Love It But Leave It: the Divergent Effects of Religiosity on Attitudinal Versus Behavioral Brand Loyalty

Religiosity has divergent effects on consumers’ attitudinal brand loyalty and behavioral brand loyalty. Religious consumers develop stronger psychological attachment to their favorite brands (i.e., have stronger attitudinal loyalty), but are more likely to switch when a competing brand offers a switching incentive (i.e., have weaker behavioral loyalty).



Citation:

Alison Jing Xu, Nicholas Olson, and Rohini Ahluwalia (2016) ,"Love It But Leave It: the Divergent Effects of Religiosity on Attitudinal Versus Behavioral Brand Loyalty", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 269-273.

Authors

Alison Jing Xu, University of Minnesota, USA
Nicholas Olson, University of Minnesota, USA
Rohini Ahluwalia , University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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