Abstract:
Building brand loyalty has become
more important, yet more difficult to achieve in today’s marketplace. This
research investigates a possible avenue for building brand loyalty that is not
directly related to the marketing of the product – attracting individual
investors in the brand’s corporate parent. A survey of over 500 individual
investors revealed that individual investors do tend to buy brands from
companies in which they hold stock, and investors may buy stock in a company
because they have
experience with the brand. In
contrast with brand loyalty, where consumers will not buy competitive offerings,
individual investors indicated they would buy competitive offerings, suggesting
that stock ownership is more likely to lead to repeat purchase behavior, but
not brand loyalty.
Keywords: Brand
loyalty, Repeat buying, Buying behaviour, Investors, stocks and shares
Author(s): Denise D. Schoenbachler, Geoffrey L. Gordon and, Timothy W. Aurand
Source: Journal of Product & Brand Management, Volume 13-Number 7 · 2004 · pp. 488-497
Subject: مدیریت بازاریابی
Category: مقاله مجله
Release Date: 2004
راهنمای استفاده
مقاله لاتین/ ناشر Emerald/ سال انتشار 2004
محتوای فایل دانلودی
فایل pdf