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ERIC Number: EJ903505
Record Type: Journal
Publication Date: 2010
Pages: 8
Abstractor: As Provided
Reference Count: 64
ISBN: N/A
ISSN: ISSN-1930-4595
A Brand Loyalty Model Utilizing Team Identification and Customer Satisfaction in the Licensed Sports Product Industry
Lee, Soonhwan; Shin, Hongbum; Park, Jung-Jun; Kwon, Oh-Ryun
ICHPER-SD Journal of Research, v5 n1 p60-67 Spr-Sum 2010
The purpose of this study was to investigate the relationship among the attitudinal brand loyalty variables (i.e., cognitive, affective, and conative components), team identification, and customer satisfaction by developing a structural equation model, based on Oliver's (1997) attitudinal brand loyalty model. The results of this study confirmed the study of brand loyalty stages by Oliver (1997) involving development of a brand loyalty process. Results supported the finding that consumers' strong beliefs about brand quality have increased the degree of "liking". In turn, results indicate a positive intention or commitment to repurchase a particular item. Therefore, this study emphasizes the importance of measuring attitudinal brand loyalty to identify attitudinal brand loyal customers and better understand their repurchasing intentions in the sports licensed product industry. Furthermore, this study showed the significant mediating effect of cognitive and affective brand loyalty in the relationship between customer satisfaction and conative brand loyalty. (Contains 3 tables and 1 figure.)
International Council for Health, Physical Education, Recreation, Sport, and Dance. 1900 Association Drive, Reston, VA 20191. Tel: 703-476-3462; Fax: 703-476-9527; e-mail: ichper@aahperd.org; Web site: http://www.ichpersd.org
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A