Consumer behavioral loyalty: a segmentation model and analysis

Article Abstract:

A modeling framework was proposed to analyze consumer behavioral loyalty that distinguishes between hardcore loyalty and reinforcing loyalty. Findings revealed that measuring a product's loyalty in terms of both hard-core and reinforcing loyalties provides valuable information that is significant to the management of brand loyalty. It was also shown that loyalty building strategies depend much on the composition of a brand's hard-core loyal and reinforcing loyal base and on the factors that motivate repeat purchase of the brands.

Product management

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Membership clubs as a tool for enhancing buyers' patronage

Article Abstract:

Research on the importance of membership clubs as a way of enhancing consumer loyalty is examined in detail. Markets for both nondurable and durable goods are analyzed.

Direct marketing

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