The moderating effect of individual level collectivist values on brand loyalty

Frauke Mattison Thompson, Alexander Newman and Martin Liu

Journal of Business Research, 2014, vol. 67, issue 11, 2437-2446

Abstract: In today's dynamic business environment the success of a firm often depends on its ability to create brand loyalty. While there is a large body of research exploring brand loyalty and its antecedents, little has been done to examine how the relationship between these antecedents and brand loyalty is moderated by consumer differences in individual level collectivist values. This understanding is important however as consumers high in individual level collectivist values have been found to make different brand choices than consumers low in individual level collectivist values. We develop and test theory that suggests consumer differences in individual level collectivist values have a significant moderating effect on the relationship between perceived value, perceived quality, brand trust and brand loyalty. The results show that consumers high in individual level collectivist values are significantly more loyal to a focal brand, especially when brand trust and perceived quality are at relatively low levels.

Keywords: Brand loyalty; Individual level collectivist values; Perceived value; Brand trust; Perceived quality; China (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:11:p:2437-2446

DOI: 10.1016/j.jbusres.2014.02.011

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