Articles scientifiques

A Situation Approach to Brand Loyalty

B. DUBOIS, G. Laurent

Advances in Consumer Research

1999, vol. 26, pp.657-663

Départements : Marketing


A Situation Approach to Brand Loyalty

G. LAURENT, B. DUBOIS

Advances in Consumer Research

1999, vol. 26

Départements : Marketing


Brand loyalty, although an old idea central to marketing practice, remains a poorly understood and measured construct. Given the renewed interest in brand and branding issues, pleas for fresh perspectives that could rejuvenate brand loyalty research have proliferated. The objective of this paper is to advocate and illustrate the adoption of a situational approach in the analysis of brand loyalty patterns. A situational scale is developed in the context of fast moving consumer goods; its scalability is established, its convergent validity is assessed and its diagnostic power is illustrated.

De la confrontation à la coopération

A. TORDJMAN

Revue Française de Gestion

juin-juillet-août 1999, n°124, pp.112-114

Départements : Marketing


Echanger. Echanges économiques et changements sur la toile

L. MARUANI

Cultures en Mouvement

mars 1999, n°15, pp.39-42

Départements : Marketing


Economie et marketing : quelles proximités ?

L. MARUANI, E. Le Nagard-Assayag, P. Benghozi

Revue Française de Gestion

septembre-octobre 1999, n°125, pp.91-98

Départements : Marketing



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