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Brand loyalty is not habitual

Chapter


Abstract


  • Repeat customers are valued customers. And much of consumer behavior is repetitive.

    Panel data investigations have identified periodic patterns in consumer purchase and

    consumption (e.g., Ehrenberg 1991; Khare and Inman 2006). For example, considerable

    inertia-like repeated purchases of the same brands are evident across different shopping

    episodes (e.g., Seetharaman 2004). Self-report studies of the items consumers purchase

    reveal a similar pattern of repetition (e.g., Bettman and Zins 1977). By estimates from

    these studies, a substantial proportion of consumer purchases are repetitive.

Authors


  •   Wood, Wendy (external author)
  •   Ji, Mindy F. (external author)
  •   Tam, Leona

Editors


  •   Maclnnis, Deborah (external editor)
  •   Park, C. Whan (external editor)
  •   Priester, Joesph (external editor)

Publication Date


  • 2009

Citation


  • Tam, L., Wood, W. & Ji, M. F. (2009). Brand loyalty is not habitual. In D. J. Maclnnis, C. Whan. Park & J. R. Priester (Eds.), Handbook of Brand Relationships (pp. 43-62). New York: Society for Consumer Psychology.

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/3154

Book Title


  • Handbook of Brand Relationships

Start Page


  • 43

End Page


  • 62

Abstract


  • Repeat customers are valued customers. And much of consumer behavior is repetitive.

    Panel data investigations have identified periodic patterns in consumer purchase and

    consumption (e.g., Ehrenberg 1991; Khare and Inman 2006). For example, considerable

    inertia-like repeated purchases of the same brands are evident across different shopping

    episodes (e.g., Seetharaman 2004). Self-report studies of the items consumers purchase

    reveal a similar pattern of repetition (e.g., Bettman and Zins 1977). By estimates from

    these studies, a substantial proportion of consumer purchases are repetitive.

Authors


  •   Wood, Wendy (external author)
  •   Ji, Mindy F. (external author)
  •   Tam, Leona

Editors


  •   Maclnnis, Deborah (external editor)
  •   Park, C. Whan (external editor)
  •   Priester, Joesph (external editor)

Publication Date


  • 2009

Citation


  • Tam, L., Wood, W. & Ji, M. F. (2009). Brand loyalty is not habitual. In D. J. Maclnnis, C. Whan. Park & J. R. Priester (Eds.), Handbook of Brand Relationships (pp. 43-62). New York: Society for Consumer Psychology.

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/3154

Book Title


  • Handbook of Brand Relationships

Start Page


  • 43

End Page


  • 62