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dc.contributor.authorRundle-Thiele, S
dc.contributor.authorBennett, R
dc.contributor.editorMichelle A Morganosky
dc.date.accessioned2006-07-28
dc.date.accessioned2017-03-02T00:13:46Z
dc.date.available2015-06-04T03:35:55Z
dc.date.available2017-03-02T00:13:46Z
dc.date.issued2001
dc.identifier.issn1061-0421
dc.identifier.doi10.1108/10610420110382803
dc.identifier.urihttp://hdl.handle.net/10072/58896
dc.description.abstractSeeks 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
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherMCB University Press
dc.publisher.placeWest Yorkshire, England
dc.relation.ispartofpagefrom25
dc.relation.ispartofpageto37
dc.relation.ispartofissue1
dc.relation.ispartofjournalJournal of Product and Brand Management
dc.relation.ispartofvolume10
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode3506
dc.titleA brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codec1x
gro.facultyGriffith Business School
gro.date.issued2015-06-04T03:35:55Z
gro.hasfulltextNo Full Text
gro.griffith.authorRundle-Thiele, Sharyn


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