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AN EXAMINATION OF THE BRAND RELATIONSHIP QUALITY SCALE IN THE EVALUATION OF RESTAURANT BRANDS

Yüksel Ekinci · Tae‐Hwan Yoon · Harmen Oppewal

26 citations0/0 files storedAdvances in hospitality and leisure

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

Abstract

The relationship between brands and consumers is seen as an important element of strategic brand management. Past studies have examined different aspects of branding (e.g. brand equity, brand personality, brand image, brand loyalty), but there has been limited research investigating the quality of the relationship between consumers and brands. The present study aimed to examine various dimensions of the brand relationship quality from the European consumer’s point of view in the context of restaurant brands using Fournier’s (1994) short version of the brand relationship quality (BRQ) scale. The findings provided strong support for the validity of the brand relationship concept. Of the seven dimensions tested, four were found to be valid and reliable. The study produced a scale to measure the relationship between consumers and restaurant brands.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1988Possessions and the Extended Self 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1989LISREL 7 : user's reference guide 1995Building Strong Brands 1983The act frequency approach to personality.2000Handbook of relationship marketing 2001Brand personality and consumer self-expression: Single or dual carriageway?

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