Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2021 Annual Conference


What are the most impactful antecedents of Customer Brand Loyalty? A quantitative Meta-Analytical SEM
(A2021-92634)

Published: May 25, 2021

AUTHORS

Kathleen Desveaud, TSM-Research, University of Toulouse Capitole, CNRS

ABSTRACT

In addressing an old and scattered topic like brand loyalty, meta-analysis is an excellent tool to offer meaningful insights for research and practice. Still, to date, most meta-analyses are bivariate, and only four provide integrative models through MASEM (Meta-Analytic Structural Equation Modeling) to explain loyalty. Also, these four MASEMs are not based on an explicit selection of the variables, questioning their ability to provide a true representation of existing knowledge. To fill this gap we conduct the first rigorous MASEM of this magnitude, based on a clear selection of the key loyalty antecedents, that we put into perspective in a quantified structural model. We show that loyalty is formed through a three-step process, where brand associations play a fundamental role with the most significant total effect, brand offer plays an intermediary role, coming in a second phase and brand relationship and experience both play a direct role with the highest direct impact on loyalty.