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Markentreue und Kaufintervalle bei langlebigen Konsumgütern

Author

Listed:
  • Heribert Gierl

    (Universität Augsburg)

  • Roland Helm

    (Friedrich-Schiller-Universität Jena)

  • Stefan Stumpp

    (NFO Infratest Automotive (Germany))

Abstract

Summary Customer satisfaction, loyalty, variety seeking, and approval motives are often analyzed in consumer research. In this article the authors examine the relationships between these concepts. In the area of consumer durables variety seeking and the need for social recognition can be satisfied either by brand switching or by an early product replacement. The authors also try to identify variables which may explain why customers switch or chose early replacements. In an empirical study the authors analyze the moderating role of customer satisfaction and social brand confirmation.

Suggested Citation

  • Heribert Gierl & Roland Helm & Stefan Stumpp, 2002. "Markentreue und Kaufintervalle bei langlebigen Konsumgütern," Schmalenbach Journal of Business Research, Springer, vol. 54(3), pages 215-232, May.
    • Handle: RePEc:spr:sjobre:v:54:y:2002:i:3:d:10.1007_bf03372676
    DOI: 10.1007/BF03372676
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    References listed on IDEAS

    as
    1. van Trijp, Hans C M & Steenkamp, Jan-Benedict E M, 1992. "Consumers' Variety Seeking Tendency with Respect to Foods: Measurement and Managerial Implications," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 19(2), pages 181-195.
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    3. Simonson, Itamar & Winer, Russell S, 1992. "The Influence of Purchase Quantity and Display Format on Consumer Preference for Variety," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 133-138, June.
    4. Moshe Givon, 1984. "Variety Seeking Through Brand Switching," Marketing Science, INFORMS, vol. 3(1), pages 1-22.
    5. Andreas Herrmann & Michael D. Johnson, 1999. "Die Kundenzufriedenheit als Bestimmungsfaktor der Kundenbindung," Schmalenbach Journal of Business Research, Springer, vol. 51(6), pages 579-598, June.
    6. Barry L. Bayus, 1992. "Brand Loyalty and Marketing Strategy: An Application to Home Appliances," Marketing Science, INFORMS, vol. 11(1), pages 21-38.
    7. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1992. "The Role of Optimum Stimulation Level in Exploratory Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 434-448, December.
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    Cited by:

    1. Hagen Lindstädt, 2004. "Entscheidungskalküle jenseits des subjektiven Erwartungsnutzens," Schmalenbach Journal of Business Research, Springer, vol. 56(6), pages 495-519, September.

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    Keywords

    M31;

    JEL classification:

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

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