Reexamining the Dimensionality of Brand Loyalty: A Case of the Cruise Industry
Title:
Reexamining the Dimensionality of Brand Loyalty: A Case of the Cruise Industry
Author:
Li, Xiang Petrick, James F.
Appeared in:
Journal of travel & tourism marketing
Paging:
Volume 25 (2008) nr. 1 pages 68-85
Year:
2008-08-01
Contents:
This study revisits the dimensional structure of the brand loyalty construct. Following recent developments in loyalty studies, this research conceptualizes brand loyalty as a four-dimensional construct comprising of cognitive, affective, conative, and behavioral loyalty. It is proposed that the first three dimensions collectively form a higher order factor—namely attitudinal loyalty—which then leads to behavioral loyalty. However, this conceptualization is not supported by the data. Alternatively, a modified model—based on the traditional conceptualization that attitudinal loyalty is a first-order, one-dimensional construct—was found to better fit the data. Thus, this study revalidates the traditional two-dimensional conceptualization of loyalty. It also contributes to the literature by introducing and validating a five-item attitudinal loyalty measure.
Journal description