Consumer behaviour: Brand loyalty

 

Customer loyalty is widely seen as a key marketing objective (e.g. in a third of all campaigns submitted to the IPA Awards). Yet there is little evidence of success being achieved by this route. Only ...

In just five years, O2 has become the largest mobile brand in the UK, with over 18 million customers. Its strategy has been to put customers, not technology, at the heart of its message, promising 'en ...

Dr Jeremy Griffiths, who leads the Marketing Sciences Team for Europe at Maritz Research, argues that a one-size-fits-all approach to loyalty research is a mistake. Quoting Maritz Research experience ...

Stuart Evans, general manager of ICLP UK, argues that loyalty occurs only at an emotional level (and that repeat purchase is not loyalty, but merely consistent behaviour). Thus most loyalty programmes ...

The Net Promoter Score (NPS) is a simple (and very popular) metric designed to gauge the loyalty of a firm's customers. However, recent research casts serious doubt over the claims made for NPS. In th ...

Huw Watkins, account director at kae: marketing intelligence, argues that what you sell is increasingly becoming secondary to how you sell - and the key to loyalty is now customer experience. He expla ...

The 'focus' theme for the May 2007's Admap report is brand loyalty. In this introductory article, Roderick White discusses definitions of behavioural and attitudinal loyalty, some metrics to measure i ...

Using academic research and experience of brand repertoire development in China, Caroline Hayter-Whitehill and Nitasha Kapoor, of Acacia Avenue, discuss brand loyalty and brand repertoires. They expla ...

This paper argues that, to sustain competitive advantage, companies must constantly push the boundaries and set more ambitious standards for `consumer insight' from research data. An example is brand ...

This presentation describes an innovative approach to brand and media planning called Brand-to-Media Engagement (B2ME) and which allows marketers and planners to measure the real levels of engagement ...

In this article we investigated whether a company’s recommendation factor can be increased by opt-in e-zines. A sample of 817 railway travelers was interviewed on the train. Using Reichheld’s (2001) r ...

In a business-to-business context in the auto insurance industry, the synergistic value of the continuum of relational-transactional data in developing interactive Integrated Marketing Communication ( ...

Consumer panels are traditionally one of the most important tools in carrying out market research, and the increasing prominence of the internet has the potential for engaging vast numbers of consumer ...

Today's OEM marketers must choose among a bewildering array of marketing corridors to reach consumers, with few established 'ground rules' to guide toward the best strategic choices. This paper discus ...

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws ...

The consumer-brand bond has long been of great interest to marketers, and continues to attract much attention and study. This paper addresses some of the misconceptions/gaps that are often observable ...

Caroline Whitehill, co-founder of Acacia Avenue, looks at the reasons why people act habitually - a key factor in brand loyalty. She develops six theories for 'inertia', and discusses a number of way ...

This article discusses the advantages of stimulating and maintaining customer loyalty (which should not be confused with satisfaction). Four types of loyalty are defined and described: contractual, tr ...

Television advertising is important for maintaining the value of a brand in a way we can control, yet marketers are increasingly being required to justify the value gained for TV spend. This article s ...

This paper discusses the importance of the relationship between brands and price, and argues that reducing prices is not always the best solution in securing long-term success and beating consumer apa ...

In a new purchasing environment (e.g., where a consumer moves to a new city), do consumers tend to keep buying the first brand that they try? If so, a behavioral primacy effect might be at work. Behav ...

Perceived brand parity is the belief in the consumers mind that major offerings in a product category are similar. The current article presents the results of a study indicating that high parity perce ...

In a study of the Double Jeopardy (DJ) phenomenon and the mediating effect of brand penetration between advertising and brand loyalty, we integrate a survey of 19,335 consumers on their buying behavio ...

A measurable framework for brand equity is presented that links together financial performance, loyalty, and attitudinal dimensions and for understanding the impact of a corporate brand on sub-brands ...

The elusive notion of brand equity is operationalized in a “share tiering” framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) ...

Marie Lena Tupot and Tim Stock, scenarioDNA, argue that branding today is more than providing a set of associations leading to a distinct brand image. They contend that modern brands must be more inte ...

This paper defines experience value as one of customer benefits, and analyzes its correlation with brand loyalty and its influential factors to perceived quality by quantifying the perceived quality o ...

Standard Chartered Bank has over 500 locations around the world and employs over 30,000 staff. It created a new customer feedback survey to get customers to evaluate their experiences and identify way ...

Paul Hague and Daniel Park, from B2B International, take a close look at what customer satisfaction scores really tell us. They argue that many of the most frequently used measures do not reflect cus ...

While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) meas ...