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Why Are Businesses Brand Loyal? A Functional Approach to Three Dimensions of B2B Brand Loyalty

Zainuddin, Nadia, Russell-Bennett, Rebekah, & Hartel, Charmine E.J. (2007) Why Are Businesses Brand Loyal? A Functional Approach to Three Dimensions of B2B Brand Loyalty. In 2007 Australia And New Zealand Marketing Academy Conference (ANZMAC), 3-5 December 2007, Dunedin, New Zealand.

Abstract

While there has been substantial research conducted in the business to consumer (B2C) sector on brand loyalty, there is scant evidence of the same in the business to business (B2B) sector (Russell-Bennett, McColl-Kennedy, & Coote, 2007). This paper seeks to advance the understanding of business brand loyalty through the use of a tri-dimensional approach to brand loyalty and the identification of the psychological function that these dimensions of brand loyalty provide to the business buyer. The four functions of utilitarian, knowledge, value-expression and ego-defence provide insight into the benefits that are gained by the business buyer from being loyal. Mail surveys were completed by 105 Australian businesses. The relationship between the functions and three dimensions of loyalty were examined using correlation analysis. The results show that all four functions of brand loyalty were identified as benefits by different business buyers and there were different relationships between these functions and each of the three dimensions of brand loyalty. Importantly, the role of emotions in business buying has been highlighted as an area needing further investigation.

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ID Code: 14496
Item Type: Conference Paper
Additional Information: The contents of this conference can be freely accessed online via the conference's web page (see hypertext link).
Additional URLs:
ISBN: 9781877156299
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 2007 (please consult author)
Deposited On: 25 Aug 2008
Last Modified: 29 Feb 2012 23:32

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