When Brand Attitudes Affect the Customer Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement

Drawing on the attitude accessibility and stability theories, we investigate the moderating role of product involvement in the customer satisfaction-loyalty relation. Structural equation modeling shows that customer satisfaction has both direct and indirect effects on loyalty, whereas ad attitudes a...

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Bibliographic Details
Published inJournal of consumer psychology Vol. 16; no. 2; pp. 145 - 155
Main Authors Suh, Jung-Chae, Youjae, Yi
Format Journal Article
LanguageEnglish
Published New York Elsevier Inc 2006
Lawrence Erlbaum Associates
Elsevier Science Publishing Company, Incorporated
Subjects
Attitudes
Brands
Consumer attitudes
Corporate image
Customer satisfaction
Loyalty
United States > US
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Summary:Drawing on the attitude accessibility and stability theories, we investigate the moderating role of product involvement in the customer satisfaction-loyalty relation. Structural equation modeling shows that customer satisfaction has both direct and indirect effects on loyalty, whereas ad attitudes and corporate image have only indirect effects through their mediating influence on brand attitudes. Furthermore, product involvement decreases the direct effects of satisfaction on brand attitudes and loyalty, but it increases the indirect effects of ad attitudes and corporate image.
Bibliography:SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 14
ISSN:1057-7408
1532-7663
DOI:10.1207/s15327663jcp1602_5