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When Brand Attitudes Affect the Customer Satisfaction‐Loyalty Relation: The Moderating Role of Product Involvement
Author(s) -
Suh JungChae,
Youjae Yi
Publication year - 2006
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1602_5
Subject(s) - psychology , structural equation modeling , affect (linguistics) , customer satisfaction , brand loyalty , loyalty , marketing , product (mathematics) , loyalty business model , social psychology , customer delight , advertising , business , service quality , service (business) , mathematics , communication , statistics , geometry
Drawing on the attitude accessibility and stability theories, we investigate the moderating role of product involvement in the customer satisfaction‐loyalty relation. Structural equation modeling shows that customer satisfaction has both direct and indirect effects on loyalty, whereas ad attitudes and corporate image have only indirect effects through their mediating influence on brand attitudes. Furthermore, product involvement decreases the direct effects of satisfaction on brand attitudes and loyalty, but it increases the indirect effects of ad attitudes and corporate image.