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  • A comparison of attitudinal loyalty measurement approaches

    Author(s)
    Bennett, Rebekah
    Rundle-Thiele, Sharyn
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Year published
    2002
    Metadata
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    Abstract
    The aim of this paper is to present the empirical tests of two measures of attitudinal brand loyalty to identify if they are items of a single construct or two distinct constructs. These two measures are an individual's propensity to be brand loyal, and attitude towards the act of purchasing a specific brand. This paper also seeks to determine which of these measures would be more useful for explaining purchasing behaviour. The results confirm the hypothesis that there is no significant relationship between the two measures in the business services market. This indicates that they are in fact not measures of the same concept ...
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    The aim of this paper is to present the empirical tests of two measures of attitudinal brand loyalty to identify if they are items of a single construct or two distinct constructs. These two measures are an individual's propensity to be brand loyal, and attitude towards the act of purchasing a specific brand. This paper also seeks to determine which of these measures would be more useful for explaining purchasing behaviour. The results confirm the hypothesis that there is no significant relationship between the two measures in the business services market. This indicates that they are in fact not measures of the same concept but two separate concepts. Aggregating the scores from both measures to form a single score for attitudinal loyalty would reduce richness of explanation for marketing practitioners. In addition, the results suggest that the attitude towards the act of purchasing a brand can be used to explain or predict purchasing behaviour.
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    Journal Title
    Journal of Brand Management
    Volume
    9
    Issue
    3
    DOI
    https://doi.org/10.1057/palgrave.bm.2540069
    Subject
    Business and Management
    Marketing
    Publication URI
    http://hdl.handle.net/10072/58676
    Collection
    • Journal articles

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