Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R

Bennett, R., Hartel, C. E. J. and McColl-Kennedy, J. R. (2005) Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R. Industrial Marketing Management, 34 1: 97-107. doi:10.1016/j.indmarman.2004.08.003

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Author Bennett, R.
Hartel, C. E. J.
McColl-Kennedy, J. R.
Title Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R
Journal name Industrial Marketing Management   Check publisher's open access policy
ISSN 0019-8501
Publication date 2005-01-01
Sub-type Article (original research)
DOI 10.1016/j.indmarman.2004.08.003
Volume 34
Issue 1
Start page 97
End page 107
Total pages 11
Editor P.J. LaPlaca
Place of publication Vernon, Connecticut
Publisher Elsevier
Language eng
Subject C1
350204 Marketing and Market Research
720401 Marketing
Abstract This paper examines the relative influence of two key antecedents of brand loyalty-satisfaction and involvement and the moderating role of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand loyalty will vary with the level of customer experience with purchasing the service. Building on previous research which examined low-risk, customer product settings [Kim, J., Lim, J.S., & Bhargava, M. (1998). The role of affect in attitude formation: A classical conditioning approach. Journal of the Academy of Marketing Science 26 (2): pp. 143-152; Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision-making. Journal of Consumer Research 26: 278], this study shows that for a high-risk setting, involvement with the service category will be more dominant in its influence on brand loyalty than satisfaction with the preferred brand. Furthermore, it was found that experience moderated the influence of involvement and satisfaction on attitudinal brand loyalty for a high-risk business-to-business service. This study provides new insights into the theory and practice of buyer behavior and business-to-business brands. Crown Copyright (C) 2004 Published by Elsevier Inc. All rights reserved.
Keyword Business
Management
Brand Loyalty
Attitudinal Brand Loyalty
Involvement
Satisfaction
Experience
Affective Events Theory
Marketing Theory
Decision-making
Mail Surveys
Model
Services
Behavior
Attitude
Consequences
Determinants
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
2006 Higher Education Research Data Collection
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 87 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 114 times in Scopus Article | Citations
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Created: Wed, 15 Aug 2007, 13:47:32 EST