Development of a Conceptual Framework for Brand Loyalty
Table of Contents
1. Introduction: 3
2. Development Of A Conceptual Framework For Brand Loyalty: 4 2.1. Defining Brand Loyalty: 4
2.1.1. Behavioral Intent: 6
2.1.2. Trust And Loyalty: 7
2.1.3. Situational Loyalty: 7
2.2. Categorizing Loyalty Types: 8
3. Brand Love: 10
3.1. Limitations Of Extant Brand Love: 10
3.2. Brand Love As An Emotion Versus A Relationship: 10
3.3. Assuming The Equivalence Of Brand Love And Interpersonal Love: 10 4. A Temporal Analysis Of Behavioral Brand Loyalty: 11
4.1. Patterns Of Buyer Behavior: 11
4.2. Patterns Of Buyer Behavior Over Time: 13
5. Brand Attachment And Brand Attitude Strength: 15
5.1. Conceptual Distinction Between Brand Attachment and Brand Attitude Strength: 15 5.2. Differentiating Brand Attachment from Brand Attitude Strength: 16 6. Resistance To Brand Switching When a Radically New Brand Is Introduced: 18 6.1. Social Identity Approach to Customer–Brand Relationships: 18 6.2. Social Identity Theory, Identity Theory, and Their Marketing Applications: 18 6.3. Brand Switching: 19
7. Brand Communities and New Product Adoption: 21
7.1. The Nature of Brand Community: 21
7.2. Brand Communities, Adoption, and Oppositional Loyalty: 22 7.2.1. Information, Social Identity, and Oppositional Loyalty: 22 7.2.2. The Role of Competing Products in Oppositional Loyalty: 23 7.2.3. Membership Duration, Adoption, and Oppositional Loyalty: 23
1. Introduction:
“It is extremely interesting to find, upon reviewing this literature that no one quite agrees on exactly what ... loyalty is” Jacoby and Chestnut (1978).
The new millennium is not just a new beginning; it is the continuance of tendencies in human conduct that have been following a recurring patterns. Entering a new era does not necessarily mean we have to start from the beginning when it comes to understanding why certain consumers are loyal to certain brands, and what type of elements affect these loyalties. (Kabiraj and Shanmugan, 2010)
1. Introduction: 3
2. Development Of A Conceptual Framework For Brand Loyalty: 4 2.1. Defining Brand Loyalty: 4
2.1.1. Behavioral Intent: 6
2.1.2. Trust And Loyalty: 7
2.1.3. Situational Loyalty: 7
2.2. Categorizing Loyalty Types: 8
3. Brand Love: 10
3.1. Limitations Of Extant Brand Love: 10
3.2. Brand Love As An Emotion Versus A Relationship: 10
3.3. Assuming The Equivalence Of Brand Love And Interpersonal Love: 10 4. A Temporal Analysis Of Behavioral Brand Loyalty: 11
4.1. Patterns Of Buyer Behavior: 11
4.2. Patterns Of Buyer Behavior Over Time: 13
5. Brand Attachment And Brand Attitude Strength: 15
5.1. Conceptual Distinction Between Brand Attachment and Brand Attitude Strength: 15 5.2. Differentiating Brand Attachment from Brand Attitude Strength: 16 6. Resistance To Brand Switching When a Radically New Brand Is Introduced: 18 6.1. Social Identity Approach to Customer–Brand Relationships: 18 6.2. Social Identity Theory, Identity Theory, and Their Marketing Applications: 18 6.3. Brand Switching: 19
7. Brand Communities and New Product Adoption: 21
7.1. The Nature of Brand Community: 21
7.2. Brand Communities, Adoption, and Oppositional Loyalty: 22 7.2.1. Information, Social Identity, and Oppositional Loyalty: 22 7.2.2. The Role of Competing Products in Oppositional Loyalty: 23 7.2.3. Membership Duration, Adoption, and Oppositional Loyalty: 23
1. Introduction:
“It is extremely interesting to find, upon reviewing this literature that no one quite agrees on exactly what ... loyalty is” Jacoby and Chestnut (1978).
The new millennium is not just a new beginning; it is the continuance of tendencies in human conduct that have been following a recurring patterns. Entering a new era does not necessarily mean we have to start from the beginning when it comes to understanding why certain consumers are loyal to certain brands, and what type of elements affect these loyalties. (Kabiraj and Shanmugan, 2010)