Article2012

Brand loyalty and the role of hedonic value

174 citations0/0 files storedJournal of Product & Brand Management

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

Abstract Purpose – The objective of this paper is to explore the antecedents of brand loyalty in the chocolate market. Design/methodology/approach – A large sample of 808 effective responses was collected through an online questionnaire that was posted on the Facebook wall of a Finnish confectionery company. A model of four antecedents (brand satisfaction, brand equity, brand value, brand trust) leading to two aspects of brand loyalty (behavioral loyalty, attitudinal loyalty) was constructed. The moderating effect of consumers' hedonic value in the model was tested. Confirmatory factor analysis was used to validate the constructs and multigroup structural equation modeling was used to test the hypotheses. Findings – The results suggest that brand satisfaction is the most significant factor for brand loyalty within the chocolate market, followed by brand value and brand equity. The findings suggest that brand trust is the least significant factor for brand loyalty since it was only marginally related to attitudinal brand loyalty and no effect for behavioral brand loyalty was found. The moderator effect of hedonic value shows that the effect of brand satisfaction on attitudinal loyalty is significantly stronger among consumers with high hedonic value compared to consumers with low hedonic value. No other moderating effects were found. Originality/value – The findings provide more insight into consumer brand loyalty and the role of hedonic value research among hedonic consumable goods.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2000Structural equation modeling with AMOS: basic concepts, applications, and programming 1979Review of Psychometric theory (2nd ed.).1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1999Whence Consumer Loyalty?1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty

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