Building brand loyalty through individual stock ownership

Schoenbachler, Denise D.; Gordon, Geoffrey L.; Aurand, Timothy W.

doi:10.1108/10610420410568426

Cited by 66 publications

(53 citation statements)

References 17 publications

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“…Nevertheless, both marketing (Schoenbachler, Gordon, and Aurand, 2004;Vogelheim, Schoenbachler, and Gordon, 2001) and finance researchers (Frieder and Subrahmanyam, 2005) have recently begun to point out and find evidence of the fact that individuals who engage in buying and using the products and services of certain companies may also engage in investing in and holding the same companies' shares. In this light, it seems that managers have paid too little attention to and underestimated the significance of the segments of people who may act both as customers and shareholders to their companies.…”

Section: Introductionmentioning

confidence: 99%

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Influence of share ownership on repeat patronage

Aspara¹,

Nyman²,

Tikkanen³

2008

J. Cust. Behav.

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Business researchers have begun to pay attention to how an individual's share ownership in a publicly-listed company may influence his/her repeat patronage towards the company's products and services. This article investigates the influence of share ownership on repeat patronage, in conjunction with the influence of customer satisfaction. Survey data of a large sample of customers of a retail bank is examined. The results of the study suggest that an individual's share ownership in a company positively motivates his/her repeat patronage towards the company's services, independently of customer satisfaction. The results also suggest that customers who are simultaneously shareowners of the company will, on average, accept a lower level of customer satisfaction to repeatedly patronize the company and its services than non-share-owning customers.KEYWORDS: stock ownership, repeat patronage, customer satisfaction, switching behaviour, individual investor, customer loyalty ACKNOWLEDGEMENTS: Two of the authors (Aspara, Tikkanen) have received grants from Marcus Wallenberg Foundation as well as Jenny and Antti Wihuri Foundation for research related to the topic.

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Section: Introductionmentioning

confidence: 99%

“…4 products and services. For instance, Schoenbachler et al (2004) recently investigated whether individuals' share ownership in companies increased their brand loyalty towards and repeat purchases of the products of those companies. Their findings suggested that individuals do tend to buy products from companies in which they hold shares.…”

Section: Introductionmentioning

confidence: 99%

Influence of share ownership on repeat patronage

Aspara¹,

Nyman²,

Tikkanen³

2008

J. Cust. Behav.

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“…According to [22] supported the above argument pointing out that a brand with a good image has the ability to reduce the product perception risk of the consumers and increase positive response from consumers. The qualities of product are an attribute of an established brand name and stimulate buying intention [3].…”

Section: Conceptual Frameworkmentioning

confidence: 66%

The Impact of Brand Loyalty on Buying Behavior of Consumers: an Examination of Consumer Electronics

2017

June 29-30, 2017 London (UK) Back CABES-17, RTSET-17, SHSS-17, BELIS-17

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“…The repeat purchase (behavioral loyalty) may not reflect the true loyalty as it might buy through bribes such as price discount and coupons (Dick and Basu, 1994; Light, 1997 as cited in Schoenbachler et al, 2004). Thus, it is not a sufficient concept of brand loyalty as there is difference between brand loyalty and repeat buying behavior.…”

Section: Brand Loyalty -Attitudinal and Behavioral Loyaltymentioning

confidence: 99%

“…This had been supported by Ha, Janda, and Park (2008) which found that there is strong correlation exists between loyalty and the mean number of different stores visit per week. Moreover, the loyal consumers are likely to be less price sensitive, pass on the positive recommendation about the brand and willing to spend more money to their loyal brand (Dowling and Uncles, 1997 as cited in Schoenbachler, Gordon and Aurand., 2004). The positive word of mouth that brought by brand loyalty is the mechanism which enable corporation to save the marketing cost (Rundle-Thiele & Mackay, 2001).…”

Section: Brand Loyaltymentioning

confidence: 99%

Behavioral Loyalty and Attitudinal Loyalty: Malaysian’s Intention on Counterfeit Clothing and Footwear

San

Yee

2012

jpag

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Purpose: The research aim to clarify the relationship of brand loyalty: attitudinal, behavioral loyalty with the Malaysian purchase intention on pirated clothing and footwear in order to gain better understanding in developing advance countermeasure.Design/ Methodology/ Approach: A quantitative research is used to obtain the first hand information. 380 sets of personally-administrated questionnaires were distributed in Malaysia -Penang"s Batu Ferringhi Night Market. A variety of statistical analysis techniques were used. Findings:The findings suggested brand loyalty: attitudinal and behavioral have a significant relationship with the purchase intention of counterfeit products. Under the two brand loyalty concepts, the behavioral loyalty had a greater negative association with the consumer intention on counterfeit. Practical implications:The paper provided in dept knowledge about the consumers motivation on counterfeit products and the information of marketing intelligence strategy-branding which available for the marketers and genuine manufacturers in better Research Limitations: The paper was primarily focus on the counterfeit clothing and footwear. Although the focus and sample size is adequate and accepted but the generalizability of study may be limited and cannot consider as representative collectively for the whole of Malaysia and other pirated products. Secondly, the quantitative research used had limited the further insight of other unknown variables or factors that do not included.

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Building brand loyalty through individual stock ownership

Cited by 66 publications

References 17 publications

Influence of share ownership on repeat patronage

Influence of share ownership on repeat patronage

The Impact of Brand Loyalty on Buying Behavior of Consumers: an Examination of Consumer Electronics

Behavioral Loyalty and Attitudinal Loyalty: Malaysian’s Intention on Counterfeit Clothing and Footwear

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