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The moderating effect of individual level collectivist values on brand loyalty

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  • Mattison Thompson, Frauke
  • Newman, Alex
  • Liu, Martin

Abstract

In today's dynamic business environment the success of a firm often depends on its ability to create brand loyalty. While there is a large body of research exploring brand loyalty and its antecedents, little has been done to examine how the relationship between these antecedents and brand loyalty is moderated by consumer differences in individual level collectivist values. This understanding is important however as consumers high in individual level collectivist values have been found to make different brand choices than consumers low in individual level collectivist values. We develop and test theory that suggests consumer differences in individual level collectivist values have a significant moderating effect on the relationship between perceived value, perceived quality, brand trust and brand loyalty. The results show that consumers high in individual level collectivist values are significantly more loyal to a focal brand, especially when brand trust and perceived quality are at relatively low levels.

Suggested Citation

  • Mattison Thompson, Frauke & Newman, Alex & Liu, Martin, 2014. "The moderating effect of individual level collectivist values on brand loyalty," Journal of Business Research, Elsevier, vol. 67(11), pages 2437-2446.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:11:p:2437-2446
    DOI: 10.1016/j.jbusres.2014.02.011
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    References listed on IDEAS

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