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Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and the USA

Author

Listed:
  • John Dawes
  • Lars Meyer-Waarden

    (marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - Comue de Toulouse - Communauté d'universités et établissements de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Carl Driesener

Abstract

This research examines long-term loyalty change in a wide variety of FMCG categories in the UK and USA, over time periods between six to thirteen years. The study uses the Dirichlet S category switching parameter as the loyalty indicator. The findings provide mixed evidence. Only in 7 out of 15 UK categories and 2 of 6 US categories loyalty is slightly declining. Loyalty decline appears to be product category-specific, rather than a universal phenomenon, and furthermore appears to be a very slight and slow process

Suggested Citation

  • John Dawes & Lars Meyer-Waarden & Carl Driesener, 2012. "Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and the USA," Post-Print halshs-00742356, HAL.
    • Handle: RePEc:hal:journl:halshs-00742356
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    Cited by:

    1. Mohammed Nuseir, 2016. "Exploring the Use of Online Marketing Strategies and Digital Media to Improve the Brand Loyalty and Customer Retention," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(4), pages 228-228, March.
    2. H. Holly Wang & Na Hao & Qingjie Zhou & Michael E. Wetzstein & Yong Wang, 2019. "Is fresh food shopping sticky to retail channels and online platforms? Evidence and implications in the digital era," Agribusiness, John Wiley & Sons, Ltd., vol. 35(1), pages 6-19, January.
    3. Ozdemir, Sena & Zhang, ShiJie & Gupta, Suraksha & Bebek, Gaye, 2020. "The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty," Journal of Business Research, Elsevier, vol. 117(C), pages 791-805.
    4. Jana Majerova & Wlodzimierz Sroka & Anna Krizanova & Lubica Gajanova & George Lazaroiu & Margareta Nadanyiova, 2020. "Sustainable Brand Management of Alimentary Goods," Sustainability, MDPI, vol. 12(2), pages 1-18, January.
    5. Wenjing Lyu & Ye Qi & Jin Liu, 2024. "Proliferation in live streaming commerce, and key opinion leader selection," Electronic Commerce Research, Springer, vol. 24(2), pages 1153-1186, June.
    6. Sayibu Ibrahim Nnindini & Justice Boateng Dankwah, 2022. "Consumer Loyalty and Brand Marketing Programs in an Emerging Economy: Evidence from the Automobile Industry," Information Management and Business Review, AMH International, vol. 13(4), pages 23-38.
    7. P. Baba Gnanakumar, 2020. "Reinforcement of Brands Inspired by Faith with the Paradox of Cultural Divergence in Indian FMCG Market," IIM Kozhikode Society & Management Review, , vol. 9(1), pages 96-107, January.
    8. Karan Grover & Garima, 2025. "Unravelling customer gratitude: navigating the literature and paving the way forward with the TCCM framework," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(1), pages 17-51, March.
    9. Nadeem, Waqar & Khani, Amir H. & Schultz, Carsten D. & Adam, Nawal Abdalla & Attar, Razaz Waheeb & Hajli, Nick, 2020. "How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    10. Trinh, Giang & Dawes, John, 2020. "A comparison of brand loyalty between on the go and take-home consumption purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    11. Mihai ȚICHINDELEAN & Claudia OGREAN & Mihaela HERCIU, 2024. "Do Loyal Customers Buy Differently? Examining Customers’ Loyalty In A Self-Service Setting," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 19(1), pages 350-367, April.
    12. Yan, Nina & Tong, Tingting & Cai, Gangshu (George), 2025. "Modeling consumer stickiness in online platform pricing," European Journal of Operational Research, Elsevier, vol. 327(2), pages 623-640.
    13. Latifa Ayoubi, 2024. "The Role of Brand Identification in Building Customer Relationships: A Case Study of French Banks," Post-Print hal-04787056, HAL.
    14. Trinh, Giang & Lam, Desmond, 2016. "Understanding the attendance at cultural venues and events with stochastic preference models," Journal of Business Research, Elsevier, vol. 69(9), pages 3538-3544.
    15. Koll, Oliver & Plank, Andreas, 2022. "Do shoppers choose the same brand on the next trip when facing the same context? An empirical investigation in FMCG retailing," Journal of Retailing, Elsevier, vol. 98(4), pages 576-592.
    16. Trinh, Giang & Khan, Huda & Lockshin, Larry, 2020. "Purchasing behaviour of ethnicities: Are they different?," International Business Review, Elsevier, vol. 29(4).
    17. 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.
    18. Zhibiao Wang & Panpan Yang & Dan Li, 2021. "The Influence of Heritage Tourism Destination Reputation on Tourist Consumption Behavior: A Case Study of World Cultural Heritage Shaolin Temple," SAGE Open, , vol. 11(3), pages 21582440211, July.
    19. Kivilcim Dogerlioglu Demir & Ozge Turut & Ezgi Akpinar Uysal, 2018. "Honesty Only Gets You So Far! The Effect of Two-sided Content on Re-purchase Intentions," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 32(1), pages 37-53.
    20. Quach, Sara & Hewege, Chandana & Le, Viet, 2019. "Expression and transformation of loyalty in a contractual service setting: A processual view," Australasian marketing journal, Elsevier, vol. 27(2), pages 66-77.
    21. Shen, Bin & Choi, Tsan-Ming & Chow, Pui-Sze, 2017. "Brand loyalties in designer luxury and fast fashion co-branding alliances," Journal of Business Research, Elsevier, vol. 81(C), pages 173-180.
    22. Daly, Timothy M. & Nataraajan, Rajan, 2015. "Swapping bricks for clicks: Crowdsourcing longitudinal data on Amazon Turk," Journal of Business Research, Elsevier, vol. 68(12), pages 2603-2609.

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