A Contingency Model in Establishing Brand Loyalty: Relationship Age as a Moderator

Although prior studies have shown the moderating effects of relationship age among constructs, e.g., commitment, satisfaction, and overlook the relationships among constructs, e.g., brand relationship quality (BRQ), this study examines the relationship among relational bonds, BRQ, and brand loyalty. A total of 524 questionnaires from respondents aged between 15 and 24 are analyzed, using partial least squares. This study finds the following: (1) Relationship age significantly moderates the relationships among relational bonds, sense of community, attitudinal attachment, and brand loyalty, thus demonstrating either reinforcing or attenuating effects. (2) Financial bonds have non-significant effects in establishing behavioral and attitudinal loyalty over time. (3) Social bonds and attitudinal attachment are important drivers of an attenuating effect in establishing brand loyalty over time. (4) Structural bonds and sense of community are two reinforcing mechanisms driving both behavioral and attitudinal loyalty. This study makes the following contributions: (1) Echoes the bright and dark sides of relationship marketing theories. (2) Proposes managerial solutions of both shorter- and longer-term customer retention strategies.