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Relationship maintenance (customer retention and exclusivity) and development (increased service usage and cross-buying) are top priorities in Customer Relationship Management. This paper examines how service companies can effectively influence customer patronage behaviors by leveraging overall customer satisfaction, trust and relationship commitment. Using a longitudinal design over a two-year period, we merge survey metrics with actual patronage behaviors taken from a bank’s database. We show that relationship commitment just enhances retention and exclusivity while trust directly influences service usage and cross-buying. As a consequence, trust appears to be highly critical for service relationship development and company profits. Furthermore, trust and relationship commitment mediate the entire impact of satisfaction which appears as a necessary but not sufficient condition for relationship maintenance and development. Satisfaction, and more generally service evaluations, must be efficiently converted into trust and relationship commitment before providing business results. Finally, we establish the temporal antecedence and the predictive power of trust and relationship commitment. Relationship commitment in year t predicts the number of service providers in year t + 1 (exclusivity vs. polygamy), while trust in year t predicts the number of bank products (cross-buying) as well as the service usage level in year t + 1. We then discuss managerial implications for customer relationship maintenance and development.

Offering the ideal product that individuals will systematically repurchase (intensification) and satisfying their need for variety in order to make them cross-purchase within a brand-line’s products (diversification) instead of switching toward competitors are two fundamental functions of brand-lines. Both rely on product variety, organized along breadth (complementary products) and depth (substitutes). We analyze the differing impacts that breadth and depth have on brand-line repurchasing behavior. Repurchasing is broken down into four components based on its motivation, intensification (repurchasing the same product) vs. diversification (cross-purchasing), and its temporal perspective, inter-trip (over shopping trips) vs. intra-trip (during purchasing trips). Whereas breadth demonstrates only positive effects on the repurchasing components, it has no protective effect against brand-switching. Conversely, depth has a negative impact on inter-trip product repurchasing, the most frequent repurchasing component, but offers a protective negative impact against brand-switching. We examine the moderating impacts of brand-line quality, brand-line alignability, and household size.

We examine hedonic re-consumption experiences involving partially similar objects, i.e. partial re-consumption, through the case of movie adaptations of books. We investigate partial re-consumption in its two possible orders, from book to movie and the reverse. A qualitative investigation shows that partial re-consumption is intrinsically flawed due to intrinsic differences between books and movies as media. The perceived fit between book and movie strongly impacts the partial re-consumption evaluation process, but differently depending on the re-consumption order due to the asymmetry between the complementarity of the respective media. In the book-then movie path, a satisfactory fit makes book and movie experiences perceived as complements that can be reconnected, making possible value addition between both experiences. In the movie-then-book path, high levels of fit make movie and book experiences perceived as substitutes, and the addition of value more difficult. We show how book and movie expertise can moderate these processes.

Voluntary labeling strategies, such as Organic label or Label Rouge , have long been considered as a potential solution to address environmental and social issues in the food sector. As a complement, the European political authorities developed a mandatory marking system for fresh eggs. This article questions the effectiveness of public intervention to support sustainable practices using analysis of the demand for fresh eggs in France. Unit root (augmented Dickey Fuller) tests, stationarity (KPSS) tests, and Seasonal Autoregressive Integrated Moving Average (SARIMA) models are used to investigate the unit root behavior of the prices and expenditure shares of fresh eggs in France between 2017 and 2022. We use the Almost Ideal Demand System model on scanner data to analyze the demand of six eggs’ categories, including mandatory egg codes and two labels ( Organic and Label Rouge ). The results suggest that a low price does not compensate for low sustainability involvement in eggs from caged farming, favoring free range eggs. Label Rouge shows market weaknesses, while the organic label shows promising results with both a voluntary and a specific mandatory mark. The lack of elasticity observed, except between cage and free range eggs, implies that consumers who choose high-priced products with voluntary labeling strategies are less inclined to switch to alternatives. The mandatory marking system brings more transparency than voluntary labeling initiative, in favor of sustainable products. The case of eggs is a relevant example of how market intervention can push sustainable consumption and production without forbidding products in the market.

The authors investigate the dynamics of experiential emotions felt while attending a movie in a theatre. They believe that during the movie consumption experience individuals feel a variety of emotions that are organized into specific sequences (patterns) and can be combined into more complex (second-order) emotions. In this qualitative inquiry, the authors observe emotion patterns that are spontaneously evoked by individuals as they recall a movie. The emotion dynamics is intrinsically anticipated by individuals, especially experts, and this impacts on their overall evaluation of the film. Three typical sequences (patterns) are identified. Individuals are observed to combine prototypical emotions such as joy and sadness to generate second-order emotions such as romanticism. These appear to play an important role in the evaluation of the experience. The intensity of emotion (low vs. high) plays an important role in the dynamics at play. Les auteurs explorent la dynamique des émotions ressenties par les spectateurs assistant à la projection d'un film au cinéma. Selon eux, les spectateurs éprouvent une diversité d'émotions organisées en séquences et pouvant aussi se combiner pour former des émotions plus complexes (de second ordre). Dans cette étude qualitative, les auteurs observent les séquences d'émotions ressenties et évoquées spontanément par les individus d'après ce qu'ils se souviennent d'un film. La dynamique des émotions est intrinsèquement anticipée par les individus, surtout par les experts, et cela influence leur évaluation globale du film. Les auteurs dégagent trois séquences types. Ils ont observé que, chez les spectateurs, les émotions prototypiques telles que la joie et la tristesse se fusionnent pour former des émotions de second ordre telles que le romantisme. Ces émotions semblent tenir un rôle important dans l'évaluation de l'expérience émotionnelle. L'intensité des émotions (moindre ou élevée) joue un rôle important dans cette dynamique. Los autores estudian la dinámica de la experiencia emocional del espectador al asistir a una película en el cine. Opinan que durante la experiencia del consumo cinematográfico, se viven una serie de emociones organizadas en secuencias (patrones) específicas que pueden mezclarse con emociones más complejas (de segundo orden). En la presente investigación cualitativa, los autores observan patrones afectivos evocados espontáneamente al recordar una película. Los espectadores, en particular los expertos, anticipan intrínsecamente la dinámica emocional, lo que influye sobre su evaluación general de la película. Se destacan tres secuencias (patrones) típicas observadas. El espectador combina emociones prototípicas tales como la alegría y la tristeza que a su vez generan emociones de segundo orden como el romanticismo. Estas últimas parecen desempeñar un papel importante en la evaluación de la experiencia cinematográfica. La alta o baja intensidad de la emoción constituye también un importante factor de la dinámica en juego.

Purpose – The purpose of this paper is to study the child–brand relationship dynamic in interaction with the relationships children develop with their family, peers and teacher. Design/methodology/approach – In all, six classes in French primary schools are observed for six months. Among the 112 children observed, aged 10-11 years, 24 of them are interviewed twice individually and 24 others are interviewed in focus groups. Findings – A lack of coherence between parents, peers and the teacher, as well as with the child’s own desires, affects the child–brand relationship and reduces the child’s self-esteem. Based on this, this study proposes a four-case typology of child–brand relationship dynamics with two criteria: the child’s attitude toward the brand relationship (favorable and unfavorable) and the consistency of attitudes in his/her socialization spheres (peers, parents and teacher) relative to this relationship. Then, the most frequent trajectories children follow across these brand relationship cases are identified. Research limitations/implications – This study applies to branded clothes. Practical implications – From a marketer’s perspective, this study reveals that there are different qualities in child–brand relationships. The strongest one appears when the child feels free from outside pressure and when peers, parents and the teacher create a virtuous circle for brands (or at least do not contradict the child’s desires for brands). Social implications – For public policymakers, it can be useful to be aware that when peers, parents and teachers’ opinions about brands differ, this affects the child’s self-esteem. Originality/value – The study offers a dynamic approach to child–brand relationships.

Purpose - This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased packaged goods markets, and propose the perceived brand relationship orientation concept as an additional antecedent of trust, affective commitment and attitudinal loyalty. Yet, for a relationship to exist, the parties need to be mutually considered as potential relational partners. This paper seeks to introduce the concept of perceived brand relationship orientation, which is considered, along with perceived quality, as a significant direct antecedent of relationship quality (trust and affective commitment) and, indirectly, attitudinal loyalty. Design/methodology/approach - The empirical application involves major national brands positioned in frequently purchased packaged goods food categories (ice cream and frozen meals). The conceptualization and measurement of the perceived brand relationship orientation bears on a qualitative analysis of marketing experts and consumers. Refinement and validation of measures are applied to a convenience sample of 153 students and finally to a sample of 404 consumers, using exploratory and confirmatory factor analyses. Structural equation modeling is used to test the model and hypotheses. Findings - First, the authors validate the relationship marketing model in the case of strong national brands positioned in the frequently purchased packaged goods sector. The authors show that perceived quality impacts relationship quality (trust and affective commitment), which in turn influences attitudinal loyalty. Second, in addition to the effects of perceived quality, the authors show that perceived brand relationship orientation has direct positive impacts on trust and affective commitment and, in turn, has an indirect impact on attitudinal loyalty. However, this effect is limited to the case where consumers have a high (versus low) level of attitude toward the brand. Research limitations/implications - The application is limited to only two product categories and to strong national brands that enjoy high levels of perceived quality and attitude. Also, the model could be connected to behavioral loyalty metrics, in addition to attitudinal loyalty. The moderating impacts of relational disposition toward the brand should also be tested in future research. Practical implications - To develop consumers' attitudinal loyalty, brands must invest in programs converting efficiently perceived quality into trust and affective commitment as bases for differentiation and competitive advantage. Implications for brands' communication and distribution policies come along together with the necessity of enhancing the contacts and dialogue between the brand and the consumers. This confirms the potential outputs of brands' CRM strategies in the case of frequently purchased packaged good categories. Originality/value - The conceptualization of BPRO in the case of frequently purchased packaged good categories is a new step in the consumer-brand relationship understanding.