We evaluated the effect of a loyalty program in terms of its ability to alter normal repeatpurchase patterns and move a brand into an “excess loyalty” position. In doing so we replicate the work of (Sharp and Sharp, 1997) and extend the research by examining an almost identical loyalty program but in a more “promotion sensitive” market (and in a different country) and where a retaliatory price ...

Purpose – The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty. Design/methodology/approach – The convenience sampling method was used to collect primary data. A total of 400 adult consumers were interviewed who looked round or bought toys and video games in Taipei City Mall, and 387 effective questionnaires were collected; ...

The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion, and many players in the field are competing aggressively to capture more and more markets. The purpose of this article is to investigate the influence of brand loyalty on cosmetics buying behavior of female consumers in the Emirate of Abu Dhabi in the UAE. The seven factors of brand loyalty are brand name, product...

Website customer loyalty is believed to be very important to the success of E-Commerce firms. Based on document review, this study constructs a customer loyalty effect model which chooses organization, navigation, labeling and searching system as dependent variables as well as attitude and behavior loyalty as variables. The sample of the study was drawn from 250 students who have online shoppin...

Building brand loyalty has become more crucial, yet more complex to achieve in today’s age of immense competition. The paper discusses the brand loyalty as it is becoming an important element for gaining competitive advantage. The study looks into different key factors affecting brand loyalty in a developing country like Pakistan. The study focused on the aspects; Brand Knowledge, Brand Social ...

The purpose of this research is to investigate how the respondents are influenced by factors of brand loyalty towards sportswear brands. Previous research adopted seven factors to test in the Malaysian environment. The seven factors of brand loyalty are brand name, product quality, price, style, promotion, service quality and store environment. Brand name has shown strong correlation with brand...

This paper is the second of the series of studies entitled ‘‘Innovativeness and Involvement as Determinants of Website Loyalty’’, which was designed to test Foxall’s [(1995). Cognitive styles of consumer initiators. Technovation 15(5), 269–288] style/involvement model in the context of Internet buyer behaviours. In this paper, a consumer Website loyalty model was proposed to describe how consum...

This paper examines empirically the three concepts of loyalty that have been recently proposed in the literature: attitudinal loyalty, share loyalty, and differentiation loyalty. Measures of these concepts are compared at both aggregate (brand loyalty) and individual (customer loyalty) level. The findings support the view that each is indeed a separate concept, though each are, as hypothesised,...

This study is aimed at providing an insight into the effects of competition on customer value delivery for customer loyalty. Data were collected using a questionnaire on dyads of service employees and customers. The techniques of ANOVA, ordinary least squares, and logistic regression were used to analyze the dyad data in terms of research purposes. Results show that competition is a moderator o...