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Predicting Persistence: An Examination of Two Critical Indicators of Brand Relationship Strength

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Title: Predicting Persistence: An Examination of Two Critical Indicators of Brand Relationship Strength
Author: Shabaga, Rebecca
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Noseworthy, Theodore
Abstract: The current research argues that brand commitment, a multidimensional construct consisting of brand attachment, long-term orientation, and intent to persist, is a better indicator of brand relationship strength than brand attachment alone. Brand commitment is a better indicator of brand relationship strength because it is able to predict brand relationship persistence, is influenced by important antecedents of brand relationship strength, and can explain the relationship between the antecedents of brand relationship strength and relationship persistence while brand attachment cannot. The current research employs survey methodology, SEM, and a between-subjects experimental design to test this argument. The results indicate that brand commitment predicts relationship persistence and reveal that long-term orientation and intent to persist are important predictors of relationship persistence. These findings contribute to the consumer-brand relationship literature by illustrating the importance of understanding all three of components of brand commitment.
URI: http://hdl.handle.net/10214/7298
Date: 2013-08


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