Article1973

Multivariate Analysis of Brand Loyalty for Major Household Appliances

461 citations0/0 files storedJournal of Marketing Research

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

Two different measures of brand loyalty are employed in an analysis of survey data by MCA in which six hypotheses are tested. A measure based on brand deliberation as well as brand repurchase appeared to yield better results than did repurchase alone.

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1994The Commitment-Trust Theory of Relationship Marketing 1996The Behavioral Consequences of Service Quality 1999Whence Consumer Loyalty?2003E‐satisfaction and e‐loyalty: A contingency framework 1993Customer satisfaction, customer retention, and market share 1983Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study 2001Brand trust in the context of consumer loyalty 1997The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development

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