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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| Published in | Journal of consumer psychology Vol. 16; no. 2; pp. 145 - 155 |
|---|---|
| Main Authors | , |
| Format | Journal Article |
| Language | English |
| Published |
New York
Elsevier Inc
2006
Lawrence Erlbaum Associates Elsevier Science Publishing Company, Incorporated |
| Subjects | |
| Online Access | Get full text |
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| Abstract | 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. |
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| AbstractList | 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. |
| Author | Suh, Jung-Chae Youjae, Yi |
| Author_xml | – sequence: 1 givenname: Jung-Chae surname: Suh fullname: Suh, Jung-Chae email: mkt321@freechal.com – sequence: 2 givenname: Yi surname: Youjae fullname: Youjae, Yi |
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| Publisher | Elsevier Inc Lawrence Erlbaum Associates Elsevier Science Publishing Company, Incorporated |
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online retail shopping behavior publication-title: Journal of Retailing – start-page: 68 year: 1990 end-page: 123 – volume: 73 start-page: 88 year: 1995 end-page: 99 article-title: Why satisfied customers defect publication-title: Harvard Business Review – volume: 32 start-page: 94 year: 1991 end-page: 104 article-title: A framework of marketing image management publication-title: Sloan Management Review – volume: 12 start-page: 341 year: 1985 end-page: 352 article-title: Measuring the involvement construct publication-title: Journal of Consumer Research – volume: 42 start-page: 798 year: 1982 end-page: 810 article-title: Retrieval of attitude‐relevant information from memory: Effects on susceptibility to persuasion and on intrinsic motivation publication-title: Journal of Personality and Social Psychology – volume: 65 start-page: 1 year: 2001 end-page: 93 article-title: The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty publication-title: Journal of Marketing – year: 1997 – volume: 21 start-page: 176 year: 1994 end-page: 189 article-title: Advertising repetition and variation strategies: Implications for understanding attitude strength publication-title: Journal of Consumer Research – volume: 13 start-page: 280 year: 1986 end-page: 285 article-title: After the news wears off: The temporal context of product involvement publication-title: Journal of Consumer Research – volume: 18 start-page: 505 year: 1992 end-page: 518 article-title: State versus action orientation and the theory of reasoned action: An application to coupon usage publication-title: Journal Consumer Research – volume: 24 start-page: 1 year: 1992 end-page: 55 article-title: Order effects in belief updating: The belief adjustment model publication-title: Cognitive Psychology – volume: 1 start-page: 317 year: 1992 end-page: 336 article-title: Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgment publication-title: Journal of Consumer Psychology – volume: 62 start-page: 33 year: 1998 end-page: 47 article-title: The asymmetric impact of negative and positive attribute‐level performance on overall satisfaction and repurchase intention publication-title: Journal of Marketing – start-page: 136 year: 1993 end-page: 162 – year: 1993 – volume: 45 start-page: 513 year: 1983 end-page: 523 article-title: Mood, misattribution, and judgment of well‐being: Informative and directive functions of affective states publication-title: Journal of Personality and Social Psychology – volume: 18 start-page: 463 year: 1999 end-page: 484 article-title: The quality double whammy publication-title: Marketing Science – volume: 60 start-page: 31 year: 1996 end-page: 46 article-title: The behavioral consequences of service quality publication-title: Journal of Marketing Research – volume: 13 start-page: 12 year: 1986 end-page: 24 article-title: The effects of visual and verbal components on brand attitudes and attitude toward the advertisement publication-title: Journal of Consumer Research – volume: 14 start-page: 398 year: 1978 end-page: 408 article-title: Attitudinal qualities relating to the strength of the attitude‐behavior relationship publication-title: Journal of Social Experimental Psychology – volume: 38 start-page: 131 year: 2001 end-page: 142 article-title: Satisfaction, repurchase intent and repurchase behavior: Investigating the moderating effect of customer characteristics publication-title: Journal of Marketing Research – volume: 30 start-page: 574 year: 2004 end-page: 597 article-title: The A , SC model: The influence of attitudes and attitude strength on consideration and choice publication-title: Journal of Consumer Research – volume: 10 start-page: 256 year: 1983 end-page: 261 article-title: Value‐percept disparity: An alternative to the disconfirmation of expectation theory of consumer satisfaction publication-title: Advances in Consumer Research – volume: 41 start-page: 197 year: 2004 end-page: 205 article-title: When corporate image affects product evaluations: The moderating role of perceived risk publication-title: Journal of Marketing Research – volume: 29 start-page: 35 year: 1992 end-page: 50 article-title: The effects of sequential introduction of brand extensions publication-title: Journal of Marketing Research – start-page: 315 year: 1983 end-page: 332 – volume: 19 start-page: 357 year: 2002 end-page: 368 article-title: Cross‐group comparisons: A cautionary note publication-title: Psychology and Marketing – year: 2003 – year: 1996 – volume: 13 start-page: 139 year: 1996 end-page: 161 article-title: Application of structural equation models in marketing and consumer research: A review publication-title: International Journal of Research in Marketing – volume: 15 start-page: 210 year: 1988 end-page: 224 article-title: The role of involvement in attention and comprehension processes publication-title: Journal of Consumer Research – volume: 20 start-page: 502 year: 1993 end-page: 506 article-title: The antecedents of consumer satisfaction: The moderating role of ambiguity publication-title: Advances in Consumer Research – volume: 16 start-page: 74 year: 1988 end-page: 97 article-title: On the evaluation of structural equation models publication-title: Journal of the Academy of Marketing Science – volume: 17 start-page: 440 year: 1991 end-page: 453 article-title: Consumer responses to advertising: The effect of ad content, emotions, and attitude toward ad on viewing time publication-title: Journal of Consumer Research – volume: 18 start-page: 39 year: 1981 end-page: 50 article-title: Evaluating structural equation models with unobservable variables and measurement errors publication-title: Journal of Marketing Research – volume: 22 start-page: 99 year: 1994 end-page: 113 article-title: Customer loyalty: Toward an integrated conceptual framework publication-title: Journal of the Academy of Marketing 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| Snippet | Drawing on the attitude accessibility and stability theories, we investigate the moderating role of product involvement in the customer satisfaction-loyalty... Drawing on the attitude accessibility and stability theories, we investigate the moderating role of product involvement in the customer satisfaction‐loyalty... |
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| SubjectTerms | Attitudes Brands Consumer attitudes Corporate image Customer satisfaction Loyalty |
| Title | When Brand Attitudes Affect the Customer Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement |
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