Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment

Journal article

Fazal-e-Hasan, Muhammad, Ahmadi, Hormoz, Mortimer, Gary, Grimmer, Martin and Kelly, Louise. (2018). Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment. Journal of Retailing and Consumer Services. 41, pp. 101 - 111. https://doi.org/10.1016/j.jretconser.2017.12.004
AuthorsFazal-e-Hasan, Muhammad, Ahmadi, Hormoz, Mortimer, Gary, Grimmer, Martin and Kelly, Louise
Abstract

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.

KeywordsOnline retail; Brand value; Hope; Trust; Commitment; Satisfaction; Goal attainment
Year2018
JournalJournal of Retailing and Consumer Services
Journal citation41, pp. 101 - 111
ISSN0969-6989
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jretconser.2017.12.004
Scopus EID2-s2.0-85038230435
Page range101 - 111
Research GroupPeter Faber Business School
Publisher's version
File Access Level
Controlled
Place of publicationUnited Kingdom
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