Brand Loyalty: Measurement and Management

Abstracts acceptance actual Advertising analysis appear applied approach assessing Association attempt attitudes attitudinal basic basis beliefs BL measures Brand Choice Brand Loyalty brand switching Business buyer buying Change Chestnut concept conceptual definition considered consistent construct construct validity Consumer Behavior criterion decision defined described determine developed Effect Ehrenberg evaluation example exist factors Finally findings Frank function given greater important increase indices individual influence involve Jacoby Journal of Marketing loyal Management marketing manager Marketing Research Massy mean measures of BL ment Models necessary number of brands objectives Olson operational operational definitions Person positive precisely predictive preference probability problems procedures proposed psychological purchase behavior question reasons reflect regarding region relationship relatively repeat purchasers result Review scale scores Second selecting specific stochastic suggest theory tion underlying understanding University York