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
Date Written: January 1, 2019
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