Scribd Logo
Upload

Welcome to Scribd!

  • QRM Assignment 1

    Uploaded by

    rohma
    17 views2 pages
    The document proposes a conceptual model to examine how consumer-brand relationships on social media platforms influence brand loyalty and word of mouth when mediated by brand trust in online brand communities. The model suggests that stronger relationships in terms of involvement, satisfaction, and commitment will lead to greater brand trust, loyalty, and positive word of mouth. It puts forth 9 hypotheses predicting various positive relationships between consumer-brand relationship dimensions and brand trust, loyalty, and word of mouth.

    Original Description:

    conceptual model

    Original Title

    Qrm Assignment 1

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document proposes a conceptual model to examine how consumer-brand relationships on social media platforms influence brand loyalty and word of mouth when mediated by brand trust in online brand communities. The model suggests that stronger relationships in terms of involvement, satisfaction, and commitment will lead to greater brand trust, loyalty, and positive word of mouth. It puts forth 9 hypotheses predicting various positive relationships between consumer-brand relationship dimensions and brand trust, loyalty, and word of mouth.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    17 views2 pages

    QRM Assignment 1

    Uploaded by

    rohma
    The document proposes a conceptual model to examine how consumer-brand relationships on social media platforms influence brand loyalty and word of mouth when mediated by brand trust in online brand communities. The model suggests that stronger relationships in terms of involvement, satisfaction, and commitment will lead to greater brand trust, loyalty, and positive word of mouth. It puts forth 9 hypotheses predicting various positive relationships between consumer-brand relationship dimensions and brand trust, loyalty, and word of mouth.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Submitted to ma’am lubna

    Assignment 1
    Quantitative research method
    Topic: Examining consumer-brand
    relationships on social media platforms

    Brand
    Involvement
    H2a+ Equity
    H3a+

    Brand
    Satisfaction Trust
    H1a+ H2b+ H4+

    H1b+

    H3b+ H5+

    H1c+ H2c+

    H’3c+

    Explanation:
    A conceptual model is being built to explore the effect of consumer-brand relationship influence brand
    loyalty and word of mouth when brand trust is mediated by online brand communities on social media
    platforms.

    H1a. Customer-brand relationship (involvement) is positively related to the brand trust.

    H1b. Customer-brand relationship (satisfaction) is positively related to the brand trust

    H1c. Customer-brand relationship (commitment) is positively related to the brand trust

    H2a. Customer-brand relationship (involvement) is positively related to the brand loyalty.

    H2b. Customer-brand relationship (satisfaction) is positively related to the brand loyalty

    H2c. Customer-brand relationship (commitment) is positively related to the brand loyalty.

    H3a. Customer-brand relationship (involvement) is positively related to the word of mouth.

    H3b. Customer-brand relationship (satisfaction) is positively related to the word of mouth

    H3c. Customer-brand relationship (commitment) is positively related to the word of mouth.

    You might also like