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Investigating the impact of brand relationship quality on brand loyalty in social commerce: A study on the moderating role of cultural values
Journal of Digital & Social Media Marketing,
12
(4),
374-392
(2025)
Abstract
This paper examines the influence of brand relationship quality (BRQ) on brand loyalty within the sphere of social commerce and explores how cultural values could moderate this impact. Consistent with prior research, our results confirm a positive correlation between BRQ and brand loyalty. Importantly, this research highlights the moderating role that cultural values play in building brand loyalty, underscoring their significance and the need to consider them carefully. Specifically, customers with high indices in individualism, masculinity and power distance display greater brand loyalty when BRQ is high. Conversely, those with lower scores on the indulgence and long-term orientation dimensions tend to exhibit stronger brand loyalty when BRQ is high. This study underlines the importance of integrating cultural values when building brand loyalty within the sphere of social commerce, contributing new insights into the complex interplay between culture and consumer behaviour in digital environments.
Keywords: social commerce; brand relationship quality; brand loyalty; cultural values
The full article is available to subscribers to the journal.
Author's Biography
Ebrahim Mazaheri is an associate professor of marketing at Wilfrid Laurier University’s Lazaridis School of Business and Economics. Dr Mazaheri’s research focuses on online consumer behaviour, social media marketing and the role of culture in shaping consumer behaviour. His work has been published in such journals as the Journal of Business Research, Journal of Services Marketing, Journal of Marketing Theory and Practice and Journal of Retailing and Consumer Services. Ebrahim has also written business cases published in the Case Research Journal, the Case Journal, and by Ivey Publishing.
Michel Laroche holds the Royal Bank Distinguished Professorship in Marketing at Concordia University’s John Molson School of Business. His current projects include inter alia online consumer behaviour, digital marketing, brand communities, social media, data mining and the sharing economy. Dr Laroche’s work has been published in such journals as Journal of Consumer Research, Journal of Business Research, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of the Association for Consumer Research, Journal of Business Ethics, Business Horizons and the International Journal of Information Management. He is the former Editor-in-chief of the Canadian Journal of Administrative Sciences, and a former Co-Editor of the Journal of Business Research. He is a Life Time Fellow of the Royal Society of Canada and a Fellow of the American Psychological Association, the Society for Marketing Advances and the Academy of Marketing Science. His honours include the 2000 Jacques-Rousseau Medal, the 2002 Living Legend of Marketing Award, the 2003 Sprott Leader in Business Research & Practice Award, the 2016 Hans B. Thorelli Award and the 2019 Howard Berkman Service Award.
Di Lyu is a graduate from the John Molson School of Business at Concordia University, with a master of science degree in marketing. She has a keen interest in social media, brand marketing and brand loyalty, and currently applies her expertise at TD Canada Trust.
