Correlates of Brand Loyalty: Some Positive Results
Open Access
- 1 February 1970
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 7 (1) , 67-76
- https://doi.org/10.1177/002224377000700108
Abstract
Studies assessing from consumer panel data the relations between household socioeconomic and personality characteristics and brand loyalty for frequently purchased packaged goods have yielded disappointing results. Using a special purpose panel, this study does suggest a relationship between personal characteristics, the shopping process, and loyalty. The paper also introduces a new measure of brand loyalty and describes the use of the AID procedure for exploratory data analysis.Keywords
This publication has 3 references indexed in Scilit:
- Purchasing Behavior and Personal AttributesPublished by University of Pennsylvania Press ,1968
- The factorial structure of selected consumer choice parameters and their relationship to personal values.Journal of Applied Psychology, 1964
- Problems in the Analysis of Survey Data, and a ProposalJournal of the American Statistical Association, 1963