haku: @author Yim, C. K. / yhteensä: 2
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| Tekijä: | Yim, C. K. Kannan, P. K. |
| Otsikko: | Consumer behavioral loyalty: A segmentation model and analysis |
| Lehti: | Journal of Business Research
1999 : FEB, VOL. 44:2, p. 75-92 |
| Asiasana: | Consumer behaviour Brand loyalty Markets Models |
| Kieli: | eng |
| Tiivistelmä: | Literature on behavioural brand loyalty has considered loyalty as notion of consumers being exclusively loyal to single alternative. In the paper, a modeling framework is presented to study consumer behavioural loyalty as evidenced by two types of loyalty: (i). hard-core loyalty, when consumers exclusively repeat purchase one product alternative, and (ii). re-inforcing loyalty, when consumers may switch among product alternatives, but predominantly repeat purchase one or more product alternatives to a significant extent. It is shown that measuring product's loyalty in terms of both hard-core and re-inforcing loyalties provides more valuable information that is crucial to the management of brand loyalty. Results also reveal that the loyalty-building strategies depend very much on the composition of a brand's hard-core loyal and reinforcing loyal base and on the factors that motivate reinforcers to repeat purchase the brands. Loyalty building at any cost may not be the right strategy. |
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