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| Author: | Fournier, S. Yao, J. L. |
| Title: | Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships |
| Journal: | International Journal of Research in Marketing
1997 : DEC, VOL. 14:5, p. 451-472 |
| Index terms: | BRAND LOYALTY CONSUMER BEHAVIOUR HUMAN RELATIONS |
| Language: | eng |
| Abstract: | This study examines the notion of brand loyalty, using the perspective of interpersonal relationship theory. Interviews among consumers who qualified as brand loyal by traditional criteria provide the data. The result is a deep appreciation of the character of loyal consumer-brand relations and a sharper awareness of the limitations to understanding that current theoretical frameworks impose. Not all brand relationships are alike; many brand relationships not identified as "loyal" according to dominant theoretical conceptions are meaningful from the consumer point of view; current approaches to classification accept some brand relationships that, upon close scrutiny, do not possess assumed characteristics of "loyalty" and "strength" at all. |
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