Consumers' expressed attitudes to brands are often thought to show their commitment and loyalty. But when consumers were re-interviewed, on average only about 50% gave the same attitudinal Yes or No response as before, implying that attitude beliefs are often not very firmly held. This paper reports that the attitudinal repeat-rates for different brands vary about this overall 50% average. These variations for different brands are, however, systematic. They are largely dependent upon the level of initial attitudinal responses, as a further instance of Double Jeopardy effects. The variation of repeat-rates is therefore not brand-specific and it does not reflect idiosyncratic differences in brand loyalty.
Bibliographical noteFunding Information:
* Corresponding author. E-mail: firstname.lastname@example.org. 1 The UK data collection was supported by the Economic and Social Research Council. The paper is part of an SBU project on "Justifying our Advertising Budgets" (JOAB).
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- Attitudinal repeat-rates
- Brand loyalty