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General Company Commitment (Aaker)

GCCALoyalty and willingness to sustain a relationship with a company through adversity
6 items 2004 α .91 Free Aaker, J., Fournier, S., & Brasel, S. A.

What it measures

Six items measure a consumer's loyalty to a company and willingness to sustain the relationship even through inconvenience, temporary failures, or the passage of time.

Citation

Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16.

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