The Effect of Brand-Relationship Quality on Positive Word-of-Mouth Intention

AKIN M. S., Dogan O.

4th European International Conference on Industrial Engineering and Operations Management, IEOM 2021, Virtual, Online, 2 - 05 Ağustos 2021, ss.43-52 identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Virtual, Online
  • Sayfa Sayıları: ss.43-52
  • Anahtar Kelimeler: Brand relationship quality, Consumer behavior, Factor analysis, Regression model, Word-of-mouth
  • İstanbul Medipol Üniversitesi Adresli: Evet

Özet

Measurement and management of consumer relationships with brands are critical issue that marketers have focused on for years. The quality of the relationship between the consumer and brand affects behavioral intention in favor of the brand. This research aims to reveal the effect of consumer-brand relationship quality (BRQ) on positive word-of-mouth (WoM) intention. The BRQ components were applied on the sample of private university students in Istanbul, Turkey. The questionnaire form with 5-point Likert scale was distributed and 199 valid surveys were obtained. Cronbach's Alfa was examined to internal consistency of the scales, and exploratory factor analysis was conducted to assess constructive validity. Multiple regression analysis resulted in love/passion, commitment, and self-connection, which are the dimensions of BRQ, have a positive WoM intention. On the other hand, the intimacy factor has no significant effect.