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Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty

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  • Marta Dapena-Baron

    (Big Picture Partners)

  • Thomas W. Gruen

    (University of New Hampshire)

  • Lin Guo

    (University of New Hampshire)

Abstract

Customers’ brand loyalty is a complex concept including cognitive, emotional, and behavioral dimensions. Most research on customers’ brand loyalty focuses on conditions (based on relative levels of loyalty, attitudes, and behaviors) or stages of loyalty formation. This study focuses on measurement of the ways loyal customers are committed to the brand, using a tripartite conceptualization, that captures its emotional, cognitive, and habitual components termed heart, head, and hand loyalty, respectively. These components are operationalized into a 16-item scale, which was refined and tested in a series of four surveys that examined multiple product categories. The predictive validity of the scales is demonstrated through a latent class analysis that reveals multiple loyalty segments within each product category, each exhibiting differing combinations of heart, head, and hand loyalty. This work offers guidance to researchers who wish to purposefully measure multiple components of brand loyalty. It also provides managers with a tool to measure and understand the strength and types of loyalty their customers have toward their brand.

Suggested Citation

  • Marta Dapena-Baron & Thomas W. Gruen & Lin Guo, 2020. "Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 355-375, May.
    • Handle: RePEc:pal:jobman:v:27:y:2020:i:3:d:10.1057_s41262-019-00185-3
    DOI: 10.1057/s41262-019-00185-3
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    References listed on IDEAS

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    Cited by:

    1. Sonia Kataria & Vinod Kumar Saini & Ajay Kumar Sharma & Renu Yadav & Harpuneet Kohli, 2021. "An integrative approach to the nexus of brand loyalty and corporate social responsibility," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 361-385, September.
    2. Shaun M. Powell, 2020. "Journal of Brand Management: year end review 2020," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 623-628, November.
    3. Monika Hajdas & Ryszard Kłeczek, 2021. "The real purpose of purpose-driven branding: consumer empowerment and social transformations," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 359-373, July.
    4. Dugar, Anurag & Chamola, Pankaj, 2021. "Retailers with traits of consumer: Exploring the existence and antecedents of brand loyalty in small unorganized retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. Emmanuel Silva Quaye & Cleopatra Taoana & Russell Abratt & Peter Anabila, 2022. "Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 363-382, July.
    6. Klein, Andreas & Sharma, Varinder M., 2022. "Consumer decision-making styles, involvement, and the intention to participate in online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    7. Mangirdas Morkūnas & Marija Kotryna Grišmanauskaite˙, 2023. "What Really Drives Loyalty in the Fast-Moving Consumer Goods Market?," IIM Kozhikode Society & Management Review, , vol. 12(2), pages 197-212, July.
    8. Jeremy S. Wolter & Dora E. Bock & Christopher D. Hopkins & Michael Giebelhausen, 2022. "Not the relationship type? Loyalty propensity as a reason to maintain marketing relationships," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1052-1070, September.

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