COMMITMENT MODELLING

Commitment is viewed as critical in the literatures of organizational and buyer behavior. Organizational commitment—one type of relationship commitment that is critical to the firm in its internal relationships—is among the oldest (Howard, 1960) and most studied (Reichers, 1985) variables in organizational behavior theory.

The process through which consumers become loyal to specific brands has been widely discussed. Initially, loyalty was viewed as simply repeat buying. However, as the field of consumer behavior matured, researchers came to realize that “repurchase is not sufficient evidence of brand loyalty” (Newman & Werbel, 1973)and that such measures as purchase patterns included much “spurious loyalty” (Day, 1970).

 As brand attitude becomes central to the repurchase decision in relational exchange, brand loyalty becomes increasingly similar to of commitment.

Manufacturers see brand loyalty as key to superior performance and make efforts to build it through providing superior benefits, promoting the firm’s values, and establishing an image as a trustworthy manufacturer.

A common theme emerges from the various literatures on relationships: Parties identify commitment among ex- change partners as key to achieving valuable outcomes for themselves, and they endeavor to develop and maintain this precious attribute in their relationships.

(Morgan & Hunt, 1994)

References

Howard, B. S. (1960). Notes ob the Concept of Commitment. American Journal of Sociology, 32-42.

Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 20-38.

Reichers, A. (1985). A Review and Reconceptualizations of Organizational Commitment. Academy of Management Reviews, 465-76.

Newman, J. W., & Werbel, R. A. (1973). Multivariate Analysis of Brand Loyalty for Major Household Appliances. Journal of Marketing Research, 404-9.

Day, G. S. (1970). Buyer Attitudes and Brand Choice Behavior. The Free Press. New York.