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The influence of the philosophy of science on brand loyalty

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한국마케팅과학회 (Korean Scholars of Marketing Science)|2015.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제25권 제2호|pp. 167-181|DOI http://dx.doi.org/10.1080/21639159.2015.1012814

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positivismpostmodernismbrand loyaltyphilosophy of science后现代主义科学哲学CCT theory品牌忠诚度实证主义CCT理论
주제분류경영학

초록

“What we do” is likely to be affected by “what we believe”. The interpretation ofresearchers’ findings is often influenced by what we think is right or wrong. Thus, it isnecessary to know what kind of belief system or philosophy of science we hold asscholars and to understand whether and how that philosophy of science has an effecton what we study. Despite its importance, investigation of the impact of the philosophyof science on our field has been undermined in the literature. The present studyexamines how the notion of brand loyalty has been conceptualized, challenged andexpanded by the influence of diverse philosophies of science. Investigating how brandloyalty has been developed, it will provide an example showing how the philosophy ofscience makes an impact on the literature of key constructs in the marketing field. It will also deepen our understanding of brand loyalty by presenting the interactionsbetween the philosophy of science and the research method and the definition of brandloyalty. First, the influence of the philosophy of science on the research method ofbrand loyalty will be described. Then, we will specify how the philosophy of sciencehas affected the notion of brand loyalty, focusing on its definition and the mainantecedent, satisfaction.

Abstract

“What we do” is likely to be affected by “what we believe”. The interpretation ofresearchers’ findings is often influenced by what we think is right or wrong. Thus, it isnecessary to know what kind of belief system or philosophy of science we hold asscholars and to understand whether and how that philosophy of science has an effecton what we study. Despite its importance, investigation of the impact of the philosophyof science on our field has been undermined in the literature. The present studyexamines how the notion of brand loyalty has been conceptualized, challenged andexpanded by the influence of diverse philosophies of science. Investigating how brandloyalty has been developed, it will provide an example showing how the philosophy ofscience makes an impact on the literature of key constructs in the marketing field. It will also deepen our understanding of brand loyalty by presenting the interactionsbetween the philosophy of science and the research method and the definition of brandloyalty. First, the influence of the philosophy of science on the research method ofbrand loyalty will be described. Then, we will specify how the philosophy of sciencehas affected the notion of brand loyalty, focusing on its definition and the mainantecedent, satisfaction.

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