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Behavioral brand loyalty and consumer brand associations

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  • Romaniuk, Jenni
  • Nenycz-Thiel, Magda

Abstract

Brand associations are a core part of Consumer Based Brand Equity (CBBE), and behavioral brand loyalty is a desirable outcome of CBBE. In this research, data from purchase panel and consumer surveys merge to reveal the relationship between a consumer's past behavioral loyalty and their current propensity to give brand associations. The results show a positive relationship, where those with a higher buying frequency and a higher share of category requirements are more likely to give brand associations. The findings also show that share of category requirements is a greater driver of brand association responses than buying frequency. This finding suggests that the use of competitors has a greater dampening effect on brand associations than the reinforcement effect of repeated brand buying. These results have important implications for modeling brand associations, particularly using cross-sectional data.

Suggested Citation

  • Romaniuk, Jenni & Nenycz-Thiel, Magda, 2013. "Behavioral brand loyalty and consumer brand associations," Journal of Business Research, Elsevier, vol. 66(1), pages 67-72.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:1:p:67-72
    DOI: 10.1016/j.jbusres.2011.07.024
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    References listed on IDEAS

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