haku: @indexterm individual behaviour / yhteensä: 848
viite: 350 / 848
| Tekijä: | Baldinger, A. L. Rubinson, J. |
| Otsikko: | Brand loyalty: The link between attitude and behavior |
| Lehti: | Journal of Advertising Research
1996 : NOV/DEC, VOL. 36:6, p. 22-34 |
| Asiasana: | BRAND LOYALTY ATTITUDES CONSUMERS INDIVIDUAL BEHAVIOUR MARKETS |
| Kieli: | eng |
| Tiivistelmä: | The article reports on the results of a major R&D initiative to redefine brand loyalty and verify its importance. Respondents from five different studies were recontacted a year after they were originally interviewed. All of the key information on behaviour, and attitudes, were collected from these consumers at both stages of the process. Market shares were gathered, on each of the 27 brands, at each stage. Loyalty was calculated for each respondent, across each brand, at each stage, so that movement across loyalty groups could be measured. After that, each respondent was classified by attitude toward the brand, and the conversion and retention of attitudinal and behavioural loyalty groups was tracked. This allowed for the calculation of whether attitude affects actual behaviour. Finally, changes in market share were compared to loyalty patterns. |
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