Brand and retailer loyalty: past behavior and future intentions

Brand and retailer loyalty: past behavior and future intentions 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Brand and retailer loyalty: past behavior and future intentions

Journal of Product & Brand Management, Volume 9 (2): 8 – Apr 1, 2000

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420010322161
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Apr 1, 2000

Keywords: Brand loyalty; Retailing; Consumer behaviour; Customer loyalty

References

  • Trying to consume
    Bagozzi, R.P; Warshaw, P.R.

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