The dimensions of consumer Commitment and its impact on brand price loyalty: Empirical study of coffee chain store brands

摘要

Our paper aims for studying the brand price loyalty of the consumer in service industry from the perspective of the consumer Commitment. We get the consumer Commitment scale by translating in two-way and context-transforming of the organization Commitment scale which was developed by Allen & Meyer (1990). In the research, we verified that consumer Commitment is a multi-faceted variable, and has significant impact on brand price loyalty.