A comparison of attitudinal loyalty measurement approaches
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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|Item Type:||Journal Article|
|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 2002 Palgrave Macmillan|
|Copyright Statement:||This is a post-peer-review, pre-copyedit version of an article published in The Journal of Brand Management. The definitive publisher-authenticated version "Bennett, Rebekah and Rundle-Thiele, Sharyn (2002) A comparison of attitudinal loyalty measurement approaches . The Journal of Brand Management 9(3):pp. 193-209." is available online at: http://dx.doi.org/10.1057/palgrave.bm.2540069|
|Deposited On:||08 Apr 2008|
|Last Modified:||05 Jan 2011 23:36|
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