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| Author: | Li, X.(R.) Petrick, J.F. |
| Title: | Reexamining the dimensionality of brand loyalty: A case of the cruise industry |
| Journal: | Journal of Travel & Tourism Marketing
2008 : VOL. 25:1, p. 68-85 |
| Index terms: | shipping industry consumer behaviour brand loyalty case studies models |
| Language: | eng |
| Abstract: | In this study, the dimensional structure of the brand loyalty (hereafter as: b-l.) construct is revisited. This study conceptualizes b-l. as a 4-dimensional construct including affective, cognitive, conative, and behavioral loyalty. The first three dimensions are proposed to collectively form a higher order factor, that is, attitudinal loyalty, which then leads to behavioural loyalty. However, the data do not support this conceptualization (here as: cnpztn). Alternatively, a modified model was found to better fit the data. Thus, the traditional 2-dimensional cnpztn. of loyalty is revalidated. |
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