A Field Examination of the Influence of Brand Equity on Behavioral Loyalty and Factors That Moderate This Relationship

Kalpesh Desai, State University of New York at Binghamton, USA
Vijay Hariharan, State University of New York at Buffalo, USA
J. Jeffrey Inman, University of Pittsburgh, USA
Debabrata Talukdar, State University of New York at Buffalo, USA
Despite prior research highlighting the critical role of brand equity, the relationship between brand equity and loyalty (or BE – BL) is not perfect. Marrying scanner panel choice data and survey data measuring panel members’ attitudes and perceptions, we show that while target brand commitment and importance of brand decision accentuate the BE – BL relationship, brand ambivalence and perceived equity of other category brands mitigate that linkage. We similarly test the moderating influence of eight other brand-, category-, and consumer-related “contextual” factors and show how the importance of nine variables operationalizing brand equity varies in these distinct moderating contexts.
[ to cite ]:
Kalpesh Desai, Vijay Hariharan, J. Jeffrey Inman, and Debabrata Talukdar (2010) ,"A Field Examination of the Influence of Brand Equity on Behavioral Loyalty and Factors That Moderate This Relationship", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 15-19 .