Exploring Consumers' Switching and Loyalty Behaviours: Brand Relationship Dynamics

  • Beverland, Michael (Primary Chief Investigator (PCI))
  • Kates, Steven (Chief Investigator (CI))
  • Uncles, Mark (Chief Investigator (CI))

Project: Research

Project Details

Project Description

For marketers and academics, understanding the ways that consumers develop relationships with brands is of utmost importance. Brands may inspire loyalty, repeat purchases, continued use, and switching behaviour over time. Yet, continued brand usage and switching behaviours have not yet been studied systematically from a relationship perspective. Fournier's(1998) perspective on brand relationships. This study, using qualitative semi-structured interviews and longitudinal brand diary keeping, will uncover the personal, social, and cultural meaning associated with brand-related changes, singinificantly advancing our understanding of brand ralationship dynamics.
Effective start/end date1/01/0330/06/05


  • Australian Research Council (ARC): AUD40,000.00
  • Australian Research Council (ARC): AUD40,000.00
  • Monash University