BRAND ATTACHMENT, CUSTOMER TRUST AND CUSTOMER ENGAGEMENT: WHAT RANKING OF THESE LINKS IN THE RELATIONAL CHAIN?

Brand attachment, customer trust and customer engagement have been recognized for their mandatory role to build a strong brand-customer relationship and brand loyalty. The interactions between theses attitudinal variables have also been examined in different fields. However, no concep...

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Autores principales:	ZINEB RHAJBAL, MOUNA HILMI, AYOUB RHAJBAL
Formato:	article
Lenguaje:	EN FR
Publicado:	Université Mohammed V de Rabat 2021
Materias:	brand attachment customer trust customer engagement affective engagement calculated engagement Management. Industrial management HD28-70 Marketing. Distribution of products HF5410-5417.5
Acceso en línea:	https://doi.org/10.48376/IMIST.PRSM/remarem-v13i1.26617 https://doaj.org/article/a3578e28e6414d6799a38fb17299b9cb
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spelling	oai:doaj.org-article:a3578e28e6414d6799a38fb17299b9cb2021-11-22T11:54:13ZBRAND ATTACHMENT, CUSTOMER TRUST AND CUSTOMER ENGAGEMENT: WHAT RANKING OF THESE LINKS IN THE RELATIONAL CHAIN?https://doi.org/10.48376/IMIST.PRSM/remarem-v13i1.266172028-51752458-665Xhttps://doaj.org/article/a3578e28e6414d6799a38fb17299b9cb2021-06-01T00:00:00Zhttps://revues.imist.ma/index.php/REMAREM/article/view/26617/13958https://doaj.org/toc/2028-5175https://doaj.org/toc/2458-665XBrand attachment, customer trust and customer engagement have been recognized for their mandatory role to build a strong brand-customer relationship and brand loyalty. The interactions between theses attitudinal variables have also been examined in different fields. However, no conceptual framework has examined at once, the interactions between the brand attachment, customer trust and the customer engagement. The present study explores the ways these marketing relational chain’s links interact and in what order they form the relational chain responsible of the long term brand-customer relationship. Using a structural equation modeling, on a sample of 220 costumers, we have found that the relational chain starts with the customer trust which is linked to the brand attachment, than the emotional engagement which leads to the calculated engagement. ZINEB RHAJBALMOUNA HILMIAYOUB RHAJBALUniversité Mohammed V de Rabatarticlebrand attachmentcustomer trustcustomer engagementaffective engagementcalculated engagementManagement. Industrial managementHD28-70Marketing. Distribution of productsHF5410-5417.5ENFRRevue Marocaine de Recherche en Management et Marketing, Vol 13, Iss 1, Pp 1-20 (2021)
institution	DOAJ
collection	DOAJ
language	EN FR
topic	brand attachment customer trust customer engagement affective engagement calculated engagement Management. Industrial management HD28-70 Marketing. Distribution of products HF5410-5417.5
spellingShingle	brand attachment customer trust customer engagement affective engagement calculated engagement Management. Industrial management HD28-70 Marketing. Distribution of products HF5410-5417.5 ZINEB RHAJBAL MOUNA HILMI AYOUB RHAJBAL BRAND ATTACHMENT, CUSTOMER TRUST AND CUSTOMER ENGAGEMENT: WHAT RANKING OF THESE LINKS IN THE RELATIONAL CHAIN?
description	Brand attachment, customer trust and customer engagement have been recognized for their mandatory role to build a strong brand-customer relationship and brand loyalty. The interactions between theses attitudinal variables have also been examined in different fields. However, no conceptual framework has examined at once, the interactions between the brand attachment, customer trust and the customer engagement. The present study explores the ways these marketing relational chain’s links interact and in what order they form the relational chain responsible of the long term brand-customer relationship. Using a structural equation modeling, on a sample of 220 costumers, we have found that the relational chain starts with the customer trust which is linked to the brand attachment, than the emotional engagement which leads to the calculated engagement.
format	article
author	ZINEB RHAJBAL MOUNA HILMI AYOUB RHAJBAL
author_facet	ZINEB RHAJBAL MOUNA HILMI AYOUB RHAJBAL
author_sort	ZINEB RHAJBAL
title	BRAND ATTACHMENT, CUSTOMER TRUST AND CUSTOMER ENGAGEMENT: WHAT RANKING OF THESE LINKS IN THE RELATIONAL CHAIN?
title_short	BRAND ATTACHMENT, CUSTOMER TRUST AND CUSTOMER ENGAGEMENT: WHAT RANKING OF THESE LINKS IN THE RELATIONAL CHAIN?
title_full	BRAND ATTACHMENT, CUSTOMER TRUST AND CUSTOMER ENGAGEMENT: WHAT RANKING OF THESE LINKS IN THE RELATIONAL CHAIN?
title_fullStr	BRAND ATTACHMENT, CUSTOMER TRUST AND CUSTOMER ENGAGEMENT: WHAT RANKING OF THESE LINKS IN THE RELATIONAL CHAIN?
title_full_unstemmed	BRAND ATTACHMENT, CUSTOMER TRUST AND CUSTOMER ENGAGEMENT: WHAT RANKING OF THESE LINKS IN THE RELATIONAL CHAIN?
title_sort	brand attachment, customer trust and customer engagement: what ranking of these links in the relational chain?
publisher	Université Mohammed V de Rabat
publishDate	2021
url	https://doi.org/10.48376/IMIST.PRSM/remarem-v13i1.26617 https://doaj.org/article/a3578e28e6414d6799a38fb17299b9cb
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BRAND ATTACHMENT, CUSTOMER TRUST AND CUSTOMER ENGAGEMENT: WHAT RANKING OF THESE LINKS IN THE RELATIONAL CHAIN?

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