Abstract
Drawing from the optimum stimulation level (OSL) framework, previous researchers have examined a variety of key brand topics, such as the relationships between individual exploratory tendencies, variety seeking and brand attitudes. In spite of these insights, little work to date has examined how the prevailing economic environment relates to individual OSL and consumer brand decisions. Thus, the present research provides an exploratory study that addresses this shortcoming by investigating the impact of consumer orientation toward the economic environment and individual differences in OSL on brand loyalty. The findings of two studies indicate that consumers do indeed consider the economic environment when making brand decisions. In particular, the results suggest that individual OSLs as well as cognitive and affective orientation toward the prevailing economic environment impact brand loyalty.
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Van Steenburg, E., Spears, N. Understanding the relationship between brand loyalty, the prevailing economic environment and optimum stimulation level. J Brand Manag 18, 597–610 (2011). https://doi.org/10.1057/bm.2011.2
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DOI: https://doi.org/10.1057/bm.2011.2