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Customer commitment to luxury brands: antecedents and consequences

Customer commitment to luxury brands: antecedents and consequences
Customer commitment to luxury brands: antecedents and consequences

The intensifying competition in the luxury sector necessitates the need for managers to identify the factors underpinning customers' commitment to a luxury brand. Understanding commitment not only provides an insight into the question of how customers commit but also uncovers why customers commit to a particular brand. Using a questionnaire-based survey with customers, this research examines the antecedents and consequences of customer commitment to luxury brands. The findings indicate the differential influence of various antecedents on affective, calculative and normative commitment, and highlight the role played by these forms of commitment on consumption satisfaction and advocacy intentions. The results demonstrate the importance of affective commitment as a relationship enhancer, and identify managerial implications for customer commitment to luxury brands.

Advocacy intentions, Commitment, Consumption satisfaction, Luxury brands, Structural equation modelling
0148-2963
323-331
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Banerjee, Madhumita
aa2f5228-6b0c-409b-abfe-5d141b9285bc
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Banerjee, Madhumita
aa2f5228-6b0c-409b-abfe-5d141b9285bc
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531

Shukla, Paurav, Banerjee, Madhumita and Singh, Jaywant (2016) Customer commitment to luxury brands: antecedents and consequences. Journal of Business Research, 69 (1), 323-331. (doi:10.1016/j.jbusres.2015.08.004).

Record type: Article

Abstract

The intensifying competition in the luxury sector necessitates the need for managers to identify the factors underpinning customers' commitment to a luxury brand. Understanding commitment not only provides an insight into the question of how customers commit but also uncovers why customers commit to a particular brand. Using a questionnaire-based survey with customers, this research examines the antecedents and consequences of customer commitment to luxury brands. The findings indicate the differential influence of various antecedents on affective, calculative and normative commitment, and highlight the role played by these forms of commitment on consumption satisfaction and advocacy intentions. The results demonstrate the importance of affective commitment as a relationship enhancer, and identify managerial implications for customer commitment to luxury brands.

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Accepted/In Press date: 1 January 2015
e-pub ahead of print date: 19 August 2015
Published date: 1 January 2016
Keywords: Advocacy intentions, Commitment, Consumption satisfaction, Luxury brands, Structural equation modelling

Identifiers

Local EPrints ID: 430224
URI: https://eprints.soton.ac.uk/id/eprint/430224
ISSN: 0148-2963
PURE UUID: bd199c78-28c1-4fed-bf14-64e782aec148
ORCID for Paurav Shukla: ORCID iD orcid.org/0000-0003-1957-8622
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 16 Apr 2019 16:30
Last modified: 10 Dec 2019 05:02

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Contributors

Author: Paurav Shukla ORCID iD
Author: Madhumita Banerjee
Author: Jaywant Singh ORCID iD

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