Fostering long-term commitment in the sharing economy: Strategies formulated through mixed methods research design

The extensive partner network associated with the sharing economy brands has given the business models a new identity. Given the growth of this business model, the factors driving long-term associations with these brands need exploration. This research uses a mixed -method research design to explore the critical factors underlying sustainable brand commitment in sharing economy models (study 1) using a focus group design with 112 and to develop a theoretical model encompassing the role of partner relationship quality and partner -brand association in creating sustainable brand commitment (study 2). Study 2 model is empirically tested with 420 samples using the structural equation modelling technique. The results of both studies indicate that trust plays the most significant role in enhancing partner relationship quality and building partner -brand association. Incentive is found to be insignificant in developing partner -relationship quality. The research results have contributed to the existing knowledge of branding and psychological commitment theories. The research findings have added significant value to the existing literature on sharing economy models and contribute meaningful implications for the industry and practitioners.