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Antecedents and consequences of brand loyalty : an empirical study

Gounaris, Spiros and Stathakopoulos, Vlasis (2004) Antecedents and consequences of brand loyalty : an empirical study. Journal of Brand Management, 11 (4). pp. 283-306. ISSN 1350-231X

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Abstract

The authors consider the relationships among characteristics associated with the consumer (risk aversion and variety seeking), the brand (brand reputation and availability of substitute products), the social environment (social group influences and peers' recommendations), four types of loyalty (premium loyalty, inertia loyalty, covetous loyalty and no loyalty), and four consumer-related behavior types (word-of-mouth communication, buy alternative brand, go to different store and buy nothing). To test the hypothesized relationships a survey of Greek consumers was conducted. The findings provide general support for the postulated linkages among the above variables. Implications for marketing practice and directions for future research are discussed.

Item type: Article
ID code: 41013
Keywords: antecedents , consequences , brand loyalty , empirical study, consumer behaviour, Marketing. Distribution of products, Strategy and Management, Marketing
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
Depositing user: Pure Administrator
Date Deposited: 03 Sep 2012 15:55
Last modified: 05 Sep 2014 17:32
URI: http://strathprints.strath.ac.uk/id/eprint/41013

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