A Configurational Model of Brand Loyalty
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MURTHY, E N BRAND MANAGEMENTSummary: The paper examines the way intra-individual subsystems of cognition, affect, motivation, personality traits and the situation influence the process of brand loyalty formation. Of particular significance is the way configurational dynamics shape the loyalty, where the configurational dynamics imply varying and differing activation of the intra-individual processes. As against a general configuration where all the subsystems are in an interactional realm, a specific configuration identifies the differing inputs of the same in determining loyalty. The specific configurational models are applied to explain individual instances of loyalty.
| Item type | Current library | Call number | Vol info | Status | Notes | Date due | Barcode | Item holds | |
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Journal Article
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Main Library | /MAR/ Vol 16, No 4/ 55511287JA1 (Browse shelf(Opens below)) | Available | 55511287JA1 | |||||
Journals and Periodicals
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Main Library On Display | MAGAZINE/MAR/ Vol 16, No 4 (Browse shelf(Opens below)) | Vol 16, No 4 (01/12/2019) | Not for loan | December-2019 (Vol 16, No 4) | 55511287 |
The paper examines the way intra-individual subsystems of cognition, affect, motivation, personality traits and the situation influence the process of brand loyalty formation. Of particular significance is the way configurational dynamics shape the loyalty, where the configurational dynamics imply varying and differing activation of the intra-individual processes. As against a general configuration where all the subsystems are in an interactional realm, a specific configuration identifies the differing inputs of the same in determining loyalty. The specific configurational models are applied to explain individual instances of loyalty.
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