Customer commitment to luxury brands: Antecedents and consequences

Abstract

The intensifying competition in the luxury sector necessitates the need for managers to identify the factors underpinning customers' commitment to a luxury brand. Understanding commitment not only provides an insight into the question, how customers commit, but also uncovers why customers commit to a particular brand. Using a questionnaire-based survey with customers, this research examines the antecedents and consequences of customer commitment to luxury brands. The findings indicate the differential influence of various antecedents on affective, calculative and normative commitment, and highlight the role played by these forms of commitment on consumption satisfaction and advocacy intentions. The results demonstrate the importance of affective commitment as a relationship enhancer, and identify managerial implications for customer commitment to luxury brands.

A mediated model of relationship quality factors affecting behavioural intention at a luxury motor vehicle dealership

“…It was also found that trust holds a significant relationship with commitment in various service-related contexts as well as in a luxury brand context (Moreira and Silva, 2015;Ou et al, 2011;Sumaedi, Juniarti and Bakti, 2015;Shukla et al, 2016). Therefore, the two relationship quality factors, trust and commitment, are hypothesised to have significant relationships with each other while trust also has a significant relationship with the behavioural intention of customers in relation to postpurchase service and repairs at a luxury motor vehicle dealership.…”

“…Commitment has also been found to be significantly related to behaviour intention and, with respect to its different categories as proposed by Parasuraman et al (1994), to different service, retail and luxury brand contexts (Fullerton, 2014;Jani and Han, 2011;Liang and Wang, 2007;Moreira and Silva, 2015;Shukla, Banerjee and Singh, 2016). Therefore, two relationship quality factors -customer satisfaction and commitment -are hypothesised to have significant relationships with each other and the behavioural intention of customers when post-purchase service and repairs at a luxury motor vehicle dealership are considered.…”

Papel Moderador da Marca e Mediação do Valor Percebido na Intenção de Recompra

“…Inclusive, os autores sugerem que futuros estudos utilizem a marca como moderadora na relação entre comprometimento afetivo, normativo e intenção de recompra. Desse modo, a marca pode assumir um importante papel moderador na relação entre o comprometimento e o comportamento de repetição de compras (Shukla et al, 2016). Vale salientar que diferentes marcas podem impactar de forma distinta a relação entre o comprometimento afetivo e o comprometimento normativo e, também, a intenção de recompra do consumidor.…”

O Comprometimento e Seus Efeitos Sobre a Satisfação de Clientes, a Intenção em Defender a Marca e a Intenção de Recompra em Serviços de Ensino

“…No entanto, podemos identificar que a primeira hipótese proposta H1, a qual propõe que o comprometimento afetivo (COMP_AFE) esta positivamente associado a satisfação do cliente (SAT), foi sustentada pelos resultados. Para a presente relação, o coeficiente padronizado encontrado foi de 0, 914 e t-value= 9,426, sendo que esta relação também foi evidenciada em estudos anteriores (MATHIEU, 1991;SHUKLA;BANERJEE;SINGH. 2016).…”

“…Observa-se que no contexto analisado, o comprometimento calculativo não seja susceptível em desenvolver uma forte ligação com a satisfação do cliente (aluno), pelo fato do comprometimento calculativo aproximar o aluno a IES, pela percepção dos custos de deixar o relacionamento existente (GUSTAFSSON;ROOS, 2005;SHUKLA;BANERJEE;SINGH, 2016). A hipótese H3 que indica que a satisfação do cliente (SAT) é impactada positivamente pelo comprometimento normativo (COMP_NORM), foi corroborada, apresentando coeficiente padronizado= 0,218 e t-value= 3,470.…”