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Exploring a functional approach to attitudinal brand loyalty

Author

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

Abstract

What psychological function does brand loyalty serve? Drawing on Katz’s (1960) Functional Theory of Attitudes, we propose that there are four functions (or motivational antecedents) of loyalty: utilitarian, knowledge, value-expressive and ego-defensive. We discuss how each function relates to the three dimensions of loyalty (i.e. emotional, cognitive, and behavioural loyalty). Then this conceptualisation of brand loyalty is explored using four consumer focus groups. These exploratory results demonstrate that the application of a functional approach to brand loyalty yields insights which have not been apparent in previous research. More specifically, this paper notes insights in relation to brand loyalty from a consumer’s perspective, including the notion that the ego-defensive function is an orientation around what others think and feel. This creates the possibilities for future research into brand loyalty via social network analysis, in order to better understand how the thoughts of others affect consumers’ loyalty attributes.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:1:p:43-51
    DOI: 10.1016/j.ausmj.2012.08.001
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    References listed on IDEAS

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    1. 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.
    2. 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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    2. Sheu, Jiuh-Biing, 2014. "Post-disaster relief–service centralized logistics distribution with survivor resilience maximization," Transportation Research Part B: Methodological, Elsevier, vol. 68(C), pages 288-314.

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