Multiple buying behavior as an indicator of brand loyalty: an association rule application

Authors:
Diren Bulut;Umman Tuğba Gursoy;Kemal Kurtulus
Affiliations:
School of Business, Istanbul University, Istanbul, Turkey;School of Business, Istanbul University, Istanbul, Turkey;Faculty of Economics & Administrative Sciences, Zirve University, Turkey
Venue:
ICDM'13 Proceedings of the 13th international conference on Advances in Data Mining: applications and theoretical aspects
Year:
2013

Citing 5
Cited 0

Knowledge management and data mining for marketing

Decision Support Systems - Knowledge management support of decision making
Business Intelligence Roadmap: The Complete Project Lifecycle for Decision-Support Applications

Business Intelligence Roadmap: The Complete Project Lifecycle for Decision-Support Applications
Exploratory medical knowledge discovery: experiences and issues

ACM SIGKDD Explorations Newsletter
Legendary brands: unleashing the power of storytelling to create a winning marketing strategy

Legendary brands: unleashing the power of storytelling to create a winning marketing strategy
Data mining a diabetic data warehouse

Artificial Intelligence in Medicine

Quantified Score

Hi-index	0.00

Visualization

Abstract

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.