TY  - JOUR
AB  - 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.
VL  - 13
IS  - 7
SN  - 1061-0421
DO  - 10.1108/10610420410568426
UR  - https://doi.org/10.1108/10610420410568426
AU  - Schoenbachler Denise D.
AU  - Gordon Geoffrey L.
AU  - Aurand Timothy W.
PY  - 2004
Y1  - 2004/01/01
TI  - Building brand loyalty through individual stock ownership
T2  - Journal of Product & Brand Management
PB  - Emerald Group Publishing Limited
SP  - 488
EP  - 497
Y2  - 2024/04/25
ER  -