Journal of Marketing Research · 1973 · 420 citations · 5 references
BusinessMarketingMarketing ManagementBrand ManagementConsumer BehaviorRelationship MarketingBrand EquityBrand ExperienceBrand LoyaltyConsumer LoyaltyCustomer LoyaltyCustomer SatisfactionBehavioral Brand LoyaltyBrand Consumer RelationshipsLoyalty DriversLoyalty IntentionMultivariate Consumer Analysis
Two different measures of brand loyalty are employed in an analysis of survey data by MCA in which six hypotheses are tested. A measure based on brand deliberation as well as brand repurchase appeared to yield better results than did repurchase alone.
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