Antecedents of True Brand Loyalty

UTSePress Research/Manakin Repository

Search UTSePress Research


Advanced Search

Browse

My Account

Show simple item record

dc.contributor.author Kim, Jooyoung en_US
dc.contributor.author Morris, Jon en_US
dc.contributor.author Swait Jr, Joffre en_US
dc.contributor.editor en_US
dc.date.accessioned 2012-02-02T11:02:55Z
dc.date.available 2012-02-02T11:02:55Z
dc.date.issued 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.identifier.uri http://hdl.handle.net/10453/15779
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 http://dx.doi.org/10.2753/JOA0091-3367370208 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
dc.cauo.name 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
dc.classification.name Marketing en_US
dc.classification.type FOR-08 en_US
dc.edition en_US
dc.custom en_US
dc.date.activity en_US
dc.location.activity en_US
dc.description.keywords NA en_US
dc.staffid 100729 en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record