The Role of Relationship Marketing and Brand Love Among Banking Consumers in an Emerging Market Context
Relationship marketing is a concept that focuses not only on increasing the volume of relationship transactions, but also on improving consumer perception. Therefore, this research aimed to evaluate the influence of relationship marketing dimensions on brand love. An explanatory study was conducted...
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| Formato: | Artículo |
| Lenguaje: | inglés |
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2024
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| author | Panduro-Ramirez, Jose Alberto Gallegos-Reyes, Miguel Angel Villar Guevara, Miluska Maria del Carmen García-Salirrosas, Elizabeth Emperatriz Fernandez Mallma, Israel Joselito |
| author_browse | Fernandez Mallma, Israel Joselito Gallegos-Reyes, Miguel Angel García-Salirrosas, Elizabeth Emperatriz Panduro-Ramirez, Jose Alberto Villar Guevara, Miluska Maria del Carmen |
| author_facet | Panduro-Ramirez, Jose Alberto Gallegos-Reyes, Miguel Angel Villar Guevara, Miluska Maria del Carmen García-Salirrosas, Elizabeth Emperatriz Fernandez Mallma, Israel Joselito |
| author_sort | Panduro-Ramirez, Jose Alberto |
| collection | Producción científica |
| description | Relationship marketing is a concept that focuses not only on increasing the volume of relationship transactions, but also on improving consumer perception. Therefore, this research aimed to evaluate the influence of relationship marketing dimensions on brand love. An explanatory study was conducted considering 417 participants who confirmed their affiliation with a bank. Adults aged between 18 and 52 years participated in the study. Data were collected using a self-administered relationship marketing and brand love form, obtaining an adequate measurement model (α = between 0.842 and 0.908; CR = between 0.905 and 0.942; AVE = 0.679 and 0.845; VIFs = between 1.638 and 2.802). The theoretical model was evaluated using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. According to the results, the hypotheses were confirmed, demonstrating the positive influence of trust (β = 0.40), commitment (β = 0.08), communication (β = 0.12), and conflict management (β = 0.08) on brand love. These results demonstrated that trust, as a dimension of relationship marketing, guarantees a greater contribution to the structural model. The implementation of relationship marketing practices and strategies that emphasize trust by banks can strengthen brand love and foster developing markets in an emerging economy. Although previous studies have analyzed some factors that influence brand love, the topic has not been examined from a relationship marketing perspective, which provides valuable insights for the banking industry, stakeholders, academy, and leaders in business administration. |
| format | Article |
| id | oai:cris.upeu.edu.pe:20.500.15037/1237 |
| institution | UPeU |
| language | English |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| record_format | dspace |
| spelling | oai:cris.upeu.edu.pe:20.500.15037/12372026-10-30T16:15:25ZThe Role of Relationship Marketing and Brand Love Among Banking Consumers in an Emerging Market ContextPanduro-Ramirez, Jose AlbertoGallegos-Reyes, Miguel AngelVillar Guevara, Miluska Maria del CarmenGarcía-Salirrosas, Elizabeth EmperatrizFernandez Mallma, Israel Joselitorelationship marketingbrand lovedeveloping marketstrustcommitmentcommunicationRelationship marketing is a concept that focuses not only on increasing the volume of relationship transactions, but also on improving consumer perception. Therefore, this research aimed to evaluate the influence of relationship marketing dimensions on brand love. An explanatory study was conducted considering 417 participants who confirmed their affiliation with a bank. Adults aged between 18 and 52 years participated in the study. Data were collected using a self-administered relationship marketing and brand love form, obtaining an adequate measurement model (α = between 0.842 and 0.908; CR = between 0.905 and 0.942; AVE = 0.679 and 0.845; VIFs = between 1.638 and 2.802). The theoretical model was evaluated using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. According to the results, the hypotheses were confirmed, demonstrating the positive influence of trust (β = 0.40), commitment (β = 0.08), communication (β = 0.12), and conflict management (β = 0.08) on brand love. These results demonstrated that trust, as a dimension of relationship marketing, guarantees a greater contribution to the structural model. The implementation of relationship marketing practices and strategies that emphasize trust by banks can strengthen brand love and foster developing markets in an emerging economy. Although previous studies have analyzed some factors that influence brand love, the topic has not been examined from a relationship marketing perspective, which provides valuable insights for the banking industry, stakeholders, academy, and leaders in business administration.Articlehttps://www.mdpi.com/2076-3387/14/12/343/pdf?version=1734690852https://doi.org/10.3390/admsci1412034310.3390/admsci14120343https://hdl.handle.net/20.500.15037/1237W4405642731enAdministrative Sciences2076-33872024-12-202026-06-13T09:50:58Z2026-06-13T09:50:58Z |
| spellingShingle | relationship marketing brand love developing markets trust commitment communication Panduro-Ramirez, Jose Alberto Gallegos-Reyes, Miguel Angel Villar Guevara, Miluska Maria del Carmen García-Salirrosas, Elizabeth Emperatriz Fernandez Mallma, Israel Joselito The Role of Relationship Marketing and Brand Love Among Banking Consumers in an Emerging Market Context |
| title | The Role of Relationship Marketing and Brand Love Among Banking Consumers in an Emerging Market Context |
| title_full | The Role of Relationship Marketing and Brand Love Among Banking Consumers in an Emerging Market Context |
| title_fullStr | The Role of Relationship Marketing and Brand Love Among Banking Consumers in an Emerging Market Context |
| title_full_unstemmed | The Role of Relationship Marketing and Brand Love Among Banking Consumers in an Emerging Market Context |
| title_short | The Role of Relationship Marketing and Brand Love Among Banking Consumers in an Emerging Market Context |
| title_sort | role of relationship marketing and brand love among banking consumers in an emerging market context |
| topic | relationship marketing brand love developing markets trust commitment communication |
| topic_facet | relationship marketing brand love developing markets trust commitment communication |
| url | https://www.mdpi.com/2076-3387/14/12/343/pdf?version=1734690852 https://doi.org/10.3390/admsci14120343 https://hdl.handle.net/20.500.15037/1237 |
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