Ou, Y-C and Verhoef, PC (2017) The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers. Journal of Business Research, 80. pp. 106-115. ISSN 0148-2963
Abstract
Customer equity drivers (CEDs) include value, brand, and relationship equity, which have a strong link with loyalty intentions. This study aims to examine the incremental effects of positive and negative emotions on loyalty intentions and to determine whether these emotions moderate the positive link between CEDs and loyalty intentions. We use customer data with 102 leading firms across eighteen services industries in the Netherlands. The results show that (1) positive and negative emotions have incremental effects on loyalty intentions, (2) positive emotions weaken the positive link (negative interaction), and (3) negative emotions strengthen the positive link, but only for brand and relationship equity (positive interaction). Thus, positive and negative emotions also explain loyalty intentions. However, managers should be cautious when combining CEDs with positive and negative emotions. We provide a strategic matrix to help managers arrive at effective combinations.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2017 Elsevier Inc. This is an author produced version of a paper published in Journal of Business Research. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Loyalty intentions; Emotions; Brands; Relationships |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 21 Jul 2017 15:14 |
Last Modified: | 20 Jan 2019 01:38 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.jbusres.2017.07.011 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:119292 |