An empirical examination of brand loyalty

Jan Møller Jensen (Department of Marketing, University of Southern Denmark, Odense, Denmark)
Torben Hansen (Department of Marketing, Copenhagen Business School, Frederiksberg, Denmark)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 1 December 2006

Abstract

Purpose

This article aims to measure relative attitude as a latent two‐dimensional second‐order factor and to investigate the relationship between relative attitude and repeat purchasing.

Design/methodology/approach

A conceptual model of attitude‐behaviour consistency and brand loyalty is proposed and empirically tested in the context of frequently purchased consumer goods. Structural equation modelling was used on survey data from 395 households to test the model and corresponding hypotheses.

Findings

The results support the conceptualization of relative attitude as a composite of purchase involvement and perceived brand differences and also support the hypotheses proposed in our research model. Theoretical and managerial implications are discussed at the end of the article.

Originality/value

Survey data from 395 households was used to test the model and corresponding hypotheses.

Keywords

Citation

Møller Jensen, J. and Hansen, T. (2006), "An empirical examination of brand loyalty", Journal of Product & Brand Management, Vol. 15 No. 7, pp. 442-449. https://doi.org/10.1108/10610420610712829

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.