Brand Loyalty and Situational Effects

Abstract

The influence of the ‘situation’ in which purchase or consumption occurs has either been ignored or conveniently classified as a ‘random’ factor in the current attitude-based perspective of brand loyalty. In particular, attitude-situation interaction effects have not been studied. The current perspective may be inadequate for explaining repeat purchasing behavior in certain product categories. This study explores the prospect of incorporating the interactionist framework into contemporary brand loyalty theory. The interactionist framework takes into account the effects of the situation on attitude-behavior relationships. Experiments are conducted for two product categories–greeting cards and computer diskettes–to analyze the relationships among relative brand attitude, the situation and repeat purchasing behavior. Results indicate that the attitude-situation interaction effect is significant in the greeting cards category. Theoretical and managerial implications of the findings are also discussed.

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