1. FACTORS OF INFLUENCE OF BRAND RELATIONSHIP QUALITY
3rd International Consumer Brand Relationship Conference on September 2013 at Rollins College
FACTORS OF INFLUENCE OF BRAND RELATIONSHIP QUALITY
Eliane Cristine Francisco Maffezzolli
Elder Semprebom
Paulo Henrique Muller Prado

2. Objective
Investigate which factors could influence brand relationship quality (BRQ) and its dimensions considering differences in gender and loyalty groups in the Brazilian market

3. BRQ Affective and Socio-emotive attachments Behavioral Ties
Love/passion for the brand
h1: Love/passion for a brand positively and significantly reflects part of the brand relationship quality.
Self-connection with the brand
h2: Self-connection with a brand positively and significantly reflects part of the brand relationship quality.
Commitment to a brand
h3: commitment to a brand positively and significantly reflects part of the brand relationship quality.
Interdependence with the brand
h4: interdependence with a brand positively and significantly reflects brand relationship quality
Partner quality
h5: partner quality positively and significantly reflects BRQ.
Intimacy with the brand
h6: intimacy with the brand positively and significantly reflects part of BRQ.
Affective and Socio-emotive attachments
Behavioral Ties
Cognitive Ties
h7: BRQ impacts loyalty positively and significantly.

4. Methodology 508 valid cases
Young university students in Curitiba-PR (Brazil) (18-30)
Consumers of jeans or sneakers
Own at least three products of the brand
10 point scales measurement:
Love/passion for the brand (Prado, 2004),
Brand Self-connection (Francisco-Maffezzolli et al, 2010)
Brand Commitment (Prado, 2004)
Brand Interdependence (Prado et al, 2009)
Partner Quality/Brand Trust (Prado, 2004)
Intimacy with a Brand (Ribeiro et al, 2010)
Brand Loyalty (Prado, 2004)

5. Sample
54% women and 46% men
40% focusing on brands of sneakers and 60% on jeans.
Mostly (83%) aged between 20 and 25 years
86% were single and 92% were university undergraduates.
Over 30 brands of sneakers were registered and over 40 brands of jeans.

6. CFA All correlations are significant p<0.05
CMIN/DF 2.078, NFI = 0.882, RFI = 0.868, IFI = 0.935, TLI = , CFI = and RMSEA = 0.046

7. BRQ MODEL & Loyalty (h7) β=0.658, p<0.001 / R² = 43,29%
CMIN/DF 2.304, NFI = 0.864, RFI = 0.854, IFI = 0.918, TLI = 0.912, CFI = and RMSEA = 0.051

8. Group Differences - Loyalty
LOW LOYALTY (LL)
N=224
Shows a lower predisposition to recommend, buy and repeat purchases of the brand. We can call this a spurious loyalty group.
HIGH LOYALTY (HL)
N=284
Shows a higher propensity to continue buying, indicating and using the brand.
Notes: These groups were formed by using K-means cluster criteria;
There is NO difference of age and gender between these groups.

9. Group Differences - Loyalty

10. Group Differences - Gender
Women
Men

11. Conclusions
The first highlights the proposition of the BRQ model, to which it seems to be more globally adjusted, robust and faithful to the conceptual particulars of each of the six latent variables under study.
BRQ as a third-order latent variable
Reinforce of the emotional, cognitive and behavioral aspects 1

12. 2 Conclusions The BRQ and Loyalty relation R² 43%
What reflects more the BRQ Model?
Partner Quality (80%) - Cognitive
Self-Connection (73%) - Affective
Interdependence (65%) - Behavioral 2

13. 3 Conclusions Factors of Influence of Brand Relationship Quality
Loyalty groups: High Loyalty group
Gender: Women
How we develop a strong loyal structure?
Focus: partner quality, self-connection and interdependence 3

14. Limitations & Future Studies
Test the BRQ model using different products and/or contexts, considering product involvement
Respondents between the ages of 18 and 30 demonstrates a limited life cycle.
More dynamic structures of the relationship should be used to provide a better understanding of brand relationships. This could be achieved through longitudinal studies.
Other relevant question is: when brand relationship quality impacts positively, negatively or does not impact loyalty?

15. Thank you ! Ready to questions! eliane.francisco@pucpr.br