The relationship between household life cycle and brand loyalty
Trinh, Giang; Wright, Malcolm; Stern, Philip
Date: 2014
Article
Journal
Advances in Consumer Research
Publisher
Association for Consumer Research
Abstract
This research investigates changes in brand loyalty as households pass from one stage of the household life cycle to another. Analysing 45 brands in three consumer product categories in the UK, we find that the changes follow a U shape pattern. Brand loyalty declines as households shift from the young single stage to the young couple ...
This research investigates changes in brand loyalty as households pass from one stage of the household life cycle to another. Analysing 45 brands in three consumer product categories in the UK, we find that the changes follow a U shape pattern. Brand loyalty declines as households shift from the young single stage to the young couple and the young family stage, remains relatively lower through the older family stage, and then increases at the post family and older single stages.
Management
Faculty of Environment, Science and Economy
Item views 0
Full item downloads 0