RECONCEPTUALIZING BRAND LOYALTY: ITS CONCEPTUAL DOMAIN, COMPONENTS, AND STRUCTURE
Abstract (150 Words)
This study revisits the dimensional structure of the brand loyalty construct. Following recent developments in loyalty studies, this research conceptualizes loyalty as a four-dimensional construct, comprised of cognitive, affective, conative, and behavioral loyalty. It is proposed that the first three dimensions collectively form a higher order factor, namely attitudinal loyalty, which then leads to behavioral loyalty. However, this conceptualization is not supported by the data. Alternatively, a modified model, based on the traditional conceptualization that attitudinal loyalty is a first-order, one-dimensional construct was found to better fit the data. Thus, this study revalidates the traditional two-dimensional conceptualization of loyalty. It also contributes to the literature by introducing and validating a 5-item attitudinal loyalty measure.
RECONCEPTUALIZING BRAND LOYALTY: ITS CONCEPTUAL DOMAIN, COMPONENTS, AND STRUCTURE
This study revisits the dimensional structure of the brand loyalty construct. Following recent developments in loyalty studies, this research conceptualizes loyalty as a four-dimensional construct, comprised of cognitive, affective, conative, and behavioral loyalty. It is proposed that the first three dimensions collectively form a higher order factor, namely attitudinal loyalty, which then leads to behavioral loyalty. However, this conceptualization is not supported by the data. Alternatively, a modified model, based on the traditional conceptualization that attitudinal loyalty is a first-order, one-dimensional construct was found to better fit the data. Thus, this study revalidates the traditional two-dimensional conceptualization of loyalty. It also contributes to the literature by introducing and validating a 5-item attitudinal loyalty measure.
