Version 1
: Received: 9 January 2024 / Approved: 9 January 2024 / Online: 10 January 2024 (08:54:07 CET)
Version 2
: Received: 18 January 2024 / Approved: 10 February 2024 / Online: 12 February 2024 (11:33:35 CET)
How to cite:
Hashem, M.; Ruiz Mafé, C.; Currás Pérez, R. Can Social Media-Driven Trust and Customer Happiness with a Car Dealership Increase Brand Love?. Preprints2024, 2024010740. https://doi.org/10.20944/preprints202401.0740.v1
Hashem, M.; Ruiz Mafé, C.; Currás Pérez, R. Can Social Media-Driven Trust and Customer Happiness with a Car Dealership Increase Brand Love?. Preprints 2024, 2024010740. https://doi.org/10.20944/preprints202401.0740.v1
Hashem, M.; Ruiz Mafé, C.; Currás Pérez, R. Can Social Media-Driven Trust and Customer Happiness with a Car Dealership Increase Brand Love?. Preprints2024, 2024010740. https://doi.org/10.20944/preprints202401.0740.v1
APA Style
Hashem, M., Ruiz Mafé, C., & Currás Pérez, R. (2024). Can Social Media-Driven Trust and Customer Happiness with a Car Dealership Increase Brand Love?. Preprints. https://doi.org/10.20944/preprints202401.0740.v1
Chicago/Turabian Style
Hashem, M., Carla Ruiz Mafé and Rafael Currás Pérez. 2024 "Can Social Media-Driven Trust and Customer Happiness with a Car Dealership Increase Brand Love?" Preprints. https://doi.org/10.20944/preprints202401.0740.v1
Abstract
The purpose of this study is to analyse the drivers and outcomes of the brand love derived from consumption experiences in the automobile retail sector. On the basis of the cognition-affection-conation framework, we examine the effects of consumers’ perceptions of perceived service quality and the trust they feel towards a car dealership (cognition) on emotions and brand love (affection), and the effects of brand love on consumers´ behavioural intentions (conation). Some 1300 online questionnaires were distributed to a sample of customers who purchased a vehicle from the leading Jordanian car dealership during 2020-2022. This research provides insights into customer brand love in the automobile industry. The results showed, first, that the happiness and trust that customers felt towards the dealership, elicited by their cognitive evaluations of its personnel, price and information perceived service quality (rational assessment), triggered passionate feelings towards the car brands they bought and, second, in the automobile industry context, brand love can increase willingness to pay more, positive electronic word of mouth and resistance to negative information posted on social media about car brands.
Keywords
brand love; emotions; perceived service quality; automobiles
Subject
Business, Economics and Management, Marketing
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
