DC FieldValueLanguage
dc.contributor.authorGiovanis, Apostolos-
dc.contributor.authorAthanasopoulou, Pinelopi-
dc.contributor.authorMamalis, Spiridon-
dc.date.accessioned2024-06-13T08:43:42Z-
dc.date.available2024-06-13T08:43:42Z-
dc.date.issued2017-01-01-
dc.identifierscopus-85050166782-
dc.identifier.isbn9783319562872-
dc.identifier.issn21987254-
dc.identifier.issn21987246-
dc.identifier.other85050166782-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2546-
dc.description.abstractThe 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 platforms was conducted using a structured questionnaire and established scales. Data was analyzed with PLS–SEM. Results indicate that all brand evidence constructs significantly affect both aspects of brand relationship quality. The affective aspect of brand relationship quality is the most important direct determinant of brand loyalty, followed by the cognitive aspects and brand value. E-service quality and self-image congruence affect both brand relationship quality aspects only indirectly, through brand loyalty. This means that brand relationship quality aspects partially mediate the brand value-brand loyalty link, while they fully mediate the effects of e-service quality and self-congruence on brand loyalty. Finally, implications of these findings and directions for further research are provided at the end of the paper.en_US
dc.language.isoenen_US
dc.relation.ispartofStrategic Innovative Marketing: Proceedings of 5th IC-SIMen_US
dc.relation.ispartofseriesSpringer Proceedings in Business and Economicsen_US
dc.subjectBrand relationship qualityen_US
dc.subjectE-service qualityen_US
dc.subjectOnline service brandsen_US
dc.subjectSelf-image congruenceen_US
dc.titleConsumer-Brand Relationship Development Process in the Context of Online Booking Services: The Role of Cognitive and Affective Driversen_US
dc.typeConference Paperen_US
dc.relation.conference5th International Conference on Strategic Innovative Marketing (IC-SIM), 23-26 September 2016, Athens, Greeceen_US
dc.identifier.doi10.1007/978-3-319-56288-9_29en_US
dc.identifier.scopus2-s2.0-85050166782-
dcterms.accessRights0en_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.identifier.spage213en_US
dc.identifier.epage220en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldSocial Sciencesen_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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