Healthy Skepticism Library item: 13261

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Publication type: Journal Article

Paswan AK, Kulkarni S, Ganesh G.
Loyalty towards the country, the state and the service brands
Journal of Brand Management (2003) 10, 2003 Feb; 10:(3):233–251
http://www.palgrave-journals.com/bm/journal/v10/n3/abs/2540119a.html

Abstract:

This study empirically investigates the notion of brand loyalty towards the country, the state and the service provider, and investigates the relationship between the strength of loyalty towards the three – country, state and service brands. In addition, contingency variables such as national origin, social class and educational level are examined. The results indicate that brand loyalty towards the country is strongest, followed by that towards the state and service provider. As regards the contingency variables, both social class and education were found to have significant impact on the brand loyalty towards the service provider. The results for national origin indicated that loyalty towards the country, the state and the service brands does differ by country. In summary, the authors conclude that brand loyalty towards the country and the state tends to be more stable than loyalty towards the service brand.

paswana@unt.edu

Keywords:
brand, valuation, equity, electronic, management, e-branding, e-tailing, management, international, Internet, marketing, measurement, personality, consumers, advertising, fast moving, consumer goods, FMCG, brand-building, strategy