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A Situational Approach to Brand Loyalty

Author

Listed:
  • Gilles Laurent

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Bernard Dubois

Abstract

Brand loyalty, although an old idea central to marketing practice, remains a poorly understood and measured construct. Given the renewed interest in brand and branding issues, pleas for fresh perspectives that could rejuvenate brand loyalty research have proliferated. The objective of this paper is to advocate and illustrate the adoption of a situational approach in the analysis of brand loyalty patterns. A situational scale is developed in the context of fast moving consumer goods; its scalability is established, its convergent validity is assessed and its diagnostic power is illustrated.

Suggested Citation

  • Gilles Laurent & Bernard Dubois, 1999. "A Situational Approach to Brand Loyalty," Post-Print hal-00458443, HAL.
    • Handle: RePEc:hal:journl:hal-00458443
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    Cited by:

    1. Bahtýþen Kavak & Canan Eryiðit & Öznur Özkan Tektaþ & Pýnar Baþgöze, 2010. "Effects Of Hedonic - Utilitarian Motives And Life Style On Attitudinal-Behavioral Loyalty," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 24(1+2), pages 21-40.
    2. Fabian Bergès & Valérie Orozco, 2010. "Measures of store loyalty in French food retailing," Review of Agricultural and Environmental Studies - Revue d'Etudes en Agriculture et Environnement, INRA Department of Economics, vol. 91(3), pages 261-277.
    3. Sanjay Pulligadda & Frank R Kardes & Maria L Cronley, 2016. "Positive affectivity as a predictor of consumers’ propensity to be brand loyal," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 216-228, March.
    4. Toufaily, Elissar & Ricard, Line & Perrien, Jean, 2013. "Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model," Journal of Business Research, Elsevier, vol. 66(9), pages 1436-1447.

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    Keywords

    Brand loyalty;

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