Mediating effect of loyalty program membership on the relationship between advertising effectiveness and brand loyalty
Mediating effect of loyalty program membership on the relationship between advertising effectiveness and brand loyalty
This study investigates the mediating effect of loyalty program membership on the relationship between advertising effectiveness and attitudinal loyalty as well as behavioral loyalty. Data from customers of a retail chain (members and non-members of the loyalty program), are used to test two models that are based on the quality-value-loyalty chain. Findings reveal that for customers who are not members of the loyalty program, advertising effectiveness does not significantly affect either attitudinal loyalty or behavioral loyalty. However, advertising effectiveness affects attitudinal loyalty of members of the loyalty program. Loyalty program membership mediates the relationship between advertising effectiveness and attitudinal loyalty.
462-481
Maity, Moutusy
5f3d5d42-c5ba-4168-83c7-35b2888654a0
Gupta, Seema
85f0be7c-4ff8-4f19-8996-824919b9df5e
2 September 2016
Maity, Moutusy
5f3d5d42-c5ba-4168-83c7-35b2888654a0
Gupta, Seema
85f0be7c-4ff8-4f19-8996-824919b9df5e
Maity, Moutusy and Gupta, Seema
(2016)
Mediating effect of loyalty program membership on the relationship between advertising effectiveness and brand loyalty.
The Journal of Marketing Theory and Practice, 24 (4), .
(doi:10.1080/10696679.2016.1205450).
Abstract
This study investigates the mediating effect of loyalty program membership on the relationship between advertising effectiveness and attitudinal loyalty as well as behavioral loyalty. Data from customers of a retail chain (members and non-members of the loyalty program), are used to test two models that are based on the quality-value-loyalty chain. Findings reveal that for customers who are not members of the loyalty program, advertising effectiveness does not significantly affect either attitudinal loyalty or behavioral loyalty. However, advertising effectiveness affects attitudinal loyalty of members of the loyalty program. Loyalty program membership mediates the relationship between advertising effectiveness and attitudinal loyalty.
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Published date: 2 September 2016
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Local EPrints ID: 474591
URI: http://eprints.soton.ac.uk/id/eprint/474591
ISSN: 1069-6679
PURE UUID: de4a04d0-3eb5-42d9-8fe0-d4a4c4df6d86
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Date deposited: 28 Feb 2023 17:32
Last modified: 17 Mar 2024 04:18
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Author:
Moutusy Maity
Author:
Seema Gupta
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