Heart versus mind : the functions of emotional and cognitive loyalty

Russell-Bennett, Rebekah & Hartel, Charmine (2009) Heart versus mind : the functions of emotional and cognitive loyalty. Australasian Marketing Journal, 18(1), pp. 1-7.

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While there is substantial research on attitudinal and behavioral loyalty, the deconstruction of attitudinal loyalty into its two key components – emotional and cognitive loyalty – has been largely ignored. Despite the existence of managerial strategies aimed at increasing each of these two components, there is little academic research to support these managerial efforts. This paper seeks to advance the understanding of emotional and cognitive brand loyalty by examining the psychological function that these dimensions of brand loyalty perform for the consumer. We employ Katz’s (1960) four functions of attitudes (utilitarian, knowledge, value-expression, ego-defence) to investigate this question. Surveys using a convenience sample were completed by 268 consumers in two metropolitan cities on a variety of goods, services and durable products. The relationship between the functions and dimensions of loyalty were examined using MANOVA. The results show that both the utilitarian and knowledge functions of loyalty are significantly positively related to cognitive loyalty while the ego-defensive function of loyalty is significantly positively related to emotional loyalty. The results for the value-expressive function of loyalty were nonsignificant.

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12 citations in Scopus
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ID Code: 29996
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Brand Loyalty, Attitudes, Emotional Loyalty, Functional Approach, Value-expression
DOI: 10.1016/j.ausmj.2009.10.003
ISSN: 1441-3582
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 Australian and New Zealand Marketing Academy/Elsevier
Deposited On: 04 Feb 2010 22:01
Last Modified: 29 Feb 2012 14:04

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