Abstract:

The empirical research study aims to examine how relationship quality (RQ) affects behavioral intentions towards a brand and to investigate the moderating influence of brand involvement on purchase and recommendation intentions in emerging markets. The description of the quantitative research method was utilized, and data was collected from 357 undergraduate and postgraduate students at two universities in Saudi Arabia using survey questionnaires. The analysis of the data was conducted using structural equation modeling in SPSS AMOS. The study findings indicate that RQ has a positive impact on behavioral intentions towards the brand. Furthermore, the indirect effect of RQ on purchase intention and recommendation is moderated by brand involvement on social media. This study explores the influence of perceived relationship quality on purchasing and recommending intentions while considering the moderating role of brand involvement in shaping consumer behavior and willingness to recommend brands in the context of developing countries. Finally, the study's results have significant theoretical and managerial contributions.