Details van artikel 153 van 198 gevonden artikelen
Reexamining the Dimensionality of Brand Loyalty: A Case of the Cruise Industry
Titel:
Reexamining the Dimensionality of Brand Loyalty: A Case of the Cruise Industry
Auteur:
Li, Xiang Petrick, James F.
Verschenen in:
Journal of travel & tourism marketing
Paginering:
Jaargang 25 (2008) nr. 1 pagina's 68-85
Jaar:
2008-08-01
Inhoud:
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.
Uitgever:
Routledge
Bronbestand:
Elektronische Wetenschappelijke Tijdschriften
Details van artikel 153 van 198 gevonden artikelen
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