The moderating impact of relational strength, non-search purchase tendency and attitudinal versus normative control on the relationship between relationship quality and purchasing behaviour
De Cannière, Marie De Pelsmacker, Patrick Geuens, Maggie
De Cannière, Marie
De Pelsmacker, Patrick
Geuens, Maggie
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Publication Type
Journal article with impact factor
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Supervisor
Publication Year
2010
Journal
Journal of Business and Psychology
Book
Publication Volume
25
Publication Issue
1
Publication Begin page
87
Publication End page
98
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Abstract
We investigate the moderating impact of relational strength on the relationship quality model, that is extended from intentions onto real behaviour. Empirical investigations are conducted in the context of apparel buying, combining survey and data base information. Relational strength impacts the attitudes-intentions as well as the intentions-behavior relationship. The opposite signs of the effects may explain disappointing results when relationship quality is used to boost behavioral loyalty.
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Keywords
Consumer Behaviour