Attitudinal and Behavioral Loyalty and Impulse Buying: Mediated Moderation of Fan-Co Creation and Satisfaction
Keywords:
Attitudinal Loyalty, Behavioral Loyalty, Fan Co-Creation, Impulsive Buying, Fan Satisfaction, Social Identity Theory
Abstract
Aim: The study investigated IKEA brand customers in Portugal, focusing on attitudinal loyalty, behavioral loyalty on impulse buying, the mediating role of fan co-creation, the moderating role of fan satisfaction, and the social identity theory involved.
Methodology: The data were collected from 320 employees from IKEA customers in Portugal and analyzed through structural equational modeling with Smart-PLS. Employing a cross-sectional approach with attitudinal loyalty and behavioral loyalty has a significant impact on impulse buying.
Findings: Furthermore, the study reveals the mediating effect of fan co-creation between attitudinal loyalty, behavioral loyalty, and impulse buying, in addition to the moderating effect of fan satisfaction on fan co-creation and impulse buying. Integrating social identity theory enriches the theoretical framework, providing a deeper understanding of the mechanisms shaping consumer loyalty and co-creation behaviors. While offering valuable insights, the study acknowledges its limitations and suggests avenues for future research to enhance the generalizability and depth of the findings.
Implications/Novel Contribution: By fusing brand encounters’ sensory, intellectual, emotive, and behavioral elements, IKEA is also a brand connection builder. Anecdotal data also suggests that the IKEA brand has been successful in emotionally connecting with customers over the years through its groundbreaking retail brand experience, technical advancements, and environmental innovations, in addition to its memorable marketing campaigns. Overall, this research contributes to understanding consumer behavior and offers practical implications for businesses aiming to cultivate brand loyalty, encourage co-creation, and capitalize on impulse buying behaviors among their customer base. As such, every hypothesis that was proposed during the investigation was confirmed.
References
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Bashar, A. (2020). A study of impact of psychographics on impulse buying behaviour with mediating role of brand loyalty: A conceptual framework. Journal of Consumer Behaviour & Market Research, 3(1), 1-7.
Behnam, M., Dickson, G., Delshab, V., Gerke, A., & Savari Nikou, P. (2023). The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media. International Journal of Sports Marketing and Sponsorship, 24(4), 606-622.
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Cheah, J.-H., Thurasamy, R., Memon, M. A., Chuah, F., & Ting, H. (2020). Multigroup analysis using SmartPLS: Step-by-step guidelines for business research. Asian Journal of Business Research.
Chen, W.-K., Chen, C.-W., & Lin, Y.-C. (2023). Understanding the influence of impulse buying toward consumers’ post-purchase dissonance and return intention: an empirical investigation of apparel websites. Journal of Ambient Intelligence and Humanized Computing, 1-14.
Choi, B., & Kim, H. S. (2020). Customer-to-customer interaction quality, promotion emotion, prevention emotion and attitudinal loyalty in mass services. Journal of Service Theory and Practice, 30(3), 257–276.
Dandis, A., & Wright, L. T. (2020). The effects of carter model on attitudinal loyalty in islamic banks. International Journal of Quality and Service Sciences, 12(2), 149-171.
Edlom, J., & Karlsson, J. (2021). Hang with me—Exploring fandom, brandom, and the experiences and motivations for value co-creation in a music fan community. International Journal of Music Business Research, 10(1), 17-31.
Erhardt, N., Martin-Rios, C., & Chan, E. (2019). Value co-creation in sport entertainment between internal and external stakeholders. International Journal of contemporary hospitality management, 31(11), 4192-4210.
Fan, D., Xiao, C., Zhang, X., & Guo, Y. (2021). Gaining customer satisfaction through sustainable supplier development: The role of firm reputation and marketing communication. Transportation Research Part E: Logistics and Transportation Review, 154, 102453.
Ferm, L.-E. C., & Thaichon, P. (2021). Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory. Journal of Retailing and Consumer Services, 61, 102584.
Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in pls-sem using confirmatory composite analysis. Journal of business research, 109, 101-110.
Han, H., Yu, J., Lee, J.-S., & Kim, W. (2019). Impact of hotels’ sustainability practices on guest attitudinal loyalty: Application of loyalty chain stages theory. Journal of Hospitality Marketing & Management, 28(8), 905-925.
Harwood, J. (2020). Social identity theory. The international encyclopedia of media psychology, 1-7.
Ismail, T., & Rohman, F. (2019). The role of attraction, accessibility, amenities, and ancillary on visitor satisfaction and visitor attitudinal loyalty of gili ketapang beach. Jurnal Manajemen Teori Dan Terapan, 12(2), 149-165.
Jam, F. A., Khan, T. I., Zaidi, B., & Muzaffar, S. M. (2011). Political skills moderates the relationship between perception of organizational politics and job outcomes. Journal of Educational and Social Research, 1(4), 57-70.
Kunkel, T., Lock, D., & Doyle, J. P. (2021). Gamification via mobile applications: A longitudinal examination of its impact on attitudinal loyalty and behavior toward a core service. Psychology & Marketing, 38(6), 948-964.
Lee, C., & Hur, Y. (2019). Service quality and complaint management influence fan satisfaction and team identification. Social Behavior and Personality: An international journal, 47(2), 1-15.
Liu, M. T., Liu, Y., Mo, Z., Zhao, Z., & Zhu, Z. (2020). How csr influences customer behavioural loyalty in the chinese hotel industry. Asia Pacific Journal of Marketing and Logistics, 32(1), 1-22.
Mandolfo, M., & Lamberti, L. (2021). Past, present, and future of impulse buying research methods: A systematic literature review. Frontiers in Psychology, 12, 687404.
Maxton, B. (2019). Understanding sports fan motivation: A study into fan involvement, satisfaction and loyalty. University of Pretoria (South Africa).
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2021). Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use. Journal of Retailing and Consumer Services, 63, 102404.
Nabela, H., & Albari, A. (2023, 09). The influence of online customer shopping experience on online impulsive buying in e-commerce with attitudinal loyalty as a mediation variable. International Journal of Research in Business and Social Science (2147- 4478), 12, 56-65. doi:10.20525/ijrbs.v12i6.2876
Pandey, A., & Bhartiy, K. K. (2019). A review study and analysis on factors that influence impulse buying. International Journal of Research in Engineering, Science and Management, 2(2), 842-846.
Prayag, G., Mills, H., Lee, C., & Soscia, I. (2020). Team identification, discrete emotions, satisfaction, and event attachment: A social identity perspective. Journal of Business Research, 112, 373-384.
Purwanto, A., Asbari, M., & Santoso, T. I. (2021). Analisis data penelitian marketing: Perbandingan hasil antara amos, smartpls, warppls, dan spss untuk jumlah sampel besar. Journal of
Industrial Engineering & Management Research, 2(4), 216-227.
Raskovic, M. M. (2021). (social) identity theory in an era of identity politics: Theory and practice. AIB Insights, 21(2), 1-7.
Ratih, P. A. R., & Rahanatha, G. B. (2020). The role of lifestyle in moderating the influence of sales promotion and store atmosphere on impulse buying at starbucks. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(2), 19-26.
Rodrigues, C., & Brandão, A. (2021). Measuring the effects of retail brand experiences and brand love on word of mouth: A cross-country study of IKEA brand. The International Review of Retail, Distribution and Consumer Research, 31(1), 78-105.
Rodríguez-Rad, C., & del Rio-Vázquez, M.-E. S. (2023). The relevance of participation behavior, organizational commitment, and attitudinal loyalty to the management of professional associations. Journal of Business Research, 154, 113324.
Scheepers, . E.-N., D. (2019). Social identity theory. In (chap. Social psychology in action: Evidence-based interventions from theory to practice).
Shin, H. W., Fan, A., & Lehto, X. (2021). Peer-to-peer accommodation: A meta-analysis of factors affecting customer satisfaction and loyalty. International Journal of Tourism Research, 23(4), 581-596.
Soedarto, T., Kurniawan, G. S. A., & Sunarsono, R. J. (2019). The parceling of loyalty: brand quality, brand affect, and brand trust effect on attitudinal loyalty and behavioral loyalty. Academy of Strategic Management Journal, 18(1), 1-15.
Soelton, M., Ramli, Y., Wahyono, T., Saratian, E. T. P., Oktaviar, C., & Mujadid, M. (2021). The impact of impulse buying on retail markets in indonesia. The Journal of Asian Finance, Economics and Business, 8(3), 575-584.
Solihah, F. (2021). Fans’ satisfaction on watching virtual concert during covid-19 pandemic. In 3rd jogjakarta communication conference (jcc 2021) (p. 154-156).
Song, S., & Kim, H.-Y. (2022). Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions. Journal of Product & Brand Management, 31(7), 1033-1046.
Thanyasunthornsakun, K., Sornsakda, J., & Boonmee, S. (2016). The causal effect of technology acceptance factors on the intention to use mobile application. Journal of Administrative and Business Studies, 2(5), 216-224.
Utama, A., SAWITRI, H. S. R., HARYANTO, B., & WAHYUDI, L. (2021). Impulse buying: The influence of impulse buying tendency, urge to buy and gender on impulse buying of the retail customers. Journal of Distribution Science, 19(7), 101-111.
Waheed, M., & Jam, F. A. (2010). Teacher’s intention to accept online education: Extended TAM model. Interdisciplinary Journal of Contemporary Research in Business, 2(5), 330-344.
Wang, S., Liu, Y., Du, Y., & Wang, X. (2021). Effect of the COVID-19 pandemic on consumers’ impulse buying: The moderating role of moderate thinking. International Journal of Environmental Research and Public Health, 18(21), 11116.
Yun, J. H., Rosenberger III, P. J., & Sweeney, K. (2021). Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement. Asia Pacific journal of marketing and logistics, 33(3), 755-782.
Ahrholdt, D. C., Gudergan, S. P., & Ringle, C. M. (2019). Enhancing loyalty: When improving consumer satisfaction and delight matters. Journal of business research, 94, 18-27.
Anoop, T., & Rahman, Z. (2025). Online impulse buying: a systematic review of 25 years of research using meta regression. Journal of Consumer Behaviour, 24(1), 363-391.
Apriyanto, N. A., Purmono, B. B., & Rosnani, T. (2023). The impact of gaming addiction and gamer loyalty on generation z’s impulse buying of virtual items in online games. South Asian Res J Bus Manag, 5(1), 19-26.
Ata, S., & Sezer, A. (2021). Evaluating the effects of life satisfaction on impulse buying behavior in terms of online buying. Marketing i menedžment innovacij(1), 38-55.
Barroso, M. M. (2018). “Swedishness” at workplace. A case study of perceived cultural transfers in a Swedish multinational company and in its Portuguese subsidiary. Revista de Gestão dos Países de Língua Portuguesa, 17(3), 51-64.
Bashar, A. (2020). A study of impact of psychographics on impulse buying behaviour with mediating role of brand loyalty: A conceptual framework. Journal of Consumer Behaviour & Market Research, 3(1), 1-7.
Behnam, M., Dickson, G., Delshab, V., Gerke, A., & Savari Nikou, P. (2023). The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media. International Journal of Sports Marketing and Sponsorship, 24(4), 606-622.
Bi, J.-W., Liu, Y., Fan, Z.-P., & Zhang, J. (2020). Exploring asymmetric effects of attribute performance on customer satisfaction in the hotel industry. Tourism Management, 77, 104006.
Cheah, J.-H., Thurasamy, R., Memon, M. A., Chuah, F., & Ting, H. (2020). Multigroup analysis using SmartPLS: Step-by-step guidelines for business research. Asian Journal of Business Research.
Chen, W.-K., Chen, C.-W., & Lin, Y.-C. (2023). Understanding the influence of impulse buying toward consumers’ post-purchase dissonance and return intention: an empirical investigation of apparel websites. Journal of Ambient Intelligence and Humanized Computing, 1-14.
Choi, B., & Kim, H. S. (2020). Customer-to-customer interaction quality, promotion emotion, prevention emotion and attitudinal loyalty in mass services. Journal of Service Theory and Practice, 30(3), 257–276.
Dandis, A., & Wright, L. T. (2020). The effects of carter model on attitudinal loyalty in islamic banks. International Journal of Quality and Service Sciences, 12(2), 149-171.
Edlom, J., & Karlsson, J. (2021). Hang with me—Exploring fandom, brandom, and the experiences and motivations for value co-creation in a music fan community. International Journal of Music Business Research, 10(1), 17-31.
Erhardt, N., Martin-Rios, C., & Chan, E. (2019). Value co-creation in sport entertainment between internal and external stakeholders. International Journal of contemporary hospitality management, 31(11), 4192-4210.
Fan, D., Xiao, C., Zhang, X., & Guo, Y. (2021). Gaining customer satisfaction through sustainable supplier development: The role of firm reputation and marketing communication. Transportation Research Part E: Logistics and Transportation Review, 154, 102453.
Ferm, L.-E. C., & Thaichon, P. (2021). Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory. Journal of Retailing and Consumer Services, 61, 102584.
Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in pls-sem using confirmatory composite analysis. Journal of business research, 109, 101-110.
Han, H., Yu, J., Lee, J.-S., & Kim, W. (2019). Impact of hotels’ sustainability practices on guest attitudinal loyalty: Application of loyalty chain stages theory. Journal of Hospitality Marketing & Management, 28(8), 905-925.
Harwood, J. (2020). Social identity theory. The international encyclopedia of media psychology, 1-7.
Ismail, T., & Rohman, F. (2019). The role of attraction, accessibility, amenities, and ancillary on visitor satisfaction and visitor attitudinal loyalty of gili ketapang beach. Jurnal Manajemen Teori Dan Terapan, 12(2), 149-165.
Jam, F. A., Khan, T. I., Zaidi, B., & Muzaffar, S. M. (2011). Political skills moderates the relationship between perception of organizational politics and job outcomes. Journal of Educational and Social Research, 1(4), 57-70.
Kunkel, T., Lock, D., & Doyle, J. P. (2021). Gamification via mobile applications: A longitudinal examination of its impact on attitudinal loyalty and behavior toward a core service. Psychology & Marketing, 38(6), 948-964.
Lee, C., & Hur, Y. (2019). Service quality and complaint management influence fan satisfaction and team identification. Social Behavior and Personality: An international journal, 47(2), 1-15.
Liu, M. T., Liu, Y., Mo, Z., Zhao, Z., & Zhu, Z. (2020). How csr influences customer behavioural loyalty in the chinese hotel industry. Asia Pacific Journal of Marketing and Logistics, 32(1), 1-22.
Mandolfo, M., & Lamberti, L. (2021). Past, present, and future of impulse buying research methods: A systematic literature review. Frontiers in Psychology, 12, 687404.
Maxton, B. (2019). Understanding sports fan motivation: A study into fan involvement, satisfaction and loyalty. University of Pretoria (South Africa).
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2021). Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use. Journal of Retailing and Consumer Services, 63, 102404.
Nabela, H., & Albari, A. (2023, 09). The influence of online customer shopping experience on online impulsive buying in e-commerce with attitudinal loyalty as a mediation variable. International Journal of Research in Business and Social Science (2147- 4478), 12, 56-65. doi:10.20525/ijrbs.v12i6.2876
Pandey, A., & Bhartiy, K. K. (2019). A review study and analysis on factors that influence impulse buying. International Journal of Research in Engineering, Science and Management, 2(2), 842-846.
Prayag, G., Mills, H., Lee, C., & Soscia, I. (2020). Team identification, discrete emotions, satisfaction, and event attachment: A social identity perspective. Journal of Business Research, 112, 373-384.
Purwanto, A., Asbari, M., & Santoso, T. I. (2021). Analisis data penelitian marketing: Perbandingan hasil antara amos, smartpls, warppls, dan spss untuk jumlah sampel besar. Journal of
Industrial Engineering & Management Research, 2(4), 216-227.
Raskovic, M. M. (2021). (social) identity theory in an era of identity politics: Theory and practice. AIB Insights, 21(2), 1-7.
Ratih, P. A. R., & Rahanatha, G. B. (2020). The role of lifestyle in moderating the influence of sales promotion and store atmosphere on impulse buying at starbucks. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(2), 19-26.
Rodrigues, C., & Brandão, A. (2021). Measuring the effects of retail brand experiences and brand love on word of mouth: A cross-country study of IKEA brand. The International Review of Retail, Distribution and Consumer Research, 31(1), 78-105.
Rodríguez-Rad, C., & del Rio-Vázquez, M.-E. S. (2023). The relevance of participation behavior, organizational commitment, and attitudinal loyalty to the management of professional associations. Journal of Business Research, 154, 113324.
Scheepers, . E.-N., D. (2019). Social identity theory. In (chap. Social psychology in action: Evidence-based interventions from theory to practice).
Shin, H. W., Fan, A., & Lehto, X. (2021). Peer-to-peer accommodation: A meta-analysis of factors affecting customer satisfaction and loyalty. International Journal of Tourism Research, 23(4), 581-596.
Soedarto, T., Kurniawan, G. S. A., & Sunarsono, R. J. (2019). The parceling of loyalty: brand quality, brand affect, and brand trust effect on attitudinal loyalty and behavioral loyalty. Academy of Strategic Management Journal, 18(1), 1-15.
Soelton, M., Ramli, Y., Wahyono, T., Saratian, E. T. P., Oktaviar, C., & Mujadid, M. (2021). The impact of impulse buying on retail markets in indonesia. The Journal of Asian Finance, Economics and Business, 8(3), 575-584.
Solihah, F. (2021). Fans’ satisfaction on watching virtual concert during covid-19 pandemic. In 3rd jogjakarta communication conference (jcc 2021) (p. 154-156).
Song, S., & Kim, H.-Y. (2022). Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions. Journal of Product & Brand Management, 31(7), 1033-1046.
Thanyasunthornsakun, K., Sornsakda, J., & Boonmee, S. (2016). The causal effect of technology acceptance factors on the intention to use mobile application. Journal of Administrative and Business Studies, 2(5), 216-224.
Utama, A., SAWITRI, H. S. R., HARYANTO, B., & WAHYUDI, L. (2021). Impulse buying: The influence of impulse buying tendency, urge to buy and gender on impulse buying of the retail customers. Journal of Distribution Science, 19(7), 101-111.
Waheed, M., & Jam, F. A. (2010). Teacher’s intention to accept online education: Extended TAM model. Interdisciplinary Journal of Contemporary Research in Business, 2(5), 330-344.
Wang, S., Liu, Y., Du, Y., & Wang, X. (2021). Effect of the COVID-19 pandemic on consumers’ impulse buying: The moderating role of moderate thinking. International Journal of Environmental Research and Public Health, 18(21), 11116.
Yun, J. H., Rosenberger III, P. J., & Sweeney, K. (2021). Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement. Asia Pacific journal of marketing and logistics, 33(3), 755-782.
Published
2025-03-19
How to Cite
Altaf Akbar, Hamid Riaz, & Sayed Majad Koorimannil. (2025). Attitudinal and Behavioral Loyalty and Impulse Buying: Mediated Moderation of Fan-Co Creation and Satisfaction. Journal of Advanced Research in Social Sciences and Humanities, 10(1), 44-57. https://doi.org/10.26500/JARSSH-10-2025-0105
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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