THE RELATIONSHIP BETWEEN THE DIMENSIONS OF BRAND LOYALTY. AN EMPIRICAL INVESTIGATION AMONG ROMANIAN URBAN CONSUMERS

Ovidiu Moisescu () and Brad Allen
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Brad Allen: Plymouth State University Plymouth, New Hampshire, U.S.A.

Management & Marketing, 2010, vol. 5, issue 4

Abstract: Considering the increasing importance of brand loyalty in the context of fierce competition, the paper aimed at empirically investigating, among urban Romanian consumers, the relationship between some of the major dimensions of brand loyalty. Measurement was conducted through five indicators: brand satisfaction, brand repurchase intention in similar buying contexts, brand recommend intention, brand repurchase intention in case of price increase (price elasticity of loyalty) and, respectively, repurchase intention in case of distribution decrease (distribution elasticity of loyalty). The main objective of the research was not only to investigate the relationship between the dimensions of brand loyalty as reflected by the five previous loyalty indicators, but also to suggest a conceptual model of brand loyalty considering the nature and intensity of the identified correlations. The data was collected through an ad-hoc questionnaire based survey, sampling the population by means of a mixture of classical probabilistic and non-probabilistic methods. The results proved positive correlations among loyalty dimensions and allowed us to propose a general model for the relationship between these dimensions.

Keywords: behavioral intend; brand loyalty; extended loyalty; loyalty essence. (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:eph:journl:v:5:y:2010:i:4:n:4

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