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Determinants of Brand Loyalty: A Study of the Experience-Commitment- Loyalty Constructs
Maheshwari, Vishwas Lodorfos, George Jacobsen, Siril
Maheshwari, Vishwas
Lodorfos, George
Jacobsen, Siril
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Publication Date
2014-11-16
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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.
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
Research Unit
DOI
https://doi.org/10.5430/ijba.v5n6p13
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PubMed Central ID
Type
Article
Language
en
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Series/Report no.
ISSN
1923-4007
EISSN
1923-4015