Use of Social Media to Build Consumer Brand Relationship

Theoretical framework
Muhammad Ismail
18U00497
Sec A

Consumer Personality
and psychology
Nostalgic attachment

Self-Connection

Consumer
Brand loyalty Brand
Relationship
Love/Commitment

Intimacy
Hypothesis Statement
 H1: There exists a significant positive relationship between Consumer Brand Relationship and
nostalgic attachment.

 H2: There exists a significant positive relationship between Consumer Brand Relationship and
Self Connection but it varies according to the consumer personality and psychology

 H3: There exists a significant positive relationship between Consumer Brand Relationship and
Brand Loyalty

 H4: There exists a significant Positive relationship between Consumer Brand Relationship and
Love/Commitment

 H5: There exists a significant positive relationship between Consumer Brand Relationship and
Intimacy

Conceptual Definition

Variables Conceptual Definition Author, Year

Brand relationship refers to the connection between an
Consumer Brand individual and a brand that is voluntary or enforced (Blackston, 2000;
Relationship interdependently between a brand and an individual Fournier, 1994)

Nostalgic Attachment is a connection of a consumer or user

with the brand or the particular product and it serves as a
Nostalgic Attachment connection with past self-evoking memories and affecting (Braun et al. 2002)
consumer decisions about the brand
Self-connection is an “emotion-laden target-specific bond ” (Thomson et al.
Self-Connection between a person and a specific brand” 2005)
Consumer personality explains the symbolic consumption (Aaker et al., 2004;
and the emotional connections that consumers establish Aaker and Fournier,
Consumer Personality with a brand 1995; Aaker, 1997,
1999)
loyalty is defined as how faithful a consumer is to a brand
or its products, irrespective of marketing activities by the (Khamitov,Wang and
Brand Loyalty
competitive parties Thomson, 2019)

Love is a feeling of affection or a strong bond that

individuals or groups have with the brand and what they
are ready to experience through it. the devotion with a (Chiou and Droge,
Love/Commitment
brand depends on emotional attachment and love with the 2006)
brand
Intimacy is being close and having a developed relationship
Intimacy between partner and the brand. or the complete (Hollebeek, 2011)
knowledge of the Brand
 Operational Definition

Variables Operational Definition Author, Year

1: Some researchers consider brand relationship as the combination
of satisfaction, trust, and attachment 2:Others view it as an
amalgamation of satisfaction, commitment,
immediacy, and self-commitment 3: some researchers
have measured brand relationships through brand love 4: immediacy,
Consumer Brand and self-connection are the part of the emotional dimension of brand
relationship 5: satisfaction, trust and attachment are either (Kumar,kaushik 2018)
Relationship
antecedents or consequences of such relationships between
consumers and brand 6: Consumer brand relations ship is two way
communication and emotional
exchange

1: viewed as a
yearning for fond memory or liking for personal experiences and
possessions of days gone by 2:nostalgic status of
brands served as a differentiator to account for brand personality
dimensions 3: Consumers imbue brands with human personality
traits and express their self-identity through brand personality 4:
consumers use nostalgic brands to create and shape
Nostalgic their self-identity 5: nostalgic brands with longevity and in the (Youn,Dodoo 2020)
Attachment connection to personal experience are perceived as having stronger
brand personality 6:nostalgic brands were found to receive
higher ratings on the sincerity, excitement, and competence
dimensions of brand personality

1: consumers develop strong feelings, such as love, for some brands

2: A consumer can create and develop a love relationship with a
brand with a strong personality 3:since consumers
often think of brands as if they were people, attributing and imbuing
them with different personality characteristics 4: consumer
Self-Connection and personality is considered an important factor in
increasing bonds and engagement 5:the more positively a brand’s (Bairadda,Coelho And
Consumer
personality is perceived, the more it is considered sincere and lizaents, 2018)
personality
competent 6:people establish links with one
another
 1: How faithful a consumer is to a brand or its products 2: It
represents how strong a brand is performing as compared to its
rivals. 3: The more loyal the customer is, there is more chances of
repeat purchases 4: refers to brand community members who avoid
or reject recommendations to use
Brand Loyalty (Kuo, Hou 2017)
products from rival brands 5: This classification reflects customer
loyalty to their favorite brands 6: consumers with a long-term
relationship with a brand
community will actively avoid products or services of rival brand

1: one of the most recent and popular marketing constructs 2: Love

is regarded as a very complex emotion,
perhaps the most complex of all 3: brand
love is considered a real emotion 4:The consumer-brand love
relationship involves multiple cognitive, affective and behavioral (Bairadda,Coelho And
Love/Commitment
experiences 5: the brand love relationship is deep and enduring, lizaents, 2018)
such that the loved brand is considered irreplaceable 6:brand love is
very important for business due to its effects on
word-of-mouth

1: Brand intimacy represents customers’ warmth feeling pertaining

to the self-brand connection 2: feeling and emotion
toward brands 3: Customers may respond to other people’s
Intimacy brand-related selfies with likes and hearts 4: creation had the (Wang, Lee 2020)
strongest impact on brand intimacy. 5: An affective component of
love for a
brand