An examination of Oliver’s product loyalty framework

Purpose – The purpose of this paper is to test Oliver’s two-dimension (fortitude and community/social support) product loyalty framework. Design/methodology/approach – Oliver categorized each of the two dimensions into high and low, creating a two-by-two framework: low fortitude and low-community/social support (Product Superiority group); low fortitude and high-community/social support (Village Envelopment group); high fortitude and low-community/social support (Determined Self-isolation group); high fortitude and high-community/social support (Immersed Self-identity group). The paper uses two samples. The sample from Study 1 was season ticket holders (n=199) of a West Coast (USA) Major League Baseball team. Results indicated preliminary support for Oliver’s four groups and good psychometric properties of the fan community scale and the individual fortitude scale (IFS). Study 2 focussed on attendees (n=458) at two East Coast (USA) Major League Baseball venues. Findings – The multivariate GLM indicated si...

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