Heart versus mind : the functions of emotional and cognitive loyalty

Abstract

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.