Attitudinal Correlates of Brand Commitment: An Empirical Study

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32 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)57-75
Number of pages19
JournalJournal of Relationship Marketing
Volume1
Issue number2
DOIs
StatePublished - Mar 1 2002

All Science Journal Classification (ASJC) codes

  • Marketing

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