Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 41, Issue -, Pages 101-111Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2017.12.004
Keywords
Online retail; Brand value; Hope; Trust; Commitment; Satisfaction; Goal attainment
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This research examines the role of consumer hope in explaining the impact of perceived brand value on customer-brand relationship outcomes in the context of online retailing. We scrutinise the moderating impact of customer goal attainment on the relationship between consumer hope and customer-brand relationship outcomes. Data were collected from 418 online shoppers. The results indicate that three dimensions of brand value had a positive impact on consumer hope. Consumer hope was also positively related to customer-brand relationship outcome variables and the moderating role of customer goal attainment was supported. Theoretically, this model highlights the important role that hope can play in a customer-brand relationship in an online retail environment.
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