The Experts below are selected from a list of 38538 Experts worldwide ranked by ideXlab platform
Matthew Shum - One of the best experts on this subject based on the ideXlab platform.
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does advertising overcome Brand Loyalty evidence from the breakfast cereals market
Journal of Economics and Management Strategy, 2004Co-Authors: Matthew ShumAbstract:In differentiated product markets where consumer preferences are characterized by Brand Loyalty, an important role for advertising may be to overcome Brand Loyalty by encouraging consumers to switch to less familiar Brands. Using a scanner panel dataset of breakfast-cereal purchases, I find evidence consistent with the hypothesis that advertising counteracts the tendencies of Brand Loyalty toward repeat purchasing. Equivalently, advertising reduces switching costs in this market. Furthermore, counterfactual experiments demonstrate that in markets with Brand Loyalty, advertising is an attractive and effective option—relative to alternative promotional activities, such as price discounts—of stimulating demand for a Brand.
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does advertising overcome Brand Loyalty evidence from the breakfast cereals market
Social Science Research Network, 2004Co-Authors: Matthew ShumAbstract:In differentiated product markets where consumer preferences are characterized by Brand Loyalty, an important role for advertising may be to overcome Brand Loyalty by encouraging consumers to switch to less familiar Brands. Using a scanner panel dataset of breakfast-cereal purchases, I find evidence consistent with the hypothesis that advertising counteracts the tendencies of Brand Loyalty toward repeat purchasing. Equivalently, advertising is an attractive and effective option - relative to alternative promotional activities, such as price discounts - of stimulating demand for a Brand.
Alisha Stein - One of the best experts on this subject based on the ideXlab platform.
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connecting the dots between Brand experience and Brand Loyalty the mediating role of Brand personality and Brand relationships
Journal of Brand Management, 2014Co-Authors: Balasubramani Ramaseshan, Alisha SteinAbstract:This article critically examines consumer–Brand relationships from the perspective of interpersonal relationship theory. Specifically, the authors investigate the relationship between Brand experience and the two components of Brand Loyalty, namely purchase Brand Loyalty and attitudinal Brand Loyalty. The study also examines the link between Brand experience and Brand relationship variables, Brand trust, Brand attachment and Brand commitment. In addition, the mediating role of Brand personality and Brand commitment in the relationship between Brand experience and Brand Loyalty is investigated. Drawing on the results of an empirical cross-Brand study from three product categories, the authors demonstrate that Brand experience, Brand personality and Brand relationship variables (Brand attachment and Brand commitment) all affect the degree to which a consumer is loyal to a Brand. On the basis of the findings, the authors offer guidelines to managers on how to build and sustain purchase and attitudinal Brand Loyalty by enhancing Brand experience. The theoretical and managerial significance of the findings together with directions for future research are discussed.
Matthew Thomson - One of the best experts on this subject based on the ideXlab platform.
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how well do consumer Brand relationships drive customer Brand Loyalty generalizations from a meta analysis of Brand relationship elasticities
Social Science Research Network, 2019Co-Authors: Mansur Khamitov, Xin Wang, Matthew ThomsonAbstract:To advance understanding of how well different types of Brand relationships drive customer Brand Loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-Brand relationship constructs and customer Brand Loyalty. The analysis of 588 elasticities from 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate Brand relationship elasticity is .439. More importantly, results demonstrate under what conditions various types of Brand relationships increase Loyalty. For example, while elasticities are generally highest for love-based and attachment-based Brand relationships, the positive influence of Brand relationships on customer Brand Loyalty is stronger in more recent (vs. earlier) years, for non-status (vs. status) and publicly (vs. privately) consumed Brands as well as for estimates using attitudinal (vs. behavioral) customer Brand Loyalty. Overall, the results suggest that Brand relationship elasticities vary considerably across Brand, Loyalty, time, and consumer characteristics. Drawing on these findings, the current research advances implications for managers and scholars and provide avenues for future research.
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how well do consumer Brand relationships drive customer Brand Loyalty generalizations from a meta analysis of Brand relationship elasticities
ACR North American Advances, 2018Co-Authors: Mansur Khamitov, Xin Wang, Matthew ThomsonAbstract:To advance understanding of how well different types of Brand relationships drive customer Brand Loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-Brand relationship constructs and customer Brand Loyalty. The analysis of 588 elasticities from 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate Brand relationship elasticity is .439. More importantly, results demonstrate under what conditions various types of Brand relationships increase Loyalty. For example, while elasticities are generally highest for love-based and attachment-based Brand relationships, the positive influence of Brand relationships on customer Brand Loyalty is stronger in more recent (vs. earlier) years, for nonstatus (vs. status) and publicly (vs. privately) consumed Brands, and for estimates using attitudinal (vs. behavioral) customer Brand Loyalty. Overall, the results suggest that Brand relationship elasticities vary considerably across Brand, Loyalty, time, and consumer characteristics. Drawing on these findings, the current research advances implications for managers and scholars and provide avenues for future research.
Balasubramani Ramaseshan - One of the best experts on this subject based on the ideXlab platform.
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connecting the dots between Brand experience and Brand Loyalty the mediating role of Brand personality and Brand relationships
Journal of Brand Management, 2014Co-Authors: Balasubramani Ramaseshan, Alisha SteinAbstract:This article critically examines consumer–Brand relationships from the perspective of interpersonal relationship theory. Specifically, the authors investigate the relationship between Brand experience and the two components of Brand Loyalty, namely purchase Brand Loyalty and attitudinal Brand Loyalty. The study also examines the link between Brand experience and Brand relationship variables, Brand trust, Brand attachment and Brand commitment. In addition, the mediating role of Brand personality and Brand commitment in the relationship between Brand experience and Brand Loyalty is investigated. Drawing on the results of an empirical cross-Brand study from three product categories, the authors demonstrate that Brand experience, Brand personality and Brand relationship variables (Brand attachment and Brand commitment) all affect the degree to which a consumer is loyal to a Brand. On the basis of the findings, the authors offer guidelines to managers on how to build and sustain purchase and attitudinal Brand Loyalty by enhancing Brand experience. The theoretical and managerial significance of the findings together with directions for future research are discussed.
Ekrem Tatoglu - One of the best experts on this subject based on the ideXlab platform.
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an integrative framework linking Brand associations and Brand Loyalty in professional sports
Journal of Brand Management, 2008Co-Authors: Erdener Kaynak, Gulberk Gultekin Salman, Ekrem TatogluAbstract:This study provides a conceptual framework linking Brand Loyalty and Brand associations in professional team sports. The study is primarily inspired from Gladden and Funk where they examined the link between Brand associations and Loyalty in professional sports in USA, without distinguishing between sports and clubs. Based on Aaker's general conceptualisation of Brand equity and Keller's model on consumer-based Brand equity, an integrative conceptual framework is developed for identifying various dimensions of Brand associations that are predictive of Brand Loyalty in professional sports.