An investigation into consumer perspectives on emotional, attitudinal and behavioural loyalty

吸引和留住忠诚的客户是企业经济生存的核心。然而，学者们还没有解决如何定义品牌忠诚，随着时间的推移，对不同服务、产品和行业的品牌忠诚有什么影响，以及在不同背景下品牌忠诚措施的适当应用。目前的概念忽略了情感的作用及其与品牌忠诚度的其他方面的关系。拟议的项目将是原型方法的第一个应用，也是为数不多的使用定量纵向研究技术来进一步了解什么是品牌忠诚度及其发展方式的研究之一。

Attracting and retaining loyal customers is central to the economic viability of organisations. Yet, scholars have not resolved how to define brand loyalty, what contributes to brand loyalty for different services, products and industries over time nor the appropriate application of brand loyalty measures in different contexts. Current conceptualisations overlook the role of emotion and its relationship with the other dimensions of brand loyalty. The proposed project will be the first application of a prototype approach and one of the few studies to use quantitative longitudinal research techniques to further understanding of what brand loyalty is and how it develops.