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A Comparative Study Of The Relationship Between Brand Loyalty And Market Share Among Durable And Non-Durable Products

Author

Listed:
  • Ovidiu I. MOISESCU

    (Babes-Bolyai University of Cluj-Napoca, Romania)

  • Andrej BERTONCELJ

    (University of Primorska, Koper, Slovenia)

Abstract

Marketing specialists widely accept that brand loyalty, as core component of brand equity, can leverage several positive effects on brand commercial performance and on other dimensions of brand equity, loyalty being both an input and an output from this perspective. Starting from the supposition that higher brand loyalty can generate higher market share, the paper investigates the relationship between the two, considering repurchase and recommend intentions as main measurements of loyalty. Analyzing the data collected through a questionnaire based survey among a representative sample of Romanian urban consumers, the paper comparatively investigates the potential positive correlations between loyalty and market share considering two market types and product categories: durables and non-durables. The results reveal that the relation is not sustained statistically in the case of non-durable, but can be modeled through exponential functions in the case of durables.

Suggested Citation

  • Ovidiu I. MOISESCU & Andrej BERTONCELJ, 2010. "A Comparative Study Of The Relationship Between Brand Loyalty And Market Share Among Durable And Non-Durable Products," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 137-145, May.
  • Handle: RePEc:aio:manmar:v:viii:y:2010:i:1:p:137-145
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    File URL: http://www.mnmk.ro/documents/2010/13MoisescuFFF.pdf
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    References listed on IDEAS

    as
    1. Ovidiu I. MOISESCU, 2009. "The Importance Of Brand Awareness In Consumers’ Buying Decision And Perceived Risk Assessment," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 103-110, November.
    2. Moisescu Ovidiu Ioan, 2009. "The Influence Of Market Type And Demographics On Brand Loyalty: A Study Among Urban Romanian Consumers," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 4(1), pages 737-741, May.
    3. Moisescu, Ovidiu I., 2006. "A Conceptual Analysis of Brand Loyalty As Core Dimension of Brand Equity," MPRA Paper 7504, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    brand loyalty; market share; durables and non-durables; Romania;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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