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A comparison of brand loyalty between on the go and take-home consumption purchases
- Source :
- Journal of Retailing and Consumer Services. 53:101968
- Publication Year :
- 2020
- Publisher :
- Elsevier BV, 2020.
-
Abstract
- This paper compares consumer brand purchase loyalty for food products bought either ‘on the go’ (OTG), or for take-home consumption. The study uses two UK consumer packaged goods datasets. The first dataset comprises consumers' purchasing of brands in three product categories: soft drinks, crisps, and savory snacks for on the go consumption. The second contains consumers' purchasing of the same brands for take-home consumption. Analysis uses the polarization index as a behavioral loyalty measure, estimated from the Beta Binomial – Negative Binomial Distribution. This measure controls for the difference in purchase rate and brand market share across on the go and take-home. The study finds that consumer loyalty to brands is markedly higher in purchasing for on the go consumption than for take-home consumption; and that the effect is even stronger for larger brands in on the go. Refereed/Peer-reviewed
- Subjects :
- Marketing
Consumption (economics)
Index (economics)
repeat-purchase
media_common.quotation_subject
05 social sciences
Negative binomial distribution
Advertising
on the go
Purchasing
Brand loyalty
food products
Food products
0502 economics and business
Loyalty
050211 marketing
Business
Market share
050203 business & management
brand loyalty
media_common
Subjects
Details
- ISSN :
- 09696989
- Volume :
- 53
- Database :
- OpenAIRE
- Journal :
- Journal of Retailing and Consumer Services
- Accession number :
- edsair.doi.dedup.....267a2a3624361cecdb2d39db81fcc014