New research measures three loyalty types

Marketing faculty Tom Gruen and Lin Guo, along with Marta Dapena-Baron (President, Big Picture Partners) have a new article in the Journal of Brand Management. The article titled, "Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty", examines three different loyalty types and demonstrates a novel method of segmenting customers based on their combinations of the three types.

The article was published online January 7, 2020, and will be available in print later this year.

More information can be found at doi.org/10.1057/s41262-019-00185-3.