Mediating Effect of Brand Relationship Quality on Relational Bonds and Online Grocery Retailer Loyalty
- Title
- Mediating Effect of Brand Relationship Quality on Relational Bonds and Online Grocery Retailer Loyalty
- Creator
- Alagarsamy S.; Mehrolia S.; Singh B.
- Description
- The current study aims to identify how brand relationship quality mediates the relationship between different online relational bonds, and attitudinal and behavioral loyalty. A total of 316 valid questionnaires from respondents aged 2035 were collected using quota sampling from five different clusters in Bangalore, India. Hypotheses were tested using structural equation modeling. This study finds that convenience bonds and structural bond have no impact on brand trust and attitudinal and behavioral loyalty. All five relational bonds namely, convenience, structural, financial, empathy, and social bonds are seen to influence their sense of community and attitudinal attachment. Sense of community is the primary influencer of brand loyalty. This study reveals that brand dimensions of brand quality relationship mediate the effect of financial, empathy, and social bonds on attitudinal and behavioral loyalty. It also illustrates the role of different relational bonds as a stimulus, and relationship quality dimensions as an organism that lead to improved customer loyalty in online grocery retailing. Managers of online grocery stores can consider these new relational bonds, along with the traditional bonds, to develop positive emotions and achieve competitive advantage. 2021 Taylor & Francis Group, LLC.
- Source
- Journal of Internet Commerce, Vol-20, No. 2, pp. 246-272.
- Date
- 2021-01-01
- Publisher
- Routledge
- Subject
- Brand Relationship Quality; online grocery retailers; relational bonds
- Coverage
- Alagarsamy S., School of Business and Management, CHRIST University, Bangalore, India; Mehrolia S., School of Business and Management, CHRIST University, Bangalore, India; Singh B., MBA Department, PES University, Bangalore, India
- Rights
- Restricted Access
- Relation
- ISSN: 15332861
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Alagarsamy S.; Mehrolia S.; Singh B., “Mediating Effect of Brand Relationship Quality on Relational Bonds and Online Grocery Retailer Loyalty,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 26, 2025, https://archives.christuniversity.in/items/show/16078.