The Relationship between Household Lifecycle and Brand Loyalty

20 Pages Posted: 16 May 2011

See all articles by Giang Trinh

Giang Trinh

University of South Australia

Malcolm Wright

Massey University - Department of Communication, Journalism & Marketing

Date Written: April 18, 2011

Abstract

This research investigates changes in brand loyalty as households pass from one stage of the household life cycle to another. Analysing 45 brands in three consumer product categories in the UK, we find that the changes follow a U shape pattern. Brand loyalty declines sharply as households shift from the pre-family stage to the young family stage, remains relatively lower through the older family stage, and then increases sharply at the post family and older single stages.

Keywords: Brand loyalty, Household life cycle, Dirichlet model, Consumer packaged goods

JEL Classification: D12, D91, M31

Suggested Citation

Trinh, Giang and Wright, Malcolm, The Relationship between Household Lifecycle and Brand Loyalty (April 18, 2011). Available at SSRN: https://ssrn.com/abstract=1842083 or http://dx.doi.org/10.2139/ssrn.1842083

Giang Trinh

University of South Australia ( email )

37-44 North Terrace, City West Campus
Adelaide, South Australia 5001
Australia

Malcolm Wright (Contact Author)

Massey University - Department of Communication, Journalism & Marketing ( email )

Dept of Communication, Journalism & Marketing
Private Bag 11-222
Palmerston North, 4442
New Zealand