Faculty Scholarship 1994 - Present

Profiling The Store-Loyal Consumer

Marketers strive to create loyalty to their products and stores. In this paper, demographic and psychographic characteristics of store-loyal consumers are examined, based on data from exploratory surveys conducted in the US and Singapore. Tentative commonalities and differences between the two samples are identified, as a basis for future research. Theoretical and managerial implications of the store-loyalty concept and the empirical results are presented.