Brand commitment in consumer-brand relationships: An investment model approach

The present paper uses a theoretical model from research on interpersonal relationships, the investment model, to predict brand commitment. The investment model uses three variablessatisfaction, alternatives and investmentto predict level of relationship commitment. In Study 1, a survey established the link between the three predictor variables and the level of commitment to three different brands: a participant-selected brand, a product brand (Coca-Cola) and a service brand (Bell South). In Study 2, the levels of the three predictor variables were manipulated experimentally and three hypothetical brands were used. The results from both studies provided strong support for the investment model predictions regarding commitment to a brand. Implications for marketing and advertising message strategies are offered.