Long run loyalty. An exploring study

Phillip Stern

This paper uses a continuous panel of doctors to analyse their portfolios (the number of drugs which are used) and how their prescribing decisions are spread across their portfolios.

Long run loyalty. An exploratory study

Philip SternWarwick Business School, United Kingdom

INTRODUCTION

Brand loyalty is a topic which assumes importance in marketing research and practice but is interpreted in many different ways and it is not yet well understood in empirical terms. In the standard text on the subject, Jacoby and Chesnut (1978) reported 50 different operational measures of brand loyalty which indicates lack of agreement amongst practitioners and researchers.

East (1996) has focused on three key components of loyalty. The first, brand attitude, requires the buyer to feel positively disposed towards the brand. The second...

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