A systematic literature review of brand commitment: definitions, perspectives and dimensions

Osuna Ramírez, S. A., Veloutsou, C. and Morgan-Thomas, A. (2017) A systematic literature review of brand commitment: definitions, perspectives and dimensions. Athens Journal of Business and Economics, 3(3), pp. 305-332. (doi: 10.30958/ajbe.3.3.5)

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Abstract

Although the relevance of consumer brand commitment is well recognized in the marketing literature, the multiple definitions, dimensions and conceptual approaches to the construct make it ambiguous and difficult to understand. Brand commitment often gets confused with other constructs such as brand loyalty, which further hampers its comprehension. The purpose of this paper is to enhance the theoretical foundations of the brand commitment construct by elaborating on its definition, the importance of its implications, and differentiating it from other concepts. To do so, a systematic review of the brand commitment literature is conducted. Following previously established inclusion and exclusion criteria for selection a total of 98 journal articles publish in the period 1998 to 2015 are analysed. Nine definitions of brand commitment are found in the literature, and a unified definition of the construct is advanced. The dimensions of brand commitment are analysed, and the main differences of the construct with other concepts are also clarified.

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Morgan-Thomas, Professor Anna and Veloutsou, Professor Cleopatra and Osuna Ramirez, Sergio Andres
Authors: Osuna Ramírez, S. A., Veloutsou, C., and Morgan-Thomas, A.
College/School:College of Social Sciences > Adam Smith Business School > Economics
Journal Name:Athens Journal of Business and Economics
Publisher:Athens Institute for Education and Research
ISSN:2241-794X
ISSN (Online):2241-794X
Published Online:28 March 2017
Copyright Holders:Copyright © 2017 The Authors
First Published:First published in Athens Journal of Business and Economics 3(3): 305-332
Publisher Policy:Reproduced under a Creative Commons License

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