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A Contingency Model in Establishing Brand Loyalty: Relationship Age as a Moderator

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Abstract

Although prior studies have shown the moderating effects of relationship age among constructs, e.g., commitment, satisfaction, and overlook the relationships among constructs, e.g., brand relationship quality (BRQ), this study examines the relationship among relational bonds, BRQ, and brand loyalty. A total of 524 questionnaires from respondents aged between 15 and 24 are analyzed, using partial least squares. This study finds the following: (1) Relationship age significantly moderates the relationships among relational bonds, sense of community, attitudinal attachment, and brand loyalty, thus demonstrating either reinforcing or attenuating effects. (2) Financial bonds have non-significant effects in establishing behavioral and attitudinal loyalty over time. (3) Social bonds and attitudinal attachment are important drivers of an attenuating effect in establishing brand loyalty over time. (4) Structural bonds and sense of community are two reinforcing mechanisms driving both behavioral and attitudinal loyalty. This study makes the following contributions: (1) Echoes the bright and dark sides of relationship marketing theories. (2) Proposes managerial solutions of both shorter- and longer-term customer retention strategies.

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Funding

This study was supported by Ministry of Science and Technology, Taiwan (Grant Nos. MOST 105-2410-H-328-001 and MOST 106-2410-H-309-015).

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Authors and Affiliations

  1. Department of Agribusiness Management, College of Management, National Pingtung University of Science and Technology (NPUST), No. 1, Shuefu Road, Neipu, Pingtung, 91201, Taiwan, ROC

    Chao-Chin Huang & Chung-Yuan Tsay

  2. Department of Business Administration, National Cheng Kung University, No. 1, University Road, Tainan City, 701, Taiwan, ROC

    Shih-Chieh Fang

  3. Department of Marketing and Logistics Management, Southern Taiwan University of Science and Technology, No. 1, Nan-Tai St., Yung-Kang District, Tainan City, 710, Taiwan, ROC

    Shyh-Ming Huang

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  1. Chao-Chin Huang
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Correspondence to Chung-Yuan Tsay.

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Huang, CC., Tsay, CY., Fang, SC. et al. A Contingency Model in Establishing Brand Loyalty: Relationship Age as a Moderator. Corp Reputation Rev 26, 19–32 (2023). https://doi.org/10.1057/s41299-021-00131-7

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