Title: The antecedents of brand loyalty: a meta-analysis study

Authors: Wann-Yih Wu; Nadia Anridho

Addresses: Department of Business Administration, Nanhua University, No. 55, Sec. 1, Nanhua Rd., Dalin, Chiayi 62249, Taiwan ' Department of International Business Administration, Chinese Culture University, No. 55, Hwa Kang Rd., Yang Ming Shan, Shihlin District, Taipei City 11114, Taiwan

Abstract: One of the most important marketing topics that has been discussed extensively by both academics and practitioners over the past decades is brand loyalty, with previous studies often examining the determinants of this loyalty. However, the results are still inconclusive, and a comprehensive research framework has yet to be developed. This study aims to integrate previous literature by identifying the antecedents and mediators of brand loyalty. Five research hypotheses with 45 sub-hypotheses were developed and validated through a meta-analysis by collecting 144 studies from the previous literature for the period between 1996 and 2014. The results indicate that both cognitive-related variables (including brand awareness, brand personality, and brand identity) and hedonic-related variables (including hedonic attitude, entertainment, and aesthetic appeal) have significant impacts on quality and value perceptions towards the brand (including perceived quality, reputation, brand image, perceived value, commitment, and trust). In addition, these variables are all significant predictors of brand loyalty. Since most of the previous studies did not integrate the relevant variables into a more comprehensive framework, the results of this study can serve as an important reference for academics and professionals aiming to identify more appropriate marketing strategies and thus enhance profitability.

Keywords: brand loyalty; cognitive variables; quality perceptions; value perceptions; antecedents; meta-analysis; brand awareness; brand personality; brand identity; hedonic attitude; entertainment; aesthetic appeal; perceived quality; reputation; brand image; perceived value; commitment; trust.

DOI: 10.1504/IJSS.2016.080048

International Journal of Services and Standards, 2016 Vol.11 No.3, pp.242 - 260

Received: 21 Apr 2016
Accepted: 19 May 2016
Published online: 30 Oct 2016 *

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