Website
http://dataportal.arc.gov.au/NCGP/API/grants/LP0455372
Funding Status
Closed
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Funded Activity Summary
An investigation into consumer perspectives on emotional, attitudinal and behavioural loyalty. Attracting and retaining loyal customers is central to the economic viability of organisations. Yet, scholars have not resolved how to define brand loyalty, what contributes to brand loyalty for different services, products and industries over time nor the appropriate application of brand loyalty measures in different contexts. Current conceptualisations overlook the role of emotion and its relationship with the other dimensions of brand loyalty. The proposed project will be the first application of a prototype approach and one of the few studies to use quantitative longitudinal research techniques to further understanding of what brand loyalty is and how it develops.Funded Activity Details
Start Date: 12-2004
End Date: 06-2009
Funding Scheme: Linkage Projects
Funding Amount: $220,000.00
Funder: Australian Research Council
Research Topics
ANZSRC Field of Research (FoR)
Marketing And Market Research | Industrial And Organisational Psychology | Psychology |
