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Brand and retailer loyalty: past behavior and future intentions

Michael T. Ewing (Senior Lecturer in Marketing, School of Marketing, Curtin University of Technology, Perth, Western Australia)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 April 2000



Brand loyalty is investigated by examining actual past behavior and its impact on future behavioral intentions: in terms of expectation to purchase the same/another brand from the same/another retailer, as well as willingness to recommend the purchased brand and retailer from which it was purchased. Findings indicate that while not without its flaws, purchase expectations/intentions data remain a valid research metric. Furthermore, it would appear as if the brand/consumer interface offers greater predictive ability than the retail/consumer interface. Lastly, willingness to recommend does not seem to be influenced by past behavior, but the higher the respondent’s expectation to purchase a brand, the higher will be their willingness to recommend that brand. The same applies to retailer recommendation. Limitations are discussed, and directions for future research suggested.



Ewing, M.T. (2000), "Brand and retailer loyalty: past behavior and future intentions", Journal of Product & Brand Management, Vol. 9 No. 2, pp. 120-127.




Copyright © 2000, MCB UP Limited

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