TY  - JOUR
AB  - 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.
VL  - 10
IS  - 1
SN  - 1061-0421
DO  - 10.1108/10610420110382803
UR  - https://doi.org/10.1108/10610420110382803
AU  - Rundle‐Thiele Sharyn
AU  - Bennett Rebekah
PY  - 2001
Y1  - 2001/01/01
TI  - A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets
T2  - Journal of Product & Brand Management
PB  - MCB UP Ltd
SP  - 25
EP  - 37
Y2  - 2024/04/18
ER  -