Consumer commitment to luxury brands: antecedents and consequences

With intensifying competition in the luxury sector, it is critical for managers to identify the factors underpinning consumers‘ commitment to a luxury brand. Understanding commitment not only provides an insight into the question ‟how consumers commit” but also uncovers ‟why consumers commit to a particular brand”. Using a questionnaire-based survey with luxury consumers, this study examines the antecedents and consequences of consumer commitment. The findings indicate the differential influence of various antecedents on affective, calculative and normative commitment, and highlight the role played by these forms of commitment on consumption satisfaction and advocacy intentions. The results demonstrate the importance of affective commitment as a relationship enhancer and offer further managerial implications for the luxury sector.