publication . Article . 2010

A COMPARATIVE STUDY OF THE RELATIONSHIP BETWEEN BRAND LOYALTY AND MARKET SHARE AMONG DURABLE AND NON-DURABLE PRODUCTS

Ovidiu I. MOISESCU; Andrej BERTONCELJ;
Open Access
  • Published: 01 Jan 2010 Journal: Management & Marketing, volume VIII, issue 1 May, pages 137-145
Abstract
Marketing specialists widely accept that brand loyalty, as core component of brand equity, can leverage several positive effects on brand commercial performance and on other dimensions of brand equity, loyalty being both an input and an output from this perspective. Starting from the supposition that higher brand loyalty can generate higher market share, the paper investigates the relationship between the two, considering repurchase and recommend intentions as main measurements of loyalty. Analyzing the data collected through a questionnaire based survey among a representative sample of Romanian urban consumers, the paper comparatively investigates the potential...
Subjects
free text keywords: brand loyalty, market share, durables and non-durables, Romania, jel:M31

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