The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process
(Subscription or fee required.)
Sekar Raju, H. Rao Unnava, and Nicole Votolato Montgomery
Journal of Consumer Research, vol. 35, no. 5
February 2009 (October 2008, online version)
Brand commitment affects the way consumers process information about competing products. Loyal customers will look for reasons not to switch brands, whereas less-loyal customers will look for similarities between competing brands.