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Article: Consumer behavioral loyalty: A segmentation model and analysis

TitleConsumer behavioral loyalty: A segmentation model and analysis
Authors
Issue Date1999
PublisherElsevier Inc. The Journal's web site is located at http://www.elsevier.com/locate/jbusres
Citation
Journal Of Business Research, 1999, v. 44 n. 2, p. 75-92 How to Cite?
AbstractExtant literature on behavioral brand loyalty has mostly considered loyalty as a notion of consumers being exclusively loyal to a single alternative. With the unprecedented increase in the number of competing product alternatives in the present decade, there has been a clear decrease in the number of such loyal consumers who purchase an alternative exclusively. Many consumers have started to embrace more than one alternative as their Javorite brands, thus exhibiting divided loyalties among a Jew brands. In this article, we propose a modeling framework to study consumer behavioral loyalty as evidenced by these two types of loyalty: the first is hard-core loyalty, when consumers exclusively repeat purchase one product alternative, and the second is reinforcing loyalty, when consumers may switch among product alternatives, but predominantly repeat purchase one or more product alternatives to a significant extent. We posit that the market is made up of segments of hard-core loyals and segments of potential switchers (reinforcing loyals or otherwise) who are homogeneous in terms of their switching response to product attribute and marketing mix variables. We then model consumers' aggregate conditional switching responses using a linear logit latent class formulation. Our application to the cracker data shows that measuring a product's loyalty in terms of both hard-core and reinforcing loyalties provides more valuable information that is critical to the management of brand loyalty. Our 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 (marketing mix or product attributes) that motivate reinforcers to repeat purchase the brands. Thus, loyalty building at any cost may not necessarily be the right strategy for all the brands competing in the market. This has important implications for managers interested in adopting loyalty-building strategies to increase market shares of their products, J BUSN RES 1999. 44.75-92. © 1998 Elsevier Science Inc.
Persistent Identifierhttp://hdl.handle.net/10722/85852
ISSN
2015 Impact Factor: 2.129
2015 SCImago Journal Rankings: 1.682
References

 

DC FieldValueLanguage
dc.contributor.authorYim, CKen_HK
dc.contributor.authorKannan, PKen_HK
dc.date.accessioned2010-09-06T09:09:59Z-
dc.date.available2010-09-06T09:09:59Z-
dc.date.issued1999en_HK
dc.identifier.citationJournal Of Business Research, 1999, v. 44 n. 2, p. 75-92en_HK
dc.identifier.issn0148-2963en_HK
dc.identifier.urihttp://hdl.handle.net/10722/85852-
dc.description.abstractExtant literature on behavioral brand loyalty has mostly considered loyalty as a notion of consumers being exclusively loyal to a single alternative. With the unprecedented increase in the number of competing product alternatives in the present decade, there has been a clear decrease in the number of such loyal consumers who purchase an alternative exclusively. Many consumers have started to embrace more than one alternative as their Javorite brands, thus exhibiting divided loyalties among a Jew brands. In this article, we propose a modeling framework to study consumer behavioral loyalty as evidenced by these two types of loyalty: the first is hard-core loyalty, when consumers exclusively repeat purchase one product alternative, and the second is reinforcing loyalty, when consumers may switch among product alternatives, but predominantly repeat purchase one or more product alternatives to a significant extent. We posit that the market is made up of segments of hard-core loyals and segments of potential switchers (reinforcing loyals or otherwise) who are homogeneous in terms of their switching response to product attribute and marketing mix variables. We then model consumers' aggregate conditional switching responses using a linear logit latent class formulation. Our application to the cracker data shows that measuring a product's loyalty in terms of both hard-core and reinforcing loyalties provides more valuable information that is critical to the management of brand loyalty. Our 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 (marketing mix or product attributes) that motivate reinforcers to repeat purchase the brands. Thus, loyalty building at any cost may not necessarily be the right strategy for all the brands competing in the market. This has important implications for managers interested in adopting loyalty-building strategies to increase market shares of their products, J BUSN RES 1999. 44.75-92. © 1998 Elsevier Science Inc.en_HK
dc.languageengen_HK
dc.publisherElsevier Inc. The Journal's web site is located at http://www.elsevier.com/locate/jbusresen_HK
dc.relation.ispartofJournal of Business Researchen_HK
dc.rightsJournal of Business Research. Copyright © Elsevier Inc.en_HK
dc.titleConsumer behavioral loyalty: A segmentation model and analysisen_HK
dc.typeArticleen_HK
dc.identifier.openurlhttp://library.hku.hk:4550/resserv?sid=HKU:IR&issn=0148-2963&volume=44&issue=2&spage=75&epage=92&date=1999&atitle=Consumer+Behavioral+Loyalty:+A+Segmentation+Model+and+Analysisen_HK
dc.identifier.emailYim, CK: yimbck@hkucc.hku.hken_HK
dc.identifier.authorityYim, CK=rp01122en_HK
dc.description.naturelink_to_subscribed_fulltext-
dc.identifier.doi10.1016/S0148-2963(97)00243-9-
dc.identifier.scopuseid_2-s2.0-0033071018en_HK
dc.identifier.hkuros48568en_HK
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-0033071018&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume44en_HK
dc.identifier.issue2en_HK
dc.identifier.spage75en_HK
dc.identifier.epage92en_HK
dc.publisher.placeUnited Statesen_HK
dc.identifier.scopusauthoridYim, CK=15770531500en_HK
dc.identifier.scopusauthoridKannan, PK=7005564666en_HK

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