This study examines the role of satisfaction strength on the correspondence between reported satisfaction and intention to purchase a new product. The market testing underlying this study analyzes the market opportunities for a novel prototype. The research was conducted at a central location...

Purpose: This study addresses the role of habit strength in explaining loyalty behaviour. Design/methodology/approach: The study uses 2063 consumers’ data from a survey in Denmark and Spain, and multigroup structural equation modelling to analyse the data. The paper describes an approach...