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| The Influence of Brand Relationship Interaction on Brand Loyalty Based on ServiceDominant Logic |
| ZHANG Mingli,TANG Saili,WANG Wei |
| 1. Beihang University, Beijing, China;
2. China Academy of Vehicle Technology R&D Center, Beijing, China |
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Abstract From a servicedominant logic perspective, this paper proposes a conceptual framework that utilizes the construct of relational benefits to explain the link between brand relationship interaction and brand loyalty in popular consumer brands context. The framework posits that brand relationship interaction has indirect impact on brand loyalty through identityrelated benefits, confidence benefits and social benefits derived from the longterm relationship between consumers and brands. The results show that the role of the identityrelated benefits on repurchase is the most significant, the role of the confidence benefits on brand commitment is the most obvious and the social benefits has the most obvious influence on brand attachment. Moreover, brand sensitivity plays a moderating role on the mediating process that brand relationship interaction has indirect impact on brand loyalty via relationship benefits.
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Received: 30 November 2012
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2014, Vol. 11 
