A temporal analysis of behavioural brand loyalty among urban Chinese consumers

Chinese marketing is evolving, and this is having a dramatic influence on the incomes and spending patterns of consumers. Set against these longer-run trends, the contribution of this paper is to examine the year-on-year persistence of brand purchasing and behavioural brand loyalty in packaged goods...

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Bibliographic Details
Published in:Journal of marketing management 2010-01, Vol.26 (9-10), p.921-942
Main Authors: Uncles, Mark D., Wang, Chao, Kwok, Simon
Format: Article
Language:English
Subjects:
1999-2003
behavioural loyalty
Brand loyalty
Brand preferences
brand purchasing
Brands
China
Cities
Consumer behavior
Consumer behaviour
Consumers
declining loyalty
Expenditures
longitudinal study
Loyalty
Marketing
Markets
NBD-Dirichlet model
Packaged goods
Purchasing
Purchasing power
Studies
Supply & demand
temporal invariance analysis
Toothpaste
Urban areas
urban Chinese consumers
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