Customer Value and Brand Loyalty: Multi-Dimensional Empirical Test

Abstract

This study explores the relationships between customer value and brand loyalty from mutli-dimensional structure perspective. The authors propose a conceptual model for understanding the effects of customer value on brand loyalty. The model integrates four customer value dimensions and two brand loyalty dimensions. The empirical test using a structural equation model indicate that functional value and symbolic value have prominent effects on both attitudinal loyalty and behavioral loyalty, otherwise, experiential value and perceived price only indirectly affect behavioral loyalty, with the indirect path occurring through attitudinal loyalty. Finally, the implications of the study are discussed and further research is encouraged to refine and enhance the proposed model.