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The moderating effect of individual level collectivist values on brand loyalty

Mattison Thompson, Frauke, Newman, Alexander and Liu, Martin 2014, The moderating effect of individual level collectivist values on brand loyalty, Journal of business research, vol. 67, no. 11, pp. 2437-2446, doi: 10.1016/j.jbusres.2014.02.011.

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Title The moderating effect of individual level collectivist values on brand loyalty
Author(s) Mattison Thompson, Frauke
Newman, Alexander
Liu, Martin
Journal name Journal of business research
Volume number 67
Issue number 11
Start page 2437
End page 2446
Total pages 10
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2014-11
ISSN 0148-2963
Keyword(s) Social Sciences
Business
Business & Economics
Brand loyalty
Individual level collectivist values
Perceived value
Brand trust
Perceived quality
China
CONSUMER PERCEPTIONS
RELATIONAL EXCHANGES
CULTURAL-VALUES
SERVICE QUALITY
TRUST
BEHAVIOR
PERFORMANCE
SATISFACTION
PERSPECTIVE
Summary 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. © 2014 Elsevier Inc.
Language eng
DOI 10.1016/j.jbusres.2014.02.011
Field of Research 150599 Marketing not elsewhere classified
150310 Organisation and Management Theory
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2014, Elsevier
Persistent URL http://hdl.handle.net/10536/DRO/DU:30080151

Document type: Journal Article
Collection: Department of Management
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