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Impact of Relationship Marketing Variables on Brand Resonance: Mediating Role of Brand Attitude

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International Journal of Engineering and Advanced Technology (IJEAT) ISSN: 2249 – 8958, Volume-9 Issue-2, December, 2019 Impact of Relationship Marketing Variables on Brand Resonance: Mediating Role of Brand Attitude Divyasre. V. S, Ramya .J Abstract: Relationship Marketing has got its values strongly So it is believed that Relationship Marketing plays an rooted in business and market place right from the year 1983. It important role in developing concrete relationships with e is the core sphere of operation for all kinds of trade and no 3 organization overlooks this concept. Holding this importance of retail customers (Berry & Bendapudi, 1997) . Eventually, Relationship Marketing as a core idea, the study aims at the e retailers have started to establish relationship with discerning the impact of Relationship Marketing Variables on customers online through online communities believing Brand Resonance. Brand Resonance is yet another dominant such an initiative would enhance the performance. But still state of psychological connect which every company would like to little researches have been conducted to evaluate the establish with the customers. The Relationship Marketing effectiveness of Relationship Marketing (Sharma & Sheth, Variables Trust, conflict handling, empathy and Satisfaction are 4 considered for the analysis. Brand Loyalty, Brand Community, 2016) . Brand Engagement and Brand Attachment are the variables of Brand Resonance defines the customers relationship with Brand Resonance. Focusing on the relationship marketing the brand and the level of “sync” they establish with the variables that contributes towards high brand resonance would 5 enable companies to contemplate on these profit enabling areas brand (Keller, 2008) . It plays a significant role in CRM and that eventually leads to a sustenance growth for the organization. for building a strong brand equity with the customers Indian Shopping Websites has been given the prime importance (Moore & Wurster, 2007)6. When the brand resonance is in this study and data has been collected from 515 users of these high, customers exhibit high levels of loyalty which in turn websites. Multiple regression is employed as a main tool to enables them to have a close interaction with the chosen examine the influential effect and for mediation analysis. The brand. mediating effects of brand attitude over brand resonance is also examined in this study. Drifting from the traditional view of Brand Attitude are predispositions that are learned which customer satisfaction influencing Brand Loyalty, this study has has an impact on the customers to have favourable and found Empathy as the most influential factor on Brand unfavourable responses for the brands (Wilkie, 1994)7. Resonance followed by Conflict handling and Trust. Brand Attitudes are formed with equal contribution of experience Attitude strongly mediates the relationship between relationship and information. The attitude formed by these two factors marketing dimensions and Brand Resonance. influence the customers judgements over the brand (Meyer, Keywords: Relationship Marketing, Brand Attitude, Brand 2008)8. Previous research supports the positive relationship Resonance between Brand Attitude and Relationship Marketing strategies that involve two way communication (Ahn & I. INTRODUCTION: Back, 2017)9. This proves that empathy and conflict Online retailing has completely revolutionized the shopping handling, dimensions of relationship marketing share a Industry and has given customers a different shopping positive relationship with Brand Attitude. experience. E retailing industry is currently facing a rapid Brand power is determined by what resides in the minds of growth of 51% per year and is expected to generate a the customer which includes Brand Loyalty, Brand revenue of US $200 billion by 2026. Currently the revenue Engagement, Brand Community and Brand Attachment 10 of e commerce Industry is US$38.5 billion. In such a (Taghipourian, 2013) . It is considered as one of the most dynamically changing industry with strong players like valuable intangible asset of the company. With such great amazon, Flipkart, Snap Deal, Myntra etc. competing, it is a emphasis, Brand Resonance can be employed by the 11 great challenge to retain customers. Today’s consumers organization to gain competitive advantage (Keller, 2011) . before purchasing a product, analyze and compare the Many companies seek to enhance Brand Resonance features of the product, prices, return policies, shipping dimensions by employing Relationship Marketing (Chang, 12 information and payment options (Burke 2002)1. As the 2005) . Relationship marketing has more relevance to customers gain experience in e commerce, online shopping service organizations compared to product Organizations 13 has witnessed a shift from transactional exchange to relation (Javalgi, 2006) . Inspite of possessing great scope in based exchange (Palmatier, 2017)2. bringing positive customer experiences and long lasting relationship with customers, researchers have focused little on Brand Resonance. Revised Manuscript Received on December 15, 2019. Dr. V. S. Divyasre, Assistant Professor, Department of Business Administration, SRM Institute of Science and Technology, Chennai, India. [email protected] Dr. J. Ramya, Assistant Professor, Department of Business Administration, SRM Institute of Science and Technology, Chennai,India. [email protected] Published By: Retrieval Number: B3405129219/2019©BEIESP Blue Eyes Intelligence Engineering DOI: 10.35940/ijeat.B3405.129219 2084 & Sciences Publication Impact of Relationship Marketing Variables on Brand Resonance: Mediating Role of Brand Attitude Considering this as a research gap, the study aims at that formation of attitude is based on the physical and mind determining the influence of Relationship Marketing related processes which gets started before product/service Dimensions on Brand Resonance and the mediating effect of purchase and also continues post purchase. Taylor and Brand Attitude between the 2 variables. Hunt (2003)29 in their study have found trust to be emerged as a significant antecedent of brand attitude. The study II. REVIEW OF LITERATURE further suggests that brand attitude mediates the relationship between satisfaction and loyalty. Moreover brand attitude From the days of ancient trade, relationship is practiced by has a direct effect created by post consumption. From the numerous business people and it is considered to be an past studies it is clear that brand attitude has a positive oldest approach of marketing (Gronroos, 1994)14. The basic impact both on relationship marketing dimensions and brand concept of relationship marketing is focused on retaining the resonance. existing customers instead of acquiring new customers (Berry 1983)15. Rashid (2003)16 found nine dimensions that Underlying theory – Social Exchange theory plays pivotal role in the success of Relationship Marketing Social Exchange theory is proposed by Homans (1958)30 which includes commitment, experiences, social bonding, which assists to discern the relation between the social fulfilling promises, empathy, customer satisfaction, trust, behaviour of individuals and the economic activities. The 17 communication and internal marketing. Ndubisi (2007) postulations of the theory suggests that consumer and proposes 4 important dimensions which includes supplier exchange services and goods just not for money, communication, trust, conflict handling and commitment in but also for benefits arising from non monetary factors that Service Industry. Trust and empathy are one among the four includes affection, love, approval and esteem (Cropanzano 18 dimensions proposed by Callaghan(1995) . The study and Mitchell, 2005)31. The theory further suggests that, carried out by Sin (2005), proved that relationship marketing smooth and cordial relationship between supplier and dimensions were critical for the success of the business. customer adds utility and incremental value for the brand Trust and satisfaction are relationship marketing dimensions (Yoo, 2000)32. This means that when a consumer shares a considered in many B2B and B2C Context. But empathy, pleasurable and memorable relationship with the company, though has supporting evidence in B2B context (Yau, 2000, eventually a positive image is created in the minds of the 19 Chattananon & Trimetsoontorn, 2009) , the growth of customer which results in increase of brand loyalty, an B2C and service industries have paved way for the important dimension of Brand Resonance (Lawler, 2001)33. 20 increasing attention on empathy (Bojei, 2012) . Thus based on Social Exchange Theory, the relationship According to Keller, Brand Resonance has four between Relationship Marketing Dimensions and Brand dimensions which includes Brand Loyalty, Brand Resonance is proved. attachment, Brand Community and Brand Engagement. Tracing out the linkage between Relationship Marketing III. METHODOLOGY Dimensions and Brand Resonance, Brand Attachment is directly influenced by the core factors of Relationship The nature of the research is descriptive and involves cross Marketing that includes trust and satisfaction ( Tsai, sectional design. Sample size for the study is 515 and the 2011)21. Significant and positive relationship existed primary data is collected using online questionnaires. between the two factors, Conflict handling and Brand Individuals who actively use online portals for shopping Loyalty through trust and relationship quality
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