Athens, Ga.

When it came time for Arthur Bartell, group president of Fort Collins, Colorado-based Proforma Big Dog Branding, to find a job he had a choice of three positions.

Jooyoung Kim, assistant professor of advertising at the University of Georgia’s Grady College of Journalism and Mass Communication, Athens, Ga., is the lead author of “The Six-Construct Model of True Brand Loyalty,” a research paper examining why consumers favor and consistently buy specific brands over time and motives for their behavior. 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

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