The moderating effect of individual level collectivist values on brand loyalty

Frauke Mattison Thompson, Alex Newman, Martin Liu

Research output: Journal PublicationArticlepeer-review

23 Citations (Scopus)

Abstract

In today's dynamic business environment the success of a firm often depends on its ability to create brand loyalty. While there is a large body of research exploring brand loyalty and its antecedents, little has been done to examine how the relationship between these antecedents and brand loyalty is moderated by consumer differences in individual level collectivist values. This understanding is important however as consumers high in individual level collectivist values have been found to make different brand choices than consumers low in individual level collectivist values. We develop and test theory that suggests consumer differences in individual level collectivist values have a significant moderating effect on the relationship between perceived value, perceived quality, brand trust and brand loyalty. The results show that consumers high in individual level collectivist values are significantly more loyal to a focal brand, especially when brand trust and perceived quality are at relatively low levels.

Original languageEnglish
Pages (from-to)2437-2446
Number of pages10
JournalJournal of Business Research
Volume67
Issue number11
DOIs
Publication statusPublished - Nov 2014

Keywords

  • Brand loyalty
  • Brand trust
  • China
  • Individual level collectivist values
  • Perceived quality
  • Perceived value

ASJC Scopus subject areas

  • Marketing

Fingerprint

Dive into the research topics of 'The moderating effect of individual level collectivist values on brand loyalty'. Together they form a unique fingerprint.

Cite this