Abstract.
Considering
the
increasing importance of brand
loyalty in the context of fierce
competition, the paper aimed at
empirically investigating, among
urban Romanian consumers, the
relationship between some of the
major dimensions of brand
loyalty. Measurement was con-
ducted through five indicators:
brand
satisfaction,
brand
repurchase intention in similar
buying contexts, brand recom-
mend intention, brand repurchase
intention in case of price increase
(price elasticity of loyalty) and,
respectively, repurchase intention
in case of distribution decrease
(distribution elasticity of loyalty).
The main objective of the
research was not only to inves-
tigate the relationship between
the dimensions of brand loyalty as
reflected by the five previous
loyalty indicators, but also to
suggest a conceptual model of
brand loyalty considering the
nature and intensity of the
identified correlations. The data
was collected through an ad-hoc
questionnaire based survey,
sampling the population by means
of a mixture of classical proba-
bilistic and non-probabilistic
methods. The results proved posi-
tive correlations among loyalty
dimensions and allowed us to
propose a general model for the
relationship between these
dimensions.
Keywords: behavioral intend,
brand loyalty, extended loyalty,
loyalty essence.
THE RELATIONSHIP BETWEEN
THE DIMENSIONS OF BRAND
LOYALTY.
AN EMPIRICAL INVESTIGATION
AMONG ROMANIAN URBAN
CONSUMERS
Ovidiu I. MOISESCU
Babeş-Bolyai University,
Cluj-Napoca, Romania
e-mail: ovidiu.moisescu@econ.ubbcluj.ro
Brad ALLEN
Plymouth State University
Plymouth, New Hampshire, U.S.A.
e-mail: callen@plymouth.edu
Management & Marketing
Challenges for Knowledge Society
(2010) Vol. 5, No. 4, pp. 83-98
Management & Marketing
84
1. Introduction
One of the key issues of marketing theory and practice during the last decades
regards building, maintaining and developing brand loyalty in order to gain
sustainable competitive advantages. Considering the dynamic marketing environment
and fierce competition, brand loyalty as core dimension of brand equity, is essential
for any company that plans to maintain long term competitive advantages and
commercial performance.
The role and importance of brand loyalty as fundamental parameter for
establishing marketing strategies has been widely adopted in developed countries but
yet insufficiently understood by Romanian organizations. Therefore, we tried to
investigate the relationship between the dimensions of brand loyalty and to
conceptualize a general model of these relations, through an empirical investigation
among Romanian consumers.
2. Theoretical review on brand loyalty
2.1. Positioning brand loyalty within brand equity
The concepts of both brand loyalty and equity have been viewed from a
variety of perspectives during the last decades. Aaker (1991) defines brand equity as a
set of brand assets and liabilities linked to a brand, its name and symbol that add to or
subtract from the value provided by a product or service to a firm/or to that firm��s
customers. Although the assets and liabilities on which brand equity is based will
differ from context to context, they can be usefully grouped into brand loyalty, brand
awareness, perceived quality, brand associations, and other proprietary brand assets.
Among all, brand loyalty is the most important dimension and the core of a brand��s
equity, being, in some authors�� views, the ultimate objective and meaning of brand
equity (Travis, 2000).
Keller (2008) considers brand equity from a customer based perspective as
being the differential effect of brand knowledge on consumer response to the
marketing of the brand. Brand knowledge is defined in terms of awareness and image,
brand awareness being the consumers�� ability to identify the brand under different
conditions (recognition and/or recall), while brand image being defined as a set of
brand associations held in consumer��s memory. Thus, brand loyalty is viewed as the
reflection of brand strength, being the essential output of what brand awareness and
brand image can generate.
Other important authors like Kapferer (1992) or Chernatony (1999) relate
brand equity to the concept of brand identity, the latter being seen as a set of complex
dimensions. On one hand, Kapferer enumerates the objective characteristics of the
brand (its verbal and visual representation), the brand��s personality (the human-
specific characteristics of the brand), the brand relationship (especially with
The relationship between the dimensions of brand loyalty
85
customers, but also with suppliers, employees, investors etc.), the brand culture (from
which every product derives), the brand reflection (its external image that links the
brand to its target market) and the self-image (the consumers�� inner relationship with
themselves, in the perspective of their brand attitudes). On the other hand Chernatony
emphasizes brand vision, culture, positioning, personality, presentation and, last but
not least, brand relationship. As it can be seen, in both conceptualizations, brand
relationship, including mainly brand loyalty, is one of the core dimensions of brand
identity and, implicitly, of brand equity.
2.2. Constituencies of brand loyalty
Oliver (1997) developed a popular conceptual framework of brand loyalty,
taking into consideration a full spectrum of dimensions, using a hierarchy of effects
model with cognitive, affective, conative (behavioral intent), and action (repeat
purchase behavior) dimensions. Thus, brand loyalty becomes a deeply held
commitment to rebuy or repatronize a preferred product/service consistently in the
future, thereby causing repetitive same-brand or same brand-set purchasing, despite
situational influences and marketing efforts having the potential to cause switching
behavior (Oliver, 1999).
Traditional marketing literature generally emphasizes two different
dimensions of the concept of brand loyalty – behavioral and attitudinal. On one hand,
attitudinal brand loyalty includes cognitive, affective, and behavioral intent
dimensions, while, on the other hand, behavioral loyalty reflects the repeat buying
behavior (Dick and Basu, 1994). Behavioral intent, as the intention to act in the
buying decision process, is considered by some authors (Mittal and Kamakura, 2001)
as being intermediary between attitudinal and behavioral loyalty, appearing either as a
predisposition to buy a brand for the first time or a commitment to repurchase a
current brand. The practical strategic objective would be to maintain and augment the
repurchase commitment and convert behavioral intent to an actual purchase (Oliva and
Oliver, 1992).
Attitudinal brand loyalty is a prerequisite for behavioral loyalty, some
researchers (Baldinger and Rubinson, 1996) showing that, if their attitude towards a
brand is positive, highly loyal buyers tend to stay loyal, while switching buyers might
be turn into loyal buyers more easily.
2.3. Brand loyalty effects
Traditionally, among the advantages of a high degree of brand loyalty, the
branding literature includes the ability to apply premium pricing policies, the greater
negotiation power in relation to distribution channels, the reduced selling costs, the
higher barriers to potential new entries into the product category, and the increased
success potential of brand extensions to related product categories (Reichheld and
Teal, 1996). Customers can manifest their loyalty to a brand in several ways: they may
Management & Marketing
86
choose to stay with a provider, and they may increase the number of purchases or the
frequency of their purchases or even both, thus generating higher revenues for the
brand. They may also become advocates of the brand, concerned by playing a
powerful role in the decision making of others, thus reducing the brand��s marketing
communication costs.
It is well known that it is much more expensive to gain new customers than to
retain existing ones, especially when the existing customer base is satisfied and loyal.
Even if there are very low switching costs and low customer brand commitment, there
is a substantial inertia among customers. Still, brand loyalty must not be confounded
to brand inertia. According to Bloemer and Kasper (1995), brand loyalty implies a
deep-seated commitment to brands and there is a sharp distinction between repeat
purchases and actual brand loyalty. In their published research, they assert that a
repeat purchase behavior is the actual re-buying of a brand whereas loyalty includes
antecedents or a reason or fact occurring before the behavior. The authors further
delineate brand loyalty into ��spurious�� and ��true�� loyalty. Spurious loyalty represents
biased behavioral response expressed over time by some decision-making unit, with
respect to one or more alternate brands, as a function of inertia. True brand loyalty
includes the above, but replaces inertia with a psychological process resulting in brand
commitment.
Research has shown that loyal customers are less price sensitive (Reichheld
and Teal, 1996) and the expense of pursuing new customers is reduced (Dowling and
Uncles, 1997), while organizational profitability is positively affected by the level of
brand loyalty (Aaker, 1991). Brand loyalty can enhance marginal cash flow and
profitability, as loyal customers often accept to pay a price premium for their favorite
brands, are easily stimulated to new usage situations and tend to increase intensively
and extensively their spending on the brand (Davis, 2002). The marketing
communication spending is also reduced as loyal customers are already confident in
the purchase decision and process information rapidly, instruments like sales
promotions or advertising being less intensive needed in this case in comparison to
brands with low loyalty degree.
Loyalty also enhances the process of attracting new customers. Satisfied and
loyal clients tend to provide brand exposure and reassurance to new customers,
through ��mouth to mouth�� communication. On the other hand, a potential customer
has a better evaluation of a brand if that brand is perceived as having a loyal
customer base.
2.4. Building brand loyalty
Building attitudinal loyalty mainly implies brand image building through mass
media communications, but also short-term marketing activities such as promotional
tools in order to shape a brand��s image (Knox, 1996). Still, the short-term tools must
be accompanied by long-term activities (such as product development).
The relationship between the dimensions of brand loyalty
87
Brand trust plays a very important role in building and maintaining both
attitudinal and behavioral brand loyalty, its role having been researched extensively in
both B2C and B2B sectors (Cowles, 1997; Doney and Cannon, 1997). Results
indicated that brand trust augment brand loyalty and influences market share and price
elasticity.
Building and maintaining brand loyalty also implies frequency programs in
order to retain customers. Traditionally, loyalty cards can be used on order to prevent
brand switching (Dowling and Uncles, 1997), but the technique is easily copied and it
is hard to derive a sustainable competitive advantage from it, being mainly a defensive
tactic to prevent brand switching.
Customer satisfaction is essential in order to build brand loyalty, although
satisfaction does not necessarily generate or increase loyalty. Some authors emphasize
an asymmetric relationship between loyalty and satisfaction (Waddell, 1995). Schultz
(2000) outlines the importance of satisfying a customer in order to create behavioral
loyalty. Thus, a satisfied customer tends to be more loyal to a brand over time than a
customer whose purchase is caused by other reasons such as time restrictions and
information deficits.
Davis (2002) asserts that brand loyalty can only be achieved through a strong
brand positioning which means creating and managing a unique, credible, sustainable,
and valued place in the customer��s minds, revolving around a benefit that helps the
brand stand apart from its competition.
Aaker (1991) suggests some basic rules when it comes to managing and
enhancing brand loyalty. He states that customers must be treated with respect in the
sense that the interaction between the company and its personnel, on one hand, and
between the company and its customers, on the other hand, should be positive, while
any rude, uncaring, or unresponsive behavior should be avoided. Moreover, the
company must stay close to the customers. For that, focus groups should be used to
see real customers�� problems, account managers should meet with customers to find
out their concerns, and customer contact must be encouraged so that signals be sent to
both the organization and the customers that the latter is valued. Regular, timely,
sensitive, comprehensive, and integrated into day-to-day management surveys of
customer satisfaction/dissatisfaction must be conducted in order to understand
customers�� feelings, identify the reasons of overall satisfaction change, and adjust
products and services. Switching costs must be created by providing unique and
valuable solutions for customers�� problems or rewarding loyalty directly through
specific incentives and advantages. Moreover, customers must be provided with extra
unexpected services so as their behavior be changed from brand tolerance and
acceptance to brand enthusiasm. Finally, irritations and problems causing people to
switch brands must be deeply analyzed. The interaction with a lost customer must be
kept in order to clearly identify his negative motivations and all possible actions that
could help regain him as a customer and avoid others to follow his action.
Lindstrom (2005) asserts that the ultimate bond between the customer and the
brand derives from our five human senses. Lindstrom��s ��brand sense�� concept lies in
Management & Marketing
88
three components which combined build both loyalty and what he terms ��smash
ability��. The constructs of his theory reside in that the sensory branding stimulates the
relationship with the brand and allows emotional response to dominate the rationale
thinking. The goal is a strong and positive bond between the brand and the consumer
so that the consumer will turn to the brand repeatedly. An emotional engagement,
through matching subjective perception and reality, is established. The essence of
Lindstrom��s theory lies in what he terms the ��six sensory steps��. These include
sensory audit, brand staging, brand drama, brand signature, implementation, and
evaluation. Through this discovery method, an organization can unveil aspects of their
current offering or new avenues to exploit. This process, according to the author, will
enhance brand loyalty and deepen existing relationships. This approach to brand
loyalty derives from the use of our five senses. In order to understand any brand, a
sensory audit must be conducted to assess the brand��s leveraging of sensory touch
points. This is comprised of examining a brand��s stimuli, enhancement, and bonding
capabilities. Lindstrom points out that the more sensory components, the stronger the
foundation of your brand, and suggests that consumers use many senses when
evaluating brands: visual (like an unique logo on building, cups, and bags etc.),
visual/auditory (like an uniform and the way sales people approach customers),
visual/auditory/touch (like the interior aesthetics: sofa, colors, wall paper, music etc.),
smell/taste (like the distinct aroma released by the product).
Innis and La Londe (1994) proved that distribution and especially customer
service are essential elements that influence brand loyalty and thus must be separately
analyzed when managing brand loyalty. Innis and La Londe��s research showed that
customer service performance contributes to the satisfaction of a firm's customers, the
attitudes toward the firm as held by the firm's customers (and one's attitude toward a
firm or a product affects how a person will respond toward that product or firm in the
future - there are both antecedents and consequences to an attitude), and the
purchase/repurchase intentions of a firm's customers. Based on their research, they
suggest that several specific issues/actions must be considered when managing brand
loyalty. Firstly, brand managers must understand the customer service attributes that
the customers view as important and should focus on improving service levels on
these attributes and work to maintain acceptable service levels on less important
attributes while reducing the cost of providing these services. Secondly, they must
recognize and emphasize the importance of logistics to the overall goals of the
company: the retention of current customers, the recruitment of new customers, and
the building of market share. Thirdly, the results of this research must be used to
support the elevation of logistics in the company, during the strategic planning
process, or, operationally and tactically. Fourthly, brand managers should encourage
inter-functional coordination in order to allow marketing and logistics to work
together during planning and implementation in an effort to provide the optimal
combination of customer service and marketing service to the customer. Finally,
customer service should be used as an element of strategy to help the company gain a
differential advantage in the marketplace.
The relationship between the dimensions of brand loyalty
89
2.5. Brand loyalty based market segmenting
A first approach of classifying consumers considering their degree of loyalty
is that of Brown (1953), according to whom buyers can be divided into four groups.
The first group contains the so-called ��hard-core loyals�� who always buy the same
brand. The second category of consumers – the ��split loyals�� – are loyal to two or
three brands, while the third group includes consumers who are loyal to one brand for
a period of time, but easily shift from one brand to another, due to certain advantages
offered by the new brand, these consumers being categorized as ��shifting loyals��.
Finally, the last group is represented by ��switchers�� – consumers who show no loyalty
to any brand, switching the brand with almost any buying situation.
A second approach comes from Aaker (1991) who sees five levels of brand
loyalty and splits customers accordingly into a ��loyalty pyramid��, comprising five
types of buyers, each type being positioned on a corresponding level of the pyramid:
non loyal buyers who are completely indifferent to brands, satisfied or at least not
dissatisfied buyers with no dimension of dissatisfaction sufficient enough to stimulate
a change, satisfied customers with switching costs, customers who truly like the brand
and have an emotional attachment to it, and committed customers, proud to have
discovered and used the brand.
Considering the level of consumer involvement versus the perceived
differences between brands, Assael (1974) identifies four brand loyalty driven types of
consumers: ��complex loyals��, who firstly do research, then develop beliefs and
attitudes about the brand, and finally make a thoughtful choice, ��dissonance loyals��,
who shop around and buy fairly quickly, as they may consider most brands in a given
price range to be the same, even though expensive and self-expressive (in spite of
experiencing dissonance noticing certain features or hearing favorable things about
other brands, they seek information to support their choice), ��habitual loyals��, who
make decisions based on brand familiarity and keep buying the same brand out of
habit as passive recipients of information conveyed by advertising, and, finally,
��variety-seekers��, who switch brands for the sake of variety rather than dissatisfaction,
choosing brands with little evaluation, and evaluating them mostly during
consumption.
Dick and Basu (1994) argue that loyalty is determined by the strength of the
relationship between the relative brand attitude and the repeat patronage related to it.
A low relative attitude can occur in several situations or causes like when a brand has
low awareness (for example, after a recent introduction), when a brand is unable to
communicate distinct advantages, when competing brands are seen as similar etc. On
the basis of this attitude-behavior relationship, the authors propose four types of brand
loyalty. Thus, a low relative attitude combined with a high rate of repeat patronage
designates ��spurious loyalty��, while the actual absence of loyalty (��no loyalty��)
implies both a low rate of repeat patronage and a low relative attitude. When the
Management & Marketing
90
relative brand attitude is high, the authors identify either ��latent loyalty�� (low repeat
patronage) or actual ��loyalty��, when both relative attitude and repeat patronage have
high levels.
2.6. Brand loyalty assessment
In order to manage brand loyalty efficiently, it is necessary to consider
approaches to its measurement, as a practical tool in using the construct and linking it
to profitability. The majority of brand loyalty assessment procedures can be classified
as either behavioral – based on the actual purchases observed over a time period – or
attitudinal – based on stated preferences, commitment or purchase intentions (Mellens
et al., 1996). Generally, attitudinal and behavioral loyalty assessment procedures are
related through positive correlation. Still, the correlation is not perfect so there is a
need for a dual approach regarding brand loyalty assessment.
Reviewing the specialized literature, some of the most referenced attitudinal
loyalty measures are based on attitude toward the loyal/dis-loyal act (Sharp et al.,
1997), brand preference (Guest, 1944), commitment (Hawkes, 1994), or probability of
purchase (Jacoby and Chestnut, 1978), while some of the most referenced behavioral
measures are based on market share loyalty (Cunningham, 1956), exclusive purchase
(Jacoby and Chestnut, 1978), elasticity (Sharp et al., 1997), or price until switching
(Pessemier, 1960).
One of the most practical loyalty assessment approaches, which therefore
deserves special attention, is that of Aaker (1991) who suggests a behavior based and,
respectively, a loyalty constructs based assessment. On one hand, behavior based
loyalty assessments consider the actual purchase patterns of the customer base using
measures like repurchase rates of the brand, percents of purchases which went to each
brand purchased considering the last acquisitions, or the number of brands purchased
by a customer during a recent given period. Although objective, behavior data has
limitations as it may be inconvenient or expensive to obtain, provides limited
diagnostics about the future, and it is difficult to discriminate between customers who
switched brands and the purchase of multiple brands by different members of a family
or an organization. On the other hand, loyalty constructs based assessments consist of
evaluating loyalty on the basis of four sub-dimensions or sub-measurements: the
customers�� objective switching costs and their subjective perceived risks involved by a
potential brand switch, the customers�� level of satisfaction and dissatisfaction:
problems they have, sources of irritation, and reasons for brand switching (for a brand
to have a loyalty potential, its customers�� dissatisfaction must be absent or low enough
to avoid a switching), the liking degree customers have regarding the firm and the
brand, and, respectively, the customers�� level of commitment to the brand. Regarding
the apparent ambiguous term of ��liking��, Aaker explains that the general overall liking
can be scaled in a variety of ways: liking, respect, friendship, trust. Liking the brand is
not reflected by customers�� perceptions and beliefs about the brand��s attributes, but
rather by general statements of liking, such as those listed above. The measure of
The relationship between the dimensions of brand loyalty
91
liking can also be reflected by the additional price customers would pay to obtain their
brand (price premium) and the price advantage that competitors would have to
generate before they could attract a loyal buyer. Aaker also outlines the measurement
issues when it comes to customers�� commitment. Thus, commitment can be assessed
through the amount of interaction and communication involved with the brand and the
extent to which the brand is important in terms of customers�� activities and
personality. It is important to evaluate not only if the customers recommend the brand
but also if they sustain this recommendation with strongly sustained arguments.
3. Research methodology, objectives and hypotheses
The research methodology was based on a simplified model of brand loyalty
drawn up from various approaches reflected in the literature, model according to
which the concept of brand loyalty was basically reflected by brand satisfaction, by
the probability that those consumers who had bought a specific brand within a given
product category would chose the same brand in the next buying decision process in a
similar context (simple repurchase) or a different context (price increase, and
respectively, distribution decrease), and, respectively, by the active involvement of
loyal consumers in brand promotion (recommendations).
Therefore, the necessary data to be collected consisted in brand satisfaction
(��
Were you satisfied with the last purchased brand?��), intention to repurchase the
brand within a similar buying context
(„Do you intend you repurchase the same brand
the next time?��), intention to recommend the brand
(„Would you recommend the
brand you bought last time to others?��), intention to repurchase the brand within a
changed buying context in the case of price increase
(„If the brand��s price increased
in comparison to its competitor brands, would you still buy the same brand?��), and,
respectively, in the case of distribution decrease
(„If the brand were not to be found in
the stores you usually buy, would you look for it in other stores in order to buy it
again?��). The data collection instrument (the questionnaire) was designed using
symmetric marketing scales with six answering options from 1 = ��
Definitely not�� to
6 = ��
Definitely yes��, so that to avoid neutral responses and to force a positive/negative
attitude.
The five brand loyalty indicators above mentioned were measured in relation to the
last purchased brand within two product categories: durables and, respectively, non-
durables (perishables).
In order for the research objectives and instrument to be accurate, two
important factors had to be taken into consideration. Firstly, the investigated
population comprised heterogeneous individual consumers not only considering their
demographical characteristics (age, income, education, sex etc.), but also their
vocabulary, intelligence level, technical knowledge and degree of usage regarding
existing products and brands. Secondly, the data had to be collected in such a manner
so that investigated consumers could describe their behavior and attitude, what they do
and what they think about the analyzed product categories and corresponding brands.
Management & Marketing
92
Therefore, the particular product categories selected to be investigated within the
research were chosen so as: to be different considering their usage duration
(durable/non-durable), not to be too technical (in order for most of the consumers to
be able to evaluate their own behavior and express their attitudes towards those
product categories) and to have a large rate of penetration into households usage or
consumption. Given the established criteria above mentioned, the particular product
categories chosen for the research consisted in tooth-paste, as being representative for
the nondurable product category, and television sets (for durables).
The data was collected through an ad-hoc survey, due to the fact that
statistically representative data had to be obtained, the information needed was
basically unavailable. Resources and time allocated to the research did not permit
conducting a panel survey in order to investigate medium or long term evolutions of
the analyzed relations.
Considering the financial and time restrictions previously mentioned, the
investigated population was limited to the urban consumers of Cluj-Napoca, one of the
largest cities of Romania, although the intention of the research was to analyze the
urban Romanian consumers as a whole. Nevertheless, the research could still be
considered, with certain limitations, as being representative for the entire urban
Romanian population as Cluj-Napoca is the second largest city of Romania,
representing almost 3% of the Romanian urban population.
The questionnaire based interviews were conducted face-to-face, by a group
of more than one hundred students, each student completing a set of five interviews.
The sampling method used for the survey consisted in a mixture of classical
probabilistic and non-probabilistic methods. Firstly, the population was geographically
clustered considering the almost five hundred postal areas of Cluj-Napoca.
Afterwards, a number of clusters equal to the number of interview operators were
extracted through systematic random sampling. The clusters (postal areas) were
assigned to the interview operators (one cluster to each operator), and each operator
had to complete five questionnaire based interviews on the basis of an itinerary
sampling method (five consumers from different households, located into five
consecutive buildings from the assigned cluster – postal area). The data collected was
afterwards verified and validated by contacting (via phone and/or email) a random
sample of respondents in order to confirm his/her answers. The interview operators
identified as trying to mislead the research through providing non-valid questionnaires
were fully verified. At the end of the data collection process, from the total of 595
(assumed) completed interviews, only 551 were validated, therefore the research
having a statistical error of ��4.2%, with a statistical confidence level of 95%.
The main objective of the research was to investigate the relationship between
the dimensions of brand loyalty, as reflected by the five loyalty indicators previously
described, and to suggest a conceptual model of brand loyalty, considering the nature
and intensity of the identified correlations.
Therefore, we investigated a set of analogical hypotheses such as ��Loyalty
dimension
i is positively correlated with loyalty dimension
j��, where ��
i�� and ��
j�� were
The relationship between the dimensions of brand loyalty
93
represented by the five brand loyalty dimensions – brand satisfaction, intention to
repurchase the brand within a similar buying context, intention to repurchase the brand
in the case of price increase, intention to repurchase the brand in the case of
distribution decrease, and, respectively, intention to recommend the brand.
4. Results
Given the fact that the statistical variables reflecting the five brand loyalty
dimensions were ordinal, we computed the Spearman��s ranks correlation coefficients
in order to investigate the analogical hypotheses regarding the relationship between
them (Table 1).
Table 1
Correlations between brand loyalty dimensions (Spearman)
Brand
satisfaction
Repurchase
the brand
within
similar
buying
context
Repurchase
the brand in
the case of
price
increase
Repurchase
the brand in
the case of
distribution
decrease
Recommend
the brand
Brand
satisfaction
Rho = .402
(p=0.000)
Rho =.227
(p=.000)
Rho =.234
(p=.000)
Rho =.407
(p=.000)
Repurchase
the brand
within similar
buying
context
Rho = .402
(p=0.000)
Rho =.217
(p=.000)
Rho =.265
(p=.000)
Rho =.513
(p=.000)
Repurchase
the brand in
the case of
price
increase
Rho = .227
(p=0.000)
Rho =.217
(p=0.000)
Rho =.389
(p=.000)
Rho =.260
(p=.000)
Repurchase
the brand in
the case of
distribution
decrease
Rho =.234
(p=.000)
Rho =.265
(p=0.000)
Rho =.389
(p=.000)
Rho =.239
(p=.000)
Perishable product category
Recommend
the brand
Rho =.407
(p=.000)
Rho =.513
(p=.000)
Rho =.260
(p=.000)
Rho =.239
(p=.000)
Brand
satisfaction
Rho =.459
(p=.000)
Rho =.212
(p=.000)
Rho =.229
(p=.000)
Rho =.572
(p=.000)
Repurchase
the brand
within similar
buying
context
Rho =.459
(p=.000)
Rho =.201
(p=.000)
Rho =.160
(p=.000)
Rho =.596
(p=.000)
D
urable product
category
Repurchase
Rho =.212
Rho =.201
Rho =.486
Rho =.243
Management & Marketing
94
Brand
satisfaction
Repurchase
the brand
within
similar
buying
context
Repurchase
the brand in
the case of
price
increase
Repurchase
the brand in
the case of
distribution
decrease
Recommend
the brand
the brand in
the case of
price
increase
(p=.000)
(p=.000)
(p=.000)
(p=.000)
Repurchase
the brand in
the case of
distribution
decrease
Rho =.229
(p=.000)
Rho =.160
(p=.000)
Rho =.486
(p=.000)
Rho =.199
(p=.000)
Recommend
the brand
Rho =.572
.000)
Rho =.596
(p=.000)
Rho =.243
(p=.000)
Rho =.199
(p=.000)
The hypotheses were confirmed and validated in all cases, both within the
durables and non-durables, positive correlations being observed within each pair of
brand loyalty components. Nevertheless, these correlations were not similar in
intensity. Thus, the strongest correlations were identified between intention to
repurchase the brand within a similar buying context and intention to recommend the
brand (
Rho = 0.513 within perishables and Rho = 0.596 within durables), between
brand satisfaction and intention to recommend the brand (
Rho = 0.407 within
perishables and Rho = 0.572 within durables), between brand satisfaction and
intention to repurchase the brand within a similar buying context (
Rho = 0.402 within
perishables and Rho = 0.459 within durables), and, respectively, between intention to
repurchase the brand in the case of price increase and intention to repurchase the brand
in the case of distribution decrease (
Rho = 0.389 within perishables and Rho = 0.486
within durables). Moreover, the correlations were more intense, in all cases, within the
durable product category, than within the perishable product category.
Furthermore, given the heterogeneity of the correlations�� intensity, we ran the
Varimax principal component analysis procedure (Table 2).
The results showed that the five dimensions of brand loyalty can be grouped
into two distinct aggregate loyalty components: one comprising brand satisfaction,
intention to repurchase the brand within a similar buying context and intention to
recommend the brand, and the other one including the intention to repurchase the
brand in the case of price increase and the intention to repurchase the brand in the case
of distribution decrease. The suggested model explained 63.15% and, respectively,
71.43% of the overall loyalty variation, depending on the product category
(durable/perishable). The results also showed that, both in the case of durables and
non-durables, the contribution of the first aggregate component of loyalty to its overall
variation is much higher than that of the second aggregate component.
The relationship between the dimensions of brand loyalty
95
Table 2
Brand loyalty principal component analysis (Varimax)
Rotated Component Matrix
Perishable product
category
Durable product
category
1
2
1
2
Recommend the brand (1)
0.783
0.093
0.868
0.116
Repurchase the brand within similar buying
context (1)
0.751
0.153
0.813
0.091
Brand satisfaction (1)
0.748
0.100
0.797
0.113
Repurchase the brand in the case of price
increase (2)
0.115
0.824
0.080
0.863
Repurchase the brand in the case of distribution
decrease (2)
0.132
0.818
0.142
0.846
Rotation Sums of Squared Loadings
Perishable product category
Durable product category
Total
% of
Variance
Cumulative %
Total
% of
Variance
Cumulative
%
1
1.767
35.34
35.34
2.075
41.50
41.50
2
1.391
27.81
63.15
1.497
29.93
71.43
5. Conclusions, research limitations and future research directions
Generally speaking, a high level of brand satisfaction is not necessarily pre-
conditioned by high levels of brand associations�� favorability (perceived quality,
brand prestige, brand popularity etc.). Instead, satisfaction is given by the conformity
between user experience and expectations, expectations which can derive from a
variety of personal, environmental and contextual factors.
Still, brand satisfaction is strongly correlated with the intention to repurchase
and recommend, and, therefore, we might say that brand satisfaction is an intrinsic
dimension and a pre-requisite of both attitudinal and behavioral brand loyalty. Even
though necessary, a high level of satisfaction is not sufficient for an overall high level
of brand loyalty mainly reflected by the behavioral intent to repurchase and promote
the brand among others. Nevertheless, considering the stronger relationship among
these three dimensions, we may conclude that brand satisfaction, same-context
repurchase intention and the availability to recommend the brand to other, represent
the essence of brand loyalty.
The other two dimensions of brand loyalty – namely the intention to
repurchase the same brand but with a higher price or, respectively, in the case of a
reduced presence in sales points – are less correlated with the other loyalty dimensions
but more correlated among them. Therefore, we might conclude that these two
components constitute an extended part of brand loyalty.
Management & Marketing
96
Considering the results of the research and the conclusions derived, we
propose a model for the relationship between the dimensions of brand loyalty, as
depicted in Figure 1.
Figure 1. Brand loyalty proposed model
Still, certain research limitations and future research directions can be
depicted. Firstly, the results�� significance is limited to a certain local area of the urban
Romanian market. Even though we could, with certain limitation, extend the results to
the overall Romanian urban market level, a more geographical extensive research
should be conducted in order to reveal certain local consumer behavior specifics.
Secondly, the research method (ad-hoc survey) would have been more relevant if a
panel were created and analyzed over time, so as consumer evolutions could be
emphasized, as the Romanian market is a developing one. Thirdly, the research could
be extended considering not only durables and consumables like those investigated,
but also other specific types of tangible products and, of course, services, as
significant differences would be expected to appear in that case.
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