Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty

Edwin Love (), Mark Staton () and Jeff D. Rotman ()
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Edwin Love: Western Washington University
Mark Staton: Western Washington University
Jeff D. Rotman: Western University

Marketing Letters, 2016, vol. 27, issue 4, No 4, 674 pages

Abstract: Abstract Ethicists refer to people who make judgments based on normative principles as deontologists. Their ethical standards are such that loyalty is an important characteristic to them—which could make them appealing consumers for marketers to target. In a series of three studies, we illustrate the following: whether deontological standards of judgment positively impact their consumer loyalty, if normative advertising campaigns are more effective for deontologists than for utilitarians, and whether the loyalty proneness of deontologists is a function of selective processing. While standards of judgment have been addressed in the literature to measure practices of marketers, our research is the first that speaks to the impact that standards of judgment can have on consumer decision-making.

Keywords: Consumer decision-making; Customer loyalty; Brand attachment; Brand attitude; Standards of judgment; Deontology; Utilitarianism (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11002-015-9371-0

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