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

• Published in: Journal of consumer psychology Vol. 16; no. 2; pp. 145 - 155
• Main Authors: Suh, Jung-Chae, Youjae, Yi
• Format: Journal Article
• Language: English
• 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

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...