Building consumer–brand relationships in the channel-mix era. The role of self

2026-04-22T18:54:46Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/86882024-05-10T11:25:55Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732

Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement Rodríguez Torrico, Paula San José Cabezudo, Rebeca San Martín Gutiérrez, Sonia Self-brand connection Channel-mix Relationship marketing Product involvement In the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships with consumers poses a challenge to retailers. This work seeks to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self-brand connection (SBC) and what their effect is in enduring consumer-brand relationships (i.e., future channel-mix use and word of mouth (WOM)). This paper also explores the moderating role of product involvement in these relations. 2024-02-15 2024-02-15 2024-01 info:eu-repo/semantics/article 1061-0421 http://hdl.handle.net/10259/8688 10.1108/JPBM-10-2022-4181 1061-0421 eng Journal of Product & Brand Management. 2023, V. 33, n. 1, p. 76-90 https://doi.org/10.1108/JPBM-10-2022-4181 http://creativecommons.org/licenses/by-nc/4.0/ info:eu-repo/semantics/openAccess Atribución-NoComercial 4.0 Internacional Emerald