Abstract
The authors consider the relationships among characteristics associated with the consumer (risk aversion and variety seeking), the brand (brand reputation and availability of substitute products), the social environment (social group influences and peers' recommendations), four types of loyalty (premium loyalty, inertia loyalty, covetous loyalty and no loyalty), and four consumer-related behaviour types (word-of-mouth communication, buy alternative brand, go to different store and buy nothing). To test the hypothesised relationships a survey of Greek consumers was conducted. The findings provide general support for the postulated linkages among the above variables. Implications for marketing practice and directions for future research are discussed.
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1has a PhD from Athens University of Economics and Business, and is an assistant professor of marketing at the Department of Marketing and Communication at Athens University of Economics and Business. His research interests pivot around consumer behaviour, satisfaction and loyalty, service quality, tourist marketing, business-to-business marketing and market orientation development. His work has been published in many journals.
2has a PhD from the University of Arizona, and is an associate professor of marketing at the Department of Marketing and Communication at Athens University of Economics and Business. His work has been published in a number of journals and been included in various research proceedings. His research interests include marketing management and strategy, sales management, services marketing, and consumer satisfaction and loyalty.
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Gounaris, S., Stathakopoulos, V. Antecedents and consequences of brand loyalty: An empirical study. J Brand Manag 11, 283–306 (2004). https://doi.org/10.1057/palgrave.bm.2540174
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DOI: https://doi.org/10.1057/palgrave.bm.2540174