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A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions

Sergio Andres Osuna Ramirez, Cleopatra Veloutsou and Anna Morgan-Thomas

Athens Journal of Business & Economics, 2017, vol. 3, issue 3, 305-332

Abstract: Although the relevance of consumer brand commitment is well recognized in the marketing literature, the multiple definitions, dimensions and conceptual approaches to the construct make it ambiguous and difficult to understand. Brand commitment often gets confused with other constructs such as brand loyalty, which further hampers its comprehension. The purpose of this paper is to enhance the theoretical foundations of the brand commitment construct by elaborating on its definition, the importance of its implications, and differentiating it from other concepts. To do so, a systematic review of the brand commitment literature is conducted. Following previously established inclusion and exclusion criteria for selection a total of 98 journal articles publish in the period 1998 to 2015 are analysed. Nine definitions of brand commitment are found in the literature, and a unified definition of the construct is advanced. The dimensions of brand commitment are analysed, and the main differences of the construct with other concepts are also clarified.

Keywords: brand commitment; brand loyalty; systematic literature review (search for similar items in EconPapers)
Date: 2017
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