Abstract
Two different measures of brand loyalty are employed in an analysis of survey data by MCA in which six hypotheses are tested. A measure based on brand deliberation as well as brand repurchase appeared to yield better results than did repurchase alone.
Keywords
Brand loyaltyBusinessLoyaltyYield (engineering)MarketingAdvertisingDeliberationMeasure (data warehouse)Multivariate statisticsBrand equityStatisticsMathematicsComputer scienceData mining
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Publication Info
- Year
- 1973
- Type
- article
- Volume
- 10
- Issue
- 4
- Pages
- 404-409
- Citations
- 418
- Access
- Closed
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Cite This
Joseph W. Newman,
Richard A. Werbel
(1973).
Multivariate Analysis of Brand Loyalty for Major Household Appliances.
Journal of Marketing Research
, 10
(4)
, 404-409.
https://doi.org/10.1177/002224377301000408
Identifiers
- DOI
- 10.1177/002224377301000408