Consideration, choice, and classifying loyalty

Terech, Andres; Bucklin, Randolph E.; Morrison, Donald G.

doi:10.1007/s11002-008-9065-y

Cited by 17 publications

(19 citation statements)

References 15 publications

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“…This paper has focused on loyalty to consumer goods, but has not considered loyalty to consumer durables such as automobiles. While it seems likely that the effects described here would apply to durables, another method of evaluation may be called for (Terech et al 2009). …”

Section: Discussionmentioning

confidence: 99%

Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty

2015

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Ethicists refer to people who make judgments based on normative principles as deontologists. Their ethical standards are such that loyalty is an important characteristic to them-which could make them appealing consumers for marketers to target. In a series of three studies, we illustrate the following: whether deontological standards of judgment positively impact their consumer loyalty, if normative advertising campaigns are more effective for deontologists than for utilitarians, and whether the loyalty proneness of deontologists is a function of selective processing. While standards of judgment have been addressed in the literature to measure practices of marketers, our research is the first that speaks to the impact that standards of judgment can have on consumer decision-making.

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Section: Discussionmentioning

confidence: 99%

Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty

2015

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“…Um conjunto de consideração grande e diverso, por exemplo, é provavelmente um indicativo de falta de lealdade a qualquer marca. Empiricamente, os conjuntos de consideração apresentam correlações estreitas com a lealdade à marca (OSTLUND, 1973;REILLY;PARKINSON, 1985;TERECH;BUCKLIN;MORRISON, 2009).…”

Section: Lealdade Multi-marcasunclassified

Lealdade à marca: O que é? Como medir?

Filho

2019

Rev. Ciênc. Admin.

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A lealdade à marca é um dos construtos mais estudados na literatura do marketing e de grande interesse para acadêmicos e praticantes, em função de sua estreita relação com resultados superiores para as empresas, que lhes conferem vantagens competitivas. Apesar de ser estudada empiricamente desde a década de 1950, a conceituação e operacionalização desse construto ainda hoje é um tema em discussão. Isso, por sua vez, acarreta em dificuldades conceituais de como medi-la. O objetivo desse ensaio, apoiado em uma ampla revisão de literatura sobre o tema, é apresentar as diferentes concepções de lealdade e formas de medir esse construto. O artigo procura também provocar reflexões acerca das diferentes formas de se medir lealdade e sugerir quando uma pode ser preferível a outras.

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“…There is existing work dealing with classification of buyers into loyalty groups [38], and a recent study develops and empirically tests a model of antecedents of consumer loyalty towards ISPs [8]. In [26] authors use a gametheoretic framework to prove that if loyalty increases with market share and penetration, customer retention strategies seem to be consequently more efficient for market leaders.…”

Section: Introductionmentioning

confidence: 99%