Search results for "attitudinal loyalty"
showing 2 items of 2 documents
Are Facebook brand community members truly loyal to the brand?
2015
Investigates two Facebook brand communities and their relationship with loyalty.Community commitment is associated with community promotion behavior and loyalty.Community promotion behavior is associated with different types of loyalty.User activity in Facebook has little or no effect on brand loyalty. This study examines members of Facebook brand communities and tests the relationships between their commitment to the community and brand loyalty. A conceptual model on the linkages between brand community commitment, community promotion behavior and brand loyalty including attitudinal loyalty, repurchase intention and positive word-of-mouth (WOM) is developed and tested with two samples. Dat…
Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment
2016
The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide a more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand e…