Reexamining the Dimensionality of Brand Loyalty: A Case of the Cruise Industry Academic Article uri icon


  • This study revisits the dimensional structure of the brand loyalty construct. Following recent developments in loyalty studies, this research conceptualizes brand loyalty as a four-dimensional construct comprising of cognitive, affective, conative, and behavioral loyalty. It is proposed that the first three dimensions collectively form a higher order factor-namely attitudinal loyalty-which then leads to behavioral loyalty. However, this conceptualization is not supported by the data. Alternatively, a modified model-based on the traditional conceptualization that attitudinal loyalty is a first-order, one-dimensional construct-was found to better fit the data. Thus, this study revalidates the traditional two-dimensional conceptualization of loyalty. It also contributes to the literature by introducing and validating a five-item attitudinal loyalty measure. 2008 The Haworth Press. All rights reserved.

published proceedings

  • Journal of Travel & Tourism Marketing

author list (cited authors)

  • Li, X. R., & Petrick, J. F.

citation count

  • 63

complete list of authors

  • Li, Xiang Robert||Petrick, James F

publication date

  • August 2008