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Brand loyalty and its measurement Literature review andmethodology.
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| Submitted: Thu Aug 19 2004
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Brand loyalty and its measurement Literature review and methodology Submitted by: Sumedha (53) Sidhartha Samal (107) Contents Background.........................................................................3 Nature of Loyalty..................................................................5 Product Involvement/Brand loyalty link .....................................9 Classification of Brand loyalty Measures..................................10 Consumable goods markets.....................................................10 Durable goods markets............................................................11 Services markets.....................................................................12 Models of Measurement of Brand Loyalty..................................13 Arjun Chaudhari and Morris B. Holbrook's Model.........................13 Spiros Gounaris and Vlasis Stathakopoulos's Model....................15 James H. McAlexander,Stephen K. Kim & Scott D. Roberts Model..17 Conclusion..........................................................................19 References..........................................................................20 Background: The concept of Brand loyalty has been defined in a number of ways by different academics and practitioners. Brand loyalty has been largely defined and measured in either behavioral or attitudinal terms (Mellens et al., 1996). Most researchers agree that loyalty is a very complex construct (Javalgi and Moberg, 1997) and most utilize the composite definition of brand loyalty which was originally proposed by Jacoby (1971). According to Jacoby's concept definition brand loyalty can be defined as: The biased (non-random) behavioral response (purchase) expressed over time by some decision-making unit with respect to...
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