No open-access location is known for this record yet.
No open-access location is known for this record yet.
Marketing specialists widely accept that brand loyalty, as core component of brand equity, can leverage several positive effects on brand commercial performance and on other dimensions of brand equity, loyalty being both an input and an output from this perspective. Starting from the supposition that higher brand loyalty can generate higher market share, the paper investigates the relationship between the two, considering repurchase and recommend intentions as main measurements of loyalty. Analyzing the data collected through a questionnaire based survey among a representative sample of Romanian urban consumers, the paper comparatively investigates the potential positive correlations between loyalty and market share considering two market types and product categories: durables and non-durables. The results reveal that the relation is not sustained statistically in the case of non-durable, but can be modeled through exponential functions in the case of durables.
Loading…
Stored only when both papers are in the corpus — 7 citations exist upstream.
Papers that cite the same references — the relational fallback while embeddings are still backfilling.
Imported from OpenAlex (CC0) — nothing here is generated.