IDEAS home Printed from https://ideas.repec.org/a/taf/jgsmks/v25y2015i2p167-181.html
   My bibliography  Save this article

The influence of the philosophy of science on brand loyalty

Author

Listed:
  • Sujin Song

Abstract

"What we do" is likely to be affected by "what we believe". The interpretation of researchers' findings is often influenced by what we think is right or wrong. Thus, it is necessary to know what kind of belief system or philosophy of science we hold as scholars and to understand whether and how that philosophy of science has an effect on what we study. Despite its importance, investigation of the impact of the philosophy of science on our field has been undermined in the literature. The present study examines how the notion of brand loyalty has been conceptualized, challenged and expanded by the influence of diverse philosophies of science. Investigating how brand loyalty has been developed, it will provide an example showing how the philosophy of science makes an impact on the literature of key constructs in the marketing field. It will also deepen our understanding of brand loyalty by presenting the interactions between the philosophy of science and the research method and the definition of brand loyalty. First, the influence of the philosophy of science on the research method of brand loyalty will be described. Then, we will specify how the philosophy of science has affected the notion of brand loyalty, focusing on its definition and the main antecedent, satisfaction.

Suggested Citation

  • Sujin Song, 2015. "The influence of the philosophy of science on brand loyalty," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(2), pages 167-181, March.
    • Handle: RePEc:taf:jgsmks:v:25:y:2015:i:2:p:167-181
    DOI: 10.1080/21639159.2015.1012814
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/21639159.2015.1012814
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/21639159.2015.1012814?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jgsmks:v:25:y:2015:i:2:p:167-181. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RGAM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.