Antecedents of True Brand Loyalty

Kim, J; Morris, JD; Swait, JRJD

Antecedents of True Brand Loyalty

Kim, J Morris, JD Swait, JRJD

Permalink

Publisher:: M E Sharpe Inc
Publication Type:: Journal Article
Citation:: Journal Of Advertising, 2008, 37 (2), pp. 99 - 117
Issue Date:: 2008-01

Closed Access

	Filename	Description	Size
	2010006500OK.pdf		466.27 kB	Adobe PDF	View/Open

Copyright Clearance Process

Recently Added
In Progress
Closed Access

This item is closed access and not available.

Full metadata record

Field	Value	Language
dc.contributor.author	Kim, J	en_US
dc.contributor.author	Morris, JD	en_US
dc.contributor.author	Swait, JRJD	en_US
dc.date.issued	2008-01	en_US
dc.identifier.citation	Journal Of Advertising, 2008, 37 (2), pp. 99 - 117	en_US
dc.identifier.issn	0091-3367	en_US
dc.identifier.uri	http://hdl.handle.net/10453/15779
dc.description.abstract	We examine a model of six latent constructs and propose that true brand loyalty can be explained as a result of five distinct antecedents: brand credibility, affective brand conviction, cognitive brand conviction, attitude strength, and brand commitment. Data from experimental conditions with manipulations of eight product classes and two involvement levels lend support for the proposed model, demonstrating that brand loyalty can be considered as truly loyal only when mediated by a high degree of affective and cognitive brand conviction, and attitude strength. Advertising and marketing implications for the relationships among the six constructs under different manipulation conditions are discussed	en_US
dc.publisher	M E Sharpe Inc	en_US
dc.relation.ispartof	Journal Of Advertising	en_US
dc.relation.isbasedon	10.2753/JOA0091-3367370208	en_US
dc.subject.classification	Marketing	en_US
dc.title	Antecedents of True Brand Loyalty	en_US
dc.type	Journal Article
utslib.citation.volume	2	en_US
utslib.citation.volume	37	en_US
utslib.for	1505 Marketing	en_US
utslib.for	150503 Marketing Management (incl. Strategy and Customer Relations)	en_US
utslib.for	150504 Marketing Measurement	en_US
utslib.for	1506 Tourism	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Strength - CENSOC - Study of Choice
utslib.copyright.status	closed_access
pubs.consider-herdc	false	en_US
pubs.issue	2	en_US
pubs.volume	37	en_US

Abstract:

We examine a model of six latent constructs and propose that true brand loyalty can be explained as a result of five distinct antecedents: brand credibility, affective brand conviction, cognitive brand conviction, attitude strength, and brand commitment. Data from experimental conditions with manipulations of eight product classes and two involvement levels lend support for the proposed model, demonstrating that brand loyalty can be considered as truly loyal only when mediated by a high degree of affective and cognitive brand conviction, and attitude strength. Advertising and marketing implications for the relationships among the six constructs under different manipulation conditions are discussed

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/15779