2015 | OriginalPaper | Buchkapitel
A Cross-cultural Investigation of Relationships among Brand Attitude, Expressed Commitment, and Expected Loyalty
verfasst von : R. Dale VonRiesen, Cheryl K. VonRiesen, Neil C. Herndon Jr.
Erschienen in: Global Perspectives in Marketing for the 21st Century
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
This study utilized data from two different cultures to investigate relationships involving brand loyalty and its antecedents. It was found that a relationship between the consumer's attitude toward the brand and expressed commitment to the brand explained a significant proportion of the variance in commitment. A relationship between commitment and a measure of true loyalty also was found significant. The strength of the relationships was found to vary by product type and culture. Some differences in the basic components of brand attitude also were found between the two cultures.