Commitment and loyalty: are they two constructs or two constructs from the same concept? A reply to Prado and Santos (2003)

Valter Afonso Vieira and Luiz Antonio Slongo

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2008, vol. 12, issue 4, 995-1018

Abstract: Some researchers use loyalty and commitment as different constructs in their models. Others', as Prado and Santos (2003), argue that these two are in fact just one concept. The literature about that is sometimes obscure. In this context, this paper tries to analyze the association between loyalty and commitment in the virtual environment, specifically in e-commerce. The results indicated that both constructs are just one. In addition, using Fornell and Larcker (1981) suggestion, the data again confirmed the only construct. Final considerations and research limitations end the paper.

Date: 2008
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