Heart versus mind: The functions of emotional and cognitive loyalty

Hartel, Charmine E.J. and Russell-Bennett, Rebekah (2010) Heart versus mind: The functions of emotional and cognitive loyalty. Australasian Marketing Journal, 18 1: 1-7. doi:10.1016/j.ausmj.2009.10.003

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Author Hartel, Charmine E.J.
Russell-Bennett, Rebekah
Title Heart versus mind: The functions of emotional and cognitive loyalty
Journal name Australasian Marketing Journal
ISSN 1441-3582
Publication date 2010-02-01
Year available 2009
Sub-type Article (original research)
DOI 10.1016/j.ausmj.2009.10.003
Volume 18
Issue 1
Start page 1
End page 7
Total pages 7
Place of publication Oxford, United Kingdom
Publisher Elsevier
Language eng
Abstract While there is substantial research on attitudinal and behavioral loyalty, the deconstruction of attitudinal loyalty into its two key components - emotional and cognitive loyalty - has been largely ignored. Despite the existence of managerial strategies aimed at increasing each of these two components, there is little academic research to support these managerial efforts. This paper seeks to advance the understanding of emotional and cognitive brand loyalty by examining the psychological function that these dimensions of brand loyalty perform for the consumer. We employ Katz's (1960) four functions of attitudes (utilitarian, knowledge, value-expression, ego-defence) to investigate this question. Surveys using a convenience sample were completed by 268 consumers in two metropolitan cities on a variety of goods, services and durable products. The relationship between the functions and dimensions of loyalty were examined using MANOVA. The results show that both the utilitarian and knowledge functions of loyalty are significantly positively related to cognitive loyalty while the ego-defensive function of loyalty is significantly positively related to emotional loyalty. The results for the value-expressive function of loyalty were non-significant. © 2009 Published by Elsevier Ltd. on behalf of the Australian and New Zealand Marketing Academy.
Keyword Attitudes
Attitudinal loyalty
Brand loyalty
Emotional loyalty
Functional approach
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status Non-UQ
Additional Notes Available online 22 December 2009.

Document type: Journal Article
Sub-type: Article (original research)
Collections: Non HERDC
UQ Business School Publications
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Created: Fri, 26 Nov 2010, 21:11:06 EST by Karen Morgan on behalf of UQ Business School