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Cognitive and Social Antecedents of Brand Loyalty in Over-The-Top Streaming Services

Year: 2025

Type: article

Abstract: This study examines cognitive (brand image, perceived quality, brand identity) and social (eWOM) antecedents of brand loyalty in Over-the-Top (OTT) streaming using a cross-sectional survey (N=418) and covariance-based SEM. All four antecedents significantly predict loyalty, with brand image exerting the strongest effect, followed by eWOM, then perceived quality and brand identity. Group comparisons show that evaluations of perceived quality, but not eWOM, identity, image, or loyalty, differ by usage frequency and subscription breadth. The findings substantiate a dual cognitive–social route to loyalty, and suggest that, in content-rich, multi-homing markets, quality functions as a hygiene factor while brand image carries the differentiating signal. We discuss managerial implications for sequencing investments (image, eWOM, quality thresholds) and outline finance-relevant links to CLV, LTV: CAC, and revenue stability.

Source: International Journal of Accounting and Economics Studies

DOI: 10.14419/marstx36

Author: Bülent ÖZSAÇMACI

Institution: Çankaya University

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4414374150

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