Affect or cognition: which is more influencing older adult consumers' loyalty?

Clicks: 243
ID: 53856
2018
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal
Popular

Ranked #170 of 235 articles by views in Heliyon

Most read Least read

Bar heights use a square-root scale. Only the 120 most-read articles are drawn; the journal has 235 in total.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
In studies on consumer behavior science, it is argued that brand affect, consumer satisfaction, and disconfirmation influence brand loyalty. This study aims to investigate whether the interaction of brand affect and cognition predicts brand loyalty in older adult consumers if consumer satisfaction is considered. A group of 344 older adult consumers participated and a mediated moderation analysis of the data was used to test our hypotheses. The results showed that consumer satisfaction increased the relationship between brand affect and brand loyalty in older adult consumers. However, disconfirmation did not influence that relationship. It can be concluded that the loyalty of older adult consumers toward a brand was more likely to be influenced by their affection than their cognition. Therefore, marketers should design products that better satisfy this population group and create loyalty to the product through enhancing affect connections.
Reference Key
kaur2018affectheliyon Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Kaur, Deepraj;Mustika, Martina Dwi;Sjabadhyni, Bertina;
Journal Heliyon
Year 2018
DOI
10.1016/j.heliyon.2018.e00610
URL
Keywords
psychology business

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.