TY - JOUR
AU1 - Michael T. Ewing
AB - Brand loyalty is investigated by examining actual past behavior and its impact on future behavioral intentions: in terms of expectation to purchase the same/another brand from the same/another retailer, as well as willingness to recommend the purchased brand and retailer from which it was purchased. Findings indicate that while not without its flaws, purchase expectations/intentions data remain a valid research metric. Furthermore, it would appear as if the brand/consumer interface offers greater predictive ability than the retail/consumer interface. Lastly, willingness to recommend does not seem to be influenced by past behavior, but the higher the respondent’s expectation to purchase a brand, the higher will be their willingness to recommend that brand. The same applies to retailer recommendation. Limitations are discussed, and directions for future research suggested.
TI - Brand and retailer loyalty: past behavior and future intentions
JF - Journal of Product & Brand Management
DO - 10.1108/10610420010322161
DA - 2000-04-01
UR - https://www.deepdyve.com/lp/emerald-publishing/brand-and-retailer-loyalty-past-behavior-and-future-intentions-DYvA0xUe01
SP - 120
EP - 127
VL - 9
IS - 2
DP - DeepDyve