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Full-Text Articles in Business
The Effect Of Product Category On Consumer Brand Relationships, Marc Fetscherin, Michèle Boulanger, Gustavo Q. Souki, Cid Goncalves Filho
The Effect Of Product Category On Consumer Brand Relationships, Marc Fetscherin, Michèle Boulanger, Gustavo Q. Souki, Cid Goncalves Filho
Faculty Publications
Purpose - This paper aims to investigate the effect of product category on consumer brand relationships. Design/methodology/approach - Based on a total of 800 consumers, respondents evaluated their relationship with their favorite brand in one of the four product categories studied (soft drink, mobile phone, shoes, cars). EFA, subsequent CFA, SEM and ANOVA were used to assess these relationships and the product category effect. Findings - The authors find that brand love positively influences brand loyalty and both, influence positively WOM and purchase intention. Looking at the directionality of these relationships, the results show no product category differences. However, the …