Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org Copyright by Eliane Cristine Francisco Maffezzolli, Pontifícia Universidade Católica do Paraná, Brazil Elder Semprebom, Universidade Federal do Paraná, Brazil Paulo Henrique Muller Prado, Universidade Federal do Paraná, Brazil

1. FACTORS OF INFLUENCE OF
BRAND RELATIONSHIP QUALITY
Eliane Cristine Francisco Maffezzolli
Elder Semprebom
Paulo Henrique Muller Prado
3rd International Consumer Brand
Relationship Conference on 26-28 September
2013 at Rollins College

2. Objective
Investigate which factors could influence brand
relationship quality (BRQ) and its dimensions
considering differences in gender and loyalty
groups in the Brazilian market

3. BRQ
Love/passion for the brand
h1: Love/passion for a brand positively and significantly
reflects part of the brand relationship quality.
Self-connection with the brand
h2: Self-connection with a brand positively and significantly
reflects part of the brand relationship quality.
Commitment to a brand
h3: commitment to a brand positively and significantly
reflects part of the brand relationship quality.
Interdependence with the brand
h4: interdependence with a brand positively and
significantly reflects brand relationship quality
Partner quality
h5: partner quality positively and significantly reflects BRQ.
Intimacy with the brand
h6: intimacy with the brand positively and significantly
reflects part of BRQ.
Affective and Socio-
emotive attachments
Behavioral Ties
Cognitive Ties
h7: BRQ impacts loyalty positively and significantly.

4. Methodology
● 508 valid cases
● Young university students in Curitiba-PR (Brazil) (18-30)
● Consumers of jeans or sneakers
● Own at least three products of the brand
● 10 point scales measurement:
Love/passion for the brand (Prado, 2004),
Brand Self-connection (Francisco-Maffezzolli et al, 2010)
Brand Commitment (Prado, 2004)
Brand Interdependence (Prado et al, 2009)
Partner Quality/Brand Trust (Prado, 2004)
Intimacy with a Brand (Ribeiro et al, 2010)

5. Sample
● 54% women and 46% men
● 40% focusing on brands of sneakers and 60% on
jeans.
● Mostly (83%) aged between 20 and 25 years
● 86% were single and 92% were university
undergraduates.
● Over 30 brands of sneakers were registered and
over 40 brands of jeans.

6. CFA
All correlations are significant p<0.05
CMIN/DF 2.078, NFI = 0.882, RFI = 0.868, IFI = 0.935, TLI = 0.0.927, CFI = 0.935 and RMSEA = 0.046

7. BRQ MODEL & Loyalty
(h6) β=0.893, p<0.001 / R² = 79.74%
(h2) β=0.857, p<0.001 / R² = 73.44%
(h3) β=0.807, p<0.001 / R² = 65.12%
(h4) β=0.760, p<0.001 / R² = 57.76%
(h5) β=0.581, p<0.001 / R² = 33.75%
(h1) β=0.375, p<0.001 / R² = 14.06%
(h7) β=0.658, p<0.001 / R² = 43,29%
CMIN/DF 2.304, NFI = 0.864, RFI =
0.854, IFI = 0.918, TLI = 0.912, CFI =
0.918 and RMSEA = 0.051

8. Group Differences - Loyalty
LOW LOYALTY (LL)
N=224
Shows a lower
predisposition to
recommend, buy and
repeat purchases of the
brand. We can call this a
spurious loyalty group.
HIGH LOYALTY (HL)
N=284
Shows a higher propensity
to continue buying,
indicating and using the
brand.
Notes: These groups were formed by using K-means
cluster criteria;
There is NO difference of age and gender between these
groups.

9. Group Differences - Loyalty

10. Group Differences - Gender
Women Men

11. Conclusions
The first highlights the proposition of the
BRQ model, to which it seems to be more
globally adjusted, robust and faithful to the
conceptual particulars of each of the six
latent variables under study.
BRQ as a third-order latent variable
Reinforce of the emotional, cognitive and
behavioral aspects
1

12. Conclusions
The BRQ and Loyalty relation
R² 43%
What reflects more the BRQ Model?
Partner Quality (80%) - Cognitive
Self-Connection (73%) - Affective
Interdependence (65%) - Behavioral
2

13. Conclusions
Factors of Influence of Brand
Relationship Quality
Loyalty groups: High Loyalty group
Gender: Women
How we develop a strong loyal structure?
Focus: partner quality, self-connection
and interdependence
3

14. Limitations & Future Studies
● Test the BRQ model using different products and/or
contexts, considering product involvement
● Respondents between the ages of 18 and 30
demonstrates a limited life cycle.
● More dynamic structures of the relationship should be
used to provide a better understanding of brand
relationships. This could be achieved through
longitudinal studies.
● Other relevant question is: when brand relationship
quality impacts positively, negatively or does not
impact loyalty?

15. Thank you !
Ready to questions!
eliane.francisco@pucpr.br
pprado@ufpr.br