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A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets

Sharyn Rundle‐Thiele (Senior Researcher, Wine Marketing Research Group, School of Marketing, University of South Australia, Adelaide, Australia)
Rebekah Bennett (Associate Lecturer, Graduate School of Management, University of Queensland, Ipswich, Australia)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 February 2001

Abstract

Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture loyalty should be very different. This paper, in effect, argues against a single brand loyalty measure for all market types. Marketing practitioners wishing to predict future levels of loyalty would need to use different loyalty measures. In consumable markets where the market is stable and where there is high switching and low involvement and risk, behavioral measures are appropriate for predicting future brand loyalty levels. However where the market is not stable, there is a propensity towards sole brands and attitudinal measures may be better predictors of future behavior in such cases.

Keywords

Citation

Rundle‐Thiele, S. and Bennett, R. (2001), "A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets", Journal of Product & Brand Management, Vol. 10 No. 1, pp. 25-37. https://doi.org/10.1108/10610420110382803

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited