Abstract

A Study on the Determinants and Performance of Consumer-Brand Relationship

Byoung-Jai Kim
Ph.D Candidate, Dept. of Business Administration, Seoul National University

Myung-Soo Kang, Ph.D.
Assistant Professor, Dept. of International Trade, Hansung University

Jong-Chil Shin, Ph.D.
Assistant Professor, Dept. of Real Estate, Konkuk University

Recently many studies are being done on consumer-brand relationship issues. This research investigates in depth consumer characteristics that influence building the consumer-brand relationship in relationship marketing perspective. And derived the performance of consumer-brand relationship. A conceptual model is developed based on empirical studies that variables such as involvement, interpersonal orientation, and attitude towards the relationship marketing influence building consumer-brand relationship and the relationship leads to repurchase intention and positive word-of-mouth. The results show that involvement and attitude towards the relationship marketing has an positive effect on building consumer-brand relationship. In addition, repurchase intention and positive word-of-mouth can be achieved through consumer-brand relationship.

This research gives a comprehensive analysis on consumer-brand relationships in that the company effectively build and manage consumer-brand relationship through marketing activities that promote involvement of consumer and consider consumer's attitude towards the relationship marketing.

Key Word : consumer-brand relationship, involvement, attitude towards the relationship marketing, repurchase intention, word-of-mouth