
Series: Springer Proceedings in Business and Economics
Keywords: Brand relationship quality, E-service quality, Online service brands, Self-image congruence
Abstract: 
The objective of this study is to propose a conceptual model that considers separately the cognitive and affective aspects of brand relationship quality in online services and investigate their mediation effects on the link between brand evidence (e-service quality; brand value, and self-image congruence) and brand loyalty. To test the proposed model, a survey of 971 customers of online booking pl...
ISBN: 9783319562872
ISSN: 21987254
21987246
DOI: 10.1007/978-3-319-56288-9_29
URI: https://uniwacris.uniwa.gr/handle/3000/2546
Type: Conference Paper
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου

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