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Explorative Study on the Concept of Mind Shares: Confidence, Resistance and Loyalty

Author

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  • Hui-Hsin HUANG

    (Aletheia University)

Abstract

In practices and academics, the growth/decline of a brand or product sales is often measured with market shares. However, this method does not really gain insight into loyalty and perception of consumers toward brands and products. This paper proposes a concept of Mind Shares which combines confidence and resistance as the main contents of loyalty to establish a new theoretic foundation and develop the calculation method for the quantification of this model. The data from questionnaire survey showed that confidence and resistance are both positively correlated with loyalty, and these two variables are capable of predictability on loyalty. It is considered that this paper lays down the theoretic foundation of Mind Shares and contributes applications.

Suggested Citation

  • Hui-Hsin HUANG, 2014. "Explorative Study on the Concept of Mind Shares: Confidence, Resistance and Loyalty," Expert Journal of Marketing, Sprint Investify, vol. 2(1), pages 15-27.
    • Handle: RePEc:exp:mkting:v:2:y:2014:i:1:p:15-27
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    loyalty; confidence; Mind Share; resistance;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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