Article2014

An exploration of brand equity antecedents concerning brand loyalty: A cognitive, affective, and conative perspective

Delisia R. Matthews · Junghwa Son · Kittichai Watchravesringkan

48 citations0/0 files storedJournal of Business & Retail Management Research

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

Abstract

The purpose of this study was to identify and assess the antecedents of brand loyalty from the perspective of Oliver’s (1997) cognitive, affective, and conative theorization of consumer loyalty. A convenience sample of 285 students across multiple majors of study completed a survey questionnaire. The questionnaire included brand equity, brand satisfaction, and brand loyalty items. Each item was measured based upon a seven-point Likert scale. Two jean brands, one premium jean brand and one nonpremium jean brand, were utilized to assess the items. Structural Equation Modeling (SEM) was employed to test proposed research hypotheses. Based upon Oliver’s theorization of consumer loyalty, a positive relationship was confirmed between brand emotional value and brand satisfaction, brand emotional value and brand loyalty, and brand satisfaction and brand loyalty for both jean brand groups. This study indicated a lack of association between brand awareness and brand emotional value. This notion suggests that even if a retailer carries a brand with high awareness, that brand will not necessarily invoke an emotional value in the consumer. Therefore, retailers should consider stocking more than just well-known brands, and make sure that the brands they carry meet the functional and non-functional needs of their consumers.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Whence Consumer Loyalty?2001Consumer perceived value: The development of a multiple item scale 2010Satisfaction: a behavioral perspective on the consumer 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1993The Antecedents and Consequences of Customer Satisfaction for Firms 1991Managing brand equity : capitalizing on the value of a brand name.1998On the relationship between store image, store satisfaction and store loyalty

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