The influences of brand benefits on brand loyalty: Intermediate mechanisms

While the literature often pays particular attention to how brand benefits develop relationship quality, such as trust and satisfaction, this study departs from this approach and demonstrates the mediating roles of brand relationship quality (BRQ) and customer relationship quality (CRQ) in the relationship between brand benefits and brand loyalty in retail service contexts. A total of 524 valid questionnaires from respondents aged between 15 and 24 are analyzed using structural equation modeling. Therefore, this study makes the following contributions to the literature: (1) It demonstrates the importance of both BRQ and CRQ as mediators in the relationship between brand benefits and brand loyalty, and thus deepens the understanding of the process in shaping brand loyalty, particularly in retail service contexts; (2) it elucidates the roles of BRQ and CRQ in establishing brand loyalty in three theoretical frameworks, and thus extends the validity of these theories from a B-B to a B-C context (i.e., retail services).