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The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process

Author

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  • Sekar Raju
  • H. Rao Unnava
  • Nicole Votolato Montgomery

Abstract

This research finds that high- and low-commitment consumers use different information-processing strategies when exposed to competitive brand information. High-commitment consumers use a disconfirmatory processing strategy, focusing on the dissimilarities between their preferred brand and the competitor brand. Low-commitment consumers focus on the similarities between the advertised brand and their preferred brand. These processing differences lead to differences in the evaluation of a competitive brand between high- and low-commitment consumers. However, priming high-commitment consumers to focus on the similarities and low-commitment consumers on the dissimilarities between their preferred brand and a competitor brand mitigates the effects of the different processing strategies. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Sekar Raju & H. Rao Unnava & Nicole Votolato Montgomery, 2009. "The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(5), pages 851-863, October.
    • Handle: RePEc:oup:jconrs:v:35:y:2009:i:5:p:851-863
    DOI: 10.1086/592816
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    Cited by:

    1. Singh, Jaywant & Shukla, Paurav & Schlegelmilch, Bodo B., 2022. "Desire, need, and obligation: Examining commitment to luxury brands in emerging markets," International Business Review, Elsevier, vol. 31(3).
    2. Chung-Yu Wang & Li-Wei Wu & Chen-Yu Lin & Ruei-Jie Chen, 2017. "Purchase Intention toward the Extension and Parent Brand: The Role of Brand Commitment," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(1), pages 83-103, February.
    3. Woo-Jin Jung & Seungjun Yang & Hee-Woong Kim, 2020. "Design of sweepstakes-based social media marketing for online customer engagement," Electronic Commerce Research, Springer, vol. 20(1), pages 119-146, March.
    4. Jingjing Li & Nicole Montgomery & Reza Mousavi, 2022. "How a Brand's Social Activism Impacts Consumers' Brand Evaluations: The Role of Brand Relationship Norms," Papers 2210.10832, arXiv.org, revised Sep 2023.
    5. Shukla, Paurav & Banerjee, Madhumita & Singh, Jaywant, 2016. "Customer commitment to luxury brands: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 69(1), pages 323-331.
    6. Sergio Andres Osuna Ramirez & Cleopatra Veloutsou & Anna Morgan-Thomas, 2017. "A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 3(3), pages 305-332, July.
    7. Truong Hoang Anh Tho & Chih-Hung Wang & Ya-Yun Tang, 2017. "Exploring the Effect of TV Sponsorship on Sponsor Brand Commitment in an Emerging Economy," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(2), pages 221-239, August.

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