The impact of brand information on consumer loyalty: An information economics perspective

Liow, Jun Wei (2010). The impact of brand information on consumer loyalty: An information economics perspective Honours Thesis, UQ Business School, The University of Queensland.

       
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Author Liow, Jun Wei
Thesis Title The impact of brand information on consumer loyalty: An information economics perspective
School, Centre or Institute UQ Business School
Institution The University of Queensland
Publication date 2010
Thesis type Honours Thesis
Supervisor Len Coote
Total pages 103
Language eng
Subjects 1505 Marketing
Abstract/Summary Drawing from information economics and brand signalling theories, this thesis integrates a new brand information construct into the Agustin and Singh (2005) loyalty model. It is anticipated to address the informational aspects in the marketplace and examine the impact of brand information on consumer loyalty. Two contributions of this thesis are noteworthy. Firstly, this thesis develops and conceptualises brand information as consisting of three dimensions: (1) knowledge of the correct price for the brand, (2) knowledge of the quality of the brand and (3) knowledge of the risk associated with the purchase of the brand. Secondly, this thesis contributes to the field by linking a consumer loyalty model with information economics concepts. Significant research results have been obtained in this thesis. Particularly, brand information is found to have a positive moderating effect on the trustloyalty relationship. This finding thus provides useful implications for both researchers and marketers. Theoretically, new insights are offered to the study of relationship marketing where brand information can be managed adequately to enhance the trust-loyalty relationship. In a managerial manner, communicating brand information can be used as a complementary strategy to any trust-building activities in order to boost consumer loyalty.

 
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Created: Mon, 02 Jul 2012, 13:52:06 EST by Karen Morgan on behalf of UQ Business School