Effects of structural and bonding-based attachment on brand loyalty

Diyawu Rahman Adam, Kwame Simpe Ofori, Abednego Feehi Okoe and Henry Boateng

African Journal of Economic and Management Studies, 2018, vol. 9, issue 3, 305-318

Abstract: Purpose - The purpose of this paper is to ascertain the effects of structural and bonding attachment on brand loyalty. The authors identified network quality, network coverage and mobile number portability (MNP) as structural elements of attachment that affect brand loyalty. Similarly, the authors identify brand trust and social interaction ties as elements of bonding-based attachment that affects brand loyalty. Design/methodology/approach - The authors employed a survey as the research design. There were 500 respondents who were customers of telecommunication network brands in Ghana. Data collected were analyzed using the partial least square approach to structural equation modeling (PLS-SEM) on SmartPLS 3. Findings - The findings indicate that structural and bonding-based attachments affect the brand loyalty. Specifically, the authors found that network coverage, network quality, brand trust and social interaction ties have positive effects on brand loyalty while MNP has a negative effect on brand loyalty. Originality/value - This study conceptualizes attachment from both structural and bonding perspectives, which are rare in the marketing literature. Thus, this study advances the conceptualization of attachment in the marketing literature.

Keywords: Ghana; Brand loyalty; PLS-SEM; Attachment theory; Bonding attachment; Structural attachment; Telecommunication network brands (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:ajemsp:ajems-10-2017-0252

DOI: 10.1108/AJEMS-10-2017-0252

Access Statistics for this article

African Journal of Economic and Management Studies is currently edited by Prof John Kuada

More articles in African Journal of Economic and Management Studies from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().