Music purchase behaviour : the effect of emotional loyalty on intention to purchase.
Sarri, Rhys & Drennan, Judy (2006) Music purchase behaviour : the effect of emotional loyalty on intention to purchase. In ANZMAC 2006 Conference Proceedings, 4 - 6 December 2006, Brisbane, Queensland,.
This paper explores the influence of emotional loyalty on music purchase behaviour. Specifically, it examines whether emotional attachment to an artist's music influences loyalty to that artist, and how emotional loyalty influences a consumer's decision to purchase music. Data collection involved fifteen semi-structured interviews with young (18-30) subjects recruited through non-probability convenience sampling. Findings show that consumers who are emotionally loyal to an artistes) are more inclined to purchase the music rather than download free of charge.
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|Item Type:||Conference Paper|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2006 Queensland University of Technology, School of Advertising, Marketing and Public Relations|
|Deposited On:||02 Jul 2009 02:18|
|Last Modified:||05 Jan 2011 13:52|
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