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

Rundle-Thiele, Sharyn & Bennett, Rebekah (2001) A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets. Journal of Product and Brand Management, 10(1), pp. 25-37.

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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 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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ID Code: 13234
Item Type: Journal Article
Keywords: Keywords Brand loyalty, Market segmentation, Consumer behaviour, Marketing strategy, Rebekah Russell-Bennett
DOI: 10.1108/10610420110382803
ISSN: 1061-0421
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2001 Emerald Publishing
Copyright Statement: Reproduced in accordance with the copyright policy of the publisher.
Deposited On: 03 Apr 2008
Last Modified: 05 Jan 2011 23:36

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