Emotional loyalty and share of wallet: A contingency approach

Hye Young Kim, Min Young Lee

Research output: Contribution to journalArticlepeer-review

24 Scopus citations


The purpose of this study is to investigate whether three demographic (age, income, and education) and two situational (relationship duration and product type) customer characteristics moderate the relationship between emotional loyalty and share of wallet. In so doing, this study explicitly examines the extent to which results diverge when using share of wallet versus conative loyalty (i.e., behavioral intentions) as the dependent measure. Data from a sample of US store shoppers (n=604) indicate that education, relationship duration, and product type moderate the effect of emotional loyalty on share of wallet but not on conative loyalty. Implications for retailers are discussed with suggestions for future research.

Original languageEnglish
Pages (from-to)333-339
Number of pages7
JournalJournal of Retailing and Consumer Services
Issue number5
StatePublished - Sep 2010


  • Conative loyalty
  • Emotional loyalty
  • Share of wallet

ASJC Scopus subject areas

  • Marketing


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