Abstract
The aim of this paper is to present the empirical tests of two measures of attitudinal brand loyalty to identify if they are items of a single construct or two distinct constructs. These two measures are an individual's propensity to be brand loyal, and attitude towards the act of purchasing a specific brand. This paper also seeks to determine which of these measures would be more useful for explaining purchasing behaviour. The results confirm the hypothesis that there is no significant relationship between the two measures in the business services market. This indicates that they are in fact not measures of the same concept but two separate concepts. Aggregating the scores from both measures to form a single score for attitudinal loyalty would reduce richness of explanation for marketing practitioners. In addition, the results suggest that the attitude towards the act of purchasing a brand can be used to explain or predict purchasing behaviour.
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2has recently completed her masters degree by research and is completing a PhD in the area of customer trust and loyalty. Sharyn also lectures in international marketing planning at the University of South Australia and has consulted for a range of Australian organisations including Telstra, Southern Beverage Corporation, ETSA Corporation and Wine Australia.
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Bennett, R., Rundle-Thiele, S. A comparison of attitudinal loyalty measurement approaches. J Brand Manag 9, 193–209 (2002). https://doi.org/10.1057/palgrave.bm.2540069
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DOI: https://doi.org/10.1057/palgrave.bm.2540069