Corvinus
Corvinus

Antecedents of loyalty for food products – Investigating the effects of subjective constructs

Gyulavári, Tamás and Dörnyei, Krisztina (2012) Antecedents of loyalty for food products – Investigating the effects of subjective constructs. Journal of Economics and Business Research, 18 (2). pp. 43-58.

[img]
Preview
PDF - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
335kB

Official URL: http://www.uav.ro/jour/index.php/jebr/article/view/357


Abstract

Our research aimed to reveal the effects that can be observed during the buying process of food products and can influence the decisions of customers. We focused on the role of enduring involvement in customers’ behavioural loyalty, that is, the repurchase of food brands. To understand this relationship in a more sophisticated way, we involved two mediating constructs in our conceptual model: perceived risk and perceived knowledge of food products. The data collection was carried out among undergraduate students in frame of an online survey, and we used SPSS/AMOS software to test the model. The results only partly supported our hypothesis, although the involvement effects on loyalty and the two mediating constructs were strong enough, loyalty couldn’t be explained well by perceived risk and knowledge. The roles of further mediating/moderating variables should be determined and investigated in the next section of the research series. Keywords: involvement brand loyalty, subjective knowledge, perceived risk, food products

Item Type:Article
Uncontrolled Keywords:involvement brand loyalty, subjective knowledge, perceived risk, food products
JEL classification:M31 - Marketing
Subjects:Decision making
Food economy
Business economics
Marketing
Agriculture
Media and communication
Psychology
Regional economy
Management, business policy, business strategy
ID Code:1835
Deposited By: Dr. Tamás Gyulavári
Deposited On:26 Jan 2015 12:59
Last Modified:26 Jan 2015 12:59

Repository Staff Only: item control page