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

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.