Patterns of Brand Loyalty: Their Determinants and Their Role for Leading Brands

A behavioural measure is used to describe loyalty in different product areas. The measures derived from a study comprising more than 600 branded consumer goods, for which information about purchasing, place of purchase, brand awareness, brand preference, relative importance of price and quality was collected. An analysis was conducted of the way in which loyalty varies across product areas and how loyalty patterns vary depending upon the degree of penetration of the product class. A summary model of variables is proposed showing how average and leading brands behave, for each of the brands measures of their perceived price and quality are available.