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

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dc.contributor.advisor Noseworthy, Theodore
dc.contributor.author Shabaga, Rebecca
dc.date.accessioned 2013-08-09T20:14:13Z
dc.date.available 2013-08-09T20:14:13Z
dc.date.copyright 2013-08
dc.date.created 2013-08-01
dc.date.issued 2013-08-09
dc.identifier.uri http://hdl.handle.net/10214/7298
dc.description.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. en_US
dc.language.iso en en_US
dc.subject consumer brand relationships en_US
dc.subject brand relationship en_US
dc.subject brand attachment en_US
dc.subject brand commitment en_US
dc.title Predicting Persistence: An Examination of Two Critical Indicators of Brand Relationship Strength en_US
dc.type Thesis en_US
dc.degree.programme Marketing and Consumer Studies en_US
dc.degree.name Master of Science en_US
dc.degree.department Department of Marketing and Consumer Studies en_US


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