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18 Cards in this Set
- Front
- Back
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What is loyalty?j
1. 2. 3. 4. |
1. Repeat Purchase
-Ex. Purchasing same kind of car over 10 year period, 3 x's 2. Frequency of Purchase -Ex. How often you purchase a car 3. Share of Wallet- Within a product category, the % you spend on a brand 4. Word of Mouth |
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How do you measure loyalty?
1. 2. |
1. Actual Behavior
-Ex. Kroger with Kroger Plus Card tracks everything you purchase 2. Purchase Intensions- Ex. at Kroger, they print up coupons at the register, based on what you buy and what you've purchased in the past |
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Reasons for Loyalty
1. 2. 3. |
1. Loyal customers are more profitable
2. Operation costs go down with loyal customers 3. Word of Mouth |
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Fan Loyalty
1. 2. 3. 4. |
1. Attendance
2. Attitude 3. Knowledgeable about the team 4. Support |
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Brandkeys.com- Survey of self identified fans: 4 Drivers
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1. Pure Entertainment Value
2. Authenticity- sense that players are proud to play 3. Fan Bonding- Driven by players who are recognizable 4. History and Team Traditions |
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4 Phases of Loyalty
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1. Cognitive Loyalty- beliefs
2. Affective Loyalty- attitude 3. Conative Loyalty- intensions 4. Action Loyalty- based on willingness to overcome obstacles |
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Cognitive Loyalty
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Based on Beliefs
Ex. VitaminWater will keep me awake |
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Affective Loyalty
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Based on Attitudes
Ex. Thinking 'I like VitaminWater' when deciding in the store |
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Conative Loyalty
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Based on Intentions
Ex. Before class, going to buy VitaminWater |
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Action Loyalty
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Based on willingness to overcome obstacles
Ex. I am out of VitaminWater, so I walk across the street to get VitaminWater at Phillip's Market. |
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Matrix:
-Horizontal/Top = -Vertical/Top = |
-Low Community Support and High Community Support
-Fortitude and High Fortitude |
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Low Community Support and Fortitude
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Product Superiority
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High Community Support and Fortitude
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Village Envelopment
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Village Envelopment
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Willing to listen to competing messages, but influenced by a high level of community support, community supporting the brand
Ex. Fair Weather Fan |
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Low Community Support and High Fortitude
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Determined Self-Isolation
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Determined Self-Isolation
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Lots of support to your brand, but not so much support around you
Ex. Being a Dike fan in Lexington, Kentucky |
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High Community Support and High Fortitude
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Immersed Self- Identity
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Immersed Self- Identity
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Don't listen to competing brands and also have the support
Ex. Harley Davidson or Cheese Heads in Wisconsin |
