Abstract

VERA, Jorge  and  TRUJILLO, Andrea. Searching most influential variables to brand loyalty measurements: An exploratory study. Contad. Adm [online]. 2017, vol.62, n.2, pp.600-624. ISSN 0186-1042.  https://doi.org/10.1016/j.cya.2016.04.007.

This research attempts to detect some brand loyalty key specific antecedent variables based on three groups of measurements: consumer involvement, perceived brand value (consumer brand equity), and customer satisfaction. Questions that drove the study were: which variables from which of the three dimensions would have the major effect on loyalty measurements? Would the explicatory variables be consistent across all product categories? 649 respondents were divided into six product categories. Regression models were obtained for each product category and for each loyalty measurement. Perceived brand value variables tended to have the higher impact on loyalty measurements. Self-identification with the brand (self-congruence) and perceived brand quality tended to be the variables with the major effect on loyalty measurements across all product categories.

Keywords : Brand loyalty; Perceived brand value; Consumer involvement; Customer satisfaction; Self-identification with the brand; Perceived brand quality.