A Situational Approach to Brand Loyalty

Gilles Laurent () and Bernard Dubois
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Gilles Laurent: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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Abstract: Brand loyalty, although an old idea central to marketing practice, remains a poorly understood and measured construct. Given the renewed interest in brand and branding issues, pleas for fresh perspectives that could rejuvenate brand loyalty research have proliferated. The objective of this paper is to advocate and illustrate the adoption of a situational approach in the analysis of brand loyalty patterns. A situational scale is developed in the context of fast moving consumer goods; its scalability is established, its convergent validity is assessed and its diagnostic power is illustrated.

Keywords: Brand; loyalty (search for similar items in EconPapers)
Date: 1999
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Citations: View citations in EconPapers (4)

Published in Advances in Consumer Research, 1999, 26 (1), pp.657-663

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00458443

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