Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting

Bennett, Rebekah, Hartel, Charmine E. J., & McColl-Kennedy, Janet R. (2005) Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting. Industrial Marketing Management, 34(1), pp. 97-107.

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This paper examines the relative influence of two key antecedents of brand loyalty-satisfaction and involvement and the moderating of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand loyalty will vary with the level of customer experience with purchasing the service. Building on previous research which examined low-risk, customer product settings [Kim, J., Lim, J.S., & Bhargava M.(1998). The role of affect in attitude formation: A classical conditioning approach. Journal of the Academy of Marketing Science. 26 (2): pp143-152; Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. Journal of Consumer Research 26: 278], this study shows that for a high-risk setting, involvement with the service category will be more dominant in its influence on brand loyalty than satisfaction with the preferred brand. Furthermore, it was found that experience moderated the influence of involvement and satisfaction on attitudinal brand loyalty for a high-risk business-to-business service. This study provides new insights into the theory and practice of buyer behaviour and business-to-business brands.

Impact and interest:

107 citations in Scopus
69 citations in Web of Science®
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ID Code: 13245
Item Type: Journal Article
Refereed: Yes
Keywords: Brand loyalty, Attitudinal brand loyalty, involvement, Satisfaction, Experience, Rebekah Russell-Bennett
DOI: 10.1016/j.indmarman.2004.08.003
ISSN: 0019-8501
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2005 Elsevier
Copyright Statement: Reproduced in accordance with the copyright policy of the publisher.
Deposited On: 07 Apr 2008 00:00
Last Modified: 29 Feb 2012 13:25

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