Work

A Theory of Multidimensional Brand Loyalty

Year: 1974

Type: article

Abstract: Guest 1964, Tucker 1964). Furthermore, there is a general consensus among researchers and practitioners that brand loyalty is an extremely useful construct in consumer psychology (Jacoby 1971; Howard and Sheth 1969; Sheth 1972).Unfortunately, due to (a) different and some- times conflicting conceptual definitions, (b) over-simplified measures based dn relative frequency or stochastic processes, and (c) lack of any systematic and distinct theory of brand loyalty, we have not paid the due attention in research and thinking it deserves in consumer psychology.

Source: Illinois Digital Environment for Access to Learning and Scholarship (University of Illinois at Urbana-Champaign)

Authors: Jagdish N. Sheth, C. Whan Park

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2266374862

FWCI:

Cites:

Cited by: 92

Related to: 10