Impact of value congruence on affective commitment: examining the moderating effects

Contains fulltext : 95290.pdf (publisher's version ) (Closed access)23 p

The Impact of Value Congruence on Consumer-Service Brand Relationships

Contains fulltext : 68654.pdf (publisher's version ) (Closed access)By integrating results from literature pertaining to social psychology, organizational behavior, and relationship marketing, the authors develop and test a model that explains how value congruence affects the key components of consumer-brand relationship quality and outcomes, including satisfaction, trust, affective commitment, and loyalty. Using structural equation modeling, they test the model with data from a survey of 1,037 consumers of clothing stores and banks in the Netherlands. The results show that value congruence has significant direct, positive effects on satisfaction, trust, affective commitment, and loyalty. Furthermore, value congruence indirectly influences loyalty through satisfaction, trust, and affective commitment. The authors discuss the implications of these findings for marketing theory and practice.19 p

Constraints and dedication as drivers for relation commitment: an empirical study in a health-care context.

Contains fulltext : 67246.pdf (publisher's version ) (Closed access

How and When Retailers’ Sustainability Efforts Translate into Positive Consumer Responses: The Interplay Between Personal and Social Factors

Contains fulltext : 179202pub.pdf (publisher's version ) (Open Access)27 juni 201

Systems constellations : A better way to identify branding opportunities?

Contains fulltext : 46286.pdf (publisher's version ) (Closed access)Building strong brands has become one of the main marketing priorities for brand-supportive companies. The leading positivist paradigm in marketing may not be, however, the most-effective perspective in identifying branding opportunities. This paper offers an alternative phenomenological point of view by applying the innovative systems constellation technique within the soft systems methodology to identify new branding opportunities. A case study illustrates its content validity but also shows there is limited support for its reliability, which is in line with the positivists' reservation on phenomenological methods and techniques.1 p