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Social identity perspective on brand loyalty
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He, Hongwei, Li, Yan and Harris, Lloyd C. (2012) Social identity perspective on brand loyalty. Journal of Business Research, Vol.65 (No.5). pp. 648-657. doi:10.1016/j.jbusres.2011.03.007 ISSN 0148-2963.
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Official URL: http://dx.doi.org/10.1016/j.jbusres.2011.03.007
Abstract
This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to brand loyalty framework. The results offer several theoretical implications. First, this research confirms the presence of significant direct and indirect effects of brand identity and brand identification on traditional antecedents of brand loyalty (i.e. perceived value, satisfaction, and trust). Second, the research suggests that social identification perspective of brand loyalty can integrate with other perspectives to model the consumer's psychological path to brand loyalty. Third, the research confirms the pivotal role of brand identification in brand loyalty development and stresses the mediation effect of brand identification on the effects of brand identity on the path to brand loyalty.
Item Type: | Journal Article | ||||
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Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||
Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | Journal of Business Research | ||||
Publisher: | Elsevier Inc. | ||||
ISSN: | 0148-2963 | ||||
Official Date: | May 2012 | ||||
Dates: |
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Volume: | Vol.65 | ||||
Number: | No.5 | ||||
Number of Pages: | 10 | ||||
Page Range: | pp. 648-657 | ||||
DOI: | 10.1016/j.jbusres.2011.03.007 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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