Double Jeopardy Revisited

Ehrenberg, A. S. C.; Goodhardt, G. J.; Barwise, T. P.

doi:10.1177/002224299005400307

Cited by 303 publications

(274 citation statements)

References 17 publications

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“…Hence, brand loyalty is a significant indicator of success (Ehrenberg et al, 1990), and particularly for fashion retailers (Birtwistle et al, 1998). Young fashion consumers seek out both functional and symbolic benefits that are essential to their experiences (Leung et al, 2000).…”

Section: Components Of Retail Imagementioning

confidence: 99%

The marketing directions of two fashion retailers

Newman

Patel

2004

European Journal of Marketing

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Topshop and Gap are important fashion retail brands targeting young style-conscious UK consumers. However, business performance differs widely with Topshop enjoying record sales whilst Gap has recorded losses at a five year high. This paper investigated these variations in performance from a strategic and holistic view of retailer brand image, and the adoption of quality marketing orientation. Answers were sought using key image attributes as a vehicle to understanding customers' perceptions of the retailers under study. Survey data were collected from a sample of 300 typical customers who were set the task of ranking image attributes. Factor analysis of customer responses indicated that Gap customers were offered lifestyles in advertising that were out-of-step with the merchandise on the shelves. This reflected a failure on the part of retail management to satisfy the target market. Topshop customers displayed high levels of confidence in the merchandise proposition but stressed the importance of atmosphere and sales staff in overall assessments. This finding reinforces the view that sustainable retailer positioning pivots on a range of marketing activities as well as matching fashion consumers to styles. The research concludes with implications for strategic retail marketing, theory and practice.

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Section: Components Of Retail Imagementioning

confidence: 99%

The marketing directions of two fashion retailers

Newman

Patel

2004

European Journal of Marketing

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“…However, few customer loyalty studies have allowed for the effect of use of competing products, and if they have done so, have typically modeled loyalty in the consumer packaged goods market (e.g., Chintagunta et al, 1991;Yim and Kannan, 1999), not the financial services market. Divided loyalty is not unique to the banking industry: for example there is substantial evidence that most consumers of packaged goods purchase regularly from a portfolio of brands (Ehrenberg et al, 1990;Uncles et al, 1994). Previous research has shown that banking customers may stay with a provider, even if dissatisfied, because the costs of switching are perceived to be higher than the benefits of switching (Panther and Farquhar, 2004).…”

Section: Introduction and Purposementioning

confidence: 99%

Customer tradeoffs between key determinants of SME banking loyalty

Lam

Burton

2009

Intl Jnl of Bank Marketing

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this study is to demonstrate a method for estimating the tradeoffs that banking customers make between different attributes of a service, thus allowing businesses to estimate the likely impact on customer loyalty of changes in different attributes of a service. Design/methodology/approach -The data were collected using a mail survey that was sent to small to medium-sized enterprise (SME) decision makers in Hong Kong. The data were then analyzed using a choice modeling approach in the form of ordinal logistic regression. Findings -Both affective components, such as relational bonds, and cognitive components, such as perceived service quality, are shown to influence customers' switching behavior. The specific tradeoffs that customers make between these attributes are also estimated. Research limitations/implications -This study is the first to quantify the effect of different variables on SME customer loyalty in a largely disloyal services sector. The study also demonstrates and quantifies the tradeoffs that customers make between various cognitive and affective attributes. Practical implications -The tradeoff analysis shows how improvement in one attribute can have an impact that is equivalent to a change in another attribute. This provides additional strategic options for financial services marketers to cost-effectively achieve a higher level of loyalty. Originality/value -The study is the first to show how choice modeling can be used to calculate the tradeoffs that customers make in their purchase decisions, thereby providing financial services marketers with an effective way to estimate the impact of alternative strategies on customer loyalty.

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“…Nevertheless, smaller brands not only have fewer buyers, their buyers also tend to buy less often. This is the so-called "double jeopardy effect " [13]. In fact the observed fall in rates of buying here is greater than that which is predicted from the model.…”

Section: Do Private Labels Affect the Number Of People Buying And Thementioning

confidence: 52%