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Attitude and brand loyalty: A longitudinal study of multiattribute attitude models and intervening variables

Attitude and brand loyalty: A longitudinal study of multiattribute attitude models and... Abstract Brand loyalty has been a major concern within marketing circles, both business and academic. This research goes beyond the traditional end brand-loyal behavior. In addition, the effect of several variables which may mediate this attitude/behavior association was analyzed. Attitude was represented by Fishbein's AB and BI models while brand loyalt) was measured by actual purchase data. Diaries of consumer purchases were kept over a two month span, during which several measures of attitude and intervening variables were collected. Correlation and regression analysis indicated that an association exists between attitude and brand-loyal behavior, with very little difference between the AB and BI models. While the effects of intervening variables were equivocal, the attitudinal approach to brand loyalty appears to a viable alternative to ex post facto measures. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Attitude and brand loyalty: A longitudinal study of multiattribute attitude models and intervening variables

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References (15)

Publisher
Springer Journals
Copyright
1978 The Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02729508
Publisher site
See Article on Publisher Site

Abstract

Abstract Brand loyalty has been a major concern within marketing circles, both business and academic. This research goes beyond the traditional end brand-loyal behavior. In addition, the effect of several variables which may mediate this attitude/behavior association was analyzed. Attitude was represented by Fishbein's AB and BI models while brand loyalt) was measured by actual purchase data. Diaries of consumer purchases were kept over a two month span, during which several measures of attitude and intervening variables were collected. Correlation and regression analysis indicated that an association exists between attitude and brand-loyal behavior, with very little difference between the AB and BI models. While the effects of intervening variables were equivocal, the attitudinal approach to brand loyalty appears to a viable alternative to ex post facto measures.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Jun 1, 1977

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