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The paper’s co-authors are Jon Morris, professor of advertising at the University of Florida and Joffre Swait, adjunct marketing faculty at the University of Alberta and a partner in a research-based consulting company in Canada.
“Our work suggests that consumers’ attitudinal stability, which is based on emotional and cognitive conviction, plays a very important role in forming brand loyalty behaviors,” Kim explained. “Without this stability of attitude, consumers would easily switch to other brands for some unexpected situational reasons, such as price and availability. On the other hand, consumers with conviction-based attitudinal stability will not easily switch to other brands.”
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- People:
- Jon Morris
- Jooyoung Kim
- Places:
- Athens, Ga.
- Canada
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