Antecedents of True Brand Loyalty

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dc.contributor.author Kim, J
dc.contributor.author Morris, JD
dc.contributor.author Swait, JRJD
dc.date.accessioned 2012-02-02T11:02:55Z
dc.date.issued 2008-01
dc.identifier.citation Journal Of Advertising, 2008, 37 (2), pp. 99 - 117
dc.identifier.issn 0091-3367
dc.identifier.other C1UNSUBMIT 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
dc.publisher M E Sharpe Inc
dc.relation.isbasedon 10.2753/JOA0091-3367370208
dc.title Antecedents of True Brand Loyalty
dc.type Journal Article
dc.description.version Published
dc.parent Journal Of Advertising
dc.journal.volume 2
dc.journal.volume 37
dc.journal.number 2 en_US
dc.publocation Armonk, USA en_US
dc.identifier.startpage 99 en_US
dc.identifier.endpage 117 en_US
dc.cauo.name BUS.The Dean's Unit en_US
dc.conference Verified OK en_US
dc.for 1505 Marketing
dc.for 150503 Marketing Management (Incl. Strategy and Customer Relations)
dc.for 150504 Marketing Measurement
dc.personcode 100729
dc.percentage 0 en_US
dc.classification.name Marketing en_US
dc.classification.type FOR-08 en_US
dc.edition en_US
dc.custom en_US
dc.date.activity en_US
dc.location.activity en_US
dc.description.keywords NA en_US
dc.description.keywords Science & Technology
dc.description.keywords Multidisciplinary Sciences
dc.description.keywords Science & Technology - Other Topics
dc.description.keywords MULTIDISCIPLINARY SCIENCES
dc.description.keywords coral
dc.description.keywords temperature
dc.description.keywords boundary layer
dc.description.keywords water flow
dc.description.keywords microsensor
dc.description.keywords MACROPHYTE VALLISNERIA-AMERICANA
dc.description.keywords SHALLOW-WATER CORALS
dc.description.keywords PACIFIC REEF CORALS
dc.description.keywords GREAT-BARRIER-REEF
dc.description.keywords MASS-TRANSFER
dc.description.keywords POCILLOPORA-DAMICORNIS
dc.description.keywords SCLERACTINIAN CORALS
dc.description.keywords DICHOCOENIA-STOKESII
dc.description.keywords INORGANIC CARBON
dc.description.keywords PARTICLE CAPTURE
pubs.embargo.period Not known
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 - Study of Choice
utslib.copyright.status Closed Access
utslib.copyright.date 2015-04-15 12:17:09.805752+10
utslib.collection.history Closed (ID: 3)


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