Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and the USA

Swapping bricks for clicks: Crowdsourcing longitudinal data on Amazon Turk

“…Indeed, some theories and models inherently rely upon time-separated data from individuals. For example, brand loyalty and brand switching are vitally important to branding research, but are almost impossible to access without some type of temporally-separated design (e.g., Dawes, Meyer-Waarden, & Driesener, 2015). This type of research typically includes a true-panel design where the diagonal elements represent brand loyalty and the off-diagonal ones indicate extents of brand switching.…”

Exploring the use of Online Marketing Strategies and Digital Media to Improve the Brand Loyalty and Customer Retention

“…Loyalty programs or relationship marketing should focus not only on repeat benefits, but also on attitudinal loyalty, emotional loyalty, imagination, social influence, and pleasure (Laroche, Habibi, & Richard, 2013). Due to the difficulty of observing customers' loyalty and learning their viewpoints, the dimensions of true loyalty cannot be identified (Dawes, Meyer-Waarden, & Driesener, 2015). In addition, it was difficult to identify what motivators or strategies attracted customer loyalty except the repurchase behaviours by experimental design.…”

“…Satisfaction can be transaction-specific or cumulative, and these have varying effects on consumer perceptions (Corley II, Jourdan, & Ingram, 2013). While equity, or "a fairness, lightness, or deservingness comparison to other entities, whether real or imaginary, individual or collective, person or non-person" (Dawes, Meyer-Waarden, & Driesener, 2015), is a driver of transaction-specific satisfaction, it is more of a post-satisfaction evaluation when modeling cumulative satisfaction. Satisfaction is highly correlated with long term relationships (Ying & Jin, 2014).…”

“…By contrast, trust has been conceptualized as a link between buyer-seller relationships and customer retention and loyalty (Thrassou & Vrontis, 2008). Trust refers to consumer willingness to rely on an exchange partner in whom one has confidence, and it can be a multifaceted construct (Dawes, Meyer-Waarden, & Driesener, 2015). For example, consumers may have different trust in a product, a company, or a sales person.…”

Honesty Only Gets You So Far! The Effects of Two-sided Content on Re-purchase Intentions

“…[1] It is clear that customers that repurchase and recommend products are the most profitable customers (Reichheld, 2003;Kumar, Petersen and Leone 2007). There is heartening work that shows the consequences of repeat purchase behavior (Dawes, Meyer-Waarden and Driesener 2015), yet there is scarce work understanding the effect of content such as advertising and consumer reviews on repeat purchase behavior. This work also addresses companies' goals to achieve repeat purchase behavior.…”