Abstract The topic of brand loyalty has been of great interest to marketing and consumer researchers for many years. Previous research has recognized that both brand trust and brand affect significantly predict brand loyalty judgments. But we have to acknowledge that previous work has largely been static in nature. This represents a significant research gap because it is well established that brand loyalty is a dynamic phenomenon. Based on this background, our study investigates brand loyalty and brand affect simultaneously as drivers of brand loyalty in a dynamic context. The fundamental proposition of our study is that the role of trust and affect may change over time. More specifically, we argue that regulation focus also plays its strong role at the brand loyalty development. For the different focus consumers, during the transition from brand trust and brand affect to brand loyalty, the role of brand trust or brand affect will become stronger.
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Received: 27 February 2012
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Corresponding Authors:
WANG Hai jun
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