ACRoss Space and Time: How Cultural and Institutional Differences Explain Consumer-Brand Relationships’ Differential Effects on Brand Loyalty

Khamitov, Mansur; Wang, Xin (Shane); Thomson, Matthew

ACRoss Space and Time: How Cultural and Institutional Differences Explain Consumer-Brand Relationships’ Differential Effects on Brand Loyalty

AP - Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain and Akshaya Vijayalakshmi, Duluth, MN: Association for Consumer Research, Pages: 11-12, 2019

3 Pages Posted: 27 Jun 2019

See all articles by Mansur Khamitov

Mansur Khamitov

Indiana University - Kelley School of Business - Department of Marketing

Matthew Thomson

University of Western Ontario - Marketing Area Group; University of Western Ontario - Ivey Business School

Date Written: January 1, 2019

Abstract

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is known about the cultural and institutional settings that enable this link. We meta-analyze how and why different CBR constructs (e.g. love, identification) drive loyalty better in some cultural and institutional contexts than others.

Keywords: Consumer-brand relationship, customer brand loyalty, country differences, culture, institutional moderators, meta-analysis, empirical generalizations

JEL Classification: M3, M30, M31, M37, M39, D12

Suggested Citation: Suggested Citation

Khamitov, Mansur and Wang, Xin (Shane) and Thomson, Matthew, ACRoss Space and Time: How Cultural and Institutional Differences Explain Consumer-Brand Relationships’ Differential Effects on Brand Loyalty (January 1, 2019). AP - Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain and Akshaya Vijayalakshmi, Duluth, MN: Association for Consumer Research, Pages: 11-12, 2019, Available at SSRN: https://ssrn.com/abstract=3400541