TY - JOUR
T1 - Attitudinal Correlates of Brand Commitment
T2 - An Empirical Study
AU - Wang, Guangping
PY - 2002/3/1
Y1 - 2002/3/1
N2 - Although brand commitment has been a recurrent theme in loyalty research, the construct is not well understood with regard to its formation and its links to other key attitudinal variables. Integrating consumer research and relationship marketing theory, this paper suggests two routes to the development of affective commitment and proposes a model of brand commitment with satisfaction, trust, and brand-person fit as antecedents and exclusive purchase intention as an outcome. The model was tested across three product categories and received substantial empirical support. Implications, limitations and future research directions are discussed.
AB - Although brand commitment has been a recurrent theme in loyalty research, the construct is not well understood with regard to its formation and its links to other key attitudinal variables. Integrating consumer research and relationship marketing theory, this paper suggests two routes to the development of affective commitment and proposes a model of brand commitment with satisfaction, trust, and brand-person fit as antecedents and exclusive purchase intention as an outcome. The model was tested across three product categories and received substantial empirical support. Implications, limitations and future research directions are discussed.
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U2 - 10.1300/J366v01n02_04
DO - 10.1300/J366v01n02_04
M3 - Article
AN - SCOPUS:85009560988
SN - 1533-2667
VL - 1
SP - 57
EP - 75
JO - Journal of Relationship Marketing
JF - Journal of Relationship Marketing
IS - 2
ER -