How Cultural and Institutional Dimensions Shape Consumer–Brand Relationships’ Effects on Brand Loyalty: An Abstract

Research on consumer–brand relationships has started to empirically examine mechanisms behind the brand relationships—customer brand loyalty link (e.g., impression management, feelings of security; Sen et al. 2015), but still little is known about the cultural and institutional settings that enable these links. In this study, we conduct a meta-analytic investigation of how seven country-level cultural and institutional variables moderate the relationship between consumer–brand relationships (CBR) and customer brand loyalty. Specifically, we investigate how and why different types of CBRs—namely brand attachment, brand love, self-brand connection, brand identification, and brand trust—drive loyalty better in some cultural and institutional contexts than others.