Testing scales for beer brand loyalty: The case of two brands of beer of the same producer

Research output: Contribution to book/anthology/report/conference proceedingArticle in proceedingResearchpeer-review

Abstract

Loyalty consists of attitudinal and behavioral components. Attitudinal loyalty means that a customer is willing to purchase the particular product at any reasonable price. Behavioral loyalty means re-purchasing. The aim of the paper is to test scales for both types of loyalty towards Tuborg and Carlsberg beers, and to compare Cronbach's alphas for the two brands when evaluated by the same respondents. Both brands are produced by the Carlsberg Group, and both are lagers. The Carlsberg Group markets Tuborg as a more premium brand, and it also aims at women. Both validated loyalty scales - (repeat) purchase loyalty, and attitudinal loyalty - used in the questionnaire consisted of two statements each.
Original languageEnglish
Title of host publicationCurrent Problems of the Corporate Sector 2017
EditorsMiroslav Uhliar, Jakub Kintler
Place of PublicationBratislava
PublisherUniversity of Economics, Bratislava
Publication date2017
Pages972-978
ISBN (Electronic)978-80-225-4422-1
Publication statusPublished - 2017
EventInternational Scientific Conference: Current Problems of the Corporate Sector 2017 - The University of Economics in Bratislava , Bratislava, Slovakia
Duration: 18 May 201719 May 2017
https://old.euba.sk/university-activities/university-events/invitation-to-the-international-scientific-conference-we-are-debating-the-future-of-europe

Conference

ConferenceInternational Scientific Conference
LocationThe University of Economics in Bratislava
CountrySlovakia
CityBratislava
Period18/05/201719/05/2017
Internet address

Keywords

  • brand loyalty
  • beer

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