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Searching most influential variables to brand loyalty measurements: An exploratory study

Author

Listed:
  • Jorge Vera

    (Tecnologico de Monterrey, Campus Cd. de México, Mexico)

  • Andrea Trujillo

    (Tecnologico de Monterrey, Campus Santa Fe, Mexico)

Abstract

This research attempts to detect some brand loyalty key specific antecedent variables based on three groups of measurements: consumer involvement, perceived brand value (consumer brand equity), and customer satisfaction. Questions that drove the study were: which variables from which of the three dimensions would have the major effect on loyalty measurements? Would the explicatory variables be consistent across all product categories? 649 respondents were divided into six product categories. Regression models were obtained for each product category and for each loyalty measurement. Perceived brand value variables tended to have the higher impact on loyalty measurements. Self-identification with the brand (self-congruence) and perceived brand quality tended to be the variables with the major effect on loyalty measurements across all product categories.

Suggested Citation

  • Jorge Vera & Andrea Trujillo, 2017. "Searching most influential variables to brand loyalty measurements: An exploratory study," Contaduría y Administración, Accounting and Management, vol. 62(2), pages 28-29, Abril-Jun.
    • Handle: RePEc:nax:conyad:v:62:y:2017:i:2:p:28-29
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    File URL: http://www.cya.unam.mx/index.php/cya/article/view/1177
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    References listed on IDEAS

    as
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    3. Philippe Aurier & Gilles Séré de Lanauze, 2012. "Impacts of perceived brand relationship orientation on attitudinal loyalty," Post-Print hal-02133760, HAL.
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    5. Johnson, Michael D. & Fornell, Claes, 1991. "A framework for comparing customer satisfaction across individuals and product categories," Journal of Economic Psychology, Elsevier, vol. 12(2), pages 267-286, June.
    6. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
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    Cited by:

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    3. Takumi Kato & Nobu Takenaka & Rie Ito & Kazuki Nishiguchi, 2023. "Selection versus scale: Loyalty indices for brand management," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 836-853, December.

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    More about this item

    Keywords

    Brand loyalty; Perceived brand value; Consumer involvement; Customer satisfaction; Self-identification with the brand; Perceived brand quality;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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