Correspondence: M Punniyamoorthy, Department of Management Studies, National Institute of Technology, Tiruchirappalli 620 015, India. Tel: +91 431 250 0281; Fax: +91 431 250 0133; E-mail: punniya@nitt.edu

¹has been in academia for over 20 years, teaching in the areas of data analysis, marketing research production and operations management, supply chain management, logistics management, etc. He earned his PhD at Bharathidasan University, India. He acquired a BTech in production technology from the Madras Institute of Technology, Chennai, India, and later obtained an MTech in industrial engineering and operations research from the Indian Institute of Technology, Kharagpur, India. He has published five papers in international journals. One of his papers, 'A strategic decision model for the justification of technology selection' published in the International Journal of Advanced Manufacturing Technology, Vol. 21, pp. 72–78 was selected by the American Society for Mechanical Engineers as one of the best 10 papers in the area of technology selection. He is presently working as a professor in the National Institute of Technology.

²has experience in the newspaper industry, research and academia. He has published papers on brand architecture and brand loyalty in Indian journals. He teaches marketing research, consumer behaviour and services marketing at the Bharathidasan Institute of Management (BIM), India. He has presented research papers at various international and national conferences, and is also pursuing a PhD in brand loyalty measurement at the National Institute of Technology (NIT), Trichirapalli.

Received 20 February 2007; Revised 20 February 2007.

Abstract

This study attempts to develop the empirical model for measuring brand loyalty in English newspapers. The model has been developed by using factor analysis, multiple regression analysis and the analytical hierarchy process (AHP) model. It describes the results of a survey of 180 respondents in three dominant cities of India. The work focuses on the factors that influence loyalty. The model has been built based on the factors found which influence loyalty. The study also examines the loyalty behaviour of customers, especially from an Indian perspective, and measures the brand loyalty score of three major English newspapers by using the developed model, concluding with suggestions for mounting high loyalty among customers.