This Article Full Text (PDF) All Versions of this Article: 1094670508322561v1 11/2/161    most recent References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Jing Zhang Articles by Bloemer, J. M. M. Search for Related Content Social Bookmarking                         What's this?

The Impact of Value Congruence on Consumer-Service Brand Relationships

Radboud University Nijmegen

Josée M. M. Bloemer

Radboud University Nijmegen

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.

Key Words: consumer-brand value congruence • affective commitment • loyalty • satisfaction • service brand • trust

This version was published on November 1, 2008

Journal of Service Research, Vol. 11, No. 2, 161-178 (2008)
DOI: 10.1177/1094670508322561


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?