A Study on Relationship between Brand Loyalty States – In the Context of Virtual Smartphone Brand Communities

Brand loyalty as a sequential process comprises of 4 distinctive states such as- Cognitive, Affective, Conative and behavioral Loyalty. This study explores the effect of one brand loyalty states on preceding brand loyalty state in the context of virtual brand communities for smartphones. The study was conducted on a simple random sample of 260 members in branded communities. Results showed that Cognitive Loyalty has a positive effect on affective brand loyalty, conative brand loyalty has an effect on behavioral brand loyalty. There is no significant effect of effective brand loyalty on conative brand loyalty.