Experiential Brand Loyalty: Towards an Extended Conceptualization of Consumer Allegiance to Brands

Obiegbu, J; Larsen, G; Ellis, N

doi:10.1177/1470593119885167

Experiential Brand Loyalty: Towards an Extended Conceptualization of Consumer Allegiance to Brands

Obiegbu, J; Larsen, G; Ellis, N

Authors

J Obiegbu

Professor Gretchen Larsen gretchen.larsen@durham.ac.uk
Professor

Nicholas Ellis n.t.ellis@durham.ac.uk
Dissertation/SCA/SBP Supervisor

Abstract

This paper synthesises experiential and meaning-based dimensions of loyalty in order to extend the brand loyalty canon. The experientially loyal consumer is defined as one who is sufficiently invested in a brand to find personal symbolic meanings in the act of consuming that brand and engage around these meanings, individually or within the context of communities of similarly engaged consumers in the pursuit of identity projects. Drawing on a particular type of consumer that epitomises experiential loyalty – the fan, the features of this new conceptualisation are highlighted. The foundations of ‘experiential brand loyalty’ in consumer research are identified and examined. The concept of experiential brand loyalty is articulated, and set alongside existing research as a complementary position that bridges the gap between brand loyalty and experiential consumption literatures. Implications are drawn for future research and marketing practice.

Citation

Obiegbu, J., Larsen, G., & Ellis, N. (2020). Experiential Brand Loyalty: Towards an Extended Conceptualization of Consumer Allegiance to Brands. Marketing Theory, 20(3), 251-271. https://doi.org/10.1177/1470593119885167

Journal Article Type	Article
Acceptance Date	Aug 17, 2019
Online Publication Date	Nov 4, 2019
Publication Date	2020-09
Deposit Date	Aug 22, 2019
Publicly Available Date	Sep 7, 2019
Journal	Marketing Theory
Print ISSN	1470-5931
Electronic ISSN	1741-301X
Publisher	SAGE Publications
Peer Reviewed	Peer Reviewed
Volume	20
Issue	3
Pages	251-271
DOI	https://doi.org/10.1177/1470593119885167
Public URL	https://durham-repository.worktribe.com/output/1295181

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Copyright Statement
Obiegbu, J, Larsen, G & Ellis, N (2020). Experiential Brand Loyalty: Towards an Extended Conceptualization of Consumer Allegiance to Brands. Marketing Theory 20(3): 251-271. Copyright © The Author(s) 2019. DOI: 10.1177/1470593119885167