A Cross-cultural Investigation of Relationships among Brand Attitude, Expressed Commitment, and Expected Loyalty

Abstract

This study utilized data from two different cultures to investigate relationships involving brand loyalty and its antecedents. It was found that a relationship between the consumer's attitude toward the brand and expressed commitment to the brand explained a significant proportion of the variance in commitment. A relationship between commitment and a measure of true loyalty also was found significant. The strength of the relationships was found to vary by product type and culture. Some differences in the basic components of brand attitude also were found between the two cultures.