Abstract: Abstract A mail survey of British supermarket customers shows that the factor most strongly associated with claimed brand loyalty is household income Brand loyal customers also claim to spend more, are more concerned about quality and less about price, are slightly more store loyal and make more use of large out‐of‐town stores Brand loyalty is also related to age; those aged under 25 years and 65 + years are less loyal There is little difference between those who are primarily loyal to store brands and those who are primarily loyal to manufacturer brands, and there is little evidence that store patronage is raised by loyalty to store brands Notes Author to whom correspondence should be addressed at: Kingston Business School, Kingston Hill, Kingston, KT2 7LB, UK
Publication Year: 1995
Publication Date: 1995-07-01
Language: en
Type: article
Indexed In: ['crossref']
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Cited By Count: 65
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