营销
业务
背景(考古学)
价值(数学)
广告
品牌管理
品牌关系
品牌知名度
客户保留
服务质量
服务(商务)
计算机科学
生物
机器学习
古生物学
作者
Syed Muhammad Fazal‐e‐Hasan,Hormoz Ahmadi,Gary Mortimer,Martin Grimmer,Louise Kelly
标识
DOI:10.1016/j.jretconser.2017.12.004
摘要
This research examines the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in the context of online retailing. We scrutinise the moderating impact of customer goal attainment on the relationship between consumer hope and customer–brand relationship outcomes. Data were collected from 418 online shoppers. The results indicate that three dimensions of brand value had a positive impact on consumer hope. Consumer hope was also positively related to customer–brand relationship outcome variables and the moderating role of customer goal attainment was supported. Theoretically, this model highlights the important role that hope can play in a customer–brand relationship in an online retail environment.
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