Measurement of Customers' Brand Choice and Brand Loyalty Expectancy Value & Colombo - Morrison Model Approach

Journal of International Business Research and Marketing, Volume 4, Issue 1, 2018

6 Pages Posted: 2 Apr 2019

See all articles by Prasanna Mohan Raj

Prasanna Mohan Raj

Alliance University - School of Business

Ananth S

School of Business - Alliance University

Multiple version iconThere are 2 versions of this paper

Date Written: November 01, 2018

Abstract

Brand choice is the biased, mindful and behavioural tendency which direct consumer’s predisposition toward a brand. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand loyalty. Brand loyalty is one of the key drivers of top-line growth. The committed loyal customers become evangelists for the brand. The brands are increasingly finding it difficult to retain the customers in the era of the brand deluge. The brand success cannot be achieved without achieving brand loyalty. The loyal customers stay with their preferred brand as long as the brand continues to deliver its superior value proposition. Marketers and academics always interested to measure brand choice and brand loyalty. Marketing models are developed to measure both constructs. This paper tests brand choice through the expectancy-value model and brand loyalty score is measured by using this Colombo-Morrison brand-loyalty model. This research is carried out in the smartphone segment in India. Smartphone segment dominated the total handset market by holding a 50% market share during Q3 2018. Top five brands captured 77% share of the total smartphone market during the quarter. In the smartphone segment, Xiaomi leads the market by having a 27 % market share in Q3 of 2018. This paper concludes by developing precise brand choice score and brand loyalty score.

Keywords: Brand Choice, Brand Loyalty, Expectancy-value, Colombo-Morrison model, Preference behavior model

Suggested Citation

Mohan Raj, Prasanna and S, Ananth, Measurement of Customers' Brand Choice and Brand Loyalty Expectancy Value & Colombo - Morrison Model Approach (November 01, 2018). Journal of International Business Research and Marketing, Volume 4, Issue 1, 2018, Available at SSRN: https://ssrn.com/abstract=3350205

Prasanna Mohan Raj

Alliance University - School of Business ( email )

Bangalore
India

Ananth S (Contact Author)

School of Business - Alliance University ( email )

chikkahagade cross, chandapura - Anekal Main Road
Anekal
Bangalore, 562106
India

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