Correlates of first‐brand loyalty

East, Robert; Harris, Patricia; Willson, Gill; Hammond, Kathy

doi:10.1080/0267257x.1995.9964360

Cited by 41 publications

(34 citation statements)

References 10 publications

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“…More recent work by Uncles and Ehrenberg (1990), however, found similar purchasing habits among younger and older consumers. East et al (1995) identified a curvilinear relationship between age and loyalty that was mainly attributed to the fact that income is low among the young and the old. They also indicated that shoppers who are more concerned about price are less loyal, with high income groups being more loyal than low income groups.…”

Section: Brand Loyalty Behaviourmentioning

confidence: 96%

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Dimensions of brand purchasing behaviour: consumers in the 18–24 age group

Wood

2004

J of Consumer Behaviour

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lectures in Marketing at the University of Kent, UK. She is currently carrying out research that explores the future of brand management in the food and FMCG industries. Prior to working in education, she worked in brand management for a UKbased multinational food company. AbstractThis paper reports the results of a study of brand selection and loyalty within the 18-24 age group. The study explores brand loyalty behaviour across different product categories, and investigates the dimensions that drive loyalty behaviour within this age group. First, the construct of brand loyalty is defined, followed by an overview of key research in the area. Finally, the study itself is detailed. The study concludes that there is a significant difference in the degree of brand loyalty exhibited by the 18-24-year-old respondents across product categories. The dimensions of brand selection also vary by product type.Brand heritage in terms of parental influence was evident in coffee and toothpaste purchase, with brand as a reflection of self-image being something that is important to clothing brands. Value and variety are important attributes of cereal brand selection.

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Section: Brand Loyalty Behaviourmentioning

confidence: 96%

“…Further studies agree that essentially, loyalty comprises both a behavioural and an affective (or commitment) component (Assael, 1992;Dick and Basu, 1994;McGoldrick and Andre, 1997). Other studies have primarily focused on the behavioural aspect of loyalty (Cunningham, 1956;Bayus, 1992;Fader and Schmittlein, 1993;East et al, 1995).…”

Section: Introductionmentioning

confidence: 95%

Dimensions of brand purchasing behaviour: consumers in the 18–24 age group

Wood

2004

J of Consumer Behaviour

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“…Customers who were brand loyalty was apparent in low PLB categories too. Brandloyal consumers are likely to have more concerns about quality (East, Gill, Hammond, & Hammond, 1995) and engage in lower variety-seeking behaviours (Garretson et al, 2002), thus PLB products may not be an alternative in their consideration set. This negative relationship is similar to Burton et al (1998) and Garretson et al (2002)s" findings.…”

Section: Discussionmentioning

confidence: 99%

Consumer‐factors moderating private label brand success: further empirical results

Glynn

Chen

2009

International Journal of Retail &Amp; Distribution Management

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2 Consumer-factors Moderating Private Label Brand Success: Further Empirical Results AbstractPurpose-This research examines the category-level differences of both risk perception and brand loyalty effects on consumer proneness towards buying private label brands (PLBs).Methodology/Approach-This study extends the work of Batra and Sinha (2000) (B&S) by also examining the PLB effects of brand loyalty and price-quality by product category using a mallintercept survey. Findings-The results indicate that quality variability, price consciousness, price-quality association and brand loyalty influence consumer proneness to buy PLBs. In addition, income, education and household size are moderators of PLB purchasing. Research limitations/implications-This research confirms the importance of price consciousnessand quality variability on PLB purchasing. The importance of these determinants depends on both the product category and the PLB market share within the category.Practical implications-Retailers and manufacturers need to consider the effects of PLB in relation to the product category. For retailers the value of a PLB is less relevant in some categories but appealing to the price conscious consumer is important. Manufacturers should note in some categories that brand loyalty is important but not as much as price consciousness. Customer income is still an important determinant of PLB purchasing.Originality and value-The study shows that it is important to consider product category differences which makes it more difficult to generalize about PLB purchasing.

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“…Similarly, comparisons on price should also start declining with the increase in the depth of the brand relationship. East et al (1995) show that brand loyal consumers tend to be less concerned about price. It would appear, therefore, that once a consumer involves in a relationship with the brand, it becomes a part of his or her social recognition as the "x-brand person"; under such circumstances, the consumer should stop considering price as an important determinant while purchasing the brand and there should be lower levels of price comparison.…”

Section: H6 (A)mentioning

confidence: 99%

Brand Relationships and Switching Behaviour for Highly Used Products in Young Consumers

Sahay¹,

Sharma²

2010

Vikalpa: The Journal for Decision Makers

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The second part of the paper looks at the influence of the social groups like family and peers on the switching behaviour in presence of brand relationship dimensions where, we found that family has a relatively stronger influence than peers. Finally, it looks at the effect of price comparison on brand relationship. It is found that consumers do compare price irrespective of how strong the brand relationship is. This may be an artifact of the higher price consciousness in the Indian environment that is found amongst consumers across income groups.The future directions and limitations are discussed at the end.

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Correlates of first‐brand loyalty

Cited by 41 publications

References 10 publications

Dimensions of brand purchasing behaviour: consumers in the 18–24 age group

Dimensions of brand purchasing behaviour: consumers in the 18–24 age group

Consumer‐factors moderating private label brand success: further empirical results

Brand Relationships and Switching Behaviour for Highly Used Products in Young Consumers

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