Determinants of Brand Loyalty: A Study of the Experience-Commitment- Loyalty Constructs
Affiliation
Univresity of Chester, Leeds Beckett University, Software Innovation NorwayPublication Date
2014-11-16Metadata
Show full item recordAbstract
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.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.v5n6p13Publisher
Sciedu PressAdditional Links
http://www.sciedupress.com/journal/index.php/ijba/article/view/5906Type
ArticleLanguage
enISSN
1923-4007EISSN
1923-4015Scopus Count
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- Creative Commons
Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nd/4.0/
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