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| Author: | Knox, S. Walker, D. |
| Title: | Measuring and managing brand loyalty |
| Journal: | Journal of Strategic Marketing
2001 : JUN, VOL. 9:2, p. 111-128 |
| Index terms: | Brand loyalty Consumer behaviour Purchasing |
| Language: | eng |
| Abstract: | In this empirical study of grocery brands such a measure was developed in which both brand commitment and brand support were found to be necessary and sufficient conditions for loyalty to exist. Based on this measure four consumer purchasing styles were identified and characterized as 'loyals', 'habituals', 'variety seekers', and 'switchers'. |
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