Casteran, Gauthier, Chrysochou, Polymeros and Meyer-Waarden, Lars (2019) Brand loyalty evolution and the impact of category characteristics. Marketing Letters, vol. 30 (n° 1). pp. 57-73.

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Identification Number : 10.1007/s11002-019-09484-w


A common managerial belief indicates that brand loyalty declines over the years, with consumers becoming more heterogeneous in their choices. The earlier research investigating the phenomenon of brand loyalty decline is, however, inconclusive and does not offer an answer to the reasons behind brand loyalty evolution. In this study, we investigate brand loyalty evolution and explore the impact that a number of category characteristics have on driving brand loyalty evolution. We use Danish panel data across 54 categories over a period of 6 years (2006–2011). Our findings show that at the aggregate level, brand loyalty declines, but this evolution is category-specific, with only a small number of categories showing a significant decline. We further demonstrate that an increase in category penetration results in a negative impact on brand loyalty evolution, whereas an increase in the share of private label brands has a positive impact. We discuss the implications for theory and practice.

Item Type: Article
Language: English
Date: March 2019
Refereed: Yes
Place of Publication: Allemagne
Uncontrolled Keywords: Brand loyalty, Evolution Polarization index, Private label brands, Category management
Subjects: C- GESTION
Divisions: TSM Research (Toulouse)
Site: UT1
Date Deposited: 16 Feb 2021 14:14
Last Modified: 25 Nov 2021 10:51
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