Social identity perspective on brand loyalty

He, Hongwei, Li, Yan and Harris, Lloyd (2011) Social identity perspective on brand loyalty. Journal of Business Research, 65 (5). pp. 648-657.

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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: Article
Uncontrolled Keywords: brand identity,brand loyalty,company identity,customer-brand identification,social identity
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Yan Li
Date Deposited: 19 May 2011 10:12
Last Modified: 02 Feb 2024 01:36
DOI: 10.1016/j.jbusres.2011.03.007

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