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Heart versus mind: The functions of emotional and cognitive loyalty

Author

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  • Härtel, Charmine E.J.
  • Russell-Bennett, Rebekah

Abstract

While there is substantial research on attitudinal and behavioral loyalty, the deconstruction of attitudinal loyalty into its two key components – emotional and cognitive loyalty – has been largely ignored. Despite the existence of managerial strategies aimed at increasing each of these two components, there is little academic research to support these managerial efforts. This paper seeks to advance the understanding of emotional and cognitive brand loyalty by examining the psychological function that these dimensions of brand loyalty perform for the consumer. We employ Katz’s (1960) four functions of attitudes (utilitarian, knowledge, value-expression, ego-defence) to investigate this question. Surveys using a convenience sample were completed by 268 consumers in two metropolitan cities on a variety of goods, services and durable products. The relationship between the functions and dimensions of loyalty were examined using MANOVA. The results show that both the utilitarian and knowledge functions of loyalty are significantly positively related to cognitive loyalty while the ego-defensive function of loyalty is significantly positively related to emotional loyalty. The results for the value-expressive function of loyalty were non-significant.

Suggested Citation

  • Härtel, Charmine E.J. & Russell-Bennett, Rebekah, 2010. "Heart versus mind: The functions of emotional and cognitive loyalty," Australasian marketing journal, Elsevier, vol. 18(1), pages 1-7.
    • Handle: RePEc:eee:aumajo:v:18:y:2010:i:1:p:1-7
    DOI: 10.1016/j.ausmj.2009.10.003
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    References listed on IDEAS

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    1. Bloemer, JoseM. M. & Kasper, Hans D. P., 1995. "The complex relationship between consumer satisfaction and brand loyalty," Journal of Economic Psychology, Elsevier, vol. 16(2), pages 311-329, July.
    2. Chebat, Jean-Charles & Slusarczyk, Witold, 2005. "How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study," Journal of Business Research, Elsevier, vol. 58(5), pages 664-673, May.
    3. Russell-Bennett, Rebekah & McColl-Kennedy, Janet R. & Coote, Leonard V., 2007. "Involvement, satisfaction, and brand loyalty in a small business services setting," Journal of Business Research, Elsevier, vol. 60(12), pages 1253-1260, December.
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    Cited by:

    1. Parkinson, Joy & Russell-Bennett, Rebekah & Previte, Josephine, 2012. "Mum or bub? Which influences breastfeeding loyalty," Australasian marketing journal, Elsevier, vol. 20(1), pages 16-23.
    2. Chen, Shu-Ching & Quester, Pascale G., 2015. "The relative contribution of love and trust towards customer loyalty," Australasian marketing journal, Elsevier, vol. 23(1), pages 13-18.
    3. Neda Letukytė & Sigitas Urbonavičius, 2022. "Impact of the Congruence Between Brand Personality and Consumer Personality on Emotional Loyalty: What Makes Apple and Samsung Different," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 59-77.
    4. Russell-Bennett, Rebekah & Härtel, Charmine E.J. & Worthington, Steve, 2013. "Exploring a functional approach to attitudinal brand loyalty," Australasian marketing journal, Elsevier, vol. 21(1), pages 43-51.

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