September 10, 2013
LECTURE NOTES - AFFINITIES, LOYALTIES, IDENTITIES
Slide Brands provide info (a label) which provides info on the quality = strong attachment to brand.
5: HOWEVER, If you do not like pop or soda: most likely won't feel some attachment to Pepsi.
Affections / loyalties not only directed to a brand:
6: UMBRELLA FACTORS = not particular brand, includes other brands.
national identity (Petro- Canada, BMW)rate Image(Apple [MACproduct category green
vs Microsoft [Windows]) [fast food] products
Slide CHAUDHURI & HOLBROOK (2001)
Purchase loyalty (behavioural) - brand you'reAttitudinal loyalty - brand you love
7&8: loyal to even with other options. resulting in +WOM
PURCHASE LOYALTY CHARACTERISITCS:
Buying product out of habitual.
out of satisficing (finding a restaurant, deciding this is good enough and sticking to that)
extensive search (tried everything and this is the best)
Slide 9 MEASURING LOYALTIES ATTITUDINAL / PURCHASE:
Purchase loyalty Attitudinal loyalty
"I will buy this brand the next time I buy [produc"I am committed to this brand"
"I intend to keep purchasing this brand." "I would be willing to pay a higher price for
this brand over other brands.”
11: SOURCES OF LOYALTY:
Eg: people loyal to Pepsi because drink tastes Eg: people loyal based on what the brand provides
way they like every time. hedonic or utilitarian value.
trust reduces which leads hedonic = pleasure utilitarian = quality /
product uncertainty to loyalty. potential convenience
RESULTING: greater trust = greater display of affect
13&15 CONDUCTING METHODS:
CARROLL&AHUVIA - Brand Loyalty/ +WOM (5pt ratings of strongly agree - strongly disagree)
"this is the only brand of this product I will buy"
CHAUDHURI&HOLBROOK -Trust and Affect (7pt ratings of strongly agree - strongly disagree)
I trust this brand
IN SIMPLE WORDS THE FOCUSES:
CARROLL&AHUVIA: FOCUSED ON BRAND LOVE
PLUS THE FOLLOWING: Brand Loyalty, +