Expressing gratitude the right way: how and when does brand gratitude strengthen the consumer–brand relationship?
Robin Singh Bhalla, Gurbir Singh, Balaji M.S.Purpose
Drawing on the find-remind-and-bind theory, this study aims to investigate the impact of brand gratitude on consumer–brand relationship quality (BRQ). It identifies perceived sincerity as the underlying mechanism, examines brand loyalty and advocacy as downstream consequences and delineates how the effectiveness of brand gratitude is moderated by the service experience stage, interaction channel and latency.
Design/methodology/approach
This research uses a multi-method design comprising one field study and four experiments. Study 1 establish the effect of brand gratitude on behavioural BRQ. Study 2 tests the mediating role of perceived sincerity and consequential outcomes of customer loyalty and advocacy. Studies 3–5 investigate the moderating roles of service stage (beginning vs end), interaction channel (face-to-face vs digital) and latency (immediate vs delayed).
Findings
The results provide robust evidence that brand gratitude enhances BRQ through increased perceptions of sincerity. Furthermore, brand gratitude expressed at the end of the service experience and through face-to-face channels was found to be more effective in increasing BRQ. Additionally, brand gratitude is more effective when expressed immediately via digital channels rather than following a delay.
Research limitations/implications
The study findings offer novel theoretical implications and practical insights. This research extends the find-remind-and-bind framework to the branding and services context, demonstrating how and when brand gratitude fosters relationship quality.
Practical implications
For managers, the findings provide a strategic framework to design effective moments of brand gratitude.
Originality/value
This research shifts the focus from consumer-felt gratitude to brand-expressed gratitude, establishing it as a critical driver of relationship quality. The findings reveal that the effectiveness of brand gratitude is dependent on the service experience stage (beginning vs ending), interaction channel (digital vs face-to-face) and latency (immediate vs delayed). This research offers a comprehensive framework for how brands can leverage gratitude to enhance consumer−brand relationships.