IDEAS home Printed from https://ideas.repec.org/a/sae/vision/v14y2010i1-2p1-12.html
   My bibliography  Save this article

Confirmatory Study on Brand Equity and Brand Loyalty: A Special Look at the Impact of Attitudinal and Behavioural Loyalty

Author

Listed:
  • Hardeep Chahal
  • Madhu Bala

Abstract

The purpose of the study is to examine relationships between brand equity and brand loyalty (comprising attitudinal and behavioural) which is not well explained in the marketing literature. Should brand loyalty be considered as dimension of brand equity or an outcome of brand equity or as a moderating factor that acts as a mediator between attitudinal loyalty and behavioural loyalty need to be confirmed? The present research is pursued to confirm such relationships. A total sample of 300 respondents was selected from Jammu city in India to gather data on brand loyalty and brand equity from the users of Jammu healthcare services. Scale-item analysis, both EFA and CFA analysis were applied for finalisation of scale and model testing respectively. The findings of the study support all three hypotheses i.e. brand equity is the resultant factor of attitudinal loyalty and results in behavioural loyalty (Model 1), brand loyalty viz. both attitudinal loyalty and behavioural loyalty can be considered as an indicator as well as an outcome of brand equity in healthcare sector (Model 2 and Model 3). Major limitation of the study is the use of convenient sampling since no comprehensive and proper list was available for the persons residing in Jammu city. But at the same time respondents selected were appropriate as they have adequate knowledge about hospitals, being associated with them for more than one year.

Suggested Citation

  • Hardeep Chahal & Madhu Bala, 2010. "Confirmatory Study on Brand Equity and Brand Loyalty: A Special Look at the Impact of Attitudinal and Behavioural Loyalty," Vision, , vol. 14(1-2), pages 1-12, January.
    • Handle: RePEc:sae:vision:v:14:y:2010:i:1-2:p:1-12
    DOI: 10.1177/097226291001400101
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/097226291001400101
    Download Restriction: no
    File URL: https://libkey.io/10.1177/097226291001400101?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Bagozzi, Richard P, 1983. "Issues in the Application of Covariance Structure Analysis: A Further Comment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(4), pages 449-450, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Breitsohl, Jan & Garrod, Brian, 2016. "Assessing tourists' cognitive, emotional and behavioural reactions to an unethical destination incident," Tourism Management, Elsevier, vol. 54(C), pages 209-220.
    2. Gordon W. Cheung & Helena D. Cooper-Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 745-783, June.
    3. Alta Arapi & Ercole Vellone & Dhurata Ivziku & Blerina Duka & Dasilva Taci & Ippolito Notarnicola & Alessandro Stievano & Emanuela Prendi & Gennaro Rocco & Maddalena De Maria, 2023. "Psychometric Characteristics of the Self-Care of Chronic Illness Inventory in Older Adults Living in a Middle-Income Country," IJERPH, MDPI, vol. 20(6), pages 1-15, March.
    4. Claes Fornell & Youjae Yi, 1992. "Assumptions of the Two-Step Approach to Latent Variable Modeling," Sociological Methods & Research, , vol. 20(3), pages 291-320, February.
    5. Piotr Tarka, 2018. "An overview of structural equation modeling: its beginnings, historical development, usefulness and controversies in the social sciences," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(1), pages 313-354, January.
    6. Waqas Khuram & Yanqing Wang & Mudassar Ali & Aisha Khalid & Heesup Han, 2023. "Impact of Supportive Supervisor on Doctoral Students’ Research Productivity: The Mediating Roles of Academic Engagement and Academic Psychological Capital," SAGE Open, , vol. 13(3), pages 21582440231, July.
    7. López Caro, Cristina María & Fernández Aguirre, María Carmen & Mariel Chladkova, Petr, 2002. "Índices de Satisfacción del Consumidor: una aplicación de Modelos de Ecuaciones Estructurales a la Industria Automovilística Española," BILTOKI 1134-8984, Universidad del País Vasco - Departamento de Economía Aplicada III (Econometría y Estadística).
    8. Maddalena De Maria & Federico Ferro & Davide Ausili & Rosaria Alvaro & Maria Grazia De Marinis & Stefania Di Mauro & Maria Matarese & Ercole Vellone, 2020. "Development and Psychometric Testing of the Self-Care in COVID-19 (SCOVID) Scale, an Instrument for Measuring Self-Care in the COVID-19 Pandemic," IJERPH, MDPI, vol. 17(21), pages 1-12, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:vision:v:14:y:2010:i:1-2:p:1-12. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.