Customer commitment to luxury brands: antecedents and consequences

Paurav Shukla, Madhumita Banerjee, Jaywant Singh

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Abstract

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.
Original languageEnglish
Pages (from-to)323-331
Number of pages9
JournalJournal of Business Research
Volume69
Issue number1
Early online date19 Aug 2015
DOIs
Publication statusPublished - Jan 2016

Keywords

  • commitment
  • consumption satisfaction
  • advocacy intentions
  • luxury brands
  • structural equation modelling

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