Mindfulness Implications on Brand Loyalty: A Quantitative Analysis of the Mediating Role of Brand Engagement in the Relationship Between Dispositional Mindfulness and Brand Loyalty in Low-involvement Purchases

Laia Martin Anglada

Student thesis: Master thesis

Abstract

Mindfulness has been found to directly enhance customer’s brand loyalty in high-involvement purchases. This research studies if such an association is held in low-involvement settings and why. The first hypothesis theorizes that mindfulness is positively associated with brand loyalty in the research context. The second hypothesis theorizes that such a relationship is mediated by brand engagement. Quantitative data to test both hypotheses is collected through a selfcompleted online questionnaire that counts 137 valid responses. Afterwards, data is statistically analyzed and the population’s relationship between mindfulness and brand loyalty is inferred for low-involvement contexts. However, the sampling method is not probabilistic and therefore, the reliability and generability of the findings must be carefully regarded. Mindfulness is found to not be associated with brand loyalty in the research context. Hereafter, mindfulness’ implications on brand loyalty do not hold in low-involvement environments. Moreover, the focal relationship is not mediated by brand engagement. This study holds both theoretical and practical implications. Branding and mindfulness literature might further study the association between the two constructs within the branding framework and in different decision-making settings. Branding professionals might adapt their market strategies according to customers’ mindfulness and their brand environment.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date15 May 2023
Number of pages126
SupervisorsLeticia Vedolin