Brand commitment in consumer-brand relationships: An investment model approach

Youngjun Sung, W. Keith Campbell

Research output: Contribution to journalArticle

29 Citations (Scopus)

Abstract

The present paper uses a theoretical model from research on interpersonal relationships, the investment model, to predict brand commitment. The investment model uses three variablessatisfaction, alternatives and investmentto predict level of relationship commitment. In Study 1, a survey established the link between the three predictor variables and the level of commitment to three different brands: a participant-selected brand, a product brand (Coca-Cola) and a service brand (Bell South). In Study 2, the levels of the three predictor variables were manipulated experimentally and three hypothetical brands were used. The results from both studies provided strong support for the investment model predictions regarding commitment to a brand. Implications for marketing and advertising message strategies are offered.

Original languageEnglish
Pages (from-to)97-113
Number of pages17
JournalJournal of Brand Management
Volume17
Issue number2
DOIs
Publication statusPublished - 2009 Oct 1
Externally publishedYes

Fingerprint

Consumer-brand relationships
Brand commitment
Predictors
Service brand
Relationship commitment
Coca-Cola
Prediction
Marketing
Interpersonal relationships

Keywords

  • Brand commitment
  • Consumer satisfaction
  • Consumer-brand relationship
  • Relationship marketing

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

Cite this

Brand commitment in consumer-brand relationships : An investment model approach. / Sung, Youngjun; Campbell, W. Keith.

In: Journal of Brand Management, Vol. 17, No. 2, 01.10.2009, p. 97-113.

Research output: Contribution to journalArticle

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