"I won't leave you although you disappoint me": The interplay between satisfaction, investment, and alternatives in determining consumer-brand relationship commitment

Yongjun Sung, Sejung Marina Choi

Research output: Contribution to journalArticle

59 Citations (Scopus)

Abstract

While commitment is among the key constructs of consumer-brand relationships, past research has regarded the impact of predictors of brand commitment as being linear and has ignored potential interactive effects among the different antecedents. Applying the investment model of interpersonal relationship, the present research examines the dynamic interplay among the key determinants of consumers' commitment to their relationship with brands (satisfaction, alternatives, and investment) and substantiates the roles of the antecedents in consumer-brand relationship contexts. Results of two studies demonstrate that greater consumer satisfaction and investment and less attractive alternatives lead to a higher level of consumers' commitment to their relationship with a brand. Most important, the results suggest that the perceived size of investment exerts a stronger impact on brand relationship commitment when satisfaction is low while making no significant difference in the commitment level when satisfaction is high. Conversely, the influence of alternative attractiveness on brand relationship commitment appeared to be largely monotonic.

Original languageEnglish
Pages (from-to)1050-1073
Number of pages24
JournalPsychology and Marketing
Volume27
Issue number11
DOIs
Publication statusPublished - 2010 Nov

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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