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



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.


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.


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.


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



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.

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Copyright © 2006, Emerald Group Publishing Limited

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