Brand Management
A Configurational Model of Brand Loyalty

Article Details
Pub. Date : Dec, 2019
Product Name : The IUP Journal of Brand Management
Product Type : Article
Product Code : IJBRM11912
Author Name : Jose Mathews
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 22



The paper examines the way intra-individual subsystems of cognition, affect, motivation, personality traits and the situation influence the process of brand loyalty formation. Of particular significance is the way configurational dynamics shape the loyalty, where the configurational dynamics imply varying and differing activation of the intra-individual processes. As against a general configuration where all the subsystems are in an interactional realm, a specific configuration identifies the differing inputs of the same in determining loyalty. The specific configurational models are applied to explain individual instances of loyalty.


Studies in brand loyalty formation presents a picture of disparate, broad-based and narrowfocused approaches which in themselves are not suggesting a unified interpretation. The approach becomes broad-based when it focuses on distal variables like situational influences, and it becomes narrow-focused when it pays close attention to proximal variables which are intimately related to consumer decision-making processes in the act of purchase and repurchase. Related to these approaches, three major trends are observed in brand loyalty research. The first group of research is focused on brand-related variables like brand equity and brand/product attributes that become the explanatory factors of brand loyalty.


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