When brand attitudes affect the customer satisfaction-loyalty relation: The moderating role of product involvement

被引：227
|
作者：
Suh, JC [1 ]
Yi, YJ [1 ]
机构：
[1] Seoul Natl Univ, Seoul, South Korea
来源：
JOURNAL OF CONSUMER PSYCHOLOGY | 2006年 / 16卷 / 02期
关键词：
D O I：
10.1207/s15327663jcp1602_5
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Drawing on the attitude accessibility and stability theories, we investigate the moderating role of product involvement in the customer satisfaction-loyalty relation. Structural equation modeling shows that customer satisfaction has both direct and indirect effects on loyalty, whereas ad attitudes and corporate image have only indirect effects through their mediating influence on brand attitudes. Furthermore, product involvement decreases the direct effects of satisfaction on brand attitudes and loyalty, but it increases the indirect effects of ad attitudes and corporate image.
引用
收藏
页码：145 / 155
页数：11
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