search query: @indexterm Attitudes / total: 611
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| Author: | |
| Title: | The variability of attitudinal repeat-rates |
| Journal: | International Journal of Research in Marketing
1997 : DEC, VOL. 14:5, p. 437-450 |
| Index terms: | BRAND LOYALTY ATTITUDES CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | This article investigates the consistency over time of consumers' expressed attitudinal beliefs about specific brand attributes and their overall liking, considered as possible measures of the commitment or loyalty towards specific brands. The study reports that the attitudinal repeat-rates for different brands vary about the overall 50% average, but these variations for different brands are systematic, largely depending upon the level of initial attitudinal responses, as a further instance of double jeopardy effects. The variation is not brand-specific and it does not reflect idiosyncratic differences in brand loyalty. |
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