Examining the Antecedents of Brand Loyalty from an Investment Model Perspective Academic Article

abstract

• The primary purpose of this study is to theoretically identify the key determinants of brand loyalty. Based on the investment model in social psychology, this article suggests that customers'attitudinal loyalty to a brand is weakened by the quality of alternative options but strengthened by their satisfaction with, and investment in, the brand. An online panel survey was conducted, and the data supported all hypothesized relationships. Collectively, satisfaction, quality of alternatives, and investment accounted for more than 74% of the variance in attitudinal loyalty. The findings suggest that the investment model may lend a theoretical foundation to the explanation of tourists'brand loyalty formation.

authors

• Petrick, James

published proceedings

• JOURNAL OF TRAVEL RESEARCH

altmetric score

• 22.248

author list (cited authors)

• Li, X. R., & Petrick, J. F.

citation count

• 176

complete list of authors

• Li, Xiang Robert||Petrick, James F

publication date

• January 2008

publisher

• SAGE Publications  Publisher

published in

• Journal of Travel Research  Journal

keywords

• Brand Loyalty
• Cruise
• Investment Model (im)
• Investment Size
• Quality Of Alternatives
• Satisfaction
• Tourism

Digital Object Identifier (DOI)

• 10.1177/0047287507312409

start page

• 25

end page

• 34

volume

• 47

issue

• 1