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Exploring social motivations for brand loyalty: Conformity versus escapism

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Abstract

We posit and show that some consumers may remain brand loyal because of their motivation to conform; in contrast, others may do so because of their motivation to break away. Furthermore, we identify two central moderating variables – product knowledge and self-image congruence – that determine how conformity or escapism motivation affects brand loyalty. We show that these common communication goals play an asymmetric role for each motive. In particular, self-image congruence is found to enhance brand loyalty for consumers who are motivated to conform, but not for those who are driven to escape. Alternatively, product knowledge is found to enhance brand loyalty for escapism-motivated consumers, but inhibits brand loyalty for consumers who are bound to conform. Given that both moderators are central to most brand-related marketing communication, the insights of this study will help brand managers better understand the impact of communication goals on brand loyalty and ultimately marketing performance.

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Authors and Affiliations

  1. Department of Marketing, College of Business, Northern Illinois University, DeKalb, 60115-2897, IL, USA

    Lauren I Labrecque

Authors
  1. Lauren I Labrecque
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  2. Anjala S Krishen
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  3. Stephan Grzeskowiak
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APPENDIX

APPENDIX

Scale items and reliability (Cronbach's α)

All items measured on five-point Likert scales anchored strongly disagree (1) to strongly agree (5).

Loyalty α=0.87

How often do you use your iPod?

  1. 1

    I am a ‘regular’ iPod user.

  2. 2

    I use the iPod very frequently.

  3. 3

    I always use my iPod.

Do you believe the iPod offers value?

  1. 1

    My iPod is the best.

  2. 2

    The iPod is of high quality.

  3. 3

    Buying the iPod will always satisfy my needs.

Would you go out of your way to use your iPod?

  1. 1

    I would not switch music players even if it was more convenient.

  2. 2

    I would pay more for an iPod than for other music players.

  3. 3

    I would go out of my way to use the iPod.

Escapism motivation α=0.91

  1. 1

    I use my iPod so I can escape from reality.

  2. 2

    I use my iPod because it stirs me up.

  3. 3

    I use my iPod because it arouses my emotions and feelings.

  4. 4

    I use my iPod because it makes me feel less lonely.

  5. 5

    I use my iPod because it takes me into another world.

Conformity motivation α=0.74

  1. 1

    It is important that others think well of how I dress and look.

  2. 2

    When I am uncertain how to act in a social situation, I try to do what others are doing.

  3. 3

    My friends and I tend to buy the same brands.

Self-image congruity α=0.91

Do the typical people who buy iPods match how you see yourself?

  1. 1

    I can identify myself with the people who own iPods.

  2. 2

    The typical person who owns an iPod matches how I see myself.

  3. 3

    The image of the iPod brand is consistent with my self-image.

Do the typical people who buy iPod match how you like to see yourself?

  1. 1

    People who own iPods are like the person that I like to be.

  2. 2

    I aspire to be like those who use iPods.

  3. 3

    The typical person who uses iPods matches how I like to see myself.

Product knowledge α=0.90

  1. 1

    I feel very knowledgeable about the iPod.

  2. 2

    If friends asked me about MP3 players, I could give them advice about different brands.

  3. 3

    I feel very confident about my ability to tell the difference in quality among different MP3 players.

  4. 4

    I have a lot of knowledge about how to select the best brand of MP3 players to suit my needs.

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Labrecque, L., Krishen, A. & Grzeskowiak, S. Exploring social motivations for brand loyalty: Conformity versus escapism. J Brand Manag 18, 457–472 (2011). https://doi.org/10.1057/bm.2011.12

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  • DOI: https://doi.org/10.1057/bm.2011.12

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