Does brand loyalty influence double jeopardy? A theoretical and empirical study

Abstract

PurposeCompared with the large brands, not only do the small brands attract fewer customers but also their customers buy them less frequently. This twin disadvantage of the less popular brands is termed “double jeopardy” (DJ). Earlier studies on the DJ effect have generally explained this as a behavioral phenomenon relating to the size structure of the market. This article aims to argue that the DJ effect is also influenced by the relationship between consumer choice antecedents and consumer buying behavior.Design/methodology/approachUsing consumer attitudinal and behavioral data on various toothpaste brands collected by a leading consumer goods company, it is shown that small brands are jeopardized in terms of individual‐level choice antecedents of both loyal and switching consumers. In particular, small brands are further jeopardized for brand=switching consumers in terms of weaker attitude‐choice relationship.FindingsThe research findings have significant managerial implications. the research suggests that double jeopardy of small brands may not be as irreversible phenomenon posited. A more in‐depth understanding of the individual‐level antecedents of consumer choice should help small brands to develop innovative offensive and defensive strategies aimed at favorable individual choice antecedents of loyal and switching consumers. For example, it may be prudent for a small brand to concentrate on a selected few segments (such as brand‐loyal segments) instead of spreading scarce brand resources across scattered promotion and distribution strategies.Originality/valueExamines the choice antecedents of consumers who either are loyal to a brand or are brand switchers.

Exploring Brand Awareness, Customer Loyalty and Perceived Quality: how they ensure Profitability and generate Purchase Intention: A study on cosmetic industry of Pakistan

“…almost 17%. The study is in line with the observations of Bandyopadhyay et al (2005), which determined the positive role of brand loyalty in purchasing intensity. The ninth hypothesis of the study was brand loyalty, which significantly contributes to profitability.…”

“…Behavior devotion symbolizes the repurchase activity, and devotion loom reflects the psychosomatic promise of the product (Monroe, 1990). Bandyopadhyay et al (2005) suggest that the dedication of a genuine brand should include the brand's tendency to acquire the behavior that is present in the extended clause's promise, constraint and psychosomatic liberalization (making a choice together with evaluation). Parasuraman and Grewal (2000) suggest that the added optimistic retailer contract observation is a strong buyer's loyalty.…”

“…The buyers did not have so much to do with price competition. Strong sales boost product productivity by lowering the so-called " Loyalty is also important because the price attracts the attention of the new customer considerably (Bandyopadhyay, Gupta, & Dube, 2005). The brand's profitability, which supports the product or its manufacturing equipment as a result that it attracts and which ensures its sustainability and growth in order to further identify how this profitability is affected (Dodds, Monroe, & Grewal, 1991) and ii) the end result of all of these brand awareness, brand loyalty and brand profitability that will further help create a plan to buy a purpose that is basically preparation for a specific feature or service in the future.…”

Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study

“…Several researchers have used attitudinal measures of consumer loyalty. Notable among them are Bandyopadhyay et al (2005) Rundle-Thiele (2005), Chaudhuri and Holbrook (2001), Mittal and Lasser (1998), and Berne et al (1997). In fact, Rundle-Thiele (2005) and Rundle-Thiele and Bennett (2001) suggest that in consumable markets characterized by high switching and low involvement and low risk, behavioral measures can predict brand loyalty levels appropriately.…”

Determinants Influencing Consumer's Loyalty Towards a Private Brand

“…While some authors (see, e.g., Bandyopadhyay et al, 2005) see loyalty as a reflection of frequency and repeated pattern in purchasing behaviour, others (see, e.g., Lim and Razzaque, 1997) state that loyalty reflects consumer's attitude toward the object, such as brand. Furthermore, some authors (see, e.g., Weinstein, 1972) indicate that loyalty expressed as a brand attitude can cause purchase behaviour, while others (see, e.g., Dimitriades, 2006) point out that purchasing behaviour and attitude can be combined into a single macro construct.…”