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  • A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets

    Author(s)
    Rundle-Thiele, S
    Bennett, R
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Year published
    2001
    Metadata
    Show full item record
    Abstract
    Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture loyalty should be very different. This paper, in effect, argues against a single brand loyalty measure for all market types. Marketing practitioners wishing to predict future levels of loyalty would need to use different loyalty measures. In consumable markets where the market is stable and where there is high switching and low involvement ...
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    Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture loyalty should be very different. This paper, in effect, argues against a single brand loyalty measure for all market types. Marketing practitioners wishing to predict future levels of loyalty would need to use different loyalty measures. In consumable markets where the market is stable and where there is high switching and low involvement and risk, behavioral measures are appropriate for predicting future brand loyalty levels. However where the market is not stable, there is a propensity towards sole brands and attitudinal measures may be better predictors of future behavior in such cases
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    Journal Title
    Journal of Product and Brand Management
    Volume
    10
    Issue
    1
    DOI
    https://doi.org/10.1108/10610420110382803
    Subject
    Business and Management
    Marketing
    Publication URI
    http://hdl.handle.net/10072/58896
    Collection
    • Journal articles

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