Consumer behaviour: Brand loyalty

 

While there are efficient ways to measure consumers’ response to ads and marketing, there is little measurement of what happens at the moment of purchase. Sales data does not tell us what a shopper pl ...

In this fresh-thinking analysis, John Gerzema and Edward Lebar analyse the growing 'brand bubble' - the perilous situation in which financial market expectations and values of brands continue to rise

This study investigates brand loyalty and other brand performance metrics in the UK sportswear market. It utilises consumer purchase data kindly provided by Taylor Nelson Sofres. The study finds that ...

The banking crisis has destroyed the status and respect in which banks were held. Yet the same handful of undifferentiated bank brands continues to offer essentially the same financial products, with

This article discusses how to run a customer loyalty programme. In the first instance, loyalty schemes, as with every interaction between a customer and a brand, must appeal to both the head and the h

Customer loyalty is complex and varies between markets and industries, but the best predictor of repurchase intention is the strength of relationship between buyer and seller. Relationship strength sc ...

This article discusses brand loyalty and how to achieve it. The difficulties include the fact that: people have fewer long-term relationships anyway; markets are increasingly commoditised; markets are

Brand loyalty is not the same as awareness or satisfaction; it is the consumer-to-brand bond that ensures future purchase. It can be defined and measured as the degree to which a brand meets or exceed

This article discusses what makes a brand a 'precious' brand, one that gets talked about and to which users get emotionally attached. They exhibit the following characteristics: their inventors are em ...

Understanding and measuring advertising and buyer loyalty have been on marketers' agendas for many decades. However, the act of bringing the two together has been limited due to the data requirements ...

This paper presents an international study into how the right brand and the right media venue can produce increased sales, and how that can be measured. It examines two Latin American brands, and anal ...

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 ...