| کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
|---|---|---|---|---|
| 1018135 | 940330 | 2013 | 6 صفحه PDF | دانلود رایگان |
کلمات کلیدی
1.مقدمه
2.پیشینه نظری و فرضیه ها
2.1. تداعی برند بعنوان بخشی از CBBE
2.2. وفاداری رفتاری به برند
2.2.1. فراوانی خرید
2.2.2. سهم از خرید مشتری
2.3. مورد خاص مشتریان صد درصد وفادار
3. روش تحقیق
3.1. سنجش تداعی برند
3.2.سنجش وفاداری رفتاری به برند
4. نتایج
5. بحث
Brand associations are a core part of Consumer Based Brand Equity (CBBE), and behavioral brand loyalty is a desirable outcome of CBBE. In this research, data from purchase panel and consumer surveys merge to reveal the relationship between a consumer's past behavioral loyalty and their current propensity to give brand associations. The results show a positive relationship, where those with a higher buying frequency and a higher share of category requirements are more likely to give brand associations. The findings also show that share of category requirements is a greater driver of brand association responses than buying frequency. This finding suggests that the use of competitors has a greater dampening effect on brand associations than the reinforcement effect of repeated brand buying. These results have important implications for modeling brand associations, particularly using cross-sectional data.
► A positive relationship exists between behavioural loyalty and having brand associations.
► Those with higher purchase frequency and share of category requirements give more associations.
► Share of category requirements is a stronger driver of brand associations than purchase frequency.
Journal: Journal of Business Research - Volume 66, Issue 1, January 2013, Pages 67–72