A tri-dimensional approach for auditing brand loyalty

Over the past twenty years brand loyalty has been an important topic for both marketing practitioners and academics. While practitioners have produced proprietary brand loyalty audit models, there has been little academic research to make transparent the methodology that underpins these audits and to enable practitioners to understand, develop and conduct their own audits. In this paper, we propose a framework for a brand loyalty audit that uses a tri-dimensional approach to brand loyalty, which includes behavioural loyalty and the two components of attitudinal loyalty: emotional and cognitive loyalty. In allowing for different levels and intensity of brand loyalty, this tri-dimensional approach is important from a managerial perspective. It means that loyalty strategies that arise from a brand audit can be made more effective by targeting the market segments that demonstrate the most appropriate combination of brand loyalty components. We propose a matrix with three dimensions (emotional, cognitive and behavioural loyalty) and two levels (high and low loyalty) to facilitate a brand loyalty audit. To demonstrate this matrix, we use the example of financial services, in particular a rewards-based credit card

Corporate image and reputation as drivers of customer loyalty

ABSTRACT: Prior research suggests that corporate image and reputation can contribute to relationship marketing and customer loyalty. However, little empirical evidence support the influence of these constructs on customer loyalty. This study investigates the influence of corporate image ?comprised of functional and emotional aspects? and reputation on customer loyalty. A structural equation model is developed to test the research hypotheses. The study was tested using data collected from a sample of Spanish consumers in a service setting. Results show that functional and emotional image have a positive influence on corporate reputation. Similarly, corporate reputation has a positive influence on customer loyalty. This study may help managers use their resources more effectively by focusing on corporate image and reputation as the greatest strategic assets to enhance customer loyalty

Direct observation of the formation and break-up of aggregates in an annular flume using laser reflectance particle sizing.

Experiments have been carried out to examine the aggregation of natural estuarine suspended sediment under controlled conditions in an annular flume programmed to simulate oscillating tidal currents in an estuary. The size distribution of the suspended particles was measured in-situ using a Lasentec P-100 laser-reflectance particle sizer with the sensing probe inserted directly through the wall of the flume. Parallel measurements of the solids concentration were made using a calibrated OBS sensor. The flume was filled with river water collected from above the influence of salt water. Various quantities of natural estuary sediment were added to the flume to provide solids concentrations of nominally 100, 800 and 4000 mg 1−1. A series of experiments was performed in which the flume was run through consecutive, four hour cycles where the mean current velocity in the flume changed sinusoidally from 5 to 45 cm sec−1. For each sediment concentration the experiment was repeated with some of the fresh water replaced by particle-free seawater to give salinities of 0, 0.2, 2.0 and 10. Over a typical velocity cycle, suspended sediment concentrations decreased with decreasing current velocity, initially slowly, and then more rapidly. The concentration and size of material in suspension minimised over the low velocity period as particles settled. After a certain lag, sediment erosion occurred with increasing velocity and suspended solids concentration increased to a point where all the sediment was in suspension. The particle size data showed that during declining velocity conditions the median size of the particles initially increased as velocity decreased and then decreased as settling of the larger particles from suspension outweighed the aggregation process. During the erosion phase the median diameters increased initially but then decreased and levelled off as current velocity increased further. This was interpreted as mobilisation of aggregated particles followed by breakage as velocity increased. In general the degree of aggregation, and thus deposition, increased with salinity and with solids concentration. Solids concentration had by far the greatest effect on aggregation and deposition rate

Two minds, three ways: dual system and dual process models in consumer psychology

Dual system and dual process views of the human mind have contrasted automatic, fast, and non-conscious with controlled, slow, and conscious thinking. This paper integrates duality models from the perspective of consumer psychology by identifying three relevant theoretical strands: Persuasion and attitude change (e.g. Elaboration Likelihood Model), judgment and decision making (e.g. Intuitive vs. Reflective Model), as well as buying and consumption behavior (e.g. Reflective-Impulsive Model). Covering different aspects of consumer decision making, we discuss the conditions under which different types of processes are evoked, how they interact and how they apply to consumers’ processing of marketing messages, the evaluation of product-related information, and purchasing behavior. We further compare and contrast theoretical strands and incorporate them with the literature on attitudes, showing how duality models can help us understand implicit and explicit attitude formation in consumer psychology. Finally, we offer future research implications for scholars in consumer psychology and marketing

Service firms and customer loyalty programs: a regulatory fit perspective of reward preferences in a health club setting

In this paper, we examine the impact of various configurations of regulatory fit on the attitudes, exercise intentions and actual behavior of members of a health club loyalty program. Regulatory fit is conceptualized as both the match between types of program rewards and how they are communicated, as well as the congruence between reward types and regulatory focus as a stable, individual disposition. In two experimental designs, non-point reward programs offering a short-term cash bonus were used. The results of Study 1 suggest that regulatory fit has a positive impact on perceived value, exercise intentions and exercise intensity, but not on visit frequency. Analysis of repeated behavioral measures further reveals that regulatory fit has a stronger impact on exercise intensity over time relative to nonfit. Study 2 also confirms the predictive power of regulatory fit over nonfit when conceptualized as the match between reward type and trait regulatory focus