Psikhologicheskie Issledovaniya • ISSN 2075-7999
peer-reviewed • open access journal
      

 

Folomeeva T.V., Vinokurov F.N. The consumer loyalty as a social attitude

Full text in Russian: Фоломеева Т.В., Винокуров Ф.Н. Лояльность потребителей как социальная установка
Lomonosov Moscow State University, Moscow, Russia

About authors
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The consumer behavior is analyzed as a form of social behavior and the phenomenon of loyalty is considered as an attitude for this form of behavior. Loyalty is proposed to be defined as a positive attitude towards brand consumption. The consumer loyalty was studied in groups of car owners, mobile phone users and mobile network subscribers (N = 201). The main method of the study was structural equation modeling (SEM). Based on associative evaluation theory of attitudes a new multifactor model of the consumer loyalty is proposed.

Keywords: social psychology, attitudes, consumer behavior, loyalty, brand

 

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Received 27 April 2012. Date of publication: 18 June 2012.

About authors

Folomeeva Tat'yana V. Ph.D., Associate Professor, Faculty of Psychology, Lomonosov Moscow State University, ul. Mokhovaya, d. 11, str. 9, 125009 Moscow, Russia.
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Vinokurov Fedor N. Junior Research Associate, Faculty of Psychology, Lomonosov Moscow State University, ul. Mokhovaya, d. 11, str. 9, 125009 Moscow, Russia.
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Suggested citation

Folomeeva T.V., Vinokurov F.N. The consumer loyalty as a social attitude . Psikhologicheskie Issledovaniya, 2012, Vol. 5, No. 23, p. 5. http://psystudy.ru (in Russian, abstr. in English).

Permanent URL: http://psystudy.ru/index.php/eng/2012v5n23e/695-folomeeva23e.html

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