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Involvement, satisfaction, and brand loyalty in a small business services setting

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  • Russell-Bennett, Rebekah
  • McColl-Kennedy, Janet R.
  • Coote, Leonard V.

Abstract

Considerable resources are expended annually on building business brands, yet the literature is virtually silent on brand loyalty in a business setting. This study examines the relationship between attitudinal loyalty and behavioral loyalty in a business services context, and attempts to identify two key antecedents of loyalty in this context. In particular, little is known about small businesses as customers, despite their significant contribution to the economies of developed nations. A longitudinal design is implemented, and data are captured on both attitudinal loyalty and subsequent loyalty behaviors (i.e., actual purchase behavior). The findings demonstrate the value of conceptualizing and measuring both attitudinal and behavioral components of brand loyalty. Specifically, the results indicate that attitudinal loyalty mediates the effects of the antecedents studied (category involvement and purchase satisfaction) on behavioral loyalty. Implications for marketing theory and practitioners are discussed, and possible directions for future research are sketched.

Suggested Citation

  • Russell-Bennett, Rebekah & McColl-Kennedy, Janet R. & Coote, Leonard V., 2007. "Involvement, satisfaction, and brand loyalty in a small business services setting," Journal of Business Research, Elsevier, vol. 60(12), pages 1253-1260, December.
    • Handle: RePEc:eee:jbrese:v:60:y:2007:i:12:p:1253-1260
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    References listed on IDEAS

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