Behavioral brand loyalty and consumer brand associations

Jenni Romaniuk and Magda Nenycz-Thiel

Journal of Business Research, 2013, vol. 66, issue 1, 67-72

Abstract: Brand associations are a core part of Consumer Based Brand Equity (CBBE), and behavioral brand loyalty is a desirable outcome of CBBE. In this research, data from purchase panel and consumer surveys merge to reveal the relationship between a consumer's past behavioral loyalty and their current propensity to give brand associations. The results show a positive relationship, where those with a higher buying frequency and a higher share of category requirements are more likely to give brand associations. The findings also show that share of category requirements is a greater driver of brand association responses than buying frequency. This finding suggests that the use of competitors has a greater dampening effect on brand associations than the reinforcement effect of repeated brand buying. These results have important implications for modeling brand associations, particularly using cross-sectional data.

Keywords: Brand associations; Loyalty; Purchase frequency; Share of category requirements; 100% loyals; Brand equity (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (41)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:1:p:67-72

DOI: 10.1016/j.jbusres.2011.07.024

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