Does Emotional Value Play a Role in the Relationship between Risk and Loyalty?

Andrei Scridon ()

Marketing – from Information to Decision Journal, 2019, vol. 2, issue 2, 35-42

Abstract: Although perceived value is considered essential in any marketing activity, the role it plays regarding the relationship between perceived risk and loyalty in the context of organizational markets is not thoroughly considered. Therefore, this paper addresses the aforementioned issues in the context of the small and medium size enterprise market in Romania. From a sample of 229 entities, data were collected and analysed using structural equation modelling techniques. Results confirmed that different relationships are established between functional or financial risk and emotional value on the one hand, and emotional value and loyalty on the other hand. Discussions of the results integrate main findings with other studies that partially or tangentially study the connections between emotional value, risk and loyalty. The paper end with a brief limitations and avenues for future research.

Keywords: Emotional value; Perceived risk; Loyalty (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://doi.org/10.2478/midj-2019-0008 (text/html)

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:vrs:mfitdj:v:2:y:2019:i:2:p:35-42:n:3

DOI: 10.2478/midj-2019-0008

Access Statistics for this article

Marketing – from Information to Decision Journal is currently edited by Ciprian-Marcel Pop

More articles in Marketing – from Information to Decision Journal from Sciendo
Bibliographic data for series maintained by Peter Golla ().