Interproduct Household Loyalty to Brands

Open Access

1 November 1969

journal article
research article
Published by SAGE Publications in Journal of Marketing Research

Vol. 6 (4) , 434-435
https://doi.org/10.1177/002224376900600406

Abstract

This article reports pairwise correlation coefficients between 38 grocery products based on two different measures of household brand purchasing behavior. The modest magnitude of these coefficients implies that situation-specific as opposed to general household characteristics are the best candidates for predicting brand buying behavior within products.

Keywords

BEHAVIOR
GROCERY
PURCHASING
LOYALTY
MAGNITUDE
BUYING
CANDIDATES
PAIRWISE
OPPOSED
INTERPRODUCT

This publication has 1 reference indexed in Scilit:

Purchasing Behavior and Personal Attributes
Published by University of Pennsylvania Press ,1968