Persistent Preferences in Market Place Choices: Brand Loyalty, Choice Inertia, and Something in Between
نویسندگان
چکیده
منابع مشابه
Disentangling Preferences, Inertia and Learning in Brand Choice Models
The forces that influence a consumer in brand choice: preferences, experiences, and marketing mix have been of great interest to marketing scientists. The vast literature based on static survey data points to consumers using multi-attribute utilities in making a choice. At the same time the vast literature of scanner panel data based studies points to the existence of state dependence (in vario...
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Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...
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Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...
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ژورنال
عنوان ژورنال: Foundations and Trends® in Marketing
سال: 2015
ISSN: 1555-0753,1555-0761
DOI: 10.1561/1700000040