Examining the role of consumer hope in explaining the impact of perceived brand value on customer-brand relationship outcomes in an online retailing environment

This research examines the role of consumer hope in explaining the impact of perceived brand value on customer-brand relationship outcomes in the context of online retailing. We scrutinise the moderating impact of customer goal attainment on the relationship between consumer hope and customer-brand relationship outcomes. Data were collected from 418 online shoppers. The results indicate that three dimensions of brand value had a positive impact on consumer hope. Consumer hope was also positively related to customer-brand relationship outcome variables and the moderating role of customer goal attainment was supported. Theoretically, this model highlights the important role that hope can play in a customer-brand relationship in an online retail environment.