UGC Approved Journal no 63975(19)

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 6 Issue 1
January-2019
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIRFT06061


Registration ID:
501809

Page Number

315-319

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Title

A Study on the Role of Customer Loyalty as a Brand Extension Purchase Indicator

Abstract

The article investigates the link between consumer loyalty to a retail brand and the purchasing of non-traditional goods and services (NTPS) provided by grocery stores under their own labeling (i.e. over-the-counter products, photo printing, mobile communication services and travel booking). The behavioral and attitudinal components of customer loyalty to a retail brand are measured. A study of 480 retail consumers was performed by giving a questionnaire to them at two shops belonging to various retail grocers. The purchase of at least one NTPS was then used as the dependent variable (1 14 buy; 0 14 no buy) and attitudinal and behavioral loyalty as the independent factors in a binary logistic regression. The findings indicate that attitudinal loyalty has a major impact as a buying predictor, although this varies depending on the NTPS available. Theoretical and practical implications are drawn from the findings.

Key Words

Customer Loyalty; Retail Brand; Non-Traditional Products and Services; Private Label; Grocery Retailing.

Cite This Article

"A Study on the Role of Customer Loyalty as a Brand Extension Purchase Indicator", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.315-319, January-2019, Available :http://www.jetir.org/papers/JETIRFT06061.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"A Study on the Role of Customer Loyalty as a Brand Extension Purchase Indicator", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp315-319, January-2019, Available at : http://www.jetir.org/papers/JETIRFT06061.pdf

Publication Details

Published Paper ID: JETIRFT06061
Registration ID: 501809
Published In: Volume 6 | Issue 1 | Year January-2019
DOI (Digital Object Identifier):
Page No: 315-319
Country: -, -, India .
Area: Engineering
ISSN Number: 2349-5162
Publisher: IJ Publication


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