Brands and branding: Brand loyalty

 

In just five years, O2 has become the largest mobile brand in the UK, with over 18 million customers. Its strategy has been to put customers, not technology, at the heart of its message, promising 'en ...

Dr Jeremy Griffiths, who leads the Marketing Sciences Team for Europe at Maritz Research, argues that a one-size-fits-all approach to loyalty research is a mistake. Quoting Maritz Research experience ...

Stuart Evans, general manager of ICLP UK, argues that loyalty occurs only at an emotional level (and that repeat purchase is not loyalty, but merely consistent behaviour). Thus most loyalty programmes ...

The Net Promoter Score (NPS) is a simple (and very popular) metric designed to gauge the loyalty of a firm's customers. However, recent research casts serious doubt over the claims made for NPS. In th ...

Huw Watkins, account director at kae: marketing intelligence, argues that what you sell is increasingly becoming secondary to how you sell - and the key to loyalty is now customer experience. He expla ...

The 'focus' theme for the May 2007's Admap report is brand loyalty. In this introductory article, Roderick White discusses definitions of behavioural and attitudinal loyalty, some metrics to measure i ...

Caroline Whitehill, co-founder of Acacia Avenue, looks at the reasons why people act habitually - a key factor in brand loyalty. She develops six theories for 'inertia', and discusses a number of way ...

This article discusses the advantages of stimulating and maintaining customer loyalty (which should not be confused with satisfaction). Four types of loyalty are defined and described: contractual, tr ...

This paper discusses the importance of the relationship between brands and price, and argues that reducing prices is not always the best solution in securing long-term success and beating consumer apa ...

Perceived brand parity is the belief in the consumers mind that major offerings in a product category are similar. The current article presents the results of a study indicating that high parity perce ...

In a study of the Double Jeopardy (DJ) phenomenon and the mediating effect of brand penetration between advertising and brand loyalty, we integrate a survey of 19,335 consumers on their buying behavio ...

A measurable framework for brand equity is presented that links together financial performance, loyalty, and attitudinal dimensions and for understanding the impact of a corporate brand on sub-brands ...

The elusive notion of brand equity is operationalized in a “share tiering” framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) ...

Paul Hague and Daniel Park, from B2B International, take a close look at what customer satisfaction scores really tell us. They argue that many of the most frequently used measures do not reflect cus ...

This paper describes the Category Management methodology used through Consumer Panel information in different countries in Latin America (Argentina, Brazil and Chile), aimed at opportunities for manuf ...

While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) meas ...

Andrew Ehrenberg, professor of marketing at London’s South Bank University and doyen of consumer purchasing behaviour theory, outlines what loyalty measures measure, how loyalty to different brands di ...

The Association of Publishing Agencies (APA) researches how customer magazines work as a marketing channel. In this article, Hilary Weaver describes two studies that help explain the rise and continu ...

Dr Joseph Plummer, director of research and insight at McCann-Erickson WorldGroup, describes 'McCann Brand Clout', a proprietary research tool used to evaluate seven universal marketing drivers for br ...

This paper looks at the most important current theories of how people buy - what we buy, how we choose, and how buying patterns can be formulated. The article covers Ehrenberg's 'rules', the limitati ...

Best Practice looks at the most important current theories of how people buy - what we buy, how we choose, and how buying patterns can be formulated. The article covers Ehrenberg's 'rules', the limit ...

WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding customer loyalty schemes (typcially via cards), with onward links to related ...

Faced with a need to choose between many high-quality alternatives (e.g. in an architectural competition, or selecting an agency), selectors inevitably find themselves searching for anything, however ...

This best practice article on brand loyalty reviews the basic operationally concepts and the differentials that separate the two. The article reviews brand loyalty in the fmcg field, covers the area o ...

Byron Sharp discusses the 'double jeopardy' pattern and differentiates between the marketing understanding of what it means (bigger brands have more customers who are also more loyal). While accepting ...

Classic economic theory and current marketing practice normally assume that one person's demand for a brand is not affected by the demand of others. Economic theory would suggest that the total demand ...

James Murphy argues that the attainability of trust is becoming harder for brands, in an era when consumers are more knowledgeable and cynical. He suggests that it may be time to reassess the concept ...

To enrich the limited and recent work in existence on relational phenomena in the consumer-brand domain, the authors focus on the concept of brand trust. The non-existence of a wider accepted measure ...

This piece on customer loyalty differentiates between incentive and loyalty schemes. The author asks whether customer loyalty is a thing of the past. Data for Sainsbury and Tesco club cards are exam ...

This article differentiates between true loyalty and the loyalty (or bribery) of the points collection schemes. The question is asked 'do these ploys work?' and the answer is 'yes'. Retailers to-day ...