Article2009

An Examination of Attendee Brand Loyalty: Understanding the Moderator of Behavioral Brand Loyalty

47 citations0/0 files storedJournal of Hospitality & Tourism Research

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Conferences and Exhibitions Management

Abstract

Retention of brand-loyal attendees induces deep commitment to an association meeting and great resistance to other conferences'marketing efforts, thereby contributing to high revenue and market share. This study provides additional information about the path from brand satisfaction to attitudinal brand loyalty (ABL) via brand trust through updated expectation of brand value (UEBV) as a mediator on the brand satisfaction—brand trust path. Also, the study investigates the differential tendencies to ABL by high and low behavioral brand loyalty (BBL) attendees within the conceptual model. According to the structural invariance test across two groups, (a) all paths showed significantly positive signs, (b) UEBV was found to serve as a mediator, and (c) BBL was supported as a moderator except for the brand trust—ABL path. Unexpectedly, low BBL attendees showed a stronger tendency toward the path from brand satisfaction to brand trust than did high BBL attendees. The theoretical and practical implications are discussed.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1994The Commitment-Trust Theory of Relationship Marketing 1979A Paradigm for Developing Better Measures of Marketing Constructs 2007Mail and internet surveys : the tailored design method 1987Developing Buyer-Seller Relationships 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Customer Loyalty: Toward an Integrated Conceptual Framework 2010Satisfaction: a behavioral perspective on the consumer

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