This paper examines the relative influence of two key antecedents of brand loyalty-satisfaction and involvement and the moderating of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand...

Brand related concepts in the business-to-business sector have received little attention. Nevertheless recent research has shown that brand equity exists in business-to-business markets. Thus, brand-building investments in this sector may be worthwhile. Moreover, the brand loyalty concept...

Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture...

The study of female entrepreneurship is a dynamic field, with more women than men engaging in self-employment in Australia, the United Kingdom and the United States. Prior research in this field has identified a series of factors which characterize entrepreneurs. This paper examines the extent...

As the chapters in this Handbook clearly illustrate, the study of women entrepreneurs is a dynamic field. Increasing numbers of women are starting up their own businesses and, unlike previous generations, many young women are choosing to become business operators as a career choice, rather than...

The aim of this paper is to present the empirical tests of two measures of attitudinal brand loyalty to identify if they are items of a single construct or two distinct constructs. These two measures are an individual's propensity to be brand loyal, and attitude towards the act of purchasing a...

Although marketers have a strong interest in finding ways to engage with consumers through mobile phones, the everyday experiential, or affective consumption practices surrounding this technology have received limited attention in the literature. To address this limitation, we used appraisal...

Considerable resources are expended annually on building business brands, yet the literature is virtually silent on brand loyalty in a business setting. This study examines the relationship between attitudinal loyalty and behavioural loyalty in a business services context, and attempts to...