Exploring a functional approach to attitudinal brand loyalty
Russell-Bennett, Rebekah, Härtel, Charmine E.J., & Worthington, Steve (2013) Exploring a functional approach to attitudinal brand loyalty. Australasian Marketing Journal, 21(1), pp. 43-51.
What psychological function does brand loyalty serve? Drawing on Katz’s (1960) Functional Theory of Attitudes, we propose that there are four functions (or motivational antecedents) of loyalty: utilitarian, knowledge, value-expressive and ego-defensive. We discuss how each function relates to the three dimensions of loyalty (i.e. emotional, cognitive, and behavioural loyalty). Then this conceptualisation of brand loyalty is explored using four consumer focus groups. These exploratory results demonstrate that the application of a functional approach to brand loyalty yields insights which have not been apparent in previous research. More specifically, this paper notes insights in relation to brand loyalty from a consumer’s perspective, including the notion that the ego-defensive function is an orientation around what others think and feel. This creates the possibilities for future research into brand loyalty via social network analysis, in order to better understand how the thoughts of others affect consumers’ loyalty attributes.
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|Item Type:||Journal Article|
|ISSN:||1839-3349 (online) 1441-3582 (print)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2012 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved.|
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|Deposited On:||25 Feb 2013 22:12|
|Last Modified:||04 Mar 2016 16:33|
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