Effects of structural and bonding-based attachment on brand loyalty

Abstract

Purpose

The purpose of this paper is to ascertain the effects of structural and bonding attachment on brand loyalty. The authors identified network quality, network coverage and mobile number portability (MNP) as structural elements of attachment that affect brand loyalty. Similarly, the authors identify brand trust and social interaction ties as elements of bonding-based attachment that affects brand loyalty.

Design/methodology/approach

The authors employed a survey as the research design. There were 500 respondents who were customers of telecommunication network brands in Ghana. Data collected were analyzed using the partial least square approach to structural equation modeling (PLS-SEM) on SmartPLS 3.

Findings

The findings indicate that structural and bonding-based attachments affect the brand loyalty. Specifically, the authors found that network coverage, network quality, brand trust and social interaction ties have positive effects on brand loyalty while MNP has a negative effect on brand loyalty.

Originality/value

This study conceptualizes attachment from both structural and bonding perspectives, which are rare in the marketing literature. Thus, this study advances the conceptualization of attachment in the marketing literature.

Citation

Adam, D.R., Ofori, K.S., Okoe, A.F. and Boateng, H. (2018), "Effects of structural and bonding-based attachment on brand loyalty", African Journal of Economic and Management Studies, Vol. 9 No. 3, pp. 305-318. https://doi.org/10.1108/AJEMS-10-2017-0252