University of Cincinnati Lindner College of Business

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Positive Affectivity as a Predictor of Consumers' Propensity to be Brand Loyal

Author(s): Frank Kardes, Frank Kardes, Maria Cronley

Status: Published
Year: 2016
Publication Name: Journal of Brand Management
Volume: 23, Issue: 2, Page Number(s): 216-228


Abstract

Trait positive affectivity (PA) is hypothesized to increase consumers’ propensity to be brand loyal. Theories on affect, traits and brand loyalty are used to develop the conceptual framework for the hypotheses. Results from three studies show that consumers high on trait PA are more likely to (i) describe experienced brands favorably to others, (ii) be committed to experienced brands, (iii) be willing to pay a premium for preferred brands and (iv) be overall loyal to their brands. Implications for brand managers and academic scholars are discussed.


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