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Customer commitment to luxury brands: Antecedents and consequences

Shukla, P and Banerjee, M and Singh, J (2016) 'Customer commitment to luxury brands: Antecedents and consequences.' Journal of Business Research, 69 (1). 323 - 331. ISSN 0148-2963

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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.

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Social Sciences > Essex Business School
Depositing User: Paurav Shukla
Date Deposited: 21 Nov 2016 11:01
Last Modified: 07 Apr 2021 10:16

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