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The roots of brand loyalty decline: An international comparison

Author

Listed:
  • Jean-Noël Kapferer

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

Abstract

Brand loyalty is a marketers' Holy Grail. And so it always will be, writes this French academic. One of the reasons is that as long as they try to win consumers' loyalties by restricting choices, marketers will only succeed in encouraging consumers to try and experiment with as many brands as possible. Paradoxically, loyalty can best be obtained by allowing consumers to make as many choices as they wish to make.

Suggested Citation

  • Jean-Noël Kapferer, 2005. "The roots of brand loyalty decline: An international comparison," Post-Print hal-00781530, HAL.
    • Handle: RePEc:hal:journl:hal-00781530
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    Citations

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    Cited by:

    1. Dawes, John & Meyer-Waarden, Lars & Driesener, Carl, 2015. "Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and the USA," Journal of Business Research, Elsevier, vol. 68(2), pages 425-432.
    2. Gauthier Casteran & Polymeros Chrysochou & Lars Meyer-Waarden, 2019. "Brand loyalty evolution and the impact of category characteristics," Marketing Letters, Springer, vol. 30(1), pages 57-73, March.
    3. Dawes, John, 2014. "Cigarette brand loyalty and purchase patterns: An examination using US consumer panel data," Journal of Business Research, Elsevier, vol. 67(9), pages 1933-1943.
    4. Kull, Alexander J. & Heath, Timothy B., 2016. "You decide, we donate: Strengthening consumer–brand relationships through digitally co-created social responsibility," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 78-92.

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