Antecedents of True Brand Loyalty

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Show simple item record Kim, Jooyoung en_US Morris, Jon en_US Swait Jr, Joffre en_US
dc.contributor.editor en_US 2012-02-02T11:02:55Z 2012-02-02T11:02:55Z 2008 en_US
dc.identifier 2010006500 en_US
dc.identifier.citation Kim Jooyoung, Morris Jon, and Swait Joffre 2008, 'Antecedents of True Brand Loyalty', M E Sharpe Inc, vol. 37, no. 2, pp. 99-117. en_US
dc.identifier.issn 0091-3367 en_US
dc.identifier.other C1UNSUBMIT en_US
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 en_US
dc.language en_US
dc.publisher M E Sharpe Inc en_US
dc.relation.isbasedon en_US
dc.title Antecedents of True Brand Loyalty en_US
dc.parent Journal Of Advertising en_US
dc.journal.volume 37 en_US
dc.journal.number 2 en_US
dc.publocation Armonk, USA en_US
dc.identifier.startpage 99 en_US
dc.identifier.endpage 117 en_US BUS.The Dean's Unit en_US
dc.conference Verified OK en_US
dc.for 150500 en_US
dc.personcode 0000071658 en_US
dc.personcode 0000071659 en_US
dc.personcode 100729 en_US
dc.percentage 0 en_US Marketing en_US
dc.classification.type FOR-08 en_US
dc.edition en_US
dc.custom en_US en_US
dc.location.activity en_US
dc.description.keywords NA en_US
dc.staffid 100729 en_US

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