Self-brand connection with service brands: examining relationships with performance satisfaction, perceived value, and brand relationship quality

Self-brand connection (SBC) is an emergent concept, necessitating an understanding into its nomological network. The current study examines a critical role of SBC in case of pure service brands, investigating the influences of consumer satisfaction and perceived value on SBC. Additionally, self-brand connection is positioned as a mediator of the effects of satisfaction and value on relationship quality. The conceptual model, estimated on a large sample of service consumers from India, reveals an acceptable data fit and support for all the hypotheses. The novel findings suggest that for purely intangible service brands, consumer postpurchase evaluations have consumer self-concept implications, subsequently leading to enhanced relationship quality.