Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement

• Published in: The journal of product & brand management 2024-01, Vol.33 (1), p.76-90
• Main Authors: Rodríguez-Torrico, Paula, San José Cabezudo, Rebeca, San-Martín, Sonia
• Format: Article
• Language: English
• Subjects: Brand loyalty; Brand management; Brands; Consumer behavior; Consumers; Customer retention; Customers; Distribution channels; Marketing; Purchase intention; Relationship marketing; Retail stores
• ISSN: 1061-0421; 1061-0421; 2054-1643
• DOI: 10.1108/JPBM-10-2022-4181

Purpose In the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships with consumers poses a challenge to retailers. This work aims to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self–brand connection (SBC) and what their effect is in enduring consumer–brand relationships (i.e. future channel-mix use and word of mouth [WOM]). This paper also explores the moderating role of product involvement in these relations. Design/methodology/approach The authors carried out a personal questionnaire with a sample of 288 consumers who were recruited after leaving one of the stores of a clothing brand that is a successful example of distribution channel management. Findings Insofar as consumers perceive channel-mix benefits, SBC will be higher and (or as a result) their future intentions with the brand will be more intense. In addition, the results show that product involvement moderates the relationship between SBC and channel-mix use intention and WOM. Originality/value This work contributes to channel-mix, relationship marketing, brand and product involvement literature by analyzing how customers may be retained in the channel-mix era through brand management and by considering product category involvement. This study merges brand and product variables to explore their impact on relationship marketing within channel-mix behaviors.