Consumer commitment to luxury brands: antecedents and consequences

Shukla, Paurav, Banerjee, Madhumita and Singh, Jaywant (2014) Consumer commitment to luxury brands: antecedents and consequences. In: Monaco Symposium on Luxury: From Tradition to Innovation; Apr 10-11, 2014, Monte Carlo, Monaco.

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With intensifying competition in the luxury sector, it is critical for managers to identify the factors underpinning consumers’ commitment to a luxury brand. Understanding commitment not only provides an insight into the question “how consumers commit” but also uncovers “why consumers commit to a particular brand”. Using a questionnaire-based survey with luxury consumers, this study examines the antecedents and consequences of consumer commitment. 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 offer further managerial implications for the luxury sector.

Item Type: Conference or Workshop Item (Paper)
Event Title: Monaco Symposium on Luxury: From Tradition to Innovation
Organising Body: INSEEC & International University of Monaco
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law
Faculty of Business and Law > Kingston Business School (Strategy, Marketing and Innovation) (from August 2013)
Depositing User: Jaywant Singh
Date Deposited: 14 Apr 2014 19:19
Last Modified: 22 Feb 2015 14:01

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