Conceptual and operational aspects of brand loyalty: an empirical investigation

Odin, Yorick; Odin, Nathalie; Valette‐Florence, Pierre

doi:10.1016/s0148-2963(99)00076-4

Cited by 339 publications

(247 citation statements)

References 19 publications

Supporting

Mentioning

217

Contrasting

Unclassified

Order By: Relevance

“…The marketing literature provides a wide range of loyalty measures (Odin, Odin, & Valette-Florence, 2001), and their usefulness depends on the specific market and study objective. The main distinction in loyalty measures is between attitudinal loyalty and behavioral loyalty (Dick & Basu, 1994).…”

Section: Conceptual Framework Customer Loyaltymentioning

confidence: 99%

Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members

Leenheer

Heerde²,

Bijmolt³

et al. 2007

International Journal of Research in Marketing

365

381

View full text Add to dashboard Cite

One of the pressing issues in marketing is whether loyalty programs really enhance behavioral loyalty. Loyalty program members may have a much higher share-of-wallet at the firm with the loyalty program than non-members have, but this does not necessarily imply that loyalty programs are effective. Loyal customers may select themselves to become members in order to benefit from the program. Since this implies that program membership is endogenous, we estimate models for both the membership decision (using instrumental variables) and for the effect of membership on share-of-wallet, our measure of behavioral loyalty. We use panel data enhance share-of-wallet, and we provide guidelines how to achieve this.

show abstract

Section: Conceptual Framework Customer Loyaltymentioning

confidence: 99%

Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members

Leenheer

Heerde²,

Bijmolt³

et al. 2007

International Journal of Research in Marketing

365

381

View full text Add to dashboard Cite

show abstract

“…Nam et al (2011) considered brand equity, brand loyalty and consumer satisfaction in other case study and reported that more satisfied customers will more likely become loyal customers as well. Odin et al (2001) discussed different conceptual and operational aspects of brand loyalty. Robinson (2007) explained the role of customer loyalty in banking industry.…”

Section: Introductionmentioning

confidence: 99%

Measuring brand equity in banking industry: A case study of Mellat Bank

Nadernezhad¹,

Vakilalroaia²

2013

10.5267/j.msl

View full text Add to dashboard Cite

This study examines the influencing factors on brand equity in banking industry. The proposed study designs a questionnaire consists of 16 questions for measuring brand loyalty, brand awareness, brand compatibility and perceived quality in one of Iranian banks named Mellat Bank. Using a descriptive and non-experimental study, the proposed study gathers data and analyze them using t-student test. The results indicate that three components including brand loyalty, brand awareness and brand equity compatibility on brand equity of Mellat bank branches in Mazandaran province are in desirable level but the effect of perceived quality indicator on brand equity of Mellat Bank is not desirable. The study provides necessary suggestions to improve the quality of services for the proposed case study.

show abstract

“…The six-item scale for brand loyalty used in this study was adopted from measures developed by Aaker (1996), Y. Odin, N. Odin, andVallette-Florence (2001) and Yoo and Donthu (2001). It used a seven-point Likert-type scale ranging from 1 (strongly disagree) to 7 (strongly agree).…”

Section: Measures and Instrumentmentioning

confidence: 99%

Customer Satisfaction and Hotel Brand Equity: A Structural Equation Modelling Study

Nassar¹

2017

JTHM

View full text Add to dashboard Cite

In this paper, a structural equation modelling technique was used to examine the effect of brand equity on customer satisfaction in the Egyptian hotel industry. Brand equity was separated into four constructs (brand loyalty, perceived quality, brand awareness and brand associations), and each one was examined individually. A sample of hotel guests, who accommodated at four-and five-star branded hotels, in four tourism destinations in Egypt, was selected. A structured questionnaire that included established scales was then used to measure brand loyalty, perceived quality, brand awareness, brand associations and customer satisfaction. Data were collected from 280 usable questionnaires answered by hotel guests, and the relationships among the four variables of brand equity and customer satisfaction were examined using correlation analysis and structural equation modelling. The study found that brand loyalty, brand awareness and brand associations all had a significant positive effect on customer satisfaction. Perceived quality, however, did not have any effect. These findings suggest that customer satisfaction is a reasonable measure for the success of branding activities, and that branding managers should focus on brand loyalty, awareness and associations to raise their customers' satisfaction.

show abstract

Conceptual and operational aspects of brand loyalty: an empirical investigation

Cited by 339 publications

References 19 publications

Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members

Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members

Measuring brand equity in banking industry: A case study of Mellat Bank

Customer Satisfaction and Hotel Brand Equity: A Structural Equation Modelling Study

Contact Info

Product

Resources

About