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

Love, Edwin, Staton, Mark and Rotman, Jeff D. 2016, Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty, Marketing letters, vol. 27, no. 4, pp. 661-674, doi: 10.1007/s11002-015-9371-0.

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Title Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty
Author(s) Love, Edwin
Staton, Mark
Rotman, Jeff D.ORCID iD for Rotman, Jeff D. orcid.org/0000-0001-8823-4351
Journal name Marketing letters
Volume number 27
Issue number 4
Start page 661
End page 674
Total pages 14
Publisher Springer
Place of publication New York, N.Y.
Publication date 2016-12
ISSN 0923-0645
Keyword(s) consumer decision-making
customer loyalty
brand attachment
brand attitude
standards of judgment
Summary 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.
Language eng
DOI 10.1007/s11002-015-9371-0
Field of Research 1505 Marketing
Socio Economic Objective 0 Not Applicable
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Springer Science + Business Media New York
Persistent URL http://hdl.handle.net/10536/DRO/DU:30091713

Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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