Understanding national brand customer erosion: exploring socio-demographic and weight of purchase factors

IF 5.2 2区管理学 Q1 BUSINESS

Journal of Product and Brand Management Pub Date : 2024-08-02 DOI:10.1108/jpbm-07-2023-4600

José Miguel Holgado-Herrero, F. Javier Rondan-Cataluña, Carmen Barroso-Castro, José Luís Galán-González

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引用次数: 0

Abstract

Purpose

The purpose of this study is to explore brand customer erosion at both the category and brand levels while considering consumer socio-demographic characteristics and weight of purchase factors.

Design/methodology/approach

Data from 3,563 buyers encompassing 20,601 purchases were collected from a prominent household data panel.

Findings

Brand customer erosion varies depending on socio-demographic factors (householder age, family size, life cycle and social class) and weight of purchase; variations are evident depending on the specific brand.

Originality/value

The paper makes a substantial contribution to the established fields of marketing and consumer behavior literature by opening a new line of research. It does so by demonstrating, the impact of socio-demographic factors on customer erosion. Simultaneously, it presents results that contradict the limited existing research on the influence of weight of purchase on brand customer erosion.

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了解国家品牌顾客流失情况：探索社会人口因素和购买权重因素

本研究的目的是在考虑消费者的社会人口特征和购买权重因素的同时，从品类和品牌两个层面探讨品牌客户流失问题。研究设计/方法/途径从一个著名的家庭数据面板中收集了 3563 名买家的数据，包括 20601 次购买。研究结果品牌客户侵蚀因社会人口因素（户主年龄、家庭规模、生命周期和社会阶层）和购买权重的不同而不同；因具体品牌的不同而变化明显。它证明了社会人口因素对顾客流失的影响。同时，它还提出了与现有的关于购买权重对品牌客户流失影响的有限研究相矛盾的结果。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Product and Brand Management Multiple-

CiteScore

10.90

自引率

19.60%

发文量

期刊介绍： Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.