文章基本信息

标题：A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions
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作者：Sergio Andrés Osuna Ramírez ; Cleopatra Veloutsou ; Anna Morgan-Thomas 等
期刊名称：Athens Journal of Business & Economics
电子版ISSN：2241-794X
出版年度：2017
卷号：3
期号：3
页码：305-332
DOI：10.30958/ajbe.3.3.5
语种：English
出版社：Athens Institute for Education and Research
摘要：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.