The Relationship Between Household Life Cycle and Brand Loyalty

Giang Trinh, Ehrenberg-Bass Institute, University of South Australia, Australia
Malcolm Wright, School of Communication Journalism and Marketing, Massey University, New Zealand
Philip Stern, University of Exeter Business School, UK
This research shows that changes in brand loyalty follow a U shape pattern. Brand loyalty declines as households shift from the young single stage to the young family stage, remains relatively lower through the older family stage, and then increases at the post family and older single stages
[ to cite ]:
Giang Trinh, Malcolm Wright, and Philip Stern (2014) ,"The Relationship Between Household Life Cycle and Brand Loyalty", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 387-391.