The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes produ ...

The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.

(출처 : Sage Journals, https://doi.org/10.1509/jmkg.65.2.81.18255)

본 자료는 최종결과물(결과보고서)의 원자료이다.

본 연구에서는 설문지를 구성할 때 본 자료에서 이미 신뢰도와 타당도가 검증된 측정도구를 연구의 목적에 맞게 수정하여 사용하였습니다.

본 자료는 최종결과물(결과보고서)의 원자료이다.

본 연구에서는 설문지를 구성할 때 본 자료에서 이미 신뢰도와 타당도가 검증된 측정도구를 연구의 목적에 맞게 수정하여 사용하였습니다.

Model
Background
Hypotheses
Control Variables

Method
The Unit of Analysis
Independent Measures
Phase 1
Phase 2
Phase 3
Final Data Set

Results

Discussion
Empirical Findings
Managerial Implications
Limitations and Further Researc ...

Model
Background
Hypotheses
Control Variables

Method
The Unit of Analysis
Independent Measures
Phase 1
Phase 2
Phase 3
Final Data Set

Results

Discussion
Empirical Findings
Managerial Implications
Limitations and Further Research