Self-Brand Connection With Service Brands: Examining Relationships With Performance Satisfaction, Perceived Value, and Brand Relationship Quality

Abstract

Self-brand connection (SBC) is an emergent concept, necessitating an understanding into its nomological network. The current study examines a critical role of SBC in case of pure service brands, investigating the influences of consumer satisfaction and perceived value on SBC. Additionally, self-brand connection is positioned as a mediator of the effects of satisfaction and value on relationship quality. The conceptual model, estimated on a large sample of service consumers from India, reveals an acceptable data fit and support for all the hypotheses. The novel findings suggest that for purely intangible service brands, consumer postpurchase evaluations have consumer self-concept implications, subsequently leading to enhanced relationship quality.

KEYWORDS:

• self-brand connection
• satisfaction
• value
• relationship quality
• services

Notes

Note. All correlations are significant at p < .01. The square root of the average-variance-extracted is typed in bold along the diagonal. M = factor score (mean); SD = standard deviation; SAT = satisfaction; VAL = value; TRUST = brand trust; COM = commitment; SOC = social benefits; SBC = self-brand connection.

Note. CR = composite reliability estimate; AVE = average variance extracted; Alpha = Cronbach's alpha reliability estimate.

#**Significance at 0.01 level.