In 1999, Oliver proposed four brand loyalty statuses, which were cognitive loyalty, affective loyalty, conative loyalty, and action loyalty. His classification was based on consumers’ loyalty strength. His model is not only well-structured, but also very meaningful as it is the first trial to divide loyal consumers into some small segments. However, as it is a conceptual model, it needs more specific explanation and empirical supports.
Therefore, this article introduces a framework to classify four loyalty groups and terms each loyalty group such as spurious loyalty group(group4), low loyalty group(group3), medium loyalty group(group2), and high loyalty group(group1). Then, it empirically accesses the differences among these loyalty groups. The differences are based on satisfaction, affect, trust, and commitment, which have been studied as loyalty antecedents. Product characteristics, which are hedonic value and utilitarian value, are also considered.
In case of hedonic value, the difference of group4 and group3 is mainly due to quality satisfaction and affect. The difference of group3 and group2 is due to trust and quality satisfaction and it of group 2 and group1 is due to quality satisfaction and commitment. In case of utilitarian value, the difference of group4 and group3 is due to quality satisfaction, it of group3 and group2 is due to trust and commitment, and it of group2 and group1 is due to quality satisfaction.
These findings guide positioning strategies at each of these loyalty groups.
