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Journal Articles Advances in Consumer Research Year : 1999

A Situational Approach to Brand Loyalty

Gilles Laurent
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Bernard Dubois
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Brand loyalty, although an old idea central to marketing practice, remains a poorly understood and measured construct. Given the renewed interest in brand and branding issues, pleas for fresh perspectives that could rejuvenate brand loyalty research have proliferated. The objective of this paper is to advocate and illustrate the adoption of a situational approach in the analysis of brand loyalty patterns. A situational scale is developed in the context of fast moving consumer goods; its scalability is established, its convergent validity is assessed and its diagnostic power is illustrated.



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hal-00458443 , version 1 (21-02-2010)


  • HAL Id : hal-00458443 , version 1


Gilles Laurent, Bernard Dubois. A Situational Approach to Brand Loyalty. Advances in Consumer Research, 1999, 26 (1), pp.657-663. ⟨hal-00458443⟩


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