Behavioural brand loyalty measures and consumer responses to brand attributes

Consumer associations to brand attributes are a core part of Consumer Based Brand Equity (CBBE), and behavioural loyalty (buying frequency or share of wallet) is a key outcome ofCBBE. In this research, we test of the relationship between past behavioural loyalty and current brand associations. We draw on data where past purchases tracked for a year and brand associations from the same individuals. The results show that both buying frequency and share of wallet have positive relationships with brand associations. The exception was that, the results for 100% loyals were mixed. 100% loyals for smaller brands have a lower propensity to associate the brand with the attribute than those with a lower share of wallet. We also found that 100% loyals were more likely to associate the brand with more attributes than non-1 00% loyals at the same buying frequency. This suggests that share of wallet is a greater driver of brand association responses than buying frequency.