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| Author: | VonRiesen, R.D. Herndon, N.C. Jr. VonRiesen, C.K. |
| Title: | An investigation of attitude toward the brand, commitment, and true brand loyalty in a cross-cultural context |
| Journal: | Journal of East-West Business
2001 : VOL. 7:1, p. 37-64 |
| Index terms: | Brand loyalty Customers Consumer behaviour Products Culture |
| Language: | eng |
| Abstract: | This study utilized data from two geographically separated cultures to investigate relationships involving antecedents to true brand loyalty. A relationship between the consumers attitude toward the brand and a measure of expressed commitment was found to explain a significant percentage of the variance in commitment. A relationship btw. commitment and true brand loyalty also was found significant. Both relationships vary somewhat by product and culture. However, no evidence was found suggesting that they could not be considered generalizable. The underlying components of brand attitude were found to vary by product and by country. The culturally related differences, especially those pertaining to the composition and meaning of the underlying components, have interesting managerial implications. |
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