Striking a Balance between Brand “Popularity” and Brand Loyalty
Open Access
- 1 January 1985
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 49 (1) , 53-59
- https://doi.org/10.1177/002224298504900105
Abstract
The relationship between a brand's share of users and its loyal franchise is investigated. Using TGI data on consumer purchase habits covering 1,000 brands in 86 product classes, it is found that brands with a larger share of users have proportionately larger fractions of loyal buyers. These results are useful in the allocation of resources between the enlargement of a brand's base of users and the development of users' loyalty.Keywords
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