Positive affectivity as a predictor of consumers’ propensity to be brand loyal

Sanjay Pulligadda (), Frank R Kardes and Maria L Cronley
Additional contact information
Sanjay Pulligadda: Farmer School of Business, Miami University

Journal of Brand Management, 2016, vol. 23, issue 2, No 6, 216-228

Abstract: Abstract Trait positive affectivity (PA) is hypothesized to increase consumers’ propensity to be brand loyal. Theories on affect, traits and brand loyalty are used to develop the conceptual framework for the hypotheses. Results from three studies show that consumers high on trait PA are more likely to (i) describe experienced brands favorably to others, (ii) be committed to experienced brands, (iii) be willing to pay a premium for preferred brands and (iv) be overall loyal to their brands. Implications for brand managers and academic scholars are discussed.

Keywords: brand loyalty; branding; positive affectivity; affect; traits (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://link.springer.com/10.1057/bm.2015.43 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

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:pal:jobman:v:23:y:2016:i:2:d:10.1057_bm.2015.43

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/bm.2015.43

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().