Thesis (Ph. D.)--University of Washington, 1999. / Vita. Includes bibliographical references (leaves 72-83).

Thesis (M.A.)--University of British Columbia, 2006. / Includes bibliographical references (leaves 89-90).

An empirical study is reported which attempts to validate two key theoretical consequences of consumer involvement: differences in brand buying behaviour and differences in the type of decision processing undertaken. A literature review is provided which traces the history of involvement and identifies a suitable contemporary framework. Work on brand loyalty and attitude modelling is also reviewed and suitable frameworks identified. A pilot stage is reported which shows how involvement measurement techniques can be adapted for use among frequently purchased products. Results from reliability testing and differences in the mean levels of involvement for six grocery product categories are reported. A main fieldwork phase is reported where a consumer panel was operated for four months (n=191). Data on levels of involvement, decision making and purchasing behaviour were collected from the panel using surveys and diary sheets for three product categories: newspapers, breakfast cereals and paper kitchen towels. The relationship between sources of involvement and buying behaviour was analysed using LISREL. A model of involvement is identified which suggests that brand involvement is generated by the risks associated with making a poor brand choice and the levels of pleasure associated with the product field. For newspapers, the modelling identifies a significant (but small) relationship between involvement and devotion of purchasing to a limited number of brands. This relationship was not significant in the other two product fields. Further analysis identifies four classifications of buying behaviour (habitual, loyal, switchers, and variety seekers) which helps to explain why the linear relationship is so weak. A second analysis phase is reported which examines the utility of the Extended Fishbein Model for each of the three product categories. This analysis supports the notion that decision processing is more extensive where the level of product involvement is higher. The theoretical and managerial implications of the findings are discussed. Strengths and limitations of the research design are reviewed.

Thesis (Ph. D.)--University of Rhode Island, 2006. / Typescript. Includes bibliographical references (leaves 128-148).

Thesis PlanB (M.S.)--University of Wisconsin--Stout, 2006. / Includes bibliographical references.

Bakalauro baigiamajame darbe nagrinėjamas vartotojų lojalumas prekės ženklui. Teorinėje dalyje apžvelgiama vartotojų lojalumo prekės ženklui samprata, lojalumo fazės, lojalumą veikiantys veiksniai, vartotojų lojalumo prekės ženklui tipai, lojalumo teikiama nauda vartotojui ir įmonei bei lojalumą skatinančios priemonės. Vartotojų lojalumo prekės ženklui tyrimas atliekamas Lietuvos telekomunikacijų bendrovių pavyzdžiu. Tyrimu siekiama nustatyti vartotojų lojalumą telekomunikacijų bendrovės prekės ženklui lemiančius veiksnius, taip pat veiksnius, kurie paskatintų pakeisti dabartinį prekės ženklą, vartotojų lojalumo prekės ženklui tipus ir elgesį. Tyrimo metu nustatyta, kad kaina yra vienas iš pagrindinių veiksnių, kuris ne tik veikia vartotojų lojalumą telekomunikacijų bendrovės prekės ženklui, bet ir gali paskatinti pakeisti dabartinį prekės ženklą, jei kita telekomunikacijų bendrovė pasiūlytų mažesnę kainą už paslaugas. Remiantis gautais rezultatais, galima teigti, kad telekomunikacijų bendrovių klientai yra lojalūs prekės ženklui, tačiau įvairių tipų ir lygių. Dauguma jų priklauso viduriniam lojalumo lygiui. Jie naudojasi telekomunikacijų bendrovės teikiamomis paslaugomis, bet galėtų ją pakeisti ir kita, jei pasitaikytų geresnis konkurentų pasiūlymas. / The bachelor's thesis analyses consumers’ loyalty to brand. The definition of brand loyalty, loyalty phases, factors affecting brand loyalty, the types of brand loyalty, benefits of loyalty to the consumer and company and measures to promote loyalty are overviewed in the theoretical part. Research of brand loyalty was done by example of Lithuanian telecommunication companies. There were tried to determine factors of consumers’ loyalty to the telecommunication companies brand and factors that could lead to change the current brand, consumers’ type and behavior of loyalty to brand. There were noticed that the price is one of the main factors that not only affect consumer’s loyalty for the telecommunication company's brand, but can also lead to replacement of the current brand in case that another telecommunication company would offer a lower price for the service during the study. In the light of results one of suggestions could be that costumers of telecommunication companies are loyal to the brand, but they differ in types and levels. The main part of them belongs to middle loyalty level. They use the services of telecommunication company, but could change it to another if they get better offer of rivals.

Brand loyalty development is an important part of a company‘s marketing strategy. Empirical data on the influences of brand loyalty in the South African hospitality industry is non-existent. Moolla and Bisschoff developed an empirical tool for measuring twelve influences of brand loyalty in, originally, the fast moving consumer goods (FMCG) industry. The model has since been validated and the reliability of the data confirmed for various industries such as agri- business, banking and pharmaceutical industries. The twelve influences the model test are; customer satisfaction, culture, brand performance, brand relevance, relationship proneness, brand affect, repeat purchase, perceived value, commitment, involvement, switching cost and brand trust. An adapted Moolla and Bisschoff model is employed in the hospitality industry, and more specifically the hotel sector, which aims to determine the role each influence plays on brand loyalty. Questionnaires were distributed to guests at various branded hotels in South Africa of which 187 patrons responded positively. The Kaiser-Meyer-Olkin measure indicated sample adequacy and suitability for factor analysis, where after the questionnaire was validated and the data found to be reliable. According to the respondents‘ perceptions, customer satisfaction is regarded as the single most very important brand loyalty influence in the hospitality industry. Brand trust, repeat purchase, involvement, perceived value, relationship proneness, brand affect, brand relevance and brand performance can also be seen as important factors. Switching cost, commitment and culture were not considered to be very important brand influences. Sub-factors were identified for the influences of perceived value and relationship proneness. A new conceptual framework for brand loyalty in the hospitality industry was therefore suggested. The results of this study concluded that the adapted Moolla and Bisschoff model is indeed a valuable tool for measuring brand loyalty influences in the hospitality industry. This study also contributed to the knowledge base regarding brand loyalty of the South African hospitality industry in South Africa. / MBA, North-West University, Potchefstroom Campus, 2015

Brand loyalty development is an important part of a company‘s marketing strategy. Empirical data on the influences of brand loyalty in the South African hospitality industry is non-existent. Moolla and Bisschoff developed an empirical tool for measuring twelve influences of brand loyalty in, originally, the fast moving consumer goods (FMCG) industry. The model has since been validated and the reliability of the data confirmed for various industries such as agri- business, banking and pharmaceutical industries. The twelve influences the model test are; customer satisfaction, culture, brand performance, brand relevance, relationship proneness, brand affect, repeat purchase, perceived value, commitment, involvement, switching cost and brand trust. An adapted Moolla and Bisschoff model is employed in the hospitality industry, and more specifically the hotel sector, which aims to determine the role each influence plays on brand loyalty. Questionnaires were distributed to guests at various branded hotels in South Africa of which 187 patrons responded positively. The Kaiser-Meyer-Olkin measure indicated sample adequacy and suitability for factor analysis, where after the questionnaire was validated and the data found to be reliable. According to the respondents‘ perceptions, customer satisfaction is regarded as the single most very important brand loyalty influence in the hospitality industry. Brand trust, repeat purchase, involvement, perceived value, relationship proneness, brand affect, brand relevance and brand performance can also be seen as important factors. Switching cost, commitment and culture were not considered to be very important brand influences. Sub-factors were identified for the influences of perceived value and relationship proneness. A new conceptual framework for brand loyalty in the hospitality industry was therefore suggested. The results of this study concluded that the adapted Moolla and Bisschoff model is indeed a valuable tool for measuring brand loyalty influences in the hospitality industry. This study also contributed to the knowledge base regarding brand loyalty of the South African hospitality industry in South Africa. / MBA, North-West University, Potchefstroom Campus, 2015

South Africa is an exporter of groundnuts (Arachis Hypogaea). The domestic market reaps the spinoff advantage that export quality reaches store shelves, but unfortunately at a price that is directly linked to the price traders achieve on the export market. The local edible groundnut demand is relatively stable, but some processors saw a dramatic decline in the demand for groundnuts within the fast moving consumer goods (FMCG) industry. Businesses in the groundnut industry have a specific objective to create a turnaround strategy for groundnut production in South Africa, in an attempt to increase exports of locally produced groundnuts. This directly results that importance of the domestic market, compared to the export market is secondary. Since retail buyers are the “gatekeepers of consumer choice”, it is important to understand buying behaviour and brand loyalty, as well as the factors that influence buyers’ decisions in a business to business context. Limited literature exists for the domestic South African that highlights or indicates specific buyer preferences towards branded edible groundnuts. Furthermore, a general conceptual model to measure or to provide insight on retailer buyer preferences and buying behaviour lack, or are generally unrelated. An adapted model was used to analyse retail buyer behaviour, perceptions, and brand loyalty influences and data was collected by means of a self administrered questionnaire. Descriptive statistics as well as factor analysis were utilised to identify which factors influence retail buyers’ purchase behaviour and loyalty towards an edible groundnut brand. The Kaiser-Meyer-Olkin measure of sampling adequacy, Bartlett’s test of sphericity and Cronbach Alpha was used to determine whether the collected data was appropriate for factor analysis. Through the factor analysis the following ten factors were identified as having a significant influence on retailers’ buying behaviour as well as brand loyalty towards branded edible groundnuts: * Long-term relationship with a preferred brand. * Brand Loyalty. * Brand trust. * Brand performance. * Satisfaction. * Intentional repurchase. * Brand affect. * Company reputation. * Involvement. * Value for money. More research on this topic is required to develop a single conceptual model in order to measure and analyse retail buyer behaviour and preference for a specific brand on a larger scale within the FMCG industry. / MBA, North-West University, Potchefstroom Campus, 2014

Since 2004, several small hotel chains have introduced guest loyalty programs in order to give their guests "big chain perks" while keeping a boutique identity. Recent studies have raised concerns that loyalty programs do not create brand loyalty. By looking at Kimpton Hotel's recently introduced program, Kimpton InTouch, this study examines the potential for operationalizing guest loyalty programs in a small boutique hotel chain setting. The study utilizes guest information gathered through customer surveys and reviews guest visits and spending patterns to see if there is any indication that loyal behavior exists amongst members of the Kimpton InTouch. This study demonstrates that frequent stay programs serve as a valuable asset in a hotel's ability to nurture a relationship with its membership and increase the overall awareness of its brand in the marketplace.