Big Data, Brand Loyalty, and Business Models: Accounting for Imprecision and Noise in Consumer Preferences (original) (raw)
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Factors affecting Brand Loyalty: A Study in an emerging market on fast moving consumer goods
Brand loyalty is a topic of interest both to academicians and practitioners involved with marketing. The concept of relationship marketing has its underpinnings in brand loyalty. In consumer products, typically fast moving consumer goods (FMCG), there are a host of complexities, that affect brand loyalty. The very concept of loyalty seems to have become a dynamic one with the marketing literature presenting different aspects of the concept. This study examines the combined effects of brand benefits, brand symbolism, brand trust, genetic influence and price consciousness of consumers on brand loyalty for toothpaste product category. Data from a random sample of four hundred and forty four consumers in India confirm significant influence of brand functional benefits, brand trust, price consciousness, and genetic influence on brand loyalty. Results suggest that marketers would have to balance the traditional axiomatic views of brand loyalty with the emerging dimensions of brand migration in a competitive context. This research paper explores factors closely related to the management of brand loyalty and could offer insights to practitioners of marketing. It also offers a framework, that reflects the implications of the study to marketing practice with regard to management of brand loyalty.
Multi-Sided Markets and Pricing for Big Personal Data: Smarter Cities and Citizens
In recent years, urban areas have seen a rapid growth in the Big Personal Data generation at the individual citizen, community, and city levels. This, in turn, led to the increase in demand for new pricing mechanisms governing the exchange of Big Personal Data. This paper is framed in the context of how new data platforms, banks, and pricing mechanisms can benefit the stakeholders. In particular, we examine how emerging data platforms (that can enable data-driven business models and evaluate both existing and user-centric pricing mechanisms) can be combined with multi-sided markets. A case study involving commodity sensors, personal data, and consumer behaviour is showcased to illustrate the concepts in action.
Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study
Journal of Retailing and Consumer Services, 2007
Despite a plethora of studies on brand loyalty spanning over last three decades, the research paradigm is unique in its inability to produce generalizable results. The research suffers from a lack of agreement over the operationalization of the construct of the brand loyalty. Many researchers [e.g., Kahn, B.E., Kalwani, M.U., Morrison, D.G., 1986. Measuring variety seeking and reinforcement behaviors using panel data. Journal of Marketing Research 23, 89–100; Ehrenberg, A.S.C., Goodhardt, G.J., Barwise, P.B., 1990. Double jeopardy revisited. Journal of Marketing 54, 82–91] have defined brand loyalty only from a behavioral perspective. They assumed that repeat purchasing can capture the loyalty of a consumer towards the brand of interest. Other researchers [e.g., Day, G.S., 1969. A two-dimensional concept of brand loyalty. Journal of Advertising Research 9, 29–35; Dick, A.S., Basu, K., 1994. Consumer loyalty: towards an integrated conceptual approach. Journal of the Academy of Marketing Science 22 (2), 99–113; Baldinger, A.L., Rubinson, J., 1996. Brand loyalty: the link between attitude and behavior. Journal of Advertising Research 36 (6), 22–34; Rundle-Thiele, S.R., Bennett, R., 2001. A brand for all seasons: A discussion of loyalty approaches and their applicability for different markets. Journal of Product and Brand Management 10 (1), 25–37; Rundle-Thiele, S.R., 2005. Elaborating customer loyalty: exploring loyalty to wine retailers. Journal of Retailing and Consumer Services 12 (5), 333–344], however, have suggested that attitude should be included along with behavior to define loyalty. In particular, Dick and Basu (1994) were precise in suggesting that a favorable attitude and repeat purchase were required to define loyalty. By viewing loyalty as an attitude–behavior relationship in their framework, Dick and Basu (1994) were able to investigate the concept from a causal perspective thereby permitting the identification of the factors that influence loyalty.Our research extends the idea proposed by Dick and Basu (1994) in two ways. First, we provide a conceptually clear, and an operationally meaningful way of segmenting the market on the basis of attitudes that govern this behavior. To be specific, we offer a unique way to measure attitudinal loyalty. And we use a unique survey data with a large sample of 1800 respondents that includes both behavioral (purchase) patterns and attitudes of the respondents for all major brands of toothpaste, to demonstrate that behavioral loyalty is influenced by attitudinal loyalty across many brands of the toothpaste category. Finally, we propose that a third behavioral pattern—non-user—should be also included along with two known behavioral patterns viz. single user and multiple user. This is because a non-user has the potential to become a consumer in future.
Multi-Brand Loyalty in Consumer Markets: A Qualitatively-Driven Mixed Methods Approach
Working Paper, 2019
Purpose—Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different types. This article seeks a deeper understanding of MBL by investigating its different types and facets. Design/methodology/approach—This study uses a sequential, qualitatively-driven mixed method design consisting of in-depth interviews and supplementary survey research. Findings—The findings of this study suggest that mood congruence, identity enhancement, unavailability risk reduction and market competition are the most important facets that explains the two types of MBL (complementary-based and product substitutes). Furthermore, the findings show that the family factor can motivate consumers to be multi-brand loyal by adding brands to an initially family-endorsed brand. Research limitations/implications—This study advances the conceptual foundations of MBL and extends previous research on brand loyalty. Some of the findings may be limited to the economic and cultural context of relatively affluent countries with an abundance of market offers. Practical implications—Marketing managers gain insights into how to manage brand loyalty as well as how to transition from MBL to single-brand loyalty. Originality/value—The study generates novel insights into the facets of different types of MBL.
Segmenting customer brand preference: demographic or psychographic
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Brand Personality and Purchase Intention
European Business Review, Vol. 27, 5, 2015
The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands.
Brand personality and purchase intention
Purpose – The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands. Design/methodology/approach – An estimated 400 undergraduate students participated. They were given a questionnaire divided into two sessions (six brands of think products in one session and six brands of feel products in another session). In the end, 313 participants completed the questionnaire on the six brands of think products, and 320 completed the questionnaire on the six brands of feel products. Findings – Multiple regression analysis revealed that Hipness/Vivacity, Success, Sincerity and Sophistication brand personality dimensions are significant predictors of purchase intention. In addition, Domesticity/Emotionality and Professionalism also explain purchase intention but with a negative weight. The results are also broken down into product categories. Compared with non-users of the brands, the users rate the brands higher in all the brand personality dimensions. Practical implications – This paper should prove useful to marketing practitioners to understand how Mexican customers perceive their brands and those of their competitors and, therefore, to understand what competitors of these brands can do to increase purchase intention. Originality/value – The results found regarding purchase intention are important, as they can be used to identify those personality brand dimensions that appear to be most important in explaining consumer preferences.
The rural population in Jammu & Kashmir accounts for around 73 percent of total population which is 1.25 crore according to census 2011. The rural Jammu and Kashmir brings in bigger revenues as maximum consumers are from rural areas. The brand awareness particularly for Fast moving consumer goods in urban areas of Jammu and Kashmir is increasing manifolds. The purpose of this study is to examine the brand awareness in rural areas and to study the interest of consumers in branded products of Fast Moving Consumer Goods (FMCG). To check whether the trend is replicated in rural areas of Jammu and Kashmir, the case study on brand awareness and consumer preferences in rural areas of Jammu And Kashmir State is taken up.