A Study on the Mediating Roles of Attitudinal Brand Loyalty
Abstract
Most past studies have either measured the affects of brand attributes on attitudinal or behavioral brand loyalty. Given this gap, we have contributed towards the body of the literature by examining the effects of brand elements on both attitudinal and behavioral brand loyalty. The focus of the study is on the apparel industry (J-dot). The reason for selecting this sector is that consumers in apparel have become highly brand conscious, and the market is full of both foreign and local brands. We have collected the data from selected malls of Karachi. The sample size for the study was 387 and we collected the data by visiting the local shopping malls of Karachi. SPSS version 23 was used for statistical analysis that includes reliability, validity and descriptive analysis. The hypotheses were tested through multiple regression analysis. The mediating effect was examined through a two-step approach. We found that all the antecedents of brand equity including trust, commitment involvement, directly and indirectly, affect both behavioral and attitudinal brand loyalty. Moreover, we also found that these antecedents are highly interrelated. For example, trust has an effect on both consumers’ attitudes and behaviors towards a brand. But at the same time trust is a precursor to brand commitment. The results also suggest that behavioral intentions are highly correlated with actual behavior. Therefore, marketers must ensure that consumer’s behavioral intentions materialize into actual behavior. Advertisement cluttering has made it difficult for marketers to attract consumers’ attention, due to which many firms are organizing brand activities that enhance consumer involvement and stimulate emotional feelings toward a brand. Thus, besides conventional advertisements, firms may allocate appropriate resources for brand activation.Keywords: Attitudinal brand loyalty, behavioral brand loyalty, brand trust, brand commitment, customer satisfaction.References
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