A tri-dimensional approach for auditing brand loyalty

Worthington, Steve, Russell-Bennett, Rebekah, & Hartel, Charmine E. J. (2009) A tri-dimensional approach for auditing brand loyalty. Journal of Brand Management, 17(4), pp. 243-253.

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Over the past twenty years brand loyalty has been an important topic for both marketing practitioners and academics. While practitioners have produced proprietary brand loyalty audit models, there has been little academic research to make transparent the methodology that underpins these audits and to enable practitioners to understand, develop and conduct their own audits. In this paper, we propose a framework for a brand loyalty audit that uses a tri-dimensional approach to brand loyalty, which includes behavioural loyalty and the two components of attitudinal loyalty: emotional and cognitive loyalty. In allowing for different levels and intensity of brand loyalty, this tri-dimensional approach is important from a managerial perspective. It means that loyalty strategies that arise from a brand audit can be made more effective by targeting the market segments that demonstrate the most appropriate combination of brand loyalty components. We propose a matrix with three dimensions (emotional, cognitive and behavioural loyalty) and two levels (high and low loyalty) to facilitate a brand loyalty audit. To demonstrate this matrix, we use the example of financial services, in particular a rewards-based credit card.

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15 citations in Scopus
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ID Code: 27249
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: brand loyalty audit, emotional loyalty, cognitive loyalty, behavioral loyalty
DOI: 10.1057/bm.2009.24
ISSN: 1350-231X
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 Palgrave Macmillan
Deposited On: 07 Sep 2009 21:37
Last Modified: 29 Feb 2012 17:58

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