Article2011

A Classification of Brand Pride Using Trust and Commitment

Volker G. Kuppelwieser · Robert S. Grefrath · Agathe Dziuk

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Pride of something is an inherent feeling. In the attempt to bond customers and employees to the company, pride seems to play an interesting role, often resulting in strong relationships. Despite the strong inherent feeling pride forms it has not yet reached marketing and behavioral research. In this paper we therefore classify a specific form of pride, i.e. brand pride, using the constructs trust and commitment. In addition, this paper presents several propositions in relation to these constructs and based on recent branding literature. The article ends by suggesting directions for further research in order to increase research on this important topic.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1990The measurement and antecedents of affective, continuance and normative commitment to the organization 1979The measurement of organizational commitment 1995AFFECT- AND COGNITION-BASED TRUST AS FOUNDATIONS FOR INTERPERSONAL COOPERATION IN ORGANIZATIONS.1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1995Building Strong Brands 1992Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations

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2022How do customers' perceptions of corporate social responsibility contribute to sustainable customer citizenship behaviors? The mediating mechanisms of corporate brand pride and self‐brand connection 2023Antecedents and outcomes of brand pride: moderating role of narcissism

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