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Experiential brand loyalty: Towards an extended conceptualisation of consumer allegiance to brands.

Obiegbu, C. J., Larsen, G. and Ellis, N., 2019. Experiential brand loyalty: Towards an extended conceptualisation of consumer allegiance to brands. Marketing Theory, -. (In Press)

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DOI: 10.1177/1470593119885167

Abstract

This article synthesises the experiential and meaning-based dimensions of loyalty to extend the brand loyalty canon. The experientially loyal consumer is defined as one who is sufficiently invested in a brand to find personal symbolic meanings in the act of consuming that brand and engage around these meanings, individually or within the context of communities of similarly engaged consumers in the pursuit of identity projects. Drawing on a particular type of consumer that epitomises experiential loyalty ? the fan, the features of this new conceptualisation are highlighted. The foundations of ?experiential brand loyalty? in consumer research are identified and examined. The concept of experiential brand loyalty is articulated and set alongside existing research as a complementary position that bridges the gap between brand loyalty and experiential consumption literatures. Implications are drawn for future research and marketing practice.

Item Type:Article
ISSN:1470-5931
Uncontrolled Keywords:Brand loyalty, consumer loyalty, experiential consumption, experiential loyalty, fan
Group:Faculty of Management
ID Code:33989
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:12 May 2020 15:16
Last Modified:12 May 2020 15:16

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