Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and the USA

John Dawes (), Lars Meyer-Waarden () and Carl Driesener
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Lars Meyer-Waarden: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: This research examines long-term loyalty change in a wide variety of FMCG categories in the UK and USA, over time periods between six to thirteen years. The study uses the Dirichlet S category switching parameter as the loyalty indicator. The findings provide mixed evidence. Only in 7 out of 15 UK categories and 2 of 6 US categories loyalty is slightly declining. Loyalty decline appears to be product category-specific, rather than a universal phenomenon, and furthermore appears to be a very slight and slow process

Keywords: Evolution brand loyalty; repeat-purchase; consumer panel; Dirichlet model; "Evolution brand loyalty"; "repeat-purchase"; "consumer panel"; " Dirichlet model"; "évolution fidélité à la marque"; " achats répétés"; " panel consommateur"; " modèle Dirichlet" (search for similar items in EconPapers)
Date: 2012-05-09
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Published in 28ème Congrès de l'Association Française du Marketing (AFM), May 2012, Brest, France. pp.20

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Journal Article: Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and the USA (2015)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00742356

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