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.
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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|Item Type:||Journal Article|
|Keywords:||Keywords Brand loyalty, Market segmentation, Consumer behaviour, Marketing strategy, Rebekah Russell-Bennett|
|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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