Two different measures of brand loyalty are employed in an analysis of survey data by MCA in which six hypotheses are tested. A measure based on brand deliberation as well as brand repurchase appeared to yield better results than did repurchase alone.
Get full access to this article
View all access options for this article.
References
1.
AndrewsFrank, MorganJames, and SonquistJohn. Multiple Classification Analysis.Ann Arbor: Institute for Social Research, 1967.
2.
BrodyRobert P., and CunninghamScott M.“Personality Variables and the Consumer Decision Process,”Journal of Marketing Research, 5(February 1968), 50–7.
3.
BrownGeorge H.“Coffee Buyers Loyal to Brands, Yet Two-Thirds Buy Four or More Brands in a Year,”Advertising Age, (July 14, 1952), 55–6.
4.
CunninghamRoss M.“Customer Loyalty to Store and Brand,”Harvard Business Review, 39(November-December 1961), 127–38.
5.
CunninghamScott M.“Perceived Risk and Brand Loyalty,” in CoxDonald F., ed., Risk Taking and Information Handling in Consumer Behavior.Boston: Division of Research, Graduate School of Business Administration, Harvard University, 1967, 507–23.
6.
DayGeorge S.“A Two-Dimensional Concept of Brand Loyalty,”Journal of Advertising Research, 9(September 1969), 29–35.
7.
FarleyJohn U.“Brand Loyalty and the Economics of Information,”Journal of Business, 37(October 1964), 370–81.
8.
FooteNelson N.“Consumer Behavior Potpourri,” in NewmanJoseph W., ed., On Knowing the Consumer.New York: John Wiley & Sons, 1966, 224.
9.
FrankRonald E.“Is Loyalty a Useful Basis for Market Segmentation?”Journal of Advertising Research, 7(June 1967), 30.
10.
MayFrederick E.“Adaptive Behavior in Automobile Brand Choices,”Journal of Marketing Research, 6(February 1969), 62–5.
