The impact of situational factors on brand repurchase intention

The paper proposes to trace a first and preliminary framework aimed to integrate marketing literature on brand repurchase intention and loyalty with psychological literature on consumer decision making. The model hypothesizes that brand knowledge and usage situation influence behavioural and attitudinal loyalty, which are the main determinant of brand repurchase intention. Data is collected and analyzed from two surveys of cell phone and television purchasers. Although differences emerges in the two studies, structural modelling largely supports the hypothesis that brand loyalty depends on ‘situational’ factors.