A tri-dimensional approach for auditing brand loyalty

Worthington, Steve, Russell-Bennett, Rebekah and Härtel, Charmine (2010) A tri-dimensional approach for auditing brand loyalty. Journal of Brand Management, 17 4: 243-253. doi:10.1057/bm.2009.24

Author Worthington, Steve
Russell-Bennett, Rebekah
Härtel, Charmine
Title A tri-dimensional approach for auditing brand loyalty
Journal name Journal of Brand Management   Check publisher's open access policy
ISSN 1350-231X
Publication date 2010-01
Year available 2009
Sub-type Article (original research)
DOI 10.1057/bm.2009.24
Volume 17
Issue 4
Start page 243
End page 253
Total pages 11
Place of publication Basingstoke, Hants., United Kingdom
Publisher Palgrave Macmillan
Language eng
Abstract Over the past 20 years brand loyalty has been an important topic for both marketing practitioners and academics. While practitioners have produced proprietary brand loyalty audit models, there has been little academic research to make transparent the methodology that underpins these audits and to enable practitioners to understand, develop and conduct their own audits. In this article, we propose a framework for a brand loyalty audit that uses a tri-dimensional approach to brand loyalty, which includes behavioural loyalty and the two components of attitudinal loyalty: emotional and cognitive loyalty. In allowing for different levels and intensity of brand loyalty, this tri-dimensional approach is important from a managerial perspective. It means that loyalty strategies that arise from a brand audit can be made more effective by targeting the market segments that demonstrate the most appropriate combination of brand loyalty components. We propose a matrix with three dimensions (emotional, cognitive and behavioural loyalty) and two levels (high and low loyalty) to facilitate a brand loyalty audit. To demonstrate this matrix, we use the example of financial services, in particular a rewards-based credit card. © 2010 Macmillan Publishers Ltd.
Keyword Behavioural loyalty
Brand loyalty audit
Cognitive loyalty
Emotional loyalty
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown
Additional Notes Journal issue: January/February 2010. advance online publication, October 2, 2009.

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
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Created: Sun, 27 Feb 2011, 17:50:42 EST by Professor Charmine Hartel on behalf of UQ Business School