Determinants of Brand Loyalty: A Study of the Experience-Commitment- Loyalty Constructs

Hdl Handle:
http://hdl.handle.net/10034/620501
Title:
Determinants of Brand Loyalty: A Study of the Experience-Commitment- Loyalty Constructs
Authors:
Maheshwari, Vishwas; Lodorfos, George; Jacobsen, Siril
Abstract:
Marketing strategies for brands have shifted its focus on relationships and value creation that directly links to brand loyalty, is the main focus of this paper and two key factors: brand experience and brand commitment, within automotive sector, are investigated to examine relative relationships. These factors have already been established to have a connection to brand loyalty. However, as brand commitment consists of both affective and continuance commitment, it is still somewhat unclear about which of these aspects of commitment has the greatest, or most important impact on brand loyalty. Moreover, the existing research and literature surrounding the brand experience construct is extensive. However, it is not entirely clear regarding this construct’s relationship to brand loyalty. While some authors claim that it affects brand loyalty directly, others have found that it is a dependent variable, which, alone does not have any immediate effect on brand loyalty. This study also investigates a connection between brand experience and brand loyalty as far as automotive sector is concerned, both with and without commitment as a mediator. As a result, continuance commitment was found to not have any considerable impact on the consumer’s loyalty towards a brand, it is assumed that factors such as price and other available alternatives dos not influence this desire to maintain said relationship.
Affiliation:
Univresity of Chester, Leeds Beckett University, Software Innovation Norway
Citation:
Maheshwari, V., Lodorfos, G. & Jacobsen, S. (2014). Determinants of brand loyalty: A study of the experience-commitment- loyalty constructs, International Journal of Business Administration, 5 (6), p.13-23. https://doi.org/10.5430/ijba.v5n6p13
Publisher:
Sciedu Press
Journal:
International Journal of Business Administration
Publication Date:
16-Nov-2014
URI:
http://hdl.handle.net/10034/620501
DOI:
https://doi.org/10.5430/ijba.v5n6p13
Additional Links:
http://www.sciedupress.com/journal/index.php/ijba/article/view/5906
Type:
Article
Language:
en
ISSN:
1923-4007
EISSN:
1923-4015
Appears in Collections:
Chester Business School

Full metadata record

DC FieldValue Language
dc.contributor.authorMaheshwari, Vishwasen
dc.contributor.authorLodorfos, Georgeen
dc.contributor.authorJacobsen, Sirilen
dc.date.accessioned2017-05-12T16:03:42Z-
dc.date.available2017-05-12T16:03:42Z-
dc.date.issued2014-11-16-
dc.identifier.citationMaheshwari, V., Lodorfos, G. & Jacobsen, S. (2014). Determinants of brand loyalty: A study of the experience-commitment- loyalty constructs, International Journal of Business Administration, 5 (6), p.13-23. https://doi.org/10.5430/ijba.v5n6p13en
dc.identifier.issn1923-4007-
dc.identifier.doihttps://doi.org/10.5430/ijba.v5n6p13-
dc.identifier.urihttp://hdl.handle.net/10034/620501-
dc.description.abstractMarketing strategies for brands have shifted its focus on relationships and value creation that directly links to brand loyalty, is the main focus of this paper and two key factors: brand experience and brand commitment, within automotive sector, are investigated to examine relative relationships. These factors have already been established to have a connection to brand loyalty. However, as brand commitment consists of both affective and continuance commitment, it is still somewhat unclear about which of these aspects of commitment has the greatest, or most important impact on brand loyalty. Moreover, the existing research and literature surrounding the brand experience construct is extensive. However, it is not entirely clear regarding this construct’s relationship to brand loyalty. While some authors claim that it affects brand loyalty directly, others have found that it is a dependent variable, which, alone does not have any immediate effect on brand loyalty. This study also investigates a connection between brand experience and brand loyalty as far as automotive sector is concerned, both with and without commitment as a mediator. As a result, continuance commitment was found to not have any considerable impact on the consumer’s loyalty towards a brand, it is assumed that factors such as price and other available alternatives dos not influence this desire to maintain said relationship.en
dc.language.isoenen
dc.publisherSciedu Pressen
dc.relation.urlhttp://www.sciedupress.com/journal/index.php/ijba/article/view/5906en
dc.rights.urihttp://creativecommons.org/licenses/by-nd/4.0/en
dc.subjectbrand imageen
dc.subjectbrand loyaltyen
dc.subjectbrand committmenten
dc.subjectbrandingen
dc.titleDeterminants of Brand Loyalty: A Study of the Experience-Commitment- Loyalty Constructsen
dc.typeArticleen
dc.identifier.eissn1923-4015-
dc.contributor.departmentUnivresity of Chester, Leeds Beckett University, Software Innovation Norwayen
dc.identifier.journalInternational Journal of Business Administrationen
dc.date.accepted2014-11-11-
or.grant.openaccessYesen
rioxxterms.funderunfundeden
rioxxterms.identifier.projectunfundeden
rioxxterms.versionVoRen
rioxxterms.licenseref.startdate2014-11-16-
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