REEXAMINING THE DIMENSIONALITY OF BRAND LOYALTY: A CASE OF THE CRUISE INDUSTRY Academic Article

abstract

• 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.

authors

• Petrick, James

published proceedings

• JOURNAL OF TRAVEL & TOURISM MARKETING

author list (cited authors)

• Li, X. R., & Petrick, J. F.

citation count

• 66

complete list of authors

• Li, Xiang Robert||Petrick, James F

publication date

• January 2008

publisher

• Taylor & Francis  Publisher

published in

• Journal of Travel and Tourism Marketing  Journal

keywords

• Affective Loyalty
• Attitudinal Loyalty
• Behavioral Loyalty
• Brand Loyalty
• Cognitive Loyalty
• Conative Loyalty

Digital Object Identifier (DOI)

• 10.1080/10548400802164913

start page

• 68

end page

• 85

volume

• 25

issue

• 1

URL

• http%3A%2F%2Fdx.doi.org%2F10.1080%2F10548400802164913