Theoretical review of the brand loyalty: approaches and valuations
##plugins.themes.bootstrap3.article.main##
##plugins.themes.bootstrap3.article.sidebar##
Published
18-09-2018
Oscar Augusto Colmenares Delgado
José Luis Saavedra Torres
Abstract
The concept of loyalty is not new in marketing; in fact, it has been one of the most investigated topics. Nevertheless it has not managed to unify criteria on its definition for being a complex phenomenon. Initially, the study of the loyalty was approached from two different ways: As an attitude, where they give themselves fitted feelings and positive affections in favour of a brand; and as an effective behavior materialized in purchases repeated of the same brand. Then, it was considered to be a current that rises that the measurement of the loyalty does not concern exclusively the valuation of the behavior of repurchase or the commitment, both of them. The aim of this article is to describe the most relevant aspects of the concept of brand loyalty, from the review and theoretical analysis, specifically its definition, approaches, methods of measurement and types, to present some final considerations.
How to Cite
Colmenares Delgado, O. A., & Saavedra Torres, J. L. (2018). Theoretical review of the brand loyalty: approaches and valuations. Cuadernos De Gestión, 7(2), 69–81. https://doi.org/10.5295/cdg.19148oc
##plugins.themes.bootstrap3.article.details##
Keywords
Brand Loyalty, Brand Loyalty Approach, Brand Loyalty Measurement
References
AAKER, D. (1996). Construir Marcas Poderosas. Madrid. Ediciones Gestión 2000 S.A.
ANDERSON, E.W. y SULLIVAN, M.W. (1993) «The Antecedents and Consequences of Customer Satisfaction for Firms». Marketing Science, Vol. 12, n.º.2, pp. 125-143.
ANDREASSEN, T. W. y LINDESTAD B. (1998). «Customer loyalty and complex services. The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise», International Journal of Service Industry Management, Vol. 9, n.º 1, pgs. 7-23.
ANTON, C.; GARRIDO, M. y RODRIGUEZ, A. (1998) «El grado de elaboración del proceso deelección de compra como refuerzo de la lealtad a la marca». Encuentro de Profesores Universitarios de Marketing ESIC. Santander, pp. 435-448.
ASSAEL, H. (1999). Comportamiento del Consumidor. México. Editorial Internacional Thomson Editores.
BACKMAN, S.J. y CROMPTON, J.L. (1991): «Using Loyalty Matrix to Differentiate Between High, Spurius, Latent and Low Loyalty Participants in Two Leisure Services», Journal of Park and Recreation Administration, vol. 9, n.º 2, pp. 1-17.
BALDINGER, A.L. Y RUBINSON, J. (1996): «Brand Loyalty: The Link Between Attitude and Behavior», Journal of Advertising Research, vol. 36, n.º 6, pp. 22-34.
BALOGLU, S. (2002): «Dimensions of Customer Loyalty. Separating Friends from Well Wishers», Cornell Hotel & Restaurant Administration Quarterly, vol. 43, n.º 1, pp. 47-59.
BASS, F.M. (1974). «The theory of stochastic preference and brand switching». Journal of Research, Vol. 11, pp. 1-20.
BASTIDA, J. y VARELA, J.A. (1984) «La lealtad a la marca: una revisión conceptual». Revista de Economía y Empresa. Vol. 4, n.º.11, pp. 331-338.
BAYUS, B.L. (1992) «Brand Loyalty and Marketing Strategy: An Application to Home Appliances». Marketing Science, Vol. 11, N.º.1, pp. 21-38.
BEATTY, S.E. y KAHLE, L.R. (1988) «Alternative Hierarchies of the Attitude-Behavior Relationship:The Impact of Brand Commitment and Habit». Journal of the Academy of Marketing Science, Vol. 16, N.º.7, pp. 1-10.
BELLO, L.; GOMEZ, J.T. y CERVANTES, M. (1994) «El valor de la marca: elementos y enfoques de medición». Esic-Market. N.º 85, pp. 123-133.
BERNE, C. (1997) «Modelización de la poscompra: satisfacción y lealtad», en José Miguel Múgica y Salvador Ruiz de Maya, El Comportamiento del Consumidor. Barcelona. Ariel Economía, pp. 163-179.
BLOEMER, J. y KASPER, H. (1993) Brand Loyalty and Brand Satisfaction: the Case of Buying Audio Cassettes anew in The Netherlands, EMAC Proceedings, Annual Conference. Barcelona. European Marketing Academy, pp. 183-201.
BLOEMER, J. y KASPER, H. (1995) «The Complex Relationship between Consumer Satisfaction and Brand Loyalty». Journal of Economic Psychology, Vol. 16, N.º.2, pp. 311-329.
BLOEMER, J. y POIESZ, T. (1989) «The Illusion of Consumer Satisfaction». Journal of Satisfaction, Disatisfaction and Complaining Behavior, N.º 2, pp. 43-48.
BOULDING, W., KALRA, A., STAELIN, R. y ZEITHAML, V.A. (1993): «A Dynamic Process Model of Service Quality: From Expectations to Behavioural Intentions», Journal of Marketing Research, vol. 30, pp. 7-27.
BUSTOS, C. Y GONZALEZ, O. (2006) «Papel del formato comercial en la lealtad al establecimiento minorista». Revista Tribuna de Economía, N° 828 Enero-Febrero, pp. 269-288.
CEBOLLADA, J. (1997) «Modelización del proceso de compra. La elección», en José Miguel Múgica y Salvador Ruiz de Maya, El Comportamiento del Consumidor, Barcelona. Ariel Economía, pp. 145-163.
CHANG, C. Y TU, C. (2005) «Exploring Store Image, Customer Satisfaction and Customer Loyalty Relationship: Evidence from Taiwanese Hypermarket Industry». Journal of American Academy of Business. Vol. 7, No. 2; pp. 197-203
CHAUDHURI, A. y HOLBROOK, M.B. (2001) «The Chain of Effects from Brand Trust and Brand Affect to Brand Performance:The Role of Brand Loyalty». Journal of Marketing, Vol. 65, pp. 81-93.
CRONIN, J. y TAYLOR, S. (1992). «Measuring Service Quality: a reexamination and extension». Journal of Marketing, Vol. 56, pp. 55-68.
CUNNIGHAN, R.M. (1956) «Brand Loyalty: What, Where, How Much?» Harvard Business Review, 34, pp. 116-128.
DAY, G.S. (1969): «A Two - dimensional Concept of Brand Loyalty», Jounal of Advertising Research, vol. 9, n.º 3, pp. 29-35.
DAY, G.S. (1973): Consumer Behavior: Theoretical Sources. Engleword Cliffs, Prentice Hall.
DELGADO, E. (2004) «Estado actual de la investigación sobre lealtad de marca: una revisión teórica». Revista de Dirección, Organización y Administración de Empresas. N.° 30. pp. 16-24.
DENISON, T. y KNOX, S. (1993): Pocketing the Change from Loyal Shoppers: The Double Indemnity Effect, Proceedings of the Marketing Education Group Conference, Loughborough, páginas 221-232.
DICK, A.S. y BASU, K. (1994) «Customer Loyalty: Toward an Integrated Conceptual Framework». Journal of Academy of Marketing Science, Vol. 22, n.º.2, pp. 99-113.
EHRENBERG, A. (1988), Repeat Buying Facts,Theory and Applications. New York, Oxford University Press.
ENGEL, J.F., KOLLAT, D.T. y BLACKWELL, R.D. (1968): Consumer Behavior. New York, Holt, Rinehart & Winston.
FARLEY, J.U. (1964): «Why Does Brand Loyalty Vary Over Products?», Journal of Marketing Research, vol. 1, n.º 4, pp. 9-14.
FISHBEIN, M. Y AJZEN, I. (1975): Belief, Attitude, Intention and Behavior: Introduction to Theory and Research. Addison-Wesley, Reading.
FRANK, R. (1967): «Is Brand Loyalty a Useful Basis for Market Segmentation?», Journal of Advertising Research, vol. 7, n.º 2, pp. 27-33.
GARBARINO, E. y JOHNSON, M.S. (1999) «The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships». Journal of Marketing, Vol. 63, pp. 70-87.
GOLDBERG, S.M. (1982): «An Empirical Study of Lifestyle Correlates to Brand Loyal Behavior», Advances in Consumer Research, vol. 9, n.º 1 pp. 456-460.
GRAHN, G.L. (1969): «NBD Model of Repeat-Purchase Loyalty: An Empirical Investigation», Journal of Marketing Research, vol. 6, n.º 1, pp. 72-78.
GREMLER, D. D. Y BROWN (1996): «Service Loyalty: Its Nature, Importance and Implications», en Edvardsson, B., Brown, S.W., Johnston, R. y Scheuing, E.E. (Eds), Advancing Service Quality: A Global Perspective. International Service Quality Association, pp. 171-180.
GUEST, L. (1944): «A Study of Brand Loyalty», Journal of Applied Psychology, vol. 28, pp. 16-27.
GUEST, L. (1955): «Twelve Years Later», Journal of Applied Psychology, vol. 39, pp. 405-408.
HOFFMAN, D. Y BATESON, J. (2002). Fundamentos de Marketing de Servicios. México. Internacional Thomson Editores, S.A.
ISHIDA. C. Y KEITH, J. (2006) Social Exchange Perspective on Consumer Loyalty. American Marketing Association. Conference Proceedings. Vol. 17; pp. 15
JACOBY, J. (1969): «Toward Developing a Model of Multibrand Loyalty», Paper n.º 105, Purdue Paper in Consumer Psiycology.
JACOBY, J. (1971): «Brand Loyalty: A Conceptual Defi nition», Proceedings, 79th American Phycological Association Convention, pp. 655-656.
JACOBY, J. Y CHESTNUT, R.W. (1978): Brand Loyalty Measurement and Management. New York. John Wiley & Sons.
JACOBY, J. y KYNNER,D.B. (1973) «Brand Loyalty versus Repeat Purchasing Behavior», Journal of Marketing Research, Vol. 10, pp. 1-9.
JARVIS, L.P. Y MAYO, E.J. (1986): «Winning the Market-Share Game», Cornell Hotel & Restaurant Administration Quarterly, vol. 27, n.º 3, pp. 73-80.
JENSEN, J. Y HANSEN, T. (2006): «An empirical examination of brand loyalty» Journal of Product & Brand Management. Vol. 15, Nº. 7, pp. 442–449
JEULAND, A.P. (1979) «Brand Choice Inertia as One Aspect of the Notion of Brand Loyalty», Management Science, Vol. 25, n.º 7, pp. 671-681.
KAHN, B.E., KALWANI, M.U. y MORRISON, D.G. (1986): «Measuring Variety Seeking and Reinforcement Behaviors Using Panel Data», Journal of Marketing Research, vol. 23, n.º 2, pp. 89-100.
KALWANI, M. y MORRISON, D.G. (1977) «A Parsimonious Description of the Hendry System». Management Science, Vol. 23, n.º 5, pp. 467-477.
KELLER, K.L. (1993) «Conceptualizing, Measuring, and Managing Customer-Based Brand Equity». Journal of Marketing. Vol. 57. No. Enero. pp. 1-22.
KELLER, K.L. y LEHMANN, D. (2006) «Brands and Branding: Research Findings and Future Priorities». Marketing Science. Vol. 25. Nº. 5. pp. 740-759.
KRETCH, D., CRUTCHFIEL, R.S. Y BALLACHEY, E.L. (1962): Individual in Society. New York, McGraw Hill.
LABARBERA, P.A. y MAZRUSKY, D. (1983) «A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction: The Dynamic Aspect of the Cognitive Process». Journal of Marketing Research,Vol. 20, pp. 393-404.
LAMBIN, J. (2004). Marketing Estratégico. México. Editorial McGraw Hill Interamericana Editores, S.A.
LUTZ, R. (1991) «The Role of Attitude Theory in Marketing», en H.H. Kassarjian y T.S. Robertson, Perspectives in Consumer Behavior. Englewood Cliffs. Prentice-Hall International.
LUTZ, R.J. Y WINN, P.R. (1974): «Developing a Bayesian Measure of Brand Loyalty: A Preliminary Report», en Ronald C.C. (Ed.), Combined Proceedings. AMA, pp. 104-108.
MARTÍN, C. Y RODRÍGUEZ, A. (2001). Tipología y Caracterización de la Lealtad de Marca. Universidad de Valladolid, España, ponencia en el XI Congreso Nacional de ACEDE.
MASSY, W., FRANK, R. y LODAHL, T. (1968): Buying Behavior and Personal Attibutes. Philadelphia, University of Pennsylvania Press.
McCARTHY, P.; KANNAN, P.K.; CHANDRASEKHARAN, R. y WRIGHT, G.P. (1992) «Estimating Loyalty and Switching with an Application to the Automobile Market». Management Science, Vol. 38, N.º 10, pp. 1371-1396.
McCONNELL, J.D. (1968): «The Development of Brand Loyalty: An Experimental Study», Journal of Marketing Research, vol. 5, n.º 1, pp. 13-19.
ODIN, Y.; ODIN, N. y VALETTE-FLORENCE, P. (2001) «Conceptual and operational aspects of brand loyalty. An empirical investigation». Journal of Business Research. N.º 53. pp. 75-84
OLIVER, R. L. (1999). «Whence consumer loyalty?» Journal of Marketing, Vol. 63 (Special Issue), pp. 33-44.
OPPERMANN, M. (2000): «Tourism Destination Loyalty», Journal of Travel Research, vol. 39, pp. 78-84.
OTTAR, S. (2007) «Repurchase loyalty: The role of involvement and satisfaction». Psychology & Marketing. Vol.24, N.º 4; pp. 2007-07-08
PARK, H. (2006). The relationship between brand loyalty and fi nancial performance: An empirical study on the hotel industry in Las Vegas. University of Nevada, Las Vegas, pp. 95.
PRITCHARD, M.; HAVITZ M. Y HOWARD D. (1999): «Analyzing the Commitment-Loyalty Link in Service Contexts». Journal of the Academy of Marketing Science, Vol. 27, N.º 03, pp. 333-348.
PRITCHARD, M.P. Y HOWARD, D.R. (1997): «The Loyal Travel: Examining a Typology of Service Patronage», Journal of Travel Research, vol. 35, n.º 4, pp. 2-10.
RAGGIO, R. (2006). Three essays exploring consumers’ relationships with brands and the implications for brand equity. The Ohio State University, pp. 187
REICHHELD, F. (1993): «Loyalty-Based Management», Harvard Business Review, vol. 71, n.º 2, pp. 64-71.
RICHARDS, T. (1998). «Buying loyalty versus building commitment developing the optimum retention strategy», Marketing and Research Today, Vol.26, pp. 43-51
RODRÍGUEZ, S.; CAMERO, C. Y GUTIÉRREZ, J. (2002). Lealtad y Valor en la Relación del Consumidor. Una Aplicación al Caso de los Servicios Financieros. Granada: Universidad de Valladolid. Ponencia publicada en las memorias del XIV Encuentro de Profesores Universitarios de Marketing. pp. 2-15.
ROWLEY, J. (2005) «The four Cs of consumer loyalty». Marketing Intelligence & Planning. Vol. 23. N.º 6. pp. 574-581.
SCHIFFMAN, L, y LAZAR, L. (2001). Comportamiento del Consumidor. México: Editorial Prentice Hall.
SELNES, F. (1993) «An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty». European Journal of Marketing, Vol. 27, N.º 9, pp. 19-35.
SHETH, J. y PARVARIYAR, A. (1995) «Relationship Marketing in Consumer Markets: Antecedents and Consequences». Journal of the Academy of Marketing Science,Vol. 23, n.º 4, pp. 255-271.
SHETH, J.N. (1968): «A Factor Analytical Model of Brand Loyalty», Journal of Marketing Research, vol. 5, n.º 4, pp. 395-404.
TRANBERG, H. y HANSEN, F. (1986): «Patterns of Brand Loyalty: Their Determinants and Their Role of Leading Brands», European Journal of Marketing, vol. 20, n.º 3/4, pp. 81-109.
VÁZQUEZ, R. y ÁLVAREZ, B. (2007) «Consumers’ characteristics and brand choice behaviour: Loyalty and consumption» Journal of Targeting, Measurement and Analysis for Marketing. Vol. 15, N.º. 2, pp. 121-124.
YI, Y. (1990): «A Critical Review of Consumer Satisfaction», en Zeithaml, V. (Ed), Review of Marketing. AMA, Chicago, págs. 68-123.
ZEITHAML, V., BERRY, L. y PARASURAMAN, A. (1996). «The Behavioral Consequences of Sevice Quality», Journal of Marketing, Vol. 60, pp. 31-46.
ANDERSON, E.W. y SULLIVAN, M.W. (1993) «The Antecedents and Consequences of Customer Satisfaction for Firms». Marketing Science, Vol. 12, n.º.2, pp. 125-143.
ANDREASSEN, T. W. y LINDESTAD B. (1998). «Customer loyalty and complex services. The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise», International Journal of Service Industry Management, Vol. 9, n.º 1, pgs. 7-23.
ANTON, C.; GARRIDO, M. y RODRIGUEZ, A. (1998) «El grado de elaboración del proceso deelección de compra como refuerzo de la lealtad a la marca». Encuentro de Profesores Universitarios de Marketing ESIC. Santander, pp. 435-448.
ASSAEL, H. (1999). Comportamiento del Consumidor. México. Editorial Internacional Thomson Editores.
BACKMAN, S.J. y CROMPTON, J.L. (1991): «Using Loyalty Matrix to Differentiate Between High, Spurius, Latent and Low Loyalty Participants in Two Leisure Services», Journal of Park and Recreation Administration, vol. 9, n.º 2, pp. 1-17.
BALDINGER, A.L. Y RUBINSON, J. (1996): «Brand Loyalty: The Link Between Attitude and Behavior», Journal of Advertising Research, vol. 36, n.º 6, pp. 22-34.
BALOGLU, S. (2002): «Dimensions of Customer Loyalty. Separating Friends from Well Wishers», Cornell Hotel & Restaurant Administration Quarterly, vol. 43, n.º 1, pp. 47-59.
BASS, F.M. (1974). «The theory of stochastic preference and brand switching». Journal of Research, Vol. 11, pp. 1-20.
BASTIDA, J. y VARELA, J.A. (1984) «La lealtad a la marca: una revisión conceptual». Revista de Economía y Empresa. Vol. 4, n.º.11, pp. 331-338.
BAYUS, B.L. (1992) «Brand Loyalty and Marketing Strategy: An Application to Home Appliances». Marketing Science, Vol. 11, N.º.1, pp. 21-38.
BEATTY, S.E. y KAHLE, L.R. (1988) «Alternative Hierarchies of the Attitude-Behavior Relationship:The Impact of Brand Commitment and Habit». Journal of the Academy of Marketing Science, Vol. 16, N.º.7, pp. 1-10.
BELLO, L.; GOMEZ, J.T. y CERVANTES, M. (1994) «El valor de la marca: elementos y enfoques de medición». Esic-Market. N.º 85, pp. 123-133.
BERNE, C. (1997) «Modelización de la poscompra: satisfacción y lealtad», en José Miguel Múgica y Salvador Ruiz de Maya, El Comportamiento del Consumidor. Barcelona. Ariel Economía, pp. 163-179.
BLOEMER, J. y KASPER, H. (1993) Brand Loyalty and Brand Satisfaction: the Case of Buying Audio Cassettes anew in The Netherlands, EMAC Proceedings, Annual Conference. Barcelona. European Marketing Academy, pp. 183-201.
BLOEMER, J. y KASPER, H. (1995) «The Complex Relationship between Consumer Satisfaction and Brand Loyalty». Journal of Economic Psychology, Vol. 16, N.º.2, pp. 311-329.
BLOEMER, J. y POIESZ, T. (1989) «The Illusion of Consumer Satisfaction». Journal of Satisfaction, Disatisfaction and Complaining Behavior, N.º 2, pp. 43-48.
BOULDING, W., KALRA, A., STAELIN, R. y ZEITHAML, V.A. (1993): «A Dynamic Process Model of Service Quality: From Expectations to Behavioural Intentions», Journal of Marketing Research, vol. 30, pp. 7-27.
BUSTOS, C. Y GONZALEZ, O. (2006) «Papel del formato comercial en la lealtad al establecimiento minorista». Revista Tribuna de Economía, N° 828 Enero-Febrero, pp. 269-288.
CEBOLLADA, J. (1997) «Modelización del proceso de compra. La elección», en José Miguel Múgica y Salvador Ruiz de Maya, El Comportamiento del Consumidor, Barcelona. Ariel Economía, pp. 145-163.
CHANG, C. Y TU, C. (2005) «Exploring Store Image, Customer Satisfaction and Customer Loyalty Relationship: Evidence from Taiwanese Hypermarket Industry». Journal of American Academy of Business. Vol. 7, No. 2; pp. 197-203
CHAUDHURI, A. y HOLBROOK, M.B. (2001) «The Chain of Effects from Brand Trust and Brand Affect to Brand Performance:The Role of Brand Loyalty». Journal of Marketing, Vol. 65, pp. 81-93.
CRONIN, J. y TAYLOR, S. (1992). «Measuring Service Quality: a reexamination and extension». Journal of Marketing, Vol. 56, pp. 55-68.
CUNNIGHAN, R.M. (1956) «Brand Loyalty: What, Where, How Much?» Harvard Business Review, 34, pp. 116-128.
DAY, G.S. (1969): «A Two - dimensional Concept of Brand Loyalty», Jounal of Advertising Research, vol. 9, n.º 3, pp. 29-35.
DAY, G.S. (1973): Consumer Behavior: Theoretical Sources. Engleword Cliffs, Prentice Hall.
DELGADO, E. (2004) «Estado actual de la investigación sobre lealtad de marca: una revisión teórica». Revista de Dirección, Organización y Administración de Empresas. N.° 30. pp. 16-24.
DENISON, T. y KNOX, S. (1993): Pocketing the Change from Loyal Shoppers: The Double Indemnity Effect, Proceedings of the Marketing Education Group Conference, Loughborough, páginas 221-232.
DICK, A.S. y BASU, K. (1994) «Customer Loyalty: Toward an Integrated Conceptual Framework». Journal of Academy of Marketing Science, Vol. 22, n.º.2, pp. 99-113.
EHRENBERG, A. (1988), Repeat Buying Facts,Theory and Applications. New York, Oxford University Press.
ENGEL, J.F., KOLLAT, D.T. y BLACKWELL, R.D. (1968): Consumer Behavior. New York, Holt, Rinehart & Winston.
FARLEY, J.U. (1964): «Why Does Brand Loyalty Vary Over Products?», Journal of Marketing Research, vol. 1, n.º 4, pp. 9-14.
FISHBEIN, M. Y AJZEN, I. (1975): Belief, Attitude, Intention and Behavior: Introduction to Theory and Research. Addison-Wesley, Reading.
FRANK, R. (1967): «Is Brand Loyalty a Useful Basis for Market Segmentation?», Journal of Advertising Research, vol. 7, n.º 2, pp. 27-33.
GARBARINO, E. y JOHNSON, M.S. (1999) «The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships». Journal of Marketing, Vol. 63, pp. 70-87.
GOLDBERG, S.M. (1982): «An Empirical Study of Lifestyle Correlates to Brand Loyal Behavior», Advances in Consumer Research, vol. 9, n.º 1 pp. 456-460.
GRAHN, G.L. (1969): «NBD Model of Repeat-Purchase Loyalty: An Empirical Investigation», Journal of Marketing Research, vol. 6, n.º 1, pp. 72-78.
GREMLER, D. D. Y BROWN (1996): «Service Loyalty: Its Nature, Importance and Implications», en Edvardsson, B., Brown, S.W., Johnston, R. y Scheuing, E.E. (Eds), Advancing Service Quality: A Global Perspective. International Service Quality Association, pp. 171-180.
GUEST, L. (1944): «A Study of Brand Loyalty», Journal of Applied Psychology, vol. 28, pp. 16-27.
GUEST, L. (1955): «Twelve Years Later», Journal of Applied Psychology, vol. 39, pp. 405-408.
HOFFMAN, D. Y BATESON, J. (2002). Fundamentos de Marketing de Servicios. México. Internacional Thomson Editores, S.A.
ISHIDA. C. Y KEITH, J. (2006) Social Exchange Perspective on Consumer Loyalty. American Marketing Association. Conference Proceedings. Vol. 17; pp. 15
JACOBY, J. (1969): «Toward Developing a Model of Multibrand Loyalty», Paper n.º 105, Purdue Paper in Consumer Psiycology.
JACOBY, J. (1971): «Brand Loyalty: A Conceptual Defi nition», Proceedings, 79th American Phycological Association Convention, pp. 655-656.
JACOBY, J. Y CHESTNUT, R.W. (1978): Brand Loyalty Measurement and Management. New York. John Wiley & Sons.
JACOBY, J. y KYNNER,D.B. (1973) «Brand Loyalty versus Repeat Purchasing Behavior», Journal of Marketing Research, Vol. 10, pp. 1-9.
JARVIS, L.P. Y MAYO, E.J. (1986): «Winning the Market-Share Game», Cornell Hotel & Restaurant Administration Quarterly, vol. 27, n.º 3, pp. 73-80.
JENSEN, J. Y HANSEN, T. (2006): «An empirical examination of brand loyalty» Journal of Product & Brand Management. Vol. 15, Nº. 7, pp. 442–449
JEULAND, A.P. (1979) «Brand Choice Inertia as One Aspect of the Notion of Brand Loyalty», Management Science, Vol. 25, n.º 7, pp. 671-681.
KAHN, B.E., KALWANI, M.U. y MORRISON, D.G. (1986): «Measuring Variety Seeking and Reinforcement Behaviors Using Panel Data», Journal of Marketing Research, vol. 23, n.º 2, pp. 89-100.
KALWANI, M. y MORRISON, D.G. (1977) «A Parsimonious Description of the Hendry System». Management Science, Vol. 23, n.º 5, pp. 467-477.
KELLER, K.L. (1993) «Conceptualizing, Measuring, and Managing Customer-Based Brand Equity». Journal of Marketing. Vol. 57. No. Enero. pp. 1-22.
KELLER, K.L. y LEHMANN, D. (2006) «Brands and Branding: Research Findings and Future Priorities». Marketing Science. Vol. 25. Nº. 5. pp. 740-759.
KRETCH, D., CRUTCHFIEL, R.S. Y BALLACHEY, E.L. (1962): Individual in Society. New York, McGraw Hill.
LABARBERA, P.A. y MAZRUSKY, D. (1983) «A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction: The Dynamic Aspect of the Cognitive Process». Journal of Marketing Research,Vol. 20, pp. 393-404.
LAMBIN, J. (2004). Marketing Estratégico. México. Editorial McGraw Hill Interamericana Editores, S.A.
LUTZ, R. (1991) «The Role of Attitude Theory in Marketing», en H.H. Kassarjian y T.S. Robertson, Perspectives in Consumer Behavior. Englewood Cliffs. Prentice-Hall International.
LUTZ, R.J. Y WINN, P.R. (1974): «Developing a Bayesian Measure of Brand Loyalty: A Preliminary Report», en Ronald C.C. (Ed.), Combined Proceedings. AMA, pp. 104-108.
MARTÍN, C. Y RODRÍGUEZ, A. (2001). Tipología y Caracterización de la Lealtad de Marca. Universidad de Valladolid, España, ponencia en el XI Congreso Nacional de ACEDE.
MASSY, W., FRANK, R. y LODAHL, T. (1968): Buying Behavior and Personal Attibutes. Philadelphia, University of Pennsylvania Press.
McCARTHY, P.; KANNAN, P.K.; CHANDRASEKHARAN, R. y WRIGHT, G.P. (1992) «Estimating Loyalty and Switching with an Application to the Automobile Market». Management Science, Vol. 38, N.º 10, pp. 1371-1396.
McCONNELL, J.D. (1968): «The Development of Brand Loyalty: An Experimental Study», Journal of Marketing Research, vol. 5, n.º 1, pp. 13-19.
ODIN, Y.; ODIN, N. y VALETTE-FLORENCE, P. (2001) «Conceptual and operational aspects of brand loyalty. An empirical investigation». Journal of Business Research. N.º 53. pp. 75-84
OLIVER, R. L. (1999). «Whence consumer loyalty?» Journal of Marketing, Vol. 63 (Special Issue), pp. 33-44.
OPPERMANN, M. (2000): «Tourism Destination Loyalty», Journal of Travel Research, vol. 39, pp. 78-84.
OTTAR, S. (2007) «Repurchase loyalty: The role of involvement and satisfaction». Psychology & Marketing. Vol.24, N.º 4; pp. 2007-07-08
PARK, H. (2006). The relationship between brand loyalty and fi nancial performance: An empirical study on the hotel industry in Las Vegas. University of Nevada, Las Vegas, pp. 95.
PRITCHARD, M.; HAVITZ M. Y HOWARD D. (1999): «Analyzing the Commitment-Loyalty Link in Service Contexts». Journal of the Academy of Marketing Science, Vol. 27, N.º 03, pp. 333-348.
PRITCHARD, M.P. Y HOWARD, D.R. (1997): «The Loyal Travel: Examining a Typology of Service Patronage», Journal of Travel Research, vol. 35, n.º 4, pp. 2-10.
RAGGIO, R. (2006). Three essays exploring consumers’ relationships with brands and the implications for brand equity. The Ohio State University, pp. 187
REICHHELD, F. (1993): «Loyalty-Based Management», Harvard Business Review, vol. 71, n.º 2, pp. 64-71.
RICHARDS, T. (1998). «Buying loyalty versus building commitment developing the optimum retention strategy», Marketing and Research Today, Vol.26, pp. 43-51
RODRÍGUEZ, S.; CAMERO, C. Y GUTIÉRREZ, J. (2002). Lealtad y Valor en la Relación del Consumidor. Una Aplicación al Caso de los Servicios Financieros. Granada: Universidad de Valladolid. Ponencia publicada en las memorias del XIV Encuentro de Profesores Universitarios de Marketing. pp. 2-15.
ROWLEY, J. (2005) «The four Cs of consumer loyalty». Marketing Intelligence & Planning. Vol. 23. N.º 6. pp. 574-581.
SCHIFFMAN, L, y LAZAR, L. (2001). Comportamiento del Consumidor. México: Editorial Prentice Hall.
SELNES, F. (1993) «An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty». European Journal of Marketing, Vol. 27, N.º 9, pp. 19-35.
SHETH, J. y PARVARIYAR, A. (1995) «Relationship Marketing in Consumer Markets: Antecedents and Consequences». Journal of the Academy of Marketing Science,Vol. 23, n.º 4, pp. 255-271.
SHETH, J.N. (1968): «A Factor Analytical Model of Brand Loyalty», Journal of Marketing Research, vol. 5, n.º 4, pp. 395-404.
TRANBERG, H. y HANSEN, F. (1986): «Patterns of Brand Loyalty: Their Determinants and Their Role of Leading Brands», European Journal of Marketing, vol. 20, n.º 3/4, pp. 81-109.
VÁZQUEZ, R. y ÁLVAREZ, B. (2007) «Consumers’ characteristics and brand choice behaviour: Loyalty and consumption» Journal of Targeting, Measurement and Analysis for Marketing. Vol. 15, N.º. 2, pp. 121-124.
YI, Y. (1990): «A Critical Review of Consumer Satisfaction», en Zeithaml, V. (Ed), Review of Marketing. AMA, Chicago, págs. 68-123.
ZEITHAML, V., BERRY, L. y PARASURAMAN, A. (1996). «The Behavioral Consequences of Sevice Quality», Journal of Marketing, Vol. 60, pp. 31-46.
Issue
Section
Articles
Authors retain copyright of its works. Management Letters/Cuadernos de Gestión publications are licensed under Creative Commons license CC-BY-NC-ND, granting open access rights to society.
Specifically, CC-BY-NC-ND license permits any kind of use, distribution, publicize and copy the article, as long as the original author and source are properly recognized and for Non Commercial purposes.
The author can use the article freely always indicating that it has been published in Management Letters/Cuadernos de Gestión. Any re-edition of the article must be approved by the journal editorial team.