Determinants of Brand Loyalty: A Study of the Experience-Commitment- Loyalty Constructs
AffiliationUnivresity of Chester, Leeds Beckett University, Software Innovation Norway
MetadataShow full item record
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.
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.v5n6p13
The following license files are associated with this item:
- Creative Commons
Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nd/4.0/
Showing items related by title, author, creator and subject.
Role of attitudes in Brazil's country brand imageGiraldi, Janaina de Moura Engracia; Maheshwari, Vishwas; Mariutti, Fabiana; Konstantopoulou, Anastasia; University of Sao Paulo, University of Chester, Univeristy of Sao Paulo, Edge Hill University (Inderscience Publishers, 2018-10-09)For past three decades, the academic community has sought to advance the analysis relating to the image of several countries around the world. In relation, several studies have since been published on contemporary relevance of the image of a given country, and its subsequent effects on product evaluations and purchase intentions, among other behavioural outcomes. Nonetheless, despite the importance of the theory of attitude in evaluating the image of a country, the majority of papers in the field has focused on the cognitive component of attitude only, having the other components, affective and conative, not thoroughly being examined. As a result, with an aim to extend our current understanding into the role of attitudes on country brand image, this paper considers the conations more broadly such as, the predisposition for traveling, doing businesses, investing, working in the country, as well as, the willingness for either buying products made in the Brazil or shopping in the Brazil. Additionally, the purpose of this paper is to investigate Brazil's country brand image, based on the three-attitudinal categories "cognitive", "affective", and "conative". The methodological approach taken in this study is a quantitative method via an online survey. The study population consisted of the 427 undergraduate students at foreign institutions partaking agreements with a Brazilian public university. Attitudes were analysed using exploratory factor analysis to correlate potential impact on Brazils' country brand image. The country's image refers to a construct derived from the concept of attitudes, being comprised of cognitive, affective, and conative components. Results of this study indicate that the conative dimension received the highest scores of the respondents implying strong behavioural intentions in relation to Brazil's country brand image. It is also noteworthy that the technical dimension presented a more negative assessment in comparison to all other dimensions of Brazil's image, indicating that such a cognitive element to be adequately developed to highlight better brand assurance.
Through the looking glass: the factors that influence consumer trust and distrust in brandsMal, Carmen; Davies, Gary; Diers-Lawson, Audra (Wiley, 2018-09-27)This paper aims to identify the factors responsible for creating brand trust and brand distrust among consumers. It uses a grounded theory approach to guide the conduct and analysis of 20 semi-structured interviews that yielded 120 descriptions of consumer-brand interactions. The 3 stage model that emerged shows a process whereby consumers prioritize product/service quality information and subsequently consider how the company behind the brand behaves towards consumers in the name of the brand, specifically behaviors signalling its integrity and benevolence. Finally, consumers consider characteristics of the company behind the brand (e.g. its financial status) and how it behaves in its own name towards other stakeholder groups (e.g. employees). The process for distrust mirrors that for trust, implying the two are polar opposites. The data also show that trust and distrust in a brand can co-exist but within separate domains.
The competing dynamics and relationships in corporate and local government agency constructions of placeRussell, Natalie; Adderley, Simon; Stokes, Peter; Scott, Peter; University of Chester ; University of Birmingham ; University of Chester ; Liverpool John Moores University (Slovenian Academy of Management, 2014-01-01)This paper explores the dynamics of how private sector business entities and local government bodies perceive and interact with the identity of the locality in which they operate. It identifies tensions and differences in, and consequences of, the dynamics and relationships between how private sector business entities view constructions of ‘place’ and how government and publicly-funded place-marketing organisations portray and promote localities. These issues are examined through the phenomenon, brand and slogan of ‘visit, live, invest’ which is gaining credence in the United Kingdom and elsewhere in the world. The paper develops data using in-depth interviews and a smallscale survey set within an overall interpretivistic case study approach. The data and the case-study demonstrate that, despite the rebranding of the local government agencies as a placemarketing organisation committed to the new ‘live, visit, invest’ initiative and brand agenda, there is an ongoing ‘cultural hangover’ from previous place promotion policies. There are also serious impacts and consequences for relationships between the public and private sectors and with other stakeholders. The prevailing image of UKTown (real name anonymised) by business leaders is one that sees this town fundamentally as a historic, traditional and conservative town. This image has been the product of many years of older style promotion in this vein. While such an image may suggest pleasant aspects of the living environment, it has little to do with corporate image, values and concerns and many private sector business entities do not identity with it. In several instances it is even considered by certain business sectors to be ‘detrimental’ to the need for a dynamic business environment and the forms of relationships and activities these necessitate. The paper indicates a number of strategic moves that could be adopted in order to improve this predicament. Keywords: private business entities, local government agency, place identity, place marketing, branding, perception