publication . Article . Other literature type . 1997

Decline and variability in brand loyalty.

Dekimpe, Marnik G.; Steenkamp, Jan-Benedict E.M.; Mellens, Martin; Vanden Abeele, Piet;
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  • Published: 01 Dec 1997 Journal: International Journal of Research in Marketing, volume 14, pages 405-420 (issn: 0167-8116, Copyright policy)
  • Publisher: Elsevier BV
  • Country: Netherlands
Abstract
Abstract In this paper, we examine the over-time behavior of brand loyalty for a large set of brands drawn from 21 consumer packaged goods categories. Using the brand-loyalty operationalization of Colombo and Morrison (1989), the following conclusions are obtained. First, little support is found for the often-heard contention that brand loyalty is gradually declining over time. Second, while the short-run variability around a brand's mean loyalty level is not negligible, no evidence is found that this variability has systematically increased over time, and it can be reduced considerably through a simple smoothing procedure. Finally, the brand-loyalty pattern for...
Subjects
free text keywords: Marketing, Leerstoelgroep Marktkunde en consumentengedrag, Marktkunde en Consumentengedrag, MGS, Marketing and Consumer Behaviour
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