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Abstract

This research examines the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in the context of online retailing. We scrutinise the moderating impact of customergoal attainment on the relationship between consumer hope and customer–brand relationship outcomes.Data were collected from 418 online shoppers. The results indicate that three dimensions of brand value had apositive impact on consumer hope. Consumer hope was also positively related to customer–brand relationshipoutcome variables and the moderating role of customer goal attainment was supported. Theoretically, this modelhighlights the important role that hope can play in a customer–brand relationship in an online retail environment.

Item Type:	Article
Authors/Creators:	Fazal-E-Hasan, SM and Ahmadi, H and Mortimer, G and Grimmer, M
Keywords:	Brand value, online retailing, customer hope
Journal or Publication Title:	Journal of Retailing and Consumer Services
Publisher:	Pergamon Press
ISSN:	0969-6989
DOI / ID Number:	https://doi.org/10.1016/j.jretconser.2017.12.004
Copyright Information:	Copyright 2017 Elsevier Ltd
Related URLs:	UTAS Profile: Fazal-E-Hasan, SM Google Scholar: Grimmer, M UTAS Profile: Grimmer, M
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