Brand loyalty in Consumer Durable Goods (CROSBI ID 614940)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
First Komen, Ivana
engleski
Brand loyalty in Consumer Durable Goods
The aim of this research is to explore how loyal are consumers when replacing (i.e. how often they repurchase) a durable good and whether brand repurchase relates to replacement trigger, age of a replaced good, market importance of a replaced brand in the moment of replacement, or psychographic profile of a consumer. Data was collected as a part of a larger study on consumer durables and disposal behaviour in an online survey. Overall, results show low loyalty and low or unpredicted influence of observed variables which implies that future research should give more emphasis to study effects of loyalty efforts in the area of consumer durable goods. Results also show that the main replacement trigger is lag in technology. Brand managers of consumer durable should therefore be aware of a very brand switching nature of their consumers and take it into consideration when deciding whether to increase their efforts directed to brand relationship building or redirect it in other more fruitful direction, possibly stronger research and development. Apart from extending research to other product categories, spill over effects between product categories but within a brand should also be taken into consideration in the future studies.
brand repurchase ; brand switch ; loyalty ; durable goods ; replacement ; TV ; replacement triggers ; failure ; technological development
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
Podaci o prilogu
604-616.
2014.
objavljeno
Podaci o matičnoj publikaciji
7th EuroMed Conference of the EuroMed Academy of Business - CONFERENCE READINGS BOOK PROCEEDINGS
Vrontis, D ; Weber, Y ; Tsoukatos ; V
EuroMed Press
978-9963-711-27-7
Podaci o skupu
7th EuroMed Conference of the EuroMed Academy of Business
predavanje
18.09.2014-19.09.2014
Kristiansand, Norveška
Povezanost rada
Ekonomija