The roots of brand loyalty decline: An international comparison

Jean-Noël Kapferer
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Jean-Noël Kapferer: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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Abstract: Brand loyalty is a marketers' Holy Grail. And so it always will be, writes this French academic. One of the reasons is that as long as they try to win consumers' loyalties by restricting choices, marketers will only succeed in encouraging consumers to try and experiment with as many brands as possible. Paradoxically, loyalty can best be obtained by allowing consumers to make as many choices as they wish to make.

Keywords: BRAND loyalty; BRAND choice; CONSUMER behavior; CUSTOMER satisfaction; CUSTOMER loyalty; SEMANTICS; MARKETING (search for similar items in EconPapers)
Date: 2005-03
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Citations: View citations in EconPapers (4)

Published in Ivey Business Journal, 2005, 69 (4), pp.1-6

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00781530

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