Multiple Buying Behavior as an Indicator of Brand Loyalty: An Association Rule Application

摘要

Brands are working hard to build a brand equity which hope to lead the companies to have more loyal customers. Loyal customers are more cost efficient and have the intention to make multiple buying. The aim of this paper to track multiple buying behavior among customers with high brand loyalty. In order to see the relations between products chosen and preferences, data mining technique was used. Associations between products and future buying intentions were examined. High degrees of associations between products are presented. The future intentions were parallel to loyalty and satisfaction levels.