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Journal of Travel Research
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0047287507312409v1
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Article

Examining the Antecedents of Brand Loyalty from an Investment Model Perspective

Xiang (Robert) Li* and James F. Petrick

* To whom correspondence should be addressed. E-mail: robertli{at}sc.edu.


  Abstract
The primary purpose of this study is to theoretically identify the key determinants of brand loyalty. Based on the investment model in social psychology, this article suggests that customers’ attitudinal loyalty to a brand is weakened by the quality of alternative options but strengthened by their satisfaction with, and investment in, the brand. An online panel survey was conducted, and the data supported all hypothesized relationships. Collectively, satisfaction, quality of alternatives, and investment accounted for more than 74% of the variance in attitudinal loyalty. The findings suggest that the investment model may lend a theoretical foundation to the explanation of tourists’ brand loyalty formation.

First published on January 28, 2008, doi:10.1177/0047287507312409

Journal of Travel Research 2008;47:25.

A more recent version of this article appeared on August 1, 2008

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K. M. Woosnam, W. C. Norman, and T. Ying
Exploring the Theoretical Framework of Emotional Solidarity between Residents and Tourists
Journal of Travel Research, November 1, 2009; 48(2): 245 - 258.
[Abstract] [PDF]