Alternative hierarchies of the attitude-behavior relationship: The impact of brand commitment and habit
Sharon E. Beatty, Lynn R. Kahle
Journal of the Academy of Marketing Science · 1988 · Volume 16 · Issue 2
Abstract
The theory of reasoned action and the low-involvement hierarchy model were tested using cross-lagged panel correlation. It was proposed that the low-involvement hierarchy model would more accurately reflect the behavior of low-brand-committed individuals and that the theory of reasoned action would more accurately reflect the behavior of high-brand-committed individuals. Although the findings did not completely support these hypotheses, the general thrusts of the hypotheses appear to be supported. Additionally, behavior was hypothesized and shown to influence habit for all individuals.
Keywords
Soft Drink, Consumer Research, Brand Commitment, American Market Association, Hierarchy Model
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