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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.


Peter Faber Business School

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Journal Article

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