Erosion and variability in brand loyalty

Autor: Dekimpe, Marnik, Mellens, M, Steenkamp, J, Vanden Abeele, Pierre

In this paper, we examine the over-time behavior of brand loyalty for a large set of brands drawn from many product categories. Using the brand-loyalty operationalization of Colombo and Morrison (1989), the following conclusions are obtained. First,

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=od______1131::d3adf8a4bc0a1e906332998c393b5af7
https://lirias.kuleuven.be/handle/123456789/118149

Empirical generalizations in brand loyalty

Autor: Mellens, M., Dekimpe, M.G., Steenkamp, J.E.B.M.

Publikováno v: Proc. EMAC Conf. Marketing for an expanding Europe. Budapest Univ. Economic Sciences, Hungary

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::eda33fee923a385c030e04d7453c9357
https://research.wur.nl/en/publications/empirical-generalizations-in-brand-loyalty

A review of brand loyalty measures in marketing

Autor: Mellens, M., Marnik Dekimpe, Steenkamp, J. E. B. M.

Publikováno v: Tijdschrift voor Economie en Management 41 (1996)
Tijdschrift voor Economie en Management, 41, 507-533
Tilburg University-PURE

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::d6c2b1cabce99974ec5440867b133f0f
https://research.wur.nl/en/publications/a-review-of-brand-loyalty-measures-in-marketing

Decline and variability in brand loyalty

Autor: Marnik Dekimpe, Steenkamp, J. E. B. M., Mellens, M., Vanden Abeele, P.

Publikováno v: Scopus-Elsevier
Tilburg University-PURE

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::a36187ed9a03e9ef0786c95e2067bcc6
http://www.scopus.com/inward/record.url?eid=2-s2.0-0031498514&partnerID=MN8TOARS