Antecedents and consequences of brand loyalty: an empirical study

Spiros Gounaris, Vlasis Stathakopoulos

Research output: Contribution to journalArticle

Abstract

The authors consider the relationships among characteristics associated with the consumer (risk aversion and variety seeking), the brand (brand reputation and availability of substitute products), the social environment (social group influences and peers' recommendations), four types of loyalty (premium loyalty, inertia loyalty, covetous loyalty and no loyalty), and four consumer-related behavior types (word-of-mouth communication, buy alternative brand, go to different store and buy nothing). To test the hypothesized relationships a survey of Greek consumers was conducted. The findings provide general support for the postulated linkages among the above variables. Implications for marketing practice and directions for future research are discussed.
LanguageEnglish
Pages283-306
Number of pages23
JournalJournal of Brand Management
Volume11
Issue number4
Publication statusPublished - Apr 2004

Fingerprint

Empirical study
Brand loyalty
Loyalty
Risk aversion
Consumer risk
Brand reputation
Substitute
Social environment
Word-of-mouth communication
Peers
Inertia
Social groups
Linkage
Marketing practices
Premium
Variety seeking

Keywords

  • antecedents
  • consequences
  • brand loyalty
  • empirical study
  • consumer behaviour

Cite this

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Antecedents and consequences of brand loyalty : an empirical study. / Gounaris, Spiros; Stathakopoulos, Vlasis.

In: Journal of Brand Management, Vol. 11, No. 4, 04.2004, p. 283-306.

Research output: Contribution to journalArticle

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