The Compositions, Antecedents and Consequences of Brand Loyalty

Abstract

Retaining customers has become more important since the market is so competitive. A great deal of practitioners and academics have been devoting their effort to study how to create and maintain consumers’ brand loyalty because brand loyal consumers benefit a firm by reducing marketing costs. In addition, these loyal consumers are willing to pay premium prices to stay connected with a brand. Most importantly, they not only live up to their loyal behavior by undertaking repeat purchase on a brand, but also disseminate positive word-of-mouth encouraging their peers to purchase the same brand. The purpose of this study is to identify the three underlying dimensions of brand loyalty (behavioral brand loyalty, attitudinal brand loyalty and composite brand loyalty) and to examine the relationships between these three brand loyalties and their antecedents (functional value, emotional value, social value, epistemic value, and conditional value) and their consequences (purchase intention and word-of-mouth). This study provided empirical evidence in the mobile phone industry, and found that the three underlying structure of brand loyalty had been confirmed and ought to be measured simultaneously in the mobile phone industry; only functional value and epistemic value had a positive and significant associations with the three brand loyalties; there was a positive and significant relationship between composite brand loyalty and the consequences of brand loyalty (purchase intention and word-of-mouth); only composite brand loyalty served as a mediator between the antecedents and consequences of brand loyalty



Author Information
Chien-An Lin, National Kaohsiung University of Hospitality and Tourism, Taiwan

Paper Information
Conference: ACP2015
Stream: Qualitative/Quantitative Research in any other area of Psychology

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