A COMPARATIVE STUDY OF THE RELATIONSHIP BETWEEN BRAND LOYALTY AND MARKET SHARE AMONG DURABLE AND NON-DURABLE PRODUCTS

Ovidiu Moisescu () and Andrej Bertoncelj
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Andrej Bertoncelj: University of Primorska, Koper, Slovenia

Management and Marketing Journal, 2010, vol. VIII, issue 1, 137-145

Abstract: 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.

Keywords: brand loyalty; market share; durables and non-durables; Romania (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:viii:y:2010:i:1:p:137-145

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