Toward Brand Loyalty: Two Bridges of Brand and Customer Relationship Quality

This study synthesizes C-A-C model (Cognition-Affection-Conation) (Oliver, 1997) and relations hip marketing ap proach (Berry and Paras uraman, 1991) to build brand loyalty model. This s tudy portraits that brand relationship quality (BRQ) and customer relationship quality (CRQ) are two important mediating roles. This study contributes in that brand and customer relationship quality are two important and significant bridges leading to customers’ brand loyalty from brand benefits. Finally, managerial implications and directions for future research are discussed and suggested.