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Building brand loyalty through individual stock ownership

Denise D. Schoenbachler (Professor in the Department of Marketing, Northern Illinois University, DeKalb, Illinois, USA)
Geoffrey L. Gordon (Professor in the Department of Marketing, Northern Illinois University, DeKalb, Illinois, USA)
Timothy W. Aurand (Associate Professor, in the Department of Marketing, Northern Illinois University, DeKalb, Illinois, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 December 2004

Abstract

Building brand loyalty has become more important, yet more difficult to achieve in today's marketplace. This research investigates a possible avenue for building brand loyalty that is not directly related to the marketing of the product – attracting individual investors in the brand's corporate parent. A survey of over 500 individual investors revealed that individual investors do tend to buy brands from companies in which they hold stock, and investors may buy stock in a company because they have experience with the brand. In contrast with brand loyalty, where consumers will not buy competitive offerings, individual investors indicated they would buy competitive offerings, suggesting that stock ownership is more likely to lead to repeat purchase behavior, but not brand loyalty.

Keywords

Citation

Schoenbachler, D.D., Gordon, G.L. and Aurand, T.W. (2004), "Building brand loyalty through individual stock ownership", Journal of Product & Brand Management, Vol. 13 No. 7, pp. 488-497. https://doi.org/10.1108/10610420410568426

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited